Open for Projects
Client
Rice University
Project Type
UX/UI
Project Date
November 10- December 14
MY role
I was responsible for UX research, User interface design, and Branding
- UX analysis ( interviewing ,persona, redlining, flows, and testing)
- Wireframing/ Designing (app, website and branding)
- Lo-fi/ Hi-fi testing prototyping (basic flow and interactions)
Project summary
I chose to redesign this website not just for a challenge, but to solve a real problem that the Nsa’s website has. I wanted to focus on the reasoning behind user drop off and what makes this website so hard to utilize.
The challenge
User experience suffered substantially. Nsa’s website would often leave users lost. It had many paths that were not consistent. Some lead to different websites, repetitive links and broken links (404). Which quickly leads to confusion and to ultimately user drop off.
Solution
Understanding” was the goal. By learning our user’s goals and thought process, redesigning Nsa’s website to highlight and accommodate primary goals that the users seek was better achieved. Essentially, increasing user experience dramatically
After multiple testing on users, as well as putting myself into the shoes of the user. An unbearable amount of paths were discovered. This showed that there was not a primary path to follow. To alleviate some of the burdens, my team and I found it necessary to further develop 4 ‘high traffic” key paths. News and features, Students and Educators, Business, and lastly Resources.
COMMON INSIGHT FROM USER GUERRILLA USABILITY TESTING
An excessive amount of CTA’S. Users would often become lost due to different links.
Broken and repetitive links
Needed a more defined path
The webpages were carefully dissected and tested the overall functionality of the nsa pages to make multiple annotations. It was observed that it lacked simple UI practices such as hierarchy, type, images quality, color theory, and overall consistency.
Card sorting
While dissecting the Nsa’s navigation, I quickly learned that multiple links in navigation lead to the same website locations. Creating this “lost deja vu effect.” Eventually leading to users to give up on the site as a whole.
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I wanted to be sure to capitalize on user paths with hierarchy and overall simplification (functionally and visually). As well as giving a "face lift” a rebranding of their logo and visual clashing style guide. It was important to build an interface that users are easily able to understand. A place where users can quickly find and utilize Information without hassle. After multiple iterations and testing based on learning what works and what doesn’t, I believe that user experience was greatly accomplished for RWD redesign.
Results
Reflections
User flow was something that was something generally understood. Make sure the user has a path…Simple as that. This experience as a designer has truly shined a different light of perspective on how crucial information architecture and user flow truly is. If it's not top tier, visuals, even functionality are simply rendered useless from a user's perspective.
I wanted to be sure to capitalize on user paths with hierarchy and overall simplification (functionally and visually). As well as giving a "face lift” a rebranding of their logo and visual clashing style guide. It was important to build an interface that users are easily able to understand. A place where users can quickly find and utilize Information without hassle. After multiple iterations and testing based on learning what works and what doesn’t, I believe that user experience was greatly accomplished for RWD redesign.
