Role and Impact

As a UX Designer and Web Prototyper for the By Design website re-design, I aimed to enhance the user experience and create a more accessible and inclusive online space. From reworking the cluttered, dark forest green and gray visual palette to redesigning the content layout for a more engaging and intuitive experience, I focused on providing a balanced and inviting environment for all users, including those with accessibility needs.

Deliverables

• UX Research: Conducted a thorough analysis of the existing website, identifying pain points like inconsistent design, information overload, and weak CTAs. This process also involved competitive research to understand the current industry standards and possible improvements.

• Information Architecture: Developed a more user-friendly site structure to ensure easy navigation and optimal user flow. Used card sorting exercises to redefine website features and created a user flowchart to guide the redesign.

• Web Prototyping: Leveraged Figma to create a prototype, introducing a fresh, modern palette of dark teal on a clean white background with grey accents. I also integrated high-quality, vibrant photos, bespoke icons, and logically structured service offerings to enhance visual appeal.

• Interaction Design: Refined the layout and presentation of information and implemented interactive elements like well-placed action buttons and personalized booking options, improving accessibility and enhancing the user experience.

• Accessibility: Focused on building an inclusive digital experience by incorporating accessibility features such as alt text for images, ensuring the site was screen-reader friendly, and optimizing page readability.

• Content Strategy: Formulated a strategic content plan promoting the "Dads & Lads" package. The strategy included featuring an impactful hero image and quote on the homepage and a distinguished, easily accessible CTA button.

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Prototype: View in Figma

Reflection: “The By Design project reiterated the importance of inclusive design, reflecting the potential of comprehensive UX practices in transforming an online space. It was rewarding to witness how an organized, visually pleasing, and accessible site could significantly boost user engagement and subsequently drive business growth. Moreover, the project highlighted the integral role user testing and accessibility play in driving informed design choices, underscoring that good design is universal.”