UX/UI Designer, Team Leader, Squarespace Designer, UX Researcher.
Spark Creative Communications (Student-run marketing agency)
1 x PM, 1 x UX Designer
2 x Graphic Designer,
1 x Marketing Coordinator
Figma, Miro, Adobe Illustrator, Squarespace, Otter.ai, Google Analytics.
Spark's old website failed to present its service offerings, confusing visitors, while weak storytelling resulted in low 29-second average user engagement, severely impacting business growth and brand perception.
This project focuses on two main things:
1. Making it easy for users to navigate with clear storytelling and direct calls to action.
2. Clarifying Spark's services to help customers and potential employees make faster decisions.
310% increase in average engagement time.
50% reduction in exit time.
125% increase in new user acquisition.
KEY FEATURES:
Image Grid: Visual project previews for quick ideas.
Project Details List: Easy-to-read, left-to-right format.
Project Carousel: Engaging navigation through projects.
Call to Action Buttons: Encourage decisions on every page.
The design process was iterative and included questions to explain the chosen approach. Please scroll down for a clear explanation of each step and the reasoning behind it.
Capturing business goals, user needs & technical constraints
At the first meeting, I concentrated on understanding users' and stakeholders' needs. Through targeted questions and my project management skills, I had insightful discussions. This in-depth UX research gave valuable insights for the project's start.
Learnings from multiple meetings:
1. Modernize and update the old website.
2. Focus on the user-friendliness of the website.
3. Storytelling is everything.
4. Customer Satisfaction and Trust building.
The Learning Outcomes after the interview:
Primary Users: Potential customers and students.
Navigation Issues: 5 out of 8 interviewees were confused about Spark's services.
Text-Heavy: The old website loses user interest within 30 seconds.
Outdated Projects: Showcased projects are old and not relatable.
Conducting card sorting sessions provided valuable insights into user perspectives and preferences, leading to iterative improvements in the Information Architecture (IA).
KEY TAKEAWAYS:
Always seek user feedback as what works for oneself may not work for others, highlighting the importance of incorporating user insights into design decisions.
% increase in avg. engagement time
% decrease in exit rate
% increase in user acquisition
