Project Overview
As part of the Research team, I focused on identifying the best way to provide data-driven insights to support the redesign of the organization's website.
Problem Statement
How can we redesign the website to get more users to support the organization?
Business Goal
Determine how to get more users to financially support the organization through an enhanced website and user experience.
Discovery
I conducted market research to:
-To understand market patterns
-To identify opportunities for growth
-To highlight best practices within the industry
-To leverage competitive analysis for design recommendations
This graph was created by the Research Lead but I collected and analyzed the data. Names of competitors were intentionally omitted for the purpose of this portfolio.
Once the competitive analysis was complete, our team moved to user research through persona formation and then the generation of user journeys as part of the website redesign.
Methodology: User Journey
Our team created user journeys for each of the personas. I partnered with the Research Lead to create 3 user journeys based on 3 tasks of a General User. User journeys were created to determine friction in the personas' current experience to perform certain tasks through the website and for our team to identify opportunities for improvement.
Recommendations
As a team, we determined that it was best to proceed to evaluative research via usability testing, to assess how users would actually interact with prototypes created through insight from the user journeys and other forms of research deliverables.