The organization intended to redesign the complete website of the company from scratch and even to include the new implementations and services of the company in the new website with an adaptive design.
To build the website, I worked collaboratively with the CEO, marketing team, and developers as the only designer on the team. My responsibilities include research, prototype, visual design, and testing. It was even necessary for me to design features for a possible future platform expansion that had been excluded from the main roadmap.
Since two years ago, nGenue solutions have yet to be able to onboard new clients. Furthermore, most customers visiting the website stay for only a few seconds and do not even request a demonstration.
As part of my initial research, I conducted team discussions to understand the company's expectations and requirements on the website. To move forward with the project, I have collected stakeholder requirements to establish project priorities and timelines.
To make data-driven decisions, I have conducted user interviews with the business's
primary customers and even those associated with the natural gas industry to gain
insights and identify the user's needs, goals and pain points.
To better understand the natural gas industry and market, I have analyzed multiple competitor websites and how they are trying to acquire customers. After analyzing the competitor's website, I have identified that both websites lacking user engagement. In addition, they need to give importance to the visual designs to understand the information better.
Interviewing the business's primary customers helped me better understand for whom
I am designing the website and their needs, goals, frustrations, and behavior. Creating
a persona enabled me to focus on a user-centric experience rather than being designed
with a generic, one-size-fits-all approach.
The person below displays all my findings about the users I will design the website.
User flow is essential in the design process because it helped me ensure that users can achieve their goals smoothly and intuitively. It encouraged me as a designer to think about the targeted audience for the business, identify their needs and wants, and create a journey that allows them to accomplish their objectives quickly and easily. User flow also helped me to avoid creating dead ends, ambiguous
calls-to-action, and other usability issues that could lead to user frustration and abandonment.
I typically begin the prototyping process by creating paper sketches of the website's user interface.
The paper prototypes helped me test user flow, navigation, and interaction. In addition, prototypes
have been presented to stakeholders for their feedback to make iterations on the user interface
hierarchy and the information structure.
After finalizing the low-fidelity prototypes with the stakeholders, I started designing high-resolution prototypes of the website. Based on the existing design guidelines of the organization, I was able to simulate the website's user experience by developing high-resolution prototypes. When I work as a designer, I prefer to use high-fidelity prototypes as they provide me with an experience close to the
final product without having to build a full-scale working version.
