Liza Siurina
Cover Image

About the Project

Web Communications is a complete Digital Marketing Agency that offers digital solutions for businesses of all sizes.

The Challenge

I redesigned a website for a digital agency by identifying user navigation challenges and creating a more intuitive interface.

My Role:

  • UX Research
  • User Flows
  • Sketches
  • UI Design & Prototyping

Project Duration: 7 - 15 January 2022

The Design Framework: Double Diamond

Double Diamond

This project followed the Double Diamond UX process, which centers around users and their needs. Key stages:

  1. Discover: Identify user pain points.
  2. Define: Focus on the primary user problem.
  3. Develop: Create wireframes and prototypes.
  4. Deliver: Test and refine the product.

1. Discover the Problem

1.1 Research

Research Goal

To understand the challenges users face when navigating the agency's website.

Research Questions

  • What steps do users take while browsing?
  • Where do they get stuck?
  • Is the website easy to use?
  • Is the information sufficient to make a decision?

Key Performance Indicators (KPIs)

Time on task, SUS (System Usability Scale), NPS (Net Promoter Score)

Methodology

  • Unmoderated usability study
  • Remote (Italy), January 7–8
  • 6 participants, 45 minutes each

Participants

  • Instagram followers interested in design, aged 25–55 (3M / 3F)

Intro Questions

  • What kind of city/town do you live in?
  • Are you interested in web design?
  • Have you worked with an agency?
  • Are you building a site now?
  • What kind?

User Tasks & Prompts

  • Describe your first impression of the homepage
  • Locate the 'Request a Quote' section
  • Would you recommend this agency? Why?
  • Describe the site in 3 words

SUS Questions

  • "I thought the website was easy to use"
  • "The design was unnecessarily complex"
  • "There was inconsistency in the design"
  • "The site felt cumbersome to use"
  • "I enjoyed browsing"
  • "The design felt a bit messy"

Insights

  • Users struggled to find the quote form
  • Portfolio page lacked visibility
  • Information was overwhelming
  • Service structure was unclear

2. Define

2.1 Affinity Mapping

Affinity Mapping

3. Develop

Website Mockup

What I learned

User-Centric Design: Understanding user needs through research drives better design decisions.

Simplicity: Reducing text and cognitive load enhances usability.