Through implementing a participatory design strategy, I Identified the business goals and target users.
Additionally, I performed a contextual inquiry with several participants to identify the heuristic shortcomings of the previous site, a business analysis to determine the role of the website within their greater marketing schema, and a comparative UI analysis to inspire design decisions, and understand the scope of the re-design.
The stakeholders had priorities that consisted of:
- catering to audiences of all generations in all scenarios
- improving the "aesthetics" of the current site
- updating copy and to present and adjusted business model.
Additionally, I gained insight into typical clients, competitors, and prospective employees.
I periodically met with them on design decisions to ensure a clear reflection of brand identity was implemented
Quotations from research participants included:
"can I see this on a computer instead"
"This looks like a grocery list"
"What are these photos for"
"This just seems old"
This method allowed me to see specific, non-visually appealing affordances that detracted from the information on the site
Comparative UI Analysis
I performed heuristic evaluations on more than a dozen companies with similar business models that provided inspiration for:
-Information hierarchy strategies.
-Visual design affordances that alleviated ambiguity and prompted user engagement.
- Understanding the scope of the re-design to ensure the site was amoung the best of competitors.
The majority of online presence for Superior historically existed via Facebook and LinkedIn. Both pages have more engagement but lack the depth of information present on the company website site. Superior needed both aspects to present their whole picture on the web, and therefore needed connective tissue between the separate entities.
Design Hypothesis: In order to create a site that allows users to find the information they need and engage with the company in a meaningful and legitimizing way, we must implement a clear informational hierarchy, universally accessible online presence, and present complex information in a way that is both understandable & visually compelling.