UGS Consulting
UGS Consulting
Accessibility, Navigation, Web Redesign
Accessibility, Navigation, Web Redesign
UGS Consulting Case Study
UGS Consulting Case Study
UX Design, Research, Accessibility
UX Design, Research, Accessibility
My Role: UX Designer, Team of 3
My Role: UX Designer, Team of 3
Methods: Competitive Analysis, User Interviews/Surveys, User Testing, Preference Tests, Wireframing, Prototyping
Methods: Competitive Analysis, User Interviews/Surveys, User Testing, Preference Tests, Wireframing, Prototyping
Duration: 6 months
Duration: 6 months
Overview
Overview
Owning a business that helps start ups is great, but being a start up that focuses on start ups can be a challenge on it’s own. UGS is a consulting company that has so much information to offer about their services, this brought difficulty in content management. This presented an opportunity to fix their information architecture to increase their conversion rates.
Owning a business that helps start ups is great, but being a start up that focuses on start ups can be a challenge on it’s own. UGS is a consulting company that has so much information to offer about their services, this brought difficulty in content management. This presented an opportunity to fix their information architecture to increase their conversion rates.
Problem
Problem
Customers didn’t know how to navigate the site and were overwhelmed by the amount of content, causing them to feel lost and unclear if UGS could provide their desired service. This led to a lower conversion rate for requesting consultations and a loss of business for UGS.
Customers didn’t know how to navigate the site and were overwhelmed by the amount of content, causing them to feel lost and unclear if UGS could provide their desired service. This led to a lower conversion rate for requesting consultations and a loss of business for UGS.
Solution
Solution
To solve this problem,
We gave time to market research via competitive analysis and heuristic evaluation, in sync with conducting user research through a card sorting survey.
From these exercises, a new site map was created and the information displayed was consolidated, making a more unified interface; this lessened navigation friction and led users to their desired service and increased conversion rates.
To solve this problem,
We gave time to market research via competitive analysis and heuristic evaluation, in sync with conducting user research through a card sorting survey.
From these exercises, a new site map was created and the information displayed was consolidated, making a more unified interface; this lessened navigation friction and led users to their desired service and increased conversion rates.
Early Insights-Heuristic Evaluation
Early Insights-Heuristic Evaluation
We wanted to see where UGS stood against the already established usability principles, so we did a heuristic evaluation using Jakob’s Law to see how to best manage the content
We wanted to see where UGS stood against the already established usability principles, so we did a heuristic evaluation using Jakob’s Law to see how to best manage the content
Competitive Analysis
Competitive Analysis
Insights from our Heuristic Evaluation led to a competitive analysis to improve UI and information architecture by examining how other companies addressed similar challenges.
Insights from our Heuristic Evaluation led to a competitive analysis to improve UI and information architecture by examining how other companies addressed similar challenges.
What we learned in the Heuristic Evaluation lead us to doing a competitive analysis to understand the industry's current state and find a way to better the UI and information architecture. Even though UGS does not compete in a specific segment, all services offered have companies that we were able to look at and see how they solved these digital problems we found.
What we learned in the Heuristic Evaluation lead us to doing a competitive analysis to understand the industry's current state and find a way to better the UI and information architecture. Even though UGS does not compete in a specific segment, all services offered have companies that we were able to look at and see how they solved these digital problems we found.
User Research
User Research
To avoid relying on assumptions, we conducted an open card sort to determine how consulting company users prefer key information to be presented on a website.
To avoid relying on assumptions, we conducted an open card sort to determine how consulting company users prefer key information to be presented on a website.
Now that we had an idea of how UGS compared to industry standards and how competitors organized their information, it was time for us to figure out how we wanted to help UGS fix their issues we found back in the heuristic evaluation
We didn’t want the users to go off of our assumptions, so we did an open card sort to see where people that actually have used or owns a consulting company preferred key information to be presented on a website.
Now that we had an idea of how UGS compared to industry standards and how competitors organized their information, it was time for us to figure out how we wanted to help UGS fix their issues we found back in the heuristic evaluation
We didn’t want the users to go off of our assumptions, so we did an open card sort to see where people that actually have used or owns a consulting company preferred key information to be presented on a website.
Even though it wasn’t perfect, we were still able to use the data to determine the best way to recreate the navigation and make these easier to find, now using categories with sub categories within. With the new site map, we were able to start wireframing.
Even though it wasn’t perfect, we were still able to use the data to determine the best way to recreate the navigation and make these easier to find, now using categories with sub categories within. With the new site map, we were able to start wireframing.
What changed
What changed
The Home Page & Header
The Home Page & Header
What changed
What changed
Partners Page
Partners Page
What changed
What changed
Services Page(s)
Services Page(s)
What's New?
What's New?
Consulting Form
Consulting Form
What's next
What's next
Currently, the website is in the process of being rebuilt. Once it is up, we will continue to track consultation requests, showcasing the improvements in user experience, accessibility, and functionality.
Currently, the website is in the process of being rebuilt. Once it is up, we will continue to track consultation requests, showcasing the improvements in user experience, accessibility, and functionality.
What did I learn?
What did I learn?
I need to ask more questions…..
I need to ask more questions…..
I realized mid-way through that there were so many questions I had unanswered and had to keep going back for clarification. Also with more time , I would have taken the chance to conduct thorough research. This would include exploring additional design strategies, feature sets, and user feedback. By collecting a wider array of information, we could gain valuable insights into industry best practices and pinpoint areas for differentiation and improvement.
Conducting a deeper analysis of our competitors and gathering extensive feedback from our users would have allowed us to further refine and enhance the redesign process. This approach would ensure that our final product not only aligns with business objectives but also delivers an exceptional user experience that exceeds expectations.
I realized mid-way through that there were so many questions I had unanswered and had to keep going back for clarification. Also with more time , I would have taken the chance to conduct thorough research. This would include exploring additional design strategies, feature sets, and user feedback. By collecting a wider array of information, we could gain valuable insights into industry best practices and pinpoint areas for differentiation and improvement.
Conducting a deeper analysis of our competitors and gathering extensive feedback from our users would have allowed us to further refine and enhance the redesign process. This approach would ensure that our final product not only aligns with business objectives but also delivers an exceptional user experience that exceeds expectations.
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