Research Revamp
In this engagement, we re-designed and re-imagined the current research experience in two phases. For phase one, we focused on increasing the engagement of the current pages through better UI and reorganization of the current information. In phase two, we focused on differentiating the platform from others by providing new capabilities and data focusing on greater personalization within the research experience.
Timeframe
Jun 2023 - Dec 2023
Role
Senior Designer
Due to non-disclosure agreements, all my work here will be represented in a white-label generic branding and will contain no imagery of the product before the redesign.
Challenges
The original timeline of 3-months was quick and unrealistic for the size and magnitude of the project
Client unwilling to sign off on designs due to their worry of ‘rocking the boat’ too much with their current users with the redesign
Multiple stakeholder levels of approval needed
Switching of POs mid-way through project
Design change requests received after sign-off
Design navigational changes requested at the 11th hour from client
Accomplishments
Received official sign-off in all history of the project (project had been started and stopped four times before this final and official sign-off.)
Client feedback from second round of testing was glowing with minimal issues.
Project is still in development, so client impact is still unknown
Usability Testing Feedback
“Well done on the simplicity and adaptability of the content. I love the ability to change the views as it will reach various investor types.”
Kick-off
At the kick-off of the project, we received a presentation of the ‘why’ from the client. Usage metrics showed that the majority of users research elsewhere via third-party research and come to the platform only to place trades.
Cautious of becoming an execution-only engine, the goal of the redesign was to provide an up-to-date modernized experience that helped users see the overall value the client can offer while focusing primarily on added personalization and customization throughout the new pages.
Once we received their why, we put together a project canvas that outlined the overall details and expectations of the project. We used this as a way to ensure the group was all on the same page before diving in.
Wireframes
We began concepting in very low-fidelity, focusing on the overall direction and functionality that might be worth exploring to modernize the current experience.
Through multiple iterations, we were able to dive deep into the concept of creating ‘templates’ of reusable components, which would ultimately allow a user to use the components to create their own research page that best suited their research needs.
Wireframe Concepts and Iterations
Visual Design
Before moving into testing, we quickly placed a layer of visual design on our wireframes to help depict a realistic version of the prototype.
Usability Testing
An unmoderated test utilizing usertesting.com was launched by the client. Gathering five experienced and five novice users, we gained a variety of insights.
Overall, users were not sold on the reusability of the components and didn’t understand why there was similar information present on multiple pages.
The main takeaway was that it was time to review concepts at a high level again, rather than continue to pursue the path we were on.
Concept Iteration
We took the main points of feedback that we learned from the testing and went back into ideation. We came up with multiple variations and simplifications of the pages to create a new direction.
At this point in the project, the client switched product owners which caused for a complete restart in the project.
So, taking what we had learned thus far with a new direction from a new PO, we continued to iterate.
New Concepts and Iterations
Visual Design
Before taking our new concept direction back into testing, we visited visual design again to ensure that it was an accurate representation of the final product it would be.
Usability Testing
Two more unmoderated tests were launched and run on usertesting.com by the client. One test focused primarily on the navigation of the new system, and the second focused on the content balance and overall experience.
Both concepts came back with glowing reviews, only small tweaks needed to be made to the filtering capability to help finalize the new experience.
Final Design
What began as a three-month project was extended into a ten-month project. The client was extremely happy with the constant rethinking, learning, and pivoting that the team was able to achieve.
Final designs included seven redesigned pages and accounted for all responsive breakpoints from 320px - 1900+.
Final Designs
