Case Study: ECM Product Design
Project Overview
Roles: UX Researcher, Product Designer, Developer
Methods: User interviews, Usability Testing, Feedback Surveys, Stakeholder interviews
Deliverables: WordPress Website
Tools: Illustrator, Photoshop, WordPress, Figma
Problem
Engaging Creative Minds is a Charleston-based nonprofit that strives to spark creativity and innovation in education by providing teachers with the tools, resources, and inspiration needed to engage students through arts integration and hands-on learning. Unfortunately, their website did not accurately convey this. It lacked organization and messaging clarity.
outcome
• Massively improved messaging clarity.
• Developed an enhanced user experience.
• Improved SEO through content writing, reduced bounce rates, and more.
• Reduced bounce rate by creating a more intuitive website experience.
• Enhanced the visual design to align with branding.
1. Discovery
Client Interview
To understand Engaging Creative Minds’ goals and expectations, I focused on its perspectives – who is ECM, what would they like the site to convey, what functionality do their users look for, their current site’s pros and cons, and what kind of experience they wanted to offer their clients.
Brand Personality
Exciting, creative, innovative, collaborative
Site Keywords
Contemporary, multi-dimensional, user-friendly, informative
Core Pages
Home, About, Programs, ECM Instructors, Teacher Resources, Get Involved, News & Events
After empathy mapping,
I started to see users’ needs, goals, and pain points, ensuring that I was on the right track.
Alex, The Transformative Leader
He’s excited about empowering his educators and seeing his students thrive.
Discovery Summary
Key Decision
The primary goal of this research plan is to enhance the Engaging Creative Minds website, focusing on user experience improvements, feature optimizations, and the development of a more effective online platform for educators. The research aims to uncover insights into user needs, pain points, and preferences to inform the redesign process.
Research Questions
1. How do educators currently interact with the Engaging Creative Minds website, and what are the key pain points in their user journey?
2. What features and tools on the website are most valuable to educators, and how can they be optimized for a more intuitive and seamless experience?
3. What specific improvements are needed in the website’s design to increase engagement and facilitate effective utilization of resources by educators?
4. How aware are educators of the full range of features and resources available on the website, and what strategies can enhance user awareness and utilization?
5. What are the expectations and preferences of educators regarding a visually appealing and user-friendly design for an educational resource website?
Company OKRs
1. Enhance Website Engagement for Educators.
2.Improve Website Resource Effectiveness.
3. Strengthen Website’s Impact on Program Awareness
Approach
Research Methods
1. User interviews
2. Usability Testing
3. Feedback Surveys
4. Stakeholder interviews
Key Learnings
Key Themes
1. Educators use ECM’s website to select which classes and instructors they want to schedule an experience with, so having an organized and accessible catalogue built into the site was important.
2. Users reported challenges in navigating the ECM website, indicating a need for a more intuitive and streamlined user interface. Specific pain points included difficulties in locating resources and tools relevant to their needs.
3. A significant portion of users indicated a lack of awareness regarding the full range of resources available through ECM. This underscores the need for improved messaging.
4. Users expressed that a visually engaging website would not only make navigation more enjoyable but also contribute to a positive perception of the educational resources available.
Next Steps
1. High-Fidelity Design Iterations: Refine and iterate on high-fidelity designs based on user feedback.
2. Usability Testing: Conduct usability testing to validate design decisions and identify any remaining pain points.
3. Development: Work closely with the development team to implement the finalized designs.
4. Launch and Monitor: Launch the updated platform and closely monitor user engagement and feedback.
2. Ideation
I initiated the design process by sketching various layout concepts for the ECM home page, placing a strong emphasis on user-centric principles to enhance overall usability. The focal point was a visually compelling hero section designed to instantly captivate attention. Following this, I crafted navigation elements with clarity and conciseness, adhering to principles of visual hierarchy. Through iterative wireframing, the user flow underwent refinement, ensuring a seamless journey that considers factors such as F-pattern reading habits, optimizing content absorption for an engaging and informative experience.
I transformed my initial sketches into low-fidelity wireframes, focusing on essential UX elements like information hierarchy, navigation pathways, and content prioritization. Employing principles such as content-first design and optimizing user flows, these wireframes acted as a foundational blueprint. This user-centric approach laid the groundwork for the subsequent high-fidelity design phase, ensuring a seamless and prioritized user experience.
3. Design
Then I developed high-fidelity wireframes. This project seamlessly integrated user-centric discovery, ideation, and design phases, resulting in the development of a responsive WordPress website intricately aligned with a ECM’s unique functional needs as well as brand identity. The successful fusion of UX methodologies and creative design not only achieved the project goals but also established the foundation for a dynamic platform. This platform not only meets practical needs but resonates with the values and aspirations of its ideal users, offering an engaging and purposeful online experience. The meticulous blend of user experience principles and creative flair ensures that the website not only functions seamlessly but also embodies the essence of its users’ journey and objectives.
4. Takeaway
Reflecting on the Engaging Creative Minds product design, the focus on a user-centric approach has been key. Iterative design, driven by user feedback, allowed me to understand user needs, shaping a design that aligns with both organizational goals and user preferences. Balancing innovation with usability emerged as a crucial consideration, ensuring a contemporary yet accessible platform. Moving forward, ongoing dialogue with educators and adaptability to evolving educational needs will be paramount for sustained success, emphasizing the importance of a dynamic, responsive design.