Functioning Figma prototype

Usability testing of primary tasks

Data-driven revisions slide deck

Full responsive Wordpress site

I transformed the client's initial vision into a detailed Figma prototype, enhancing the user experience through usability testing. I presented data-driven design revisions to refine the concept, then developed a responsive WordPress website, ensuring a seamless and intuitive user interface.

Souley Gazing's brand is characterized by a sumptuous color palette and retro typography. The brand's voice is conversational, young and playful. We opted for grainy gradients and folded or worn photo textures to add depth and character. The primary serif typography evokes a nostalgic vibe, while the body text prioritizes readability and modernity, striking a perfect balance between style and clarity.

The imagery style for Souley Gazing was crucial, as the agency's focus on BIPOC individuals required visuals that authentically represent and resonate with its clients. Additionally, the brand wanted to avoid traditional rectangular shapes, so I created custom, organic shapes that added a distinctive and modern touch to the overall design.

I recommended conducting two rounds of usability testing focused on three primary tasks:

Locating the Join Waitlist button

Viewing the agency's Mission Statement

Finding the FAQ's page

In the first round of testing, only 58% of users were able to discover the Join Waitlist button. Since this was a key element of the site, I suggested positioning this button strategically across several internal pages.

Throughout testing, additional feedback was gathered. To see how I incorporated and revised the site based on this feedback, see the Revisions Slide Deck below.