In-depth user research for Web 3.0 redesign of global brand
Stephen Dempsey
UX Researcher
UX Designer
Figma
Hotjar
Mixpanel
Project challenges
“How can we ensure that the brand remains the central focus while achieving an ideal balance between consumer, business, and professional prominence?”
“How can we prioritize the brand in a way that enhances conversions for all business units?”
The following are just snippets of the work I carried out during this phase of work.
User stories
To identify the core pain points of our users by taking a balanced first approach and position ourselves to be a market leader in the clean air space
User personas per each business unit
Prioritised and categorised user personas
User personas using real data
In depth persona creation leading to a deeper user connection.
Competitor analysis
How we can structure and layout our content. Using a hierarchy structure type, we started with broader categories of info (parent) and then drilled further down into the structure to find more detailed info (child). This enabled us to have a more detailed approach into our balanced content layout.
Information architecture of web pages
Wireframes
After carrying out our in depth user research, this provided us make more data informed design decisions when it came to our wireframes, specifically including the navigation, which was of highest priority to the internal stakeholders.
The user needs to be able to find what their looking for from each business units users point of view without harming the consumer conversion rate.
This phase of the project has come to a close as we are awaiting a reorganisation of the company before proceeding with phase two.
