Easelly Website Redesign: Enhancing UX

Project Overview:

Our UCD team was tasked with a full visual redesign of Easelly's website, encompassing everything from landing pages to the premium customer-facing design hub. My role involved leading UX Design, Interaction Design, and User Research, while collaborating closely with a UI designer and a content writer to deliver an improved, user-centric experience.

Research and Discovery:

I began by conducting comprehensive desk research, analyzing all previous documentation, and identifying design challenges that needed to be addressed. This included investigating the best design practices for each feature, particularly focusing on usability and accessibility. I also conducted a thorough competitor analysis and examined current UI design trends, using these insights to guide the vision for the redesign.

To gather a wider range of ideas, we organized a co-creative ideation workshop with key stakeholders. The workshop helped us tap into collective expertise, allowing us to collaboratively identify potential features and enhancements. From this workshop, I synthesized the key takeaways and developed user stories, which became the foundation for creating initial wire flows.

Design Phase:

Once the information architecture was defined, I transitioned to designing wireframes. These wireframes represented the structure of the redesigned pages and laid the groundwork for our iterative design process. To ensure these early designs met user needs, we conducted internal usability testing, gathering feedback that helped refine and improve the wireframes, particularly focusing on ease of navigation, clarity, and accessibility.

Using the refined wireframes, I began designing detailed prototypes. These prototypes were developed with attention to the insights gathered so far, combining practical usability considerations with emerging design trends.

User Testing and Iteration:

To validate the prototypes, we conducted usability testing with external users, utilizing purposive sampling and snowball sampling techniques to recruit participants. These tests provided valuable feedback on the overall user experience, helping us uncover pain points and areas for improvement.

In addition to usability testing, we ran content testing through preference testing and Five-second tests to evaluate the effectiveness of the new content we were introducing. These tests allowed us to align the copy with user expectations and ensure that the messaging was clear and impactful.

The insights gained from these tests guided further refinements, leading to more polished and user-friendly prototypes.

Final Design and Results:

After completing the usability and content iterations, the UI designer took over to finalize the aesthetic and visual aspects of the pages, enhancing the overall look and feel while maintaining a strong focus on usability.

Upon launching the redesigned website, we closely monitored the performance through Google Analytics. The results were highly encouraging. The redesign led to significant improvements in both customer acquisition and customer retention rates. Additionally, the bounce rate on key conversion pages dropped significantly, indicating a more engaging and user-friendly experience.