UX Research
User Persona
Journey Mapping
UI Design/ Visual Design
User Testing
User Experience Research
User Persona
Competitor and Stakeholder Analysis
Storyboarding
Card Sort
Wire-framing
Visual Design
User Testing
Developer Handoff
Figma
Adobe Photoshop
Adobe Illustrator
Figjam
JIRA
Google Analytics
WordPress
HTML
2 Designers
1 Market Specialist
1 Project Manager
1 SCRUM master
2 Developers
WorldLink is a tech solutions oriented staffing firm. The company has experienced substantial growth in the past two decades. However, their website has not been updated from its last update in 2008. The outdated branding and weak metrics highlight the urgent need for a refreshed and more effective online presence.
Google Analytics from the past 5 years shows that the current website had a very low percentage of return users (7.8%) and a high bounce rate (41.26%) with the average session duration of less than a minute.
To address the outdated design and user experience that were hindering customer engagement, we led a website redesign focused on implementing a modern, user-friendly interface and optimizing navigation.
Our goal was to transform the site into an appealing and efficient platform that would both revitalize the brand's online presence and drive higher visitor engagement and customer conversions. By prioritizing intuitive design and seamless navigation, we aimed to enhance the overall user experience and achieve measurable business outcomes.
Planning & Brainstorming
Competitor Analysis
To address the core problems identified during our research, we took a user-centered approach to the redesign process. We began by conducting comprehensive user research to gain insights into pain points and preferences. Using these findings, we developed empathy maps to better understand user motivations and behaviors.
Next, we organized our insights through affinity mapping and card sorting exercises, which helped clarify key themes and priorities. This groundwork guided our brainstorming sessions, where we explored multiple design solutions.
To visualize our ideas, we created detailed journey maps that highlighted user interactions and opportunities for improvement. Based on these insights, we designed initial wireframes that emphasized intuitive navigation and a clean interface. We also established a cohesive visual identity by defining a grid system, typography, & color palette that aligned with the brand's image.
We then moved into rapid prototyping, allowing us to quickly test and iterate on our designs. Through multiple rounds of user testing, we gathered actionable feedback that informed design adjustments. The final prototypes were polished and transformed into high-fidelity website design screens.
Check out the complete view of the basic screens from Figma below:
After getting all the pages ready, it was time to start preparing for the dev handoff to get the beta version ready for testing.During the developer handoff, we closely coordinated with the front-end developer to ensure a smooth transition from design to development. Our main focus was to organize and structure all design assets and specifications clearly in Dev Mode. This included:Organized Design Assets: Compiled and labeled all necessary design files, icons, and images systematically to make them easily accessible.Detailed Specifications: Provided comprehensive details for spacing, font sizes, colors, and component behaviors to minimize guesswork for the developer.Interactive Prototypes: Shared interactive prototypes to help the developer understand the intended user flows and interactions.Consistent Communication: Maintained regular check-ins on our bi-weekly SCRUM sessions to address any questions or clarifications promptly, ensuring alignment between the design and development teams.This structured approach helped streamline the development process and ensured that the final product stayed true to the original design vision. Here is the final look of it:
Check out the file HERE!
Data below was gathered within the first three months of launch of the new website:Increased direct visitors to WorldLink’s website by over 20% and reduced bounce rate to 30%.Conducted user testing with 15 participants, 100% of the participants found the new user flow to be more intuitive and 80% found the rebrand and design to be more than satisfactory.
- Capture Visual References: I would focus on capturing more imagery and photographs instead of relying solely on written documentation. Visual references would not only enrich the design documentation but also make it easier to communicate progress and ideas to stakeholders.
- Prioritize Accessibility Early On: Ensuring that all elements met accessibility standards would have streamlined the later stages of testing and improved the overall user experience.
- Develop Mobile Design in Parallel: I would have worked on the mobile design in parallel with the desktop version. With more users browsing websites on mobile devices, developing both versions simultaneously would have helped create a seamless experience across platforms and saved time in the long run.
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