N&S Unlimited
Role:
UX researcher and UI designer
Tools:
Figma, Adobe Photoshop and Miro
Year:
May 2022
A collaborative group project that aimed at a set of research insights and design recommendations to support the redevelopment of a website aimed at attracting business to East Anglia.
Problem
The existing website aimed at attracting business to East Anglia is in need of redevelopment to effectively showcase the region's potential and attract investment. Despite being a global brand, Norfolk & Suffolk Unlimited faces challenges in conveying its purpose and fostering business growth due to limitations in design and usability.
Define
In the first group project in UX, the focus was on analysing the current website and identifying areas for improvement to support the redevelopment efforts. Norfolk & Suffolk Unlimited, as a collaborative initiative between public, private, and local partners, aims to promote the region's purpose, boost business growth, and attract inward investment. Through careful research and analysis, the objective was to provide the company with actionable insights and design recommendations to enhance the website's effectiveness in achieving these goals.
Solution
The proposed solution involves presenting Norfolk & Suffolk Unlimited with comprehensive recommendations to enhance the design and usability of its website. This includes improving the user interface, optimizing navigation, and incorporating engaging content to better showcase the region's opportunities and attract potential investors. By aligning the website's design and functionality with the project's objectives, the aim is to create a more compelling and user-friendly online platform that effectively communicates the region's value proposition to a global audience.
Outcome
The outcome of the project is to deliver a set of research insights and design recommendations that support the redevelopment of Norfolk & Suffolk Unlimited's website. By implementing the proposed solutions, the company can enhance its online presence, effectively showcase the region's potential, and attract business investment to East Anglia. Ultimately, the goal is to contribute to the economic growth and prosperity of the region by providing a compelling online platform that engages and attracts potential investors from around the world.
The Process
Research
In the first week, we met with N&S Unlimited team to discuss project details and objectives, focusing on areas needing improvement. Simultaneously, we began visually analysing the current site. We conducted comprehensive research, mapping the website thoroughly, assessing each page and layout, identifying numerous areas for enhancement. Additionally, we interviewed various stakeholders, including Norfolk & Suffolk case studies, and other relevant individuals to gather valuable user insights.
Competitor Research
To pinpoint the best features and improvements for N&S Unlimited, we conducted an extensive analysis of regional competitor websites and their social media platforms. After reviewing N&S Unlimited's website and conducting interviews, we delved into thorough research on their regional competitors, identifying preferred and suitable resources. We also assessed their social media presence, which was another area in need of improvement for N&S Unlimited.
Flattening and Merging the Document All in One
For our usability review of N&S Unlimited, we developed a design document and other supporting materials to present our proposed solutions and enhancements. After collecting and analysing our research data, we consolidated our findings into a design document that we shared with N&S Unlimited. In this document, my role was to evaluate the website's usability, pinpoint areas needing improvement, and suggest ways to address these issues. Meanwhile, my team members focused on presenting the rest of our research and highlighting key information we uncovered.
Design Developments
Although the project's primary focus was on UX, I personally undertook the task of designing a UI prototype for the Contacts page, utilizing all the research I had conducted. I designed a one-page concept with information from the N&S Unlimited team and their contacts.
Desktop version
Mobile version
Typography & Colour
My primary aim in revamping the N&S Unlimited website page was to ensure that the brand's authenticity and established identity remained intact throughout the redesign process.
Evaluation
After our presentation to N&S Unlimited, we received numerous positive comments. Although the project was intriguing, it posed challenges such as working with extensive content, various functions, multiple responsibilities, and unexpected changes in plans.
Despite being less comfortable with UX, I overcame several obstacles and made valuable research contributions. I believe the design artefact for the "Contact Us" page was a beneficial addition to the project.
Despite being less comfortable with UX, I overcame several obstacles and made valuable research contributions. I believe the design artefact for the "Contact Us" page was a beneficial addition to the project.
