Sajindas Devidas - Digital Product Designer

Project Overview

T.D Williamson, a leading provider of pipeline services and solutions, recognized the need to enhance their web portal to better serve their customers and improve overall user experience. The project involved a comprehensive redesign of the existing web portal, focusing on account management, information organization, and user engagement.

Target Audience

Pipeline Professionals, Design Engineers, Field Engineers, Operations Manager, Candidates looking for opportunities.

My Role

Lead UX/UI Designer

Tools

Sketch, Invision, Adobe Photoshop, Illustrator, Post-it Notes, & White Board

Team

1 Lead Designer, 2 Senior Ux Designers, 2 Visual Designers (Offshore), 1 Creative Director, 1 Business Analyst and the Engineering Team.

Timeline

6 Months

Problem Statement

Solutions for the life of your pipeline

Inconsistent navigation and information architecture to find the solutions provider.
The outdated design did not align with T.D Williamson's brand identity or convey a modern and professional image.
User engagement and conversion rates on the web portal were below industry standards, indicating a need for improved user experience.
It lacked a user-friendly interface, making it difficult for users to navigate and find relevant information.

Design Process

Discovery Sessions

Current frustrations and pain points?
How to enhance solution finder experience?
Initial direction on what to do next

Intense 3-week research sprint

Mapped out a competitor analysis
Interviews with stakeholders and operation managers
Creating user flow diagrams

Design Process

White Board Sessions

Conducted brainstorming sessions with the project team to generate ideas for the website redesign.
Sketched rough wireframes and discussed potential design solutions to address the identified problem statements.
Prioritized features and functionalities based on user needs and business goals.

Design Process

Competitor Analysis

Analyzed competitor websites to identify industry best practices and benchmark against existing website.
Conducted a heuristic evaluation to assess usability issues and identify areas for improvement.
Identified key features and design elements that could be incorporated from competitor websites.

Design Process

Information Architecture

Conducted a card sorting exercise with stakeholders and users to restructure the website's information architecture.
Created a user-centered navigation structure that groups related content together and facilitates easy exploration.
Conducted tree testing to validate the proposed information architecture.

Design Process

Wireframing

Developed low-fidelity wireframes using a design tool to visualize the website's structure and layout.
Conducted iterative design reviews with stakeholders to gather feedback and make necessary revisions.
Implemented descriptive page element labeling aligned to users' vocabulary improving findability

Design Process

High Fidelity Mockups

Created high-fidelity mockups for key pages, including the homepage, product catalog, subscription management, and contact page.
Incorporated user feedback and stakeholder input to refine the designs.
Ensured responsiveness and compatibility across different devices and screen sizes.

Design Process

Final Designs

Created a visual design language that reflects T.D Williamson's brand identity and aligns with modern design trends.
Designed high-fidelity mockups, incorporating the new visual elements and typography.
Ensured consistency in the use of color, typography, and imagery across the website.

Outcome & Results

Improved information architecture, enabling users to find relevant content quickly.
Enhanced user flow, reducing the number of steps required to accomplish tasks.
Improved engagement metrics:
- Decreased bounce rate by 25%.
- Increased average session duration by 40%.
- Improved conversion rate by 15%.

Learnings & Take Away

User research and feedback are essential for understanding user needs and expectations.
Conducting a comprehensive competitor analysis helps identify industry best practices and potential areas for improvement.
Collaboration and whiteboard sessions facilitate idea generation and alignment among project team members.