Redesign focused on design optimization.
Overview
Zmorph's website presents the products and provides all the necessary information about them.
It’s a source of support and learning materials for the clients.
Problem
The website was slowed down by too many animated and interactive elements. It was designed in a counterintuitive way. The content was mixed and inadequate to the sections. Clients couldn’t find the needed information or were leaving the website before it was fully loaded. Some data required updates and refresh.
Solution
Simplification
Reducing redundant elements
Reorganization
Following the rule that usability has to come first
My Role & Responsibilities
UX/UI Designer: Design, Project Management, Ownership of a project, QA
Team
UX / UI Designer
Development Team
GETTING INVOLVED IN THE PROJECT
As soon as I find out the Sales and Marketing teams started to work on this project, I offered a help. It was obvious to me, I should be involved, there was no other UX Designer in the Company. At first, I thought I would just help with the design. After the first presentation, my role changed. The project had been handed over to me. Apart from designing, I was responsible for coordinating the work with the external company, which had been implementing all the changes.
DISCOVERING THE REAL PROBLEM
The problem presented to me was the necessity to change the navigation, home, and product page structure. I was informed about the loading issue, but I was told that the outside company is working on that.
Nevertheless, I decided to take a closer look at the whole website. I analyzed it, I took into consideration the mentioned problems, and I prepared a report with the initial suggestion for changes. The list of changes outranked the original scope of tasks, but included the main problems as the first needed to be fixed.
COLLABORATION WITH CROSS-FUNCTIONAL TEAMS
To achieve the goal, I used all the knowledge I had. While I lacked some information, I was looking for the answer all around the company. So I was collaborating with the co-workers from the Sales, Marketing, R&D, Product Development, and Production departments. Just did everything that had to be done to deliver the project.
To get a closer insight into customers' needs, I was closely cooperating with the Sales and Marketing Team Leaders.
LIMITATIONS
The inability to create any new content was limiting the project. My work had to be focused on rearranging or removing materials already existing on the website.
HOW I APPROACHED THE DESIGN PART?
After collecting the requirements and identifying problems, I started analyzing the current website deeper. Since the work was limited to content reorganization and reduction, I decided to divide each page into sections. I simplified it to clearly see the included content. It helped me to make decisions in terms of reduction and reorganization. By creating a template, I was able to unify all product pages. I used the same method to work with the rest of the pages. It was intuitive and understandable for all parties. To get a closer insight into customers' needs, I was closely cooperating with the Sales and Marketing Team Leaders.
SITEMAP
This chart formed the final navigation, which also required some changes, including the visual aspect.
MY TOOLSET
Having little time for the project, made me figure out a quick and effective process of work. First I prepared schemes in the Miro app, then text documentation, based on it.
That was the first step to start a conversation with the external company and discuss the scope of work.
Before implementing the changes, I had enough time to prepare more detailed mockups and flowcharts.
Navigation - new UI design
Product page
Knowledge Base page
Materials page
Some elements on the About us page
BEFORE
AFTER
NEW UI DESIGN
DESIGN IMPACT & CONCLUSIONS
Improved website was more intuitive, information was easy to find, and was working quickly. We achieved the goal with minimum effort. Even small changes can significantly impact usability of a product and user experience. Careful analysis and right solution can lead to a high profit at a low cost.