Overview
Utilizing user-centered design, my team worked on a website update for local “yogapreneur” Silvia Mordini. Silvia wanted to update her brand and the usability of her site. I lead a full spectrum of tasks, from UX research and design, to visual design of the site.
Objectives
- Revise the navigation so it is more effective and intuitive
- Study the website’s content to improve information architecture
- Create a visual identity that is representative of Silvia's brand
- Highlight revenue-generating channels
- Integration with social media
Activities for this client
- Online and in-person surveys
- Stakeholder interviews
- User interviews
- Persona development
- Card sorting to inform navigation decisions
- Information architecture development
- Sketching
- Paper prototyping
- Wireframe prototyping using Axure
- UX and UI design
- Visual design and branding
Actions
Initial Research and Findings
We conducted a handful of informal usability tests, interviewed individuals in the yoga community, and launched an online survey to gain user insight. We also met with stakeholder Silvia Mordini to discuss her goals and vision for her website and brand.
“I don’t like how the navigation and organization changes between the homepage and the other pages” -survey participant
In addition to confirming our initial usability concerns, our research uncovered several opportunities for improvement:
- Interviews with individuals who practice yoga with Silvia revealed the current site was not representative of her personality and offering.
- Usability testing revealed major issues with the navigation and architecture. Users were unable to find information and did not understand the navigation titles.
- Google Analytics revealed that Silvia’s music playlists are popular with users.
Using an online survey that was released to the yoga community, we collected data regarding demographics, yoga experience, and yoga information-gathering habits. We also conducted a competitive analysis to discern best practices from other yogapreneurs’ websites.
Creating Personas
As we analyzed the data, we created two personas: Yoga Enthusiast Emma and Inspired Irene. Both are female and both are experienced yoga practitioners. Emma is 26, lives in Seattle, and takes classes with Silvia. She finds inspiration from Silvia’s writings and uses the site to help with her dedicated practice. Irene is 37 and is a yoga instructor in Berkley, CA. She uses the site to help inform her own teaching and to advance her career through continuing education. Both Emma and Irene are interested in attending one of Silvia’s many annual global yoga retreats.
Designing The Site
We conducted an online open card sort to inform the design of the information architecture. Next, we individually sketched and created wireframes. Reviewing the merits of each, we collectively created a new layout. Our prototype lead created masters in Axure, and we each produced pages.
Information architecture
Sketching
Prototyping
View the interactive Axure wireframes.
We conducted user tests with the Axure wireframe prototype and, as a result, tweaked some navigational wording and altered the layout. As we worked on our final high-fidelity prototype, we divided the tasks amongst our team of four: I worked on visual design, Heather and Nicole worked on front-end development, and Allison focused on content.
