My Role
Co-Lead the design process from start to product launch as a UI/UX Designer
Scope
I was conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs. Helped ship the product collaborating with developers and other project stakeholders.
Information Architecture & Wireframes
After our initial interviews, domain research, and competitive analysis, we mapped out the information architecture of their site. This gave us clarity on the scope of the work. We went through a lot of wireframe revisions to nail down the visual hierarchy that would allow these users from a non-technical background to have an intuitive experience. realized that using various principles such as proximity, continuation, Jacob's law, etc.
Heuristic Evaluation
We've used the familiar slider concept to present different promos, events, etc. so the user would immediately know how to use it, without having to learn something new. We've also alternated between two background colors in the (left) example to allow users to easily read the information.
Minimalistic Approach
Keeping the design clean by showing only the relevant and most important information to the user was our goal here.
Heatmap Analysis & Changes
After we ran this through a usability study, we analyzed the heatmap. We found that users were clicking more on the right side of the page, so we learned that having the form here would help the business get more people to sign up.
Stylesheet
Creating a stylesheet helped us define the color palette, typography, and interactions for each element within the design.
OUTCOME
Helped lead the creation of a scalable design system for 7 gaming and hospitality websites, fostering collaboration within the design team.
Designed and tested 250+ responsive accessible screens, ensuring user-centered, developer-friendly products.
Contributed to increasing customer engagement and growth through modern CMS WordPress design layouts.
What I've Learnt
I noticed that having the right images for the site, along with a layout that was easy to sift through the information was key to providing an intuitive user experience.