Rodrigo Fernando

Project

(A)

Lambeth College

Optimising the college's website interface and experience to increase users engagement and boost conversion.

It facilitates System Administrators' creation of custom input fields, enhancing flexibility and adaptability for various use cases, such as KYC (Know Your Customer) and AML (Anti-Money Laundering).

Overview

(B)

Problem

How might we overhaul the college's website to optimise user experience and increase engagement?

Outcome

The deliverable initiated discussions about enhancing the user experience across various touch-points, from customer service to enrolment and marketing, with plans for website implementation in the future.

This research project focused on improving the Case Template by identifying usability issues and proposing enhancements to its configuration, which is one of the platform's main tasks.

Info

(C)

Role

UX & UI Designer

Timeline

4 weeks

Team

Marketing Manager

Tech Lead

Tools

Adobe XD

Design Sprint

(D)

I was responsible for running the project and proposing a new layout for the website.

My collaboration, working closely with the team's main stakeholders, was vital to identifying where the issues were coming from and understanding the steps needed to deliver the new components and screens to the developers.

The tickets raised with the Customer Delivery Support team mainly guided the product's improvements. This project presented an opportunity for the UX team to influence the Product Roadmap and create a backlog of improvements.

Week: 1 - 2

In the first week, I investigated the website's analytics, ran a heat map analysis, and evaluated heuristics. Afterwards, I brainstormed wireframes and a new visual style with the Marketing Manager.

At the start of the project, the UX/UI designers and I conducted a heuristic evaluation of the feature, identifying design and UX best practice issues and technical problems.  We categorised these issues and discussed them with the Project Manager, ensuring a systematic approach that paved the way for a user-centric design process.

Week: 3 - 4

Once the new layout was defined, I designed a high-fidelity prototype and ran a usability test with about 10 students.

Analytics

(E)

Heatmap

(F)

Wireframes

(G)

Design System Components

(H)

Prototype #1

Feature #1

(I)

Homepage

The homepage's design aimed to make it look less cluttered. Reviewing the design of some of the sections and implementing new components made the page more consistent.

Also, by introducing sections that were the main focus of the college, such as "Journal" and "Student Stories," the intention was to showcase more of what was happening within the college.

Insights

(J)

(G)

As part of the college rebranding, the project illustrated how to apply the new visual language.

The architecture was revisited as the website redesign progressed, addressing content grouping to improve the user experience.

Lessons Learnt

(K)

(H)

Deliverables

Collaborating closely with developers taught me the importance of defining and testing the layout before presenting the final results. Due to the college's contract type, every change incurred a cost, so it was vital to ensure accuracy from the start.

Project Interruption

The project began discussions on enhancing user experience across various touchpoints. However, as the project scope widened and time became constrained, the Marketing Manager decided to delay website changes until other areas were addressed. This taught me the importance of prioritising tasks and managing scope effectively.

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