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At-a-Glance

My collaboration with Marlayna Photography centered around amplifying Marlayna's online presence through a revitalized website that not only showcases her exceptional photos but also provides better discoverability and creates a seamless user experience.This case study takes you behind the scenes of our strategic journey. From enhancing website flow and design via WordPress theming to optimizing search engine visibility, every step was meticulously crafted to amplify Marlayna Photography's reach.

Problem

Marlayna aimed to shift focus from weddings to small business branding, corporate events, and families. This exciting shift demanded a refreshed online presence to help her business bloom and connect with her ideal clients.

Marlayna's website posed a few challenges: outdated design, sparse content, and keywords that needed a bit more love. Confusing layouts on certain pages only added to the desire to improve.

Solution

We aimed to captivate visitors with an updated visual aesthetic, streamline navigation for a user-friendly experience, and effectively communicate her transition to branding, corporate events, and family photography in a way that was mindful of her previous clients, and welcoming to future clients.

By optimizing content and ensuring mobile responsiveness, we aspired to drive engagement, generate leads, and ultimately foster growth within these evolving markets.

SEO & User Experience Audit

The first step was to conduct an in-depth assessment of Marlayna's existing site to identify SEO gaps and user experience bottlenecks. Insights from this audit informed my strategic direction for the revamp, setting the stage for a more effective and engaging online platform.

Check out the full audit → HERE

Keyword Research

I performed comprehensive keyword research to pinpoint optimal terms for Marlayna's new site. By aligning keywords with her offerings and target audience's search intent, I aimed to boost her site's visibility and relevance across search engines while not losing the established visibility she naturally had already had growth in.

Wireframing

I collaborated closely with Marlayna to prepare a wireframe, outlining the site's structure and content placement. Additionally, I assisted her in selecting a WordPress theme that aligned with her design vision while prioritizing optimization and user experience.

Design Iterations

What I Learned

Collaborating with Marlayna to understand both her needs and those of her users was an insightful experience in finding the right balance. From the project's outset, it was clear that Marlayna aimed to shift away from certain aspects of photography. However, I recognized that streamlining her site wouldn't be a straightforward elimination of services. Marlayna sought a mindful transition, respecting her past clients and minimizing disruption.I kept in mind that the structure needed to be concise and easily updatable for Marlayna. Additionally, the language had to effectively guide diverse clients to the specific areas they were seeking. Navigating this balance was crucial to the success of the project.In the course of my first professional project, I discovered the importance of adaptability in delivering information. Recognizing Marlayna's preference for to-do lists, I crafted a list that streamlined communication and clarified the information needed to refine the site. While this approach might not suit everyone, understanding the unique personality of each stakeholder emerged as a key factor in achieving effective communication outcomes in the future.

At-a-Glance

In the dynamic realm of modern travel, the quest for crafting memorable family vacations and group adventures can be both exhilarating and challenging. The need to collaboratively plan, organize, and execute these journeys with precision has inspired the creation of my innovative solution: the Travel Buddies application.

Problem

The design problem I sought to address is the lack of a comprehensive, user-centric platform that caters to the intricate needs of individuals planning family vacations and group trips.Existing tools and applications often fall short in facilitating seamless collaboration, centralizing trip information, and offering personalized planning experiences.

The design challenge at hand was to develop a digital solution that not only overcame these barriers but also transformed the way travelers coordinate their adventures.

Solution

I created the Travel Buddies prototype and worked with a small group of users to test the various features that I identified through a user needs evaluation as being the upmost important.

Users noted that the app was easy to understand, navigate through, and jump right into and that they felt as if they’d instantly be comfortable in their abilities to collaborate on trips if the app were to be fully developed.

Process

After conducting a comprehensive user needs assessment and a thorough competitive analysis, I confidently began the design process for Travel Buddies. I started by creating rough sketches, followed by a paper wireframe and a low-fi prototype. To gather valuable insights and evaluate the current features and progress of Travel Buddies, I conducted a usability test with three participants.

Med-Fi Prototype

As the design of Travel Buddies progressed, I transitioned to a medium-fidelity (med-fi) prototype. This interactive prototype retained the core functionality and layout envisioned for Travel Buddies while introducing more refined design elements, such as detailed user interface components, navigation flows, and a closer representation of the final visual aesthetics.The med-fi prototype played a crucial role in enhancing the user experience and preparing for user testing.

Design Iterations

What I Learned

In the course of this project, my confidence in design has experienced significant growth. Navigating through every stage of the process has been instrumental in refining both my creative instincts and presentation skills. Commencing with a design problem, progressing through the intricacies of user needs and competitive analysis, and advancing to the realms of wireframing and prototyping have collectively contributed to this transformative journey.Being solely responsible for every facet of the application, from conducting user testing to meticulously crafting the final design, has provided a unique opportunity to delve deep into my reservoir of creativity and problem-solving skills. This project has served as a crucible, forging a stronger, more assured designer in its wake.

At-a-Glance

In my project focused on enhancing Spotify's music discovery experience, I conducted in-person user interviews and usability tests, uncovering user frustrations with the existing interface, particularly the Smart Shuffle feature. By redesigning the interface, I aimed to prioritize clarity, intuitive design, and improved recommendations, making music discovery more user-centric. Insights from the project underscore the importance of clear interaction design and user preferences, ultimately contributing to a more engaging and personalized music discovery experience within the platform.

Problem

In my analysis of user experiences with Spotify's music discovery features, two significant challenges emerged.Firstly, users encounter usability issues, such as misunderstanding certain icons and encountering design changes that lead to confusion and dissatisfaction.

A circle icon within the queue has caused confusion as it was mistaken for adding songs to playlists when in reality its purpose was to remove songs.

Secondly, there's a need to balance algorithmic music recommendations with personal preferences, as users desire more diverse recommendations and better control over music discovery.

Solution

To address these challenges, Spotify should prioritize clear design and intuitive iconography, ensuring that users can interact seamlessly with features and that design changes are well-explained. Consistency across platforms is essential for user familiarity.

A successful outcome for Spotify would be a refined interface that is intuitive, user-friendly, and consistent across platforms. This would result in increased user engagement, satisfaction, and a more personalized music discovery experience.

Process

I conducted in-person user interviews and usability tests of Spotify's interface, focusing on the Smart Shuffle and queue features, revealing significant user frustrations with the current interface. Following this, I designed an alternative layout and conducted a preference test using a System Usability Scale (SUS) survey to gain deeper insights into users' experiences with the two interface versions.

Interview & Usability Testing

The interview and usability test of Spotify's mobile app provided valuable insights into users' current frustrations with music discovery on the platform.By recording user interactions with the application, I constructed an affinity wall to categorize and systematically organize the issues users encountered as they navigated the app, performed tasks like adding music, shuffling songs, and shared their typical methods for discovering new music.

View within Miro → Spotify Affinity Wall

Preference Test

The questionnaire was structured to allow participants to view both Layout A (Spotify's current interface) and Layout B (my concept design) consecutively. Each participant went through a series of questions that followed the System Usability Scale (SUS) survey method. This sequential approach enabled direct comparisons between the two layouts.Participants were friends, family, and found through Coursera class message boards. Please note that the image with the clearer feature may receive preference due to the inability to zoom on Google Forms.

Check out the test → Spotify Preference Test

What I Learned

This project marked my first foray into addressing pain points within an established brand while proposing enhancements. The research, observation, and concept design phases were not only insightful but also enjoyable. It allowed me to scrutinize a service I frequently use, identifying both user successes and challenges, ultimately uncovering avenues for application improvement.The experience served as a catalyst for me to examine other well-established designs and consider opportunities for refinement. The key takeaway from this project is the recognition that, regardless of user base or years in operation, brands must continually strive for enhancement, ensuring the creation of a welcoming user environment.