Project Overview
Ansira’s new owner Truelink wants to refresh their website with a new and innovative experience. They complained that their current site felt outdated and didn't speak to their brand identity.
Problem:
The stakeholders felt that their website was not "cool" or innovative enough. They requested more movement and interactive elements to their new website that would have more "finesse".
Goal:
Redefine the website identity to better communicate the brand’s goals and improve user engagement and retention.
My role:
UX/UI designer leading the Truelink website design.
Responsibilities:
conducting research
low fidelity and high fidelity prototype
concepting
final mockups
User Research
I conducted a ux audit alongside a ux researcher to uncover pain points so we could understand any underlying issues. We discovered 3 major pain points that we wanted to make a priority.
Pain Points
User Engagement:
There was a low user engagement with the site
Brand Awareness:
Users did not recognize or understand what Truelink is.
Outdated Designs:
The website was last updated in 2020.
UX Audit
The site communicates credibility but lacks clear differentiation, structured navigation, and engaging content.
Site Map
This helps me create a clear navigation so users can easily find information and complete tasks efficiently.
I created a simple sitemap that breaks down the features of each pages. This helped me reference the structure as I started to design the templates.
User Journey
It is the series of experiences Carlos has as he achieve a specific goal. It was built on the his experience.
I developed a user journey map of Mark's experience with the site to pinpoint potential pain points and identify areas for improvement.
Goal
Check and improve credit score, apply for an appropriate credit plan and related credit card.
Starting the Design
The primary objective was to design a seamless and intuitive experience (mobile and web) that caters to the specific needs of Truelink, and building a barebones structure to fill in with appealing visuals to create an inviting environment to the overall user experience.
Low fidelity wireframes
More "clear" version of wireframes in a digital form. Also all the important pages are added
in it.
Improving the website experience involves clarifying the company’s value proposition, refining navigation to make information easier to find, showcasing the portfolio and investment strategy more effectively, and strengthening calls-to-action to guide users toward meaningful engagement.
Concepting
For the live site, it was handed off to a creative director who took my wireframes and concept designs to translate them into the final product.
Brand Colors
Updated colors will enhance the brand's identity to tie in the overall theme.
Truelink requested a color palette that contained blue with a pop of color. I played around with color palettes and chose a minimalist theme with white and pops of orange for the visual design of the mockups.
Final Mockups
These are a high fidelity design that represents a final product
I created a high fidelity mockup that incorporates the right design elemts such as typography, color, and iconography. I also included captivating and visually appealing images, and developed all the necessary components and elements.
Outcome
The new website features a more clean and organic look featuring an improved information architecture, highlighting the company's value and brand as Ansira's new owners.
Takeways
This was my first time working on a project with limited time for research, but nonetheless I uncovered great pain points to solve, making the design smooth and effortless.
Impact:
Accessible navigation allows users to jump between sections of the page efficiently, interactive tabs and elements created a immersive experience, and multiple CTAs help guide users to find more relevant details.
What I learned:
I learned a lot about working with a creative designer to translate the designs into high-fidelity and development to push it live.