Turning User Insights into Actionable UX Suggestions for Greenspace
Overview
In this project, I evaluated the UX of the Greenspace website, identifying key pain points through user feedback. Based on these insights, I suggested design improvements to enhance navigation and accessibility. The outcome includes low-fidelity wireframes and polished UI designs that focus on creating a smoother, more intuitive user experience. Current Greenscape Website.
Team
Role
Duration
Tools
The Problem
The website faces several challenges, including poor visibility of key call-to-action buttons, a lack of feedback mechanisms, unclear affordances, design inconsistencies, and confusing navigation. These issues result in reduced user engagement, missed opportunities for improvement, lower search rankings, and could negatively impact the overall brand perception.
Research
Primary User Tasks & Insights
Through user research, including insights from Stakeholder Interviews, I identified the primary tasks users perform on the Greenscape website. These tasks include exploring services, browsing the portfolio, gathering information, contacting Greenscape, researching sustainability practices, and applying for jobs. The key user groups were urban developers, homeowners, property managers, and job seekers. The heuristic evaluation revealed issues such as inconsistent design, poor navigation, and lack of feedback mechanisms. Stakeholder insights emphasized the need for clearer service information and improved mobile responsiveness. These findings guided the design suggestions to enhance navigation, service clarity, and alignment with both user expectations and business goals.
Understanding the User Needs
I developed two user personas: Alex, an urban constructor seeking sustainable landscaping solutions and regulatory guidance, and Maria, a recent graduate looking for job opportunities and professional growth in eco-friendly landscaping. The website was designed to cater to both, offering detailed resources, job listings, and interactive features that align with their distinct goals and motivations.
Competitive Analysis
I found that competitors like Gibbs Landscape Co. and Lawns & Palms provide more detailed, text-heavy content, while Greenscape focuses on a visually engaging, concise design. Websites like BrightView use large header images for impact, whereas Greenscape opts for a simpler layout. Some competitors, such as Seattle Urban Farm Company, offer additional educational resources, while Greenscape highlights projects with interactive elements. Overall, Greenscape excels in design and user engagement but could benefit from adding more detailed content to stay competitive.
Ideate
Improvements Based on Heuristic Evaluation Insights
Prototype
Low Fidelity Design
The design of the low-fidelity prototypes was guided by insights from user research, stakeholder interviews, and heuristic evaluation. Key issues such as poor visibility of call-to-action buttons, unclear affordances, and inconsistent design were addressed to improve user engagement and navigation. Insights on primary user tasks, including exploring services and applying for jobs, informed the simplification of the Home, Job, and Help Pages. These changes focused on streamlining content, enhancing mobile responsiveness, and improving feedback mechanisms to better meet user needs and business goals.
User Testing of Low-Fidelity Prototypes
To refine my design process, I conducted structured user testing of my low-fidelity prototypes. Participants, with prior experience using similar platforms, were tasked with specific interactions like navigating the home page, applying for jobs, and finding help information. I employed a think-aloud protocol to capture their thoughts and reactions during task performance, while I observed their actions closely. Feedback focused on ease of use, navigation intuitiveness, and general usability. This testing provided valuable insights for improving user-centered design, though limitations in conveying interactive elements with low-fidelity prototypes were noted.
High Fidelity Prototypes
The paper prototypes were transformed into high-fidelity designs using Figma, where I made several key improvements to enhance usability and visual balance. The home screen saw a refined navigation bar, prioritized essential sections, and a relocated search bar for better accessibility. I also optimized the layout for both mobile and desktop, introducing collapsible menus and expanded space for additional features. The help screen was improved with guided tours, a quick-start guide video, and reorganized sections for easier navigation. On the job screen, I added features like job application tracking, icons for key job attributes, and an enhanced "Our Culture" section. These changes were designed with responsive considerations for both mobile and desktop views.
High Fidelity Evaluation
I conducted a high-fidelity evaluation to assess usability and gather feedback. I selected a diverse group of participants, who completed tasks like finding services or applying for jobs in a controlled lab environment using desktop devices. I observed their interactions and gathered feedback on navigation, usability, design consistency, and responsiveness. Key insights included improved navigation and ease of use, with positive feedback on new features. Further interviews revealed a need for more specific content and minor functionality bugs, which I will address in the next iteration.
