Turning User Insights into Actionable
UX Suggestions for Greenspace
Turning User Insights into Actionable
UX Suggestions for Greenspace
Turning User Insights into Actionable
UX Suggestions for Greenspace
Team
Team
Keerthana Ravichandran
Keerthana Ravichandran
Keerthana Ravichandran
Role
Role
UX Research
UX Research
UX Research
UI Design
UI Design
UI Design
Branding
Branding
Branding
Interaction Design
Interaction Design
Interaction Design
Duration
Duration
Feb 2024 - Mar 2024
Feb 2024 - Mar 2024
Feb 2024 - Mar 2024
Tools
Tools
Figma
Figma
Figma
Overview
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.
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.
Issues and Implications
Issues and Implications
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.
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.
Primary User Tasks & Insights
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.
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
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.
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
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.
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.
Website Improvements Based on Heuristic Evaluation Insights
Analysis, Planning, and Design
Structure
To enhance the user experience, several key improvements were made to the website following the heuristic evaluation and user feedback. These included implementing stricter form input validation, improving job posting consistency, and adding immediate assistance options like a chatbot. User control was enhanced by allowing post-submission reviews, and error messages were updated to provide clearer guidance. Accessibility features were also prioritized, ensuring better support for disabled users. The home page was simplified to reduce clutter, and the visibility of the "View More Work" button was improved. These changes collectively improved usability, accessibility, and overall functionality.
To enhance the user experience, several key improvements were made to the website following the heuristic evaluation and user feedback. These included implementing stricter form input validation, improving job posting consistency, and adding immediate assistance options like a chatbot. User control was enhanced by allowing post-submission reviews, and error messages were updated to provide clearer guidance. Accessibility features were also prioritized, ensuring better support for disabled users. The home page was simplified to reduce clutter, and the visibility of the "View More Work" button was improved. These changes collectively improved usability, accessibility, and overall functionality.
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
Analysis, Planning, and Design
Structure
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.
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.
Medium Fidelity Prototypes
The paper prototypes were transformed into medium-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.
Medium Fidelity Evaluation
Analysis, Planning, and Design
Structure
I conducted a medium-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.
I conducted a medium-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.
Recommendations and Key Insights
Analysis, Planning, and Design
Structure
Based on the evaluations, I identified several key areas for improvement on the Greenscape website. First, I recommend enhancing input validation and error handling by providing clear, actionable error messages on forms. Improving navigation and accessibility is also crucial, including standardizing job listings, adding immediate assistance options like a chatbot, and ensuring compliance with WCAG guidelines. Simplifying the home page layout, ensuring design consistency across devices, and optimizing the website for both desktop and mobile use will streamline the user experience. Lastly, prioritizing user-centered design principles, introducing guided tours, and providing educational resources will help users navigate the site more effectively.
Based on the evaluations, I identified several key areas for improvement on the Greenscape website. First, I recommend enhancing input validation and error handling by providing clear, actionable error messages on forms. Improving navigation and accessibility is also crucial, including standardizing job listings, adding immediate assistance options like a chatbot, and ensuring compliance with WCAG guidelines. Simplifying the home page layout, ensuring design consistency across devices, and optimizing the website for both desktop and mobile use will streamline the user experience. Lastly, prioritizing user-centered design principles, introducing guided tours, and providing educational resources will help users navigate the site more effectively.
Reflections
Analysis, Planning, and Design
Structure
Reflecting on the design process, I recognize that while low-fidelity prototypes provided a solid foundation, their lack of interactivity made it difficult to gather meaningful feedback. Moving to medium-fidelity prototypes, I had to balance user feedback with maintaining design coherence, especially when adapting the website for different devices. I realized the importance of incorporating higher-fidelity designs earlier in the process to receive better feedback, which could have accelerated iterations. Additionally, using more quantitative data, such as task completion time, would have helped me better understand user performance and usability. Despite challenges, this experience has been invaluable for refining my approach to user-centric design.
Reflecting on the design process, I recognize that while low-fidelity prototypes provided a solid foundation, their lack of interactivity made it difficult to gather meaningful feedback. Moving to medium-fidelity prototypes, I had to balance user feedback with maintaining design coherence, especially when adapting the website for different devices. I realized the importance of incorporating higher-fidelity designs earlier in the process to receive better feedback, which could have accelerated iterations. Additionally, using more quantitative data, such as task completion time, would have helped me better understand user performance and usability. Despite challenges, this experience has been invaluable for refining my approach to user-centric design.
