To begin the Industry Design Project, the team had a project kickoff call with Insynco's co-founder + director of operations. We discussed their business' mission, methodology, users, and goals to gain an understanding of what they do. To understand their problem space, we conducted competitive research on three naturopathic practices. We then took their demographic data to create a persona and map out a user's journey.
KICKOFF CALL — Part of our team's initial meeting with the Insynco co-founder was discussing their company's vision for the homepage redesign. He wants to emphasize their science-based approach and create a visually cohesive website using a similar color palette to the current design. He stated that he wants to avoid using the color green and anything related to foliage in their iconography. Their overarching goal is to motivate users to book appointments.
A discussion about their current demographics was also discussed. This was important information that enabled us to understand who we were designing for as well as what the user needs are. We discovered the following information:
USER JOURNEY MAP — After our primary users were identified and our persona was generated, we were able to create user journey map. This illustrates the steps our target audience take to book an appointment on the Insynco website.
PROBLEM STATEMENT — A problem statement was generated to guide the next phase of the design process.
The kickoff meeting allowed for our team to understand Insynco as a company, the users that they cater to, and the market that they're in. In this next phase, the data we synthesized and the problem statement we generated were used to guide the design process.
VISUAL DESIGN — To guide our design for the high-fidelity mockups, we selected fonts that communicate the lively, dynamic character that Insynco's co-founder wanted to convey, generated a color palette that is similar to the existing color scheme, and established motifs that reflect the company's science-based approach.
ACCESSIBILITY — Once our visual design was established, our team experimented with color combinations using our color palette. All of these are compliant with WebAIM AA and AAA standards.
HIGH-FIDELITY MOCKUPS — After going through our wireframe and visual design concept with our client, our team developed high-fidelity mockups that incorporated the changes he wanted to see.
In the previous phase, we created a design keeping Insynco's overarching goals and demographics in mind. We empathized with users and carefully listened to our client needs to develop a design solution. In this next phase, we tested our website to understand what worked and what didn't.
A/B TESTING — To test the efficacy of our homepage with regard to information and ease-of-use, we had users compare the original website and the redesign. Users were asked to comment on features that stand out to them and make remarks with regard to what they like and dislike. Users were not aware of which one was old site and which one was new.
AFFINITY MAP — After conducting A/B testing, we wrote down our observations on virtual sticky notes and turned them into an affinity map by placing them in clusters that corresponded to a theme. By organizing them in this way, our team was able to see what our design strengths and weaknesses were.
USABILITY INSIGHTS — Once the usability test results were synthesized, we compiled the data and organized our findings. These insights will be used to iterate on the design for the homepage.
This week was dedicated to iterating on the design based on user insights and creating a high-fidelity prototype of our final design. We took the most commonly experienced issues to come up with design solutions and refine the homepage.
MODIFICATIONS — The A/B test data enabled the team to use these insights and create an updated design for the Insynco homepage. These modifications were made according to user feedback to make a more useful product for customers. To accomplish this, we changed the pricing layout and re-incorporated the collaborative care section with a more descriptive diagram.
REFLECTION — The next step would consist of a further round of usability testing to confirm the efficacy of our design for Insynco's homepage. This would potentially be done using a combination of A/B testing and data analysis.
This project has illustrated to me how important it is to work with a real-world client, design with constraints revolving around business needs, and being part of a team. We aimed to facilitate the process of booking an appointment by clearly conveying the information needed to book an appointment, and strategically placing our call-to-action buttons to motivate users to take action.
