Research
User interviews
As part of my research I spoke with Foundr's target audience - aspiring and established entrepreneurs. I asked them to spend ten minutes on Founder's platform and tell me if they were able to find the information they needed. The interviews provided insights into how users navigate the current website, what they find confusing, and what features they would like to see added. The findings from these interviews helped inform the design decisions moving forward.
Insights
Based on the interview results, simplifying the navigation, sorting articles by topic, and improving the legibility of the longread page were key areas for improvement. Users reported feeling overwhelmed by the current header, struggling to find articles relevant to their interests, and having difficulty reading long content due to the absence of photo or graphics.
Ideation
Articles page
To tackle the challenge, I followed a user-centered design process. Following the research, I brainstormed on generating ideas for improving the UX/UI for the site.
One of the key areas I focused on was the composition of the articles page, which lacked a clear focal point and had all content presented in a tile format. To address it, I explored different composition options that emphasized dominant, secondary, and tertiary articles.
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Longread
Another area for improvement was the design of long-read articles. The current design primarily consists of lengthy texts interrupted by hyperlinks. To enhance readability and engagement, I focused on creating a solution that incorporates visual hierarchy through headings, and reasonable interruptions with photos and other content.
Design Process
Color palette
Before choosing the composition layout, I embarked on exploring various color options to determine the optimal palette for the project. Given the highly expressive nature of Foundr's brand identity and tone of voice, I aimed to decide whether to adhere to the established corporate color scheme or experiment with alternative options. After creating several palettes for comparison, I ultimately decided to remain loyal to the existing colors to ensure continuity and reinforce brand recognition.
Finalizing the color palette, I iterated on the composition layout for the main page and then shifted my focus to the design of the articles section. Earlier during the research stage, I found that the section contained illustrations with different styles - some were plain graphics, while others were 3D or random images. To improve the visual appeal and coherence of the section, I decided to standardize the style by using 3D graphics throughout.
To make it easier for users to find articles relevant to their interests, I implemented categorization by topics and included statistics such as publication dates, number of shares, and views. It allowed users to quickly understand the relevance of the article and make informed decisions about what to read.
Article design
As part of the redesign process, I focused on improving the readability and engagement of long-read articles by introducing consistent headings, cohesive illustrations, and an updated layout.
Testing
To ensure the usability and effectiveness of the redesign, I conducted user testing on both the new navigation and the article page design. Three users were asked to complete several tasks, such as finding specific articles and using the new navigation to browse content by topic.
For the article page design, I tested the new long-read format by having users read an article and provide feedback on the readability and overall design. The long-read format was well-received and resulted in users reading the whole article 1.5 times faster.
Final results
The design results are presented through high-fidelity mockups. The new design features a simplified header, intuitive categorization of articles, legible long-read pages, and consistent use of graphics throughout the site. User feedback indicated that the new page designs were intuitive and user-friendly, confirming the success of the redesign in improving the overall user experience.
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Reflections & Future Steps
This project reinforced the importance of paying attention to small details, such as typography and color, to ensure that the design elements work together effectively and create consistency. It also highlighted the significance of having a design language throughout the website, which can help to establish a strong brand identity and improve the user experience.
Moving forward, there are several areas that can be improved. Firstly, I plan to revisit the site map to ensure that it is even more intuitive and user-friendly. Secondly, I will focus on enhancing the design of the personal account area to provide users with a seamless and intuitive experience. Lastly, I aim to rework the learning management system to provide users with a more comprehensive and engaging learning track, as well as additional tools and resources to support their entrepreneurial journey. These improvements will help Foundr to better serve its audience and provide even more value to its users.