LC PHOTOGRAPHY
ABOUT
LC PHOTOGRAPHY is a videography and photography freelancing service for any type of client. Ranging anywhere from investors or sellers that are trying to market their real estate.
MY ROLE
UX Researcher, UI Designer
OUTCOME
Increase brand awareness, mitigate confusion, and promote trust.
RESEARCH & DISCOVERY
THE PROBLEM
LCP needs a way to connect with clients by providing a more organized layout. Producing more opportunities to engage, and overall filtering for a more focused user experience. It's important for this website portfolios services to be responsive on both desktop and mobile so that users are able to use the services on the go and at their convenience. ​In order for LCP to communicate with her clients effectively. There will need to be changes to the site such as:
- The font throughout the website doesn't match the aesthetic throughout the website and mobile application
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- There aren't any CTA buttons on the homepage
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- The welcome biography is at a spot that isn't preview ready for user​​​
- The 2 portfolios that divide real estate content from miscellaneous content do not have a filter and are unorganized
- There is an unnecessary option that allows users to sign up and create an account.
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- The Logo is not understandable, and the Color Palette is too dark​
USER INTERVIEWS
Based on user performance, it was clear that although a user can preview the portfolios, read the biography, and choose a service. Existing clients were plagued by disorganization and a confusing layout of information and features. Overall causing hesitation while navigating the site and a lengthier booking experience.
I conducted 2 interviews with a first-time mortgage buyer and an experienced real estate investor. The interviews were conducted via 30-minute to 1-hour video sessions since both individuals were working remotely. These interview questions helped shape the responsive design by highlighting important concerns and problems from user testers that used the original version of the website
USER PERSONAS
The above Interviews helped develop user personas. Their concerns and frustrations with the original site provided insight on how to correctly shape and revamp a responsive design for both mobile and desktop. These user personas highlighted what user testers discussed during their interviews:
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Focusing on their concerns is what created a revamped & responsive design. These user personas highlighted what user testers discussed during their interviews:
COMPETITIVE ANALYSIS
A competitive analysis was conducted in order to get a better understanding of how and which features comparative applications utilize in their product to facilitate better portfolio viewing and booking processes.
INFORMATION STRUCTURE
SITE MAP
In collaboration with my client, we determined how best to consolidate pages and cut out features that were not in use. We primarily focused on the organization of the portfolios, service previews, and a cart feature to efficiently finalize service options
WIREFRAMES
The initial focus was to cut down the amount of information and remove redundancies throughout the website. More importantly, the information on the homepage became tailored to advertise what was most critical for users to see – cta button for booking and a welcoming preview of the services offered.
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The focus then turned to the UI – on how best to present the overall message and feel that the business owner is aiming for. There were multiple iterations before the right combination of UI elements was found.
Below you can see the transition from a low fidelity wireframe to a high fidelity wireframe once the color and high details were added.
Homepage
Choose Which Portfolio View
Real Estate Portfolio
Misc. Portfolio
Services Page
Terms of Services Page
Finalize Cart Page
Homepage
Real Estate Portfolio
Misc. Portfolio
Choose Which Portfolio View
Services Page
Terms of Services Page
Finalize Cart Page
DESIGN
An overhaul of the business’ brand, including the color palette, typeface, and logo was completed to better represent the values of LCPhotography. The original logo was unexplainable since it was just letters and has the words "services".
FINAL PRODUCT
PROTOTYPE RESULTS
A total of 4 test users were recruited to test both the desktop and mobile screens. They were tasked with viewing both portfolios starting at the homepage, checking out the services page and adding a service to their cart, and lastly viewing in the policies page.
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Results:
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100% of users completed each of the tasks
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100% of users completed each task in 30 seconds or less
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100% of users self-corrected/problem-solved any issues encountered
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80% of users did not like the font size that was displayed
FEEDBACK AND ITERATIONS
Changes were made to the original design based on feedback given by users.
User Feedback:
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The font size was difficult to read and caused confusion among users. This caused slightly longer test times
Iteration:​
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Increased the font size and made several headlines bold to easier distinguish between section titles and their body paragraph
“It took me several attempts to read the navigation bar because it was too small"
"Everything about the revamp was good except the words are a tad bit too small"
"Couldn't figure out the different sections within the policies page because the titles were similar to the body"
Before:
After:
The font size throughout the application was increased
FINAL PROTOTYPE
Below are mobile and desktop versions of the application
CONCLUSION
KEY TAKEAWAYS
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If communication is infrequent, make the most of the available time.
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Throughout the course of the project, my client had a very busy schedule, making it difficult for me to get regular feedback on my ideas. I frequently updated my client on the progress by providing a list of topics, inquiries, and concerns​
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It is important to remain flexible to changes in a design.
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A stakeholder’s vision can evolve throughout the course of a project, so it is important not to become attached to specific designs and to remain open to (and even anticipate) changes.
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FUTURE STEPS
​Features to develop or improve on, given the time and resources:​
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Develop a Frequently Asked Questions page to help speed up my client's first customer interactions
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Transition the Figma prototype into a website