Background
Background
Background
Background
Background
Background
As the sole designer for UTDesign, I was tasked from my manager with redesigning the program’s website to achieve two critical goals:
Improve the website’s visual appeal to align with UTD branding guidelines.
Increase corporate engagement by simplifying the process for companies to propose projects and encouraging participation in the program.
Using the Double Diamond framework, I navigated through the phases of Discovery, Definition, Ideation, and Implementation to deliver a user-centered solution.
As the sole designer for UTDesign, I was tasked from my manager with redesigning the program’s website to achieve two critical goals:
Improve the website’s visual appeal to align with UTD branding guidelines.
Increase corporate engagement by simplifying the process for companies to propose projects and encouraging participation in the program.
Using the Double Diamond framework, I navigated through the phases of Discovery, Definition, Ideation, and Implementation to deliver a user-centered solution.
As the sole designer for UTDesign, I was tasked from my manager with redesigning the program’s website to achieve two critical goals:
Improve the website’s visual appeal to align with UTD branding guidelines.
Increase corporate engagement by simplifying the process for companies to propose projects and encouraging participation in the program.
Using the Double Diamond framework, I navigated through the phases of Discovery, Definition, Ideation, and Implementation to deliver a user-centered solution.
As the sole designer for UTDesign, I was tasked from my manager with redesigning the program’s website to achieve two critical goals:
Improve the website’s visual appeal to align with UTD branding guidelines.
Increase corporate engagement by simplifying the process for companies to propose projects and encouraging participation in the program.
Using the Double Diamond framework, I navigated through the phases of Discovery, Definition, Ideation, and Implementation to deliver a user-centered solution.
As the sole designer for UTDesign, I was tasked from my manager with redesigning the program’s website to achieve two critical goals:
Improve the website’s visual appeal to align with UTD branding guidelines.
Increase corporate engagement by simplifying the process for companies to propose projects and encouraging participation in the program.
Using the Double Diamond framework, I navigated through the phases of Discovery, Definition, Ideation, and Implementation to deliver a user-centered solution.
As the sole designer for UTDesign, I was tasked from my manager with redesigning the program’s website to achieve two critical goals:
Improve the website’s visual appeal to align with UTD branding guidelines.
Increase corporate engagement by simplifying the process for companies to propose projects and encouraging participation in the program.
Using the Double Diamond framework, I navigated through the phases of Discovery, Definition, Ideation, and Implementation to deliver a user-centered solution.
May 2023 - Feb 2024
Timeline
Associate Designer
Role
May 2023 - Feb 2024
Timeline
Associate Designer
Role
Problem Statment
Problem Statment
The UTDesign website faced significant challenges in attracting corporate sponsors due to a lack of visibility for the project proposal page, outdated visual design, and a convoluted navigation structure. These barriers hindered corporate partners from easily engaging with the program, resulting in missed opportunities for collaboration and growth. To address these issues, a comprehensive redesign was necessary to simplify the user experience, align with branding guidelines, and create a clear pathway for corporate sponsors to propose projects.
The UTDesign website faced significant challenges in attracting corporate sponsors due to a lack of visibility for the project proposal page, outdated visual design, and a convoluted navigation structure. These barriers hindered corporate partners from easily engaging with the program, resulting in missed opportunities for collaboration and growth. To address these issues, a comprehensive redesign was necessary to simplify the user experience, align with branding guidelines, and create a clear pathway for corporate sponsors to propose projects.
Discovery
Discovery
Key Action 1: Viewing Analytics
To understand the website’s performance, I analyzed its analytics. Key findings included:
Low traffic to the corporate page, as it was buried deep within the site map.
A high bounce rate from visitors who did not engage beyond the homepage.
Key Action 2: Conducting User Surveys
I surveyed corporate partners to understand their motivations and pain points. Findings revealed:
All partners enjoyed their program experiences and would recommend it.
There was no formal outlet for submitting project proposals or sharing the program with peers.
One participant noted, "The program is fantastic, but we weren’t sure how to engage further or suggest project ideas without going through a personal contact."
Key Action 3: Competitive Analysis
I studied similar capstone programs nationwide, noting:
The presence of formal, streamlined pathways for sponsors to submit project ideas.
Clear, visually engaging calls to action that directed users to project submission pages.
Key Action 1: Viewing Analytics
To understand the website’s performance, I analyzed its analytics. Key findings included:
Low traffic to the corporate page, as it was buried deep within the site map.
A high bounce rate from visitors who did not engage beyond the homepage.
Key Action 2: Conducting User Surveys
I surveyed corporate partners to understand their motivations and pain points. Findings revealed:
All partners enjoyed their program experiences and would recommend it.
There was no formal outlet for submitting project proposals or sharing the program with peers.
One participant noted, "The program is fantastic, but we weren’t sure how to engage further or suggest project ideas without going through a personal contact."
Key Action 3: Competitive Analysis
I studied similar capstone programs nationwide, noting:
The presence of formal, streamlined pathways for sponsors to submit project ideas.
Clear, visually engaging calls to action that directed users to project submission pages.
Analytics report by one of UTD's web specialist
Analytics report by one of UTD's web specialist
How might we
How might we
Using insights from the discovery phase, I defined the primary user need: "How might we simplify the process for corporate sponsors to propose projects while enhancing the overall user experience."
Using insights from the discovery phase, I defined the primary user need: "How might we simplify the process for corporate sponsors to propose projects while enhancing the overall user experience."
Ideation
Ideation
Generating Solutions
I brainstormed potential solutions and presented them to the UTDesign team. These included:
Changing the site map in order to have the project proposal page more easily accessible
Adding a more common patterns to enhance the website's usability
Collaborative Workshop
A cross-departmental workshop was conducted to refine ideas. Together, we:
Evaluated the necessity of each webpage.
Designed a streamlined site map that emphasized the project proposal process.
The final structure aimed to:
Highlight the project proposal page as the main call to action.
Ensure easy navigation and accessibility across all pages.
Generating Solutions
I brainstormed potential solutions and presented them to the UTDesign team. These included:
Changing the site map in order to have the project proposal page more easily accessible
Adding a more common patterns to enhance the website's usability
Collaborative Workshop
A cross-departmental workshop was conducted to refine ideas. Together, we:
Evaluated the necessity of each webpage.
Designed a streamlined site map that emphasized the project proposal process.
The final structure aimed to:
Highlight the project proposal page as the main call to action.
Ensure easy navigation and accessibility across all pages.
Room where we had our meeting, regret not getting a picture during
Room where we had our meeting, regret not getting a picture during
Design
Design
Viisual Design
I created a modern, visually appealing website in line with UTD branding guidelines.
Design elements included:
Consistent use of university-approved colors and logos.
Patterns inspired by competitive analyses to enhance navigation.
A prominent "Submit a Project Proposal" button styled in orange to draw attention, contrasting the neutral background.
Functional Enhancements
A prominent "Submit a Project Proposal" button on the homepage.
A simplified form for project submissions, ensuring ease of use.
Viisual Design
I created a modern, visually appealing website in line with UTD branding guidelines.
Design elements included:
Consistent use of university-approved colors and logos.
Patterns inspired by competitive analyses to enhance navigation.
A prominent "Submit a Project Proposal" button styled in orange to draw attention, contrasting the neutral background.
Functional Enhancements
A prominent "Submit a Project Proposal" button on the homepage.
A simplified form for project submissions, ensuring ease of use.
call to action of project proposal form
call to action of project proposal form
Testing
Testing
A/B Testing
I tested two versions of the website with five corporate sponsors to measure usability:
Version A: Current design.
Version B: Redesigned interface with an optimized proposal page.
Participants were asked to complete three tasks, including locating the project proposal page. Usability issues were recorded via observation.
Results:
In Version A, participants took over two minutes or failed to locate the project proposal page.
In Version B, participants found the page in approximately 10 seconds, reducing the time to task completion by over 90%.
A/B Testing
I tested two versions of the website with five corporate sponsors to measure usability:
Version A: Current design.
Version B: Redesigned interface with an optimized proposal page.
Participants were asked to complete three tasks, including locating the project proposal page. Usability issues were recorded via observation.
Results:
In Version A, participants took over two minutes or failed to locate the project proposal page.
In Version B, participants found the page in approximately 10 seconds, reducing the time to task completion by over 90%.
version A pictured above, also the previous home page of website
version A pictured above, also the previous home page of website
Key results and impact
Increased Usability: Reduced time to locate the project proposal form by 90%.
Improved Engagement: Created a visually appealing and user-friendly website that aligns with UTD branding.
Enhanced Corporate Participation: Simplified submission processes encouraged more companies to propose projects.
Broader Impact: The redesign helped UTDesign attract 25% more project proposals in the subsequent semester, fostering stronger ties with corporate sponsors.
The redesigned UTDesign website not only addressed user pain points but also positioned the program as a leader in fostering industry-academic collaboration.