uSER-CENTERED WEB DESIGN | STRATEGY
Rapid Prototyping
Content Strategy
Brand Identity Design
Moodboard
Stakeholder Engagement
Usability Testing Design & Moderation
Design Requirement
Defining Metrics
User Research
Stronger Brand Identity
Implemented a visually appealing and contemporary design to effectively communicate Mini Mountain's brand identity, making it ideal for attracting new customers.
Using eye-catching stats to visual hierarchy to highlight Mini Mountain's unique brand identity.
Included authentic customer reviews to build trust and add credibility.
Organized different offerings into clear categories, with a special emphasis on the unique indoor skiing lessons.
Clear Information Hierarchy
Intuitive navigation bar allows users to find information quickly.
Using visual hierarchy, tables, and icons to reorganize content so that customers can quickly locate relevant information.
Replaced long paragraphs with clickable info icons that allow customers to view specific examples of skiing levels instantly.
Added detailed profiles for instructors, including names, photos, and credentials, based on user research and usability testing feedback.
Included a FAQ section to address common questions and reduced potential calls.
Highlight differences across various offerings
Using icons to highlight key features of different lessons/activities offered at Mini Mountain.
Clearly separated outdoor and indoor camps outdoor and indoor camps to reduce confusion
Provided an at-a-glance view of all offerings for easy comparison and quick decision-making.
Retained only the necessary call-to-action buttons to reduce confusion and guide users effectively.
Easy-to-understand Rental Information
Presented rental packages in a clear, at-a-glance format for easy comparison.
Included clear CTAs to facilitate efficient self-booking for rentals.
Implemented pop-up windows to inform users immediately when rentals are unavailable, preventing wasted time on unavailable options.
HIBU Website Analystics
People viewed the homepage & indoor ski lessons noticeably the most (53%, 17% of total visited)
Calls are mostly about ski lessons and rentals.
Also to check up on information they found online, lessons/camps they have booked, reschedule lessons
Usability Testing
Pain-point 1) Unclear organization of content leaves users unsure about the services offered
Pain-point 2) Lacks relevant information and content consistency across pages
Pain-point 3) Confusing booking process from similar buttons (see below)
Family-Oriented Fred
"Finding the right ski school is not an easy decision - from ensuring safety to confidence building."
Can my family learn to ski together?
Need to search and book ski lessons for the whole family.
Safety Sara
"I’m excited to start learning to ski! Thorough instruction and safety assurance will help me learn confidently.”
What's the safest way to learn skiing?
Need to ask questions about safety.
Parent Pamela
“I just had my third child and want to make sure my other 2 children are entertained and having fun this summer!”
What camps are offered for my kids?
Need to learn about summer camps.
Card Sorting
32 Total Cards to Sort (pieces of website content)
14 Participants
Findings
Most users grouped the cards into 5 total categories (instead of 7 as shown on the current website)
57% grouped Customer Reviews under "About" page (currently reviews take much space of the lesson offering page)
100% of users separated Lessons and Camps
50% separated Indoor and On Snow Skiing
To make sure our redesign can reach the business, branding, and usability goals identified in the early stage, I made sure that the design solutions are closely connected with the needs. This strategy aims to amplify the design impact.
Before: The homepage lacks visual appeal and causes confusion due to scattered and poorly labeled information.
Needs
The business needs to increase the number of unique visitors and highlight Mini Mountain's unique value proposition
The users need easy-to-understand information on different offerings
Solution
Highlight Mini Mountain’s uniqueness in ONE sentence & THREE eye-catching stats
Highlight the age groups included in Mini Mountain's offerings
After: Mid-Fidelity Mockup of the Homepage
Before: The website contains text-heavy lesson descriptions, requiring customers to scroll extensively to read all the information to make decisions.
Needs
The business needs to reduce the number of calls received.
The users need to quickly locate relevant information.
Solution
Reorganized the website information by using charts and icons to improve information clarity.
After: Mid-Fidelity Mockup of the Lesson and Rentals Page
From Mid-Fi to Hi-Fi
Allow users to know key information efficiently
Feedback
Almost all the participants wanted more information on how to take lessons as a family, safety, and refund policy.
Changes
I added specific callouts addressing key information on the lesson page.
Reduce the possibility of missing key lesson information
Feedback
More than participants hope to get more lesson information by clicking on "Book Now", while in fact it redirected them out of the primary site to the booking site instead.
Changes
We replaced the "Book Now" button with "Learn More", so that participants get can detailed information before booking a lesson.
Start looking for real users right away to increase chances of scheduling them.
In the current project, we mainly engaged with the owner of Mini Mountain. If I do this again, I would have involved more stakeholders in the process, including those currently engaged with the website and other staff members. This approach ensures a more holistic perspective of the problem and allows for more thorough ideation of design solutions.
