OVERVIEW
THE SOLUTION
THE DESIGN PROCESS
Human-Centred Design Approach
DISCOVER
UX Audit
I began with a UX audit of the original website, breaking down its information architecture and identifying usability and experience issues based on Jakob Nielsen's usability heuristics.
Stakeholder Workshops & User Interviews
Next, I collaborated with project stakeholders through a series of calls to gain a deeper understanding of the brief, align expectations, and shape the initial research plan.
To explore the current website experience, I conducted one-on-one interviews with youth users. Using Empathy Mapping, I organised and articulated insights, highlighting key findings to guide the design process.
To explore the current website experience, I conducted one-on-one interviews with youth users. Using Empathy Mapping, I organised and articulated insights, highlighting key findings to guide the design process.
DEFINE
Research Synthesis
By analysing user interview data, I developed six user personas and corresponding customer journey maps, establishing a strong foundation to inform the information architecture.
Identify opportunities for differentiation
Using the Value Proposition Canvas, I evaluated how NYC’s offerings aligned with user needs and expectations. Collaborating with stakeholders, we prioritised the top three value propositions that would differentiate NYC.
Information Architecture
By integrating personas, customer journeys, and value proposition analysis, I created a well-structured information architecture that showcases how NYC’s value propositions attract and guide users through the flow of information.
DEVELOP & DELIVER
After securing client approval for the information architecture, I began designing low- to high-fidelity prototypes using Sketch. I maintained open communication with stakeholders throughout the process, integrating their feedback to refine the designs and ensure they were optimised for handoff to the UI team.
THANK YOU FOR WATCHING!