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User Experience Review and Design Recommendations for the Social Buzz Club Website

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Social Buzz Club approached us with the main goals of increasing their user base and customer conversion from free membership to paid, as well as streamlining the key user interactions on the website. In addition to addressing these needs, a key deliverable in our package to the client was a highly detailed professional review of their website, which included annotated screens, links to resources, and recommendations for the future evolution of the site.

Completion of this case study entailed:

Analysis of competing and complimentary businesses
Field and market research
Expert interviews and user research
Reorganizing the site map, navigation schema, and other aspects of the information architecture Designing user flows and customer journeys
Building wireframes and an interactive prototype
Live user testing of the prototype
Identifying additional ways to increase the credibility and usability of the service, detailed in the professional review document

This was a class project for General Assembly’s User Experience Design Immersive.

Published in: Design, Technology, Business
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User Experience Review and Design Recommendations for the Social Buzz Club Website

  1. 1. USER EXPERIENCE REVIEW AND DESIGN RECOMMENDATIONS FOR THE SOCIAL BUZZ CLUB WEBSITE
  2. 2. PRESENTATION OVERVIEW • Introduction to the Project • Competitive Analysis and Complimentary Services • Industry and User Research • Plan of Action • Information Architecture • Wireframes • UserTesting • Prototype Walkthrough • Recommendations and Next Steps
  3. 3. SOCIAL BUZZ CLUB
  4. 4. PLAN OF ACTION Increase credibility of the website by: • Reorganizing the information architecture • Adjusting the overall feel/tone to appear more professional and supportive Increase usability of the website by: • Encouraging integration with major social networks (use of APIs) • Reorganization of content • Streamlining key flows: submit buzz, share buzz, and sign-up • Provide clear visual feedback to users to confirm successful interactions Integrate requested features: • Easy account set-up process • Refresh the visual design
  5. 5. COMPETITIVE ANALYSIS AND COMPLEMENTARY SERVICES Main Competitors Social MediaGamificationTools Complementary Organizations
  6. 6. SUMMARY OF FINDINGS Social Buzz Club Viral Content Buzz Social MediaToday clean look X X % content to share organized by topic X % % user analytics X % X starter points X % X use of social network APIs X % % auto-scheduler X % X priority for paid members’ content X % X support for multiple projects X % X user testimonials % % X educational resources % X % member discounts for resources % X X user support % X X strong facebook communivity % X X
  7. 7. INDUSTRY, FIELD AND USER RESEARCH • Trade journals, online communities, agency and consultancy articles • Conducted interviews with users and marketing professionals with a focus on: • major challenges • areas user would be interested in learning more about • types content they repost • benefits of community-building
  8. 8. INITIAL USER RESEARCH FINDINGS • Analytics information is invaluable • Quality of the content is very important • Any reposted content must be high quality and relevant • Lots of free online educational resources • Ability to link several social media accounts
  9. 9. INFORMATION ARCHITECTURE
  10. 10. SITE MAP
  11. 11. USER FLOWS
  12. 12. ADMIN USER FLOWS
  13. 13. EMPLOYEE USER FLOWS
  14. 14. FIRST ITERATION WIREFRAMES
  15. 15. HOMEPAGE
  16. 16. SIGN-UP FLOW
  17. 17. ONBOARDING SCREEN
  18. 18. PORTFOLIO/USER HOME
  19. 19. SECOND ITERATION WIREFRAMES
  20. 20. HOMEPAGE
  21. 21. SIGN-UP FLOW
  22. 22. ONBOARDING SCREEN
  23. 23. PORTFOLIO/USER HOME
  24. 24. INTERACTIVE PROTOTYPE WALKTHROUGH
  25. 25. USERTESTING
  26. 26. USERTESTING INSIGHTS • Flows are straightforward and easy to follow. • Onboarding screen is a fast, unobtrusive way to get oriented with how the site works. • Need visual feedback after sharing buzz • Users need to be able to easily read content before they share it. • When sharing to multiple networks, there needs to be a way to edit the info to make it appropriate for each (Facebook vs.Twitter, etc.) • Depending on the type of subscription, the social networks one can share to are different.This needs to be reflected in the sign-up flow. • Users did not respond well to the brand’s color scheme. Re-evaluation of the brands tone and colors are recommended.
  27. 27. PORTFOLIO/USER HOME
  28. 28. PORTFOLIO/USER HOME
  29. 29. PORTFOLIO/USER HOME
  30. 30. PROFESSIONAL REVIEW
  31. 31. RECOMMENDATIONS AND DELIVERABLES • Implement the information architecture from the site map so the site is easy to use. • Use wireframes as a guide to a redesign of user flow. • Apply content strategy principles from the report to showcase quality site content • Apply web content creation and management techniques from the report to project a professional image and increase user sign-ups. • Apply the design principles from the wireframes and annotations to create a visual design style guide to create a cohesive brand experience.
  32. 32. THANK YOU APRIL STEED MADELAINE KREHM MAY 7TH, 2014

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