7 days
1 person
existing product
data intelligence company
figma
ux research
ux audit
ux design
wireframes
ui design
landing page
heuristic evaluation
accessibility evaluation
benchmarking
the challenge
This project was a part of recruitment process to one of data-intelligence companies - dedicated to the collection and provision of innovation & trend insights for decision-makers in the business, academic and non-profit sector. “They have recently launched an event landing page where they include their upcoming and past webinars. In the near feature they would also like to add on-site events, and conferences and other events they attend to.
Instructions:
Identify areas of improvement considering visual aspects, and overall user experience
Create an improved version of the page using your preferred tool (Figma, Adobe…)
Provide a written explanation of your design decisions and how this will improve your identified weaknesses and usability issues
research x metodologies
The research phase included a comprehensive approach to understanding user needs and market trends. Key activities encompassed:
UX Audit: Heuristics Evaluation
UX Audit: Accessibility Evaluation
UX Audit: Benchmarking
design x now
FAQ sneak peak
using one type of dark black color
language versions
active state for menu items always on
extra sections: reviews, experts, faq sneak peak
add newsletter in the footer
optimise text styling
create a clear structure
refresh the look: future x professional
fix color contrast
remove play icons from articles
use descriptive link labels
be descriptive but not overwhelming
remove irrelevant content: blog, industry info
use clear, descriptive, sequential headings
make consistent navi bar
design x future
website information architecture review
design skeleton/loading indicator
FAQ page
visual hierarchy - create design system
technical/dev issues
keyboard navigation
work on web performance
include a skip-to-main link
use landmark element
use the same title for page, menu item and page title in the code
remove focus from hidden elements
Ensure focus order is logical
research outcomes
Through an in-depth analysis of various landing pages, industry competitors, and educational leaders globally, I identified key components necessary for a successful landing page. These include a streamlined header design, an enticing hero section, compelling benefits-driven content, supportive imagery, a single repeated call-to-action (CTA), an intuitive form, supportive social proof, a doubt-busting FAQ, and a minimalist footer. An audit of the current event landing page for BRANDNAME revealed significant inconsistencies and a lack of visual hierarchy. Essential elements like social proof, benefits-driven content, expert sections, FAQs, and user reviews were missing. The existing visual design appeared outdated and random, failing to effectively sell the events and webinars offered by BRANDNAME.
solution
To address these issues, I implemented several design enhancements. I introduced new sections for experts, FAQs, reviews, and a "Why Us" segment to build trust and reliability, reducing the need for user inquiries and improving user flow. All training, webinar, and conference offerings were consolidated into a single section with a sub-menu for better organization and ease of access. Webinars now feature short descriptions and start dates to minimize unnecessary clicks and improve user understanding. A newsletter section was added to the footer to ensure constant visibility. I refined the visual design by creating a consistent hierarchy using fonts, brand colors, spacing, grid, and layout. Modern, professional images were incorporated to enhance BRANDNAME's visionary and innovative perception. The hero area now occupies the entire browser view with an expandable button leading to the next section, while a floating button allows users to return to the top easily. The navigation bar remains fixed during scrolling, maintaining minimalism and consistency across the structure.
next steps
Moving forward, the next steps involve focusing on the intuitive form, which was excluded from this scope due to a separate contact page. Future work will include a thorough review of the overall information architecture and evaluating the performance of pages connected to the events landing page, such as individual webinar pages. Additionally, ensuring all elements meet accessibility standards and further enhancing the user experience will be paramount. Continued testing and user feedback will guide iterative improvements, ensuring the landing page remains effective, user-friendly, and aligned with BRANDNAME's goals and vision.
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