Background
Challenges
My Role in the Group Project
Timeline
Udentity is an ed-tech platform linking Asian students with international universities via live stream, facilitating engagement at all stages of the enrollment process.
How might we redesign the website to let it more in line with the brand position and better match the aesthetics of the target users to increase the click-through and retention rates？
User Research, Competitive Analysis, Information Structure, High-fi
Apr 2022 (1 mon)
Current Situation
The biggest problem with the current website is that the information structure is messy and the navigation is unclear. And there are also some UI problems. All of these problems lead to low click-through and retention rates.
As a UX designer in Udentity, I am responsible for 2.0 redesign work with the team.
User Interview & User Journey Map
The 2 typical types of website users are new users and occasional users. From user interviews and user journeys, we found they face different problems when using our website and so comes the opportunity to improve it.
Competitive Analysis
We find 3 other college search engines and compare their features, usability, strength, and weakness.This helped us view our position in the market and gain inspiration, and find the angles to redesign our website.
Design Analysis
Based on competitive analysis and the study of our current website, we list out all of the problems and sort them into four categories: sign-up, search engine, navigation, and visual style. And we try to redesign it from these angles.
Unreasonable Sign-Up
The sign-up page forces users to fill in their real names and contains too much information, which may make new users feel unsafe and complicated.
Unclear Search Page
There is 3 search entrance on the same page, which is unclear and may confuse the users.
Messy Navigation
There are several similar and even the same titles on the navigation bar. And the messy layout also leads to an uncomfortable user experience.
Inconsistent Visual Style
Some of the visual elements like icons are not consistent, which doesn’t match well with the aesthetics of the target users.
Information Structure
Wireframe
Final Design
"Home" & Search in University Library
Search for the college or university
Go to the university library to narrow down the target school
"Events" and Events' Detail Page
View the upcoming and previous online events
Watch the replay of the previous online events
"About Us" and Main Features
View the “About Us” Page to see the reason to choose Udentity and the main features of the website
Scroll down to see more information, including the mission and vision of the company
Registration and Login
For new users, use phone or email to sign up quickly
Complete the information to unlock more features on the website
Usability Testing
To see the improvement, we asked for 18 new users to do the usability test for the original version and redesign version respectively.
Impact
The Udentity website redesign marks a significant step forward in our mission to connect Asian students with overseas educational opportunities. By focusing on user-centered design, we have created a more engaging, efficient, and visually pleasing platform that resonates with our target audience.
Looking ahead, it's essential to adopt A/B testing for newly introduced features, enabling us to deeply comprehend user inclinations and facilitate decisions rooted in solid data. Moreover, in recognition of the escalating trend in mobile usage, prioritizing optimizing our platform for mobile accessibility will be a key focus.