A website redesign for a Seattle area public transportation organization.
My previous agency, Fell Swoop, was approached to redesign the website for Community Transit, a Seattle area public transportation organization. Community Transit's previous website was out of date and needed to better focus on user needs instead of internal priorities. Our mission was to follow a research driven user-centered design process building consensus across a team of 25 plus stakeholders ultimately delivering a better UX for end users.
I conducted customer interviews to better understand end user needs and to align stakeholders in a user-centered design approach.
Based on the research findings, I planned the ideal user experience with user stories, screen flows, and exploratory wireframes.
I redesigned the structure of the website to promote features and content that directly served end user needs.
I created detailed interactive prototypes for desktop and mobile breakpoints. These prototypes were evaluated during our usability studies.
I planned and moderated a usability study with twelve participants. I optimized the design based on the findings from the study.
I was responsible for all budgeting, planning and team oversight. I managed a team including a Creative Director, Visual Designer, and Copywriter.
I conducted stakeholder interviews, a competitive audit, a current state site audit, and a dozen user interviews. During the user interviews I asked participants to evaluate the current state website as well as a conceptual prototype to gather feedback and insights on user needs and preferences.
Based on the outcome of the research findings, I developed user profiles, or personas, to help the stakeholder team clearly envision the top priority user types we were collectively serving. The profiles included key prioritized use cases which the website needed to satisfy to be successful. These research driven use cases drove the design process throughout the project.
I produced a complete and detailed interactive wireframe prototype. The prototype included advance interactions across desktop, tablet and smartphone breakpoints. The prototype was used as a tool to evaluate usability during our usability studies, as well as a detailed behavioral design spec for engineers. Hundreds of screens and states were produced as part of this process which was reviewed by the stakeholder team and iterated based on their feedback over 7 rounds. Below are a portion of the screens produced. Contact me for a complete walk through and demo of the prototypes.
Watch a Video of the Prototype
While working through the wireframe prototypes, I also proposed a new site structure for the website that would serve the needs and goals of the end users as well as the stakeholders. This structure was documented with a site map.
I led the visual design team as they applied the Community Transit brand look and feel to the user interface specified in the wireframes. We evolved some UI and layout details where appropriate throughout the process.
After completing the visual design, the team and I provided production ready assets and guidelines to Community Transit’s development team. They launched the site in 2022 and are pleased with the results to date.