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Case study title
Add a subtitle that captures the essence of the project
Role
Lead UX designer
Tools
Figma, Miro
Team
2 UX designers, 2 developers
Timeline
Sep - Dec 2023 (16 weeks)
Overview
Present the background of the project and its circumstances. Who was the client? Or was
it a bootcamp project? Detail the specific tasks that you were responsible for. Were you
leading the design process, creating prototypes or conducting user research?
Goal
Clearly state the main objective of the project. What problem were you trying to solve, or
what opportunity were you addressing? Make sure the goal is specific and measurable. Use
metrics if possible, such as "increase user engagement by 20%." Refer back to this later in
your case study.
User insights from the survey
2
Second step
3
Third step
4
Fourth step
1
First step
Interviews
During the ideation phase of the project, I conducted user interviews to build new personas and to inform the design.
Together with the team, we prepared an interview script with 32 open-ended questions, focusing on our target audiences’
values, motivations, and daily routines. In 4 days, I recruited and interviewed 7 users remotely. We referenced the user
interview findings throughout the entire design process.
What objectives influenced your questions?
How many users did you interview?
What were the main insights from the interviews?
How did you use your findings?
Surveys
After the project kickoff, we defined our research strategy and objectives.
Understanding the target audience and their challenges were our priority.
First, we built an online survey and shared it in various relevant
communities. In just a few days, we received 18 submissions. Based on
these, we identified 5 common pain points, which lead us to the next step.
What type of surveys did you use? (e.g.: open-ended, multiple-
choice, ordinal scale)
How many people have filled out the survey?
What conclusions did you draw from the answers?
How did you apply your findings throughout the project?
User insights from the survey
Customer Journey
We created a customer journey map to build a better understanding of how customers find and interact with the service and
to discover opportunities for improvement. The map revealed many user problems and opportunities at the consideration
and loyalty stages of the customer journey. Therefore, we paid special attention to these stages during the design process.
What did you want to find out with customer journey mapping?
What stages in the journey did you examine?
What were the main touchpoints at each step?
What did you suggest to resolve these pain points?
What new features or design changes came from mapping the customer journey?
Card Sorting
To make sure that the site’s information architecture is aligned with user expectations, we had 6 remote card sorting
sessions using Figjam. Our goal was to find smaller, intuitive groupings for the existing 36 product categories. After
organizing the data, we ended up with 6 clearly defined main categories with 4-7 subcategories in each.
What did you want to achieve with card sorting?
What type of card sorting method did you work with?
Summarize how the participants grouped information!
What have you learned about their mental model?
How did the new structure improve the design?
Interviews
During the ideation phase of the project, I conducted user interviews to
build new personas and to inform the design. Together with the team, we
prepared an interview script with 32 open-ended questions, focusing on
our target audiences’ values, motivations, and daily routines. In 4 days, I
recruited and interviewed 7 users remotely. We referenced the user
interview findings throughout the entire design process.
What objectives influenced your questions?
How many users did you interview?
What were the main insights from the interviews?
How did you use your findings?
UI Design
Once the usability issues were resolved, I moved on to design the final
screens in Figma. My goal was to create a visual identity that’s aligned
with the brand’s values and message, which is: “brand motto”. Also, I’ve
checked the competition and took a deep dive into my catalog of
references for inspiration.
What kind of visual style did you follow and why? (Fresh,
corporate, dark, light?)
Did you follow any popular guidelines? (Material Design, iOS
Styleguide, etc?)
What platforms and devices did you design for?
How does your final design reflect your learnings about your
users?
Learnings
Reflect on what you learned from the project. This could include new skills, insights into
user behaviour, or improved design techniques. Mention any feedback or guidance
received from mentors or team members that contributed to your development.
Next steps
Suggest potential future enhancements or features that could further improve the product.
Was there something that you would’ve loved to do but didn’t have the time or resources?
What advice would you give to the team or the designer following you?
Present clear metrics that
demonstrate the success of the
project. Compare the results
against the original objectives
to show how well the project met
its goals.
“We love the outcome and our team keeps referencing the research
insights. Highly recommended!”
- Craig Lawson, 8GT Design Studio
Get in touch
agapekiran333@gmail.com
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