The objective of this project was to redesign the website for a company called Dairy Nutrition and Management Consulting, LLC. The old website wasn't receiving very much use from the company's clients because the site's useful features and content were not being presented in a user-friendly or attractive way. The redesigned responsive website would need to have the following three qualities:
DNMC's old website was clearly visually outdated. On top of this, the content was spread very thinly across the website — similar pages were not grouped together like users wanted, making navigating the website a pain.
After meeting with the client and discussing their goals, it became clear what aspects of the website needed to be totally rethought. The website's audience (client dairy workers, DNMC employees, and industry partners) were surveyed to gain insight into how they used the existing DNMC website, their opinions about it, and how they accessed the information that DNMC provides. It was clear from the results that the website was underutilized. Half of the surveyed DNMC employees only used the website as often as once a week, and two thirds of the surveyed clients didn't even use the website to access their data — they opted to have it emailed directly to them instead.
Test users were observed completing four tasks to evaluate the existing website's usability. The tasks were completed on desktop and mobile devices while wearing eye-tracking glasses to gain even more insight on what the test users were experiencing. The data gained through these tests was used to direct the redesign.
Based on how the users interacted with the site's content, low-fidelity and mid-fidelity wireframes were produced using the new site map. With the content grouped more intuitively, users were able to complete tasks much more quickly and effectively.
For the final interactive prototype, I used soft greens and a modern typeface to give the website the updated aesthetics it needed and provide users with a more enjoyable visual experience. The new design had many more opportunities to show visitors the services offered by the company and included effective marketing tactics such as testimonials and call to action buttons.
In my journey of learning UX/UI design, this project marks my first completed, fully-thought-out interactive design; diving much deeper than just aesthetics and visual design. By surveying real users and conducting multiple rounds of user tests, I was able to feel confident in my design decisions, knowing that the redesigned website had a much higher level of usability. The client loved the prototype and we are looking to move forward with production in the coming months. This project taught me the importance of validating my decisions with real user testing, putting aside my personal tastes and styles in favor of research and results.