Norfolk & Suffolk Unlimited Website Design Report

Profile Skills:

  • Handling customer and clients: Done with a clear presentation of my rationale, through the communication with the Stakeholders beforehand and the way I answered questions that followed.

  • Teamwork: I thrive in a team environment. With excellent communication skills, I value being a dedicated team member, who enjoys working closely with others and independently.

  • Interpreting a brief: A solid example of how I pulled the brief apart to fully understand the problem.

  • Showing attention to detail: Using in depth research to communicate our findings and recommended improvements.

  • Client-side marketing and innovation skills.

  • Took part in a large project proposal, understood it, built on it as a team and moved the thinking forward.

  • Finding effective and validated user experience solutions

Project scope:

Client: Norfolk & Suffolk Unlimited

Timeframe: 6 Weeks

My Role: UX Researcher

Methods:

  • Stakeholder interviews

  • Data analysis

  • Evaluative Research

  • Competitor Research

  • Generative Research

  • Usability Testing

Tools:

  • Figma

  • Miro

  • Microsoft Word

  • Teams

Overview:

Create a body of research insights and design recommendations to support the development of Norfolk and Suffolk Unlimited website that aims to attract businesses to East Anglia.

  • Norfolk & Suffolk has internationally recognised specialisations in ICT/ Digital, Food and Agriculture and Clean Energy. Each sector is represented by major global companies, leading edge R&D, expert talent pools and supportive networks. N&S aim to attract businesses to East Anglia, through offering Financial Incentives, Business networks and global connections.

    • Client-side marketing and innovation skills.

    • Took part in a large project proposal, understood it, built on it as a team and moved the thinking forward.

    • Finding effective and validated user experience solutions

    • A usability review and information architecture map of the existing website.

    • A summarised record of user interviews.

    • A competitor review analysing comparable services and identifying best practice.

    • Design recommendations for future improvements of the website.

  • This was a professional experience live brief project, completed during my second year of my Bachelor of Science in User Experience Design.

  1. The Discovery Phase

Stakeholder Interviews

Objectives:

  • Research into stakeholders to understand their role and involvement with N&S Unlimited.

  • Speaking to multiple Stakeholders helps define goals to get a clearer idea about the scope and parameters of the project.

  • Improving communication

  • Sharing a cohesive vision

2. Stakeholder Insights

We gained valuable insights into stakeholders value propositions and end goals.

3. User Interviews + Insights

To better understand our potential users, their connection to N&S, user needs and what kind of solution we should aim for.

4. Evaluative Research

Usability analysis:

  • Content

  • Structure

  • Appearance

5. Information Architecture

Mapping out the information architecture allows us to analyse the visual hierarchy of content and see what is being prioritised.

6. Analytics Analysis

Insights into:

  • Userflows

  • User behaviours

  • User devices

  • Most visited pages

  • Acquisition

  • User locations

7. Competitor Analysis & Reviews

Analysis of LEP and inward investment competitor websites.

8. User Testing & Reviews

Recommended improvements using industry-standard heuristics to uncover:

  • Aesthetic problems

  • Geography and location issues

  • Accessibility issues

  • Content and strategy issues

  • Organisational problems

  • Information architecture & visual hierarchy issues

  • Findability issues

9. Deliver -
Potential Solutions.

The document structure report was made in Figma and presented to the Stakeholders.

Industry Takeaways

The biggest challenge I faced; was mapping out the information architecture and visual hierarchy due to the abundance of content, it proved very challenging to navigate from page to page. Evidencing the importance of visual hierarchy and findability to the client. Therefore the presentation proved particularly rewarding because of this. Nevertheless, I embrace problem-solving, as there's nothing more rewarding than finding a valid solution.