Aspen
Challenge
The website had a busy interface, making it difficult for users to find essential features. It was difficult to see what they were actually selling and promoting, which became the sole focus to resolve on a design standpoint.
Results
The redesigned website not only instantly attracted startups and users but it was visually appealing to stay on the website longer so therefore increased user retention and increase time spent, which is a great result for Aspen and their customers.
Client: Aspen
Deliverables: Web design
Process
Research & Analysis: We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
Information Architecture: Based on the research findings, we restructured the app's navigation and content, prioritizing features and information according to user needs.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Usability Testing: We conducted usability tests with a diverse group of users to validate the design and identify areas for improvement. Based on the feedback, we made necessary adjustments to the design.
Visual Design & Style Guide: We developed a cohesive visual language, including color schemes, typography, and iconography, ensuring consistency throughout the app. We also created a style guide to maintain design consistency in future updates.
Conclusion
The Aspen website redesign successfully addressed the usability issues, resulting in a more intuitive and user-friendly experience. The improved UX/UI design led to increased user adoption, engagement, and satisfaction, demonstrating the value of a well-designed interface for users.