We are Tilt-
Website redesign, employee research & strategic recommendations.
Tilt is a small creative agency looking to redesign their website to bring their current expertise to the fore. Creative employees and management seemed to have different visions.
For this project, I worked solo from project management to stakeholder interviews and employee survey to surface, connect and define the design strategy in one indicative sitemap and a set of personas for the design phase to commerce.
Understand.
I conducted competitive research into the products and services of companies offering similar products and services to learn what is the current level of functionality in the sector, understand ideal solutions, capture ideas for possible inclusion in the redesign.
Create.
I designed, collected and analysed an employee survey to gauge their views. The study included a blend of open-ended and multiple-choice questions on their preferences of existing personas, site structure, content and user calls to action (CTA). It was distributed to 22 Tilt employees.
We should highlight our skills on both work page with a range of projects from design, development and motion and also our about page should describe our areas of work and skills. - Creative Employee.
I identified two user case scenarios to describe the purpose of the site and the persona’s user journey depending on where she is coming from into Tilt website.
Parallel to the survey, I created a semi-structured interview guide to discuss with senior stakeholders looking to understand the context of the project, its goals, risks, high-level requirements, and vision. I then asked them to create a site structure as they would envision their persona would prefer to see it to empathise with their users, and finally, I asked them to sketch their ideal website page structure.
The challenge was a marginal divide between employees and senior management on what content to include, and I managed that by focusing my questions to the user needs helping to empathise for whom they are designing. Last, I suggested an A/B testing upon wireframe completion.
Deliver.-
I delivered a set of strategic guidelines based on their market, stirred their focus towards Tilt’s personas needs and created the Information Architecture.
A competitive research report with recommendations and examples to illustrate unique opportunities and strategy for Tilt.
A set of insights from the employee survey and stakeholder interviews leading to a clearer vision towards the persona to focus designing for
A proposed a sitemap structure and two user case scenarios.
A mood board and next steps for user testing to Tilt’s Designer.