website //
Teamland
Overview
Teamland is a rapidly growing startup that facilitates virtual events between vendors and clients.
Teamland requested an overall UX revamp to more effectively communicate who they are and what they do while maintaining its current retro visual design.
Project Scope
End-to-End UX redesign
Tools
Figma, photoshop
Role
UX Designer with a focus on UX Research
Duration
8 weeks
// Design Process
Research
User Interviews
Closed Card Sorting
Heat Map Analysis
Strategy
Lean Canvas
Business Model
Goal Outlines
Design
Sketches
Branding
Prototype
Mid-Fidelity Wireframes
High Fidelity Prototype
User Testing
// Research
Research Goals
Overall research goals were as follows
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Discover usability issues and hindrances faced by clients/vendors when using the website
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Locate limitations and any obscurity of the web content
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Find a scope of improvement for the general aesthetics of the website
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Learn about any competitive edge competitors may have
User Interviews
Seven participants were interviewed with varying relationships to Teamland.
It was important to interview vendors, past clients, and current Teamland staff in order to determine shortcomings of the current website from various perspectives.
The participants included:
Three Teamland Staff
Two previous clients
Two partner vendors
Closed Card Sorting
Closed card sorting was conducted with 12 participants. The aim of the exercise was to study how accurately participants labelled TeamLand's activities to their corresponding categories. This would be key in determining the intuitiveness of their original labelling system.
Heat Map Analysis
Heat map data for the Teamland landing page was gathered over a week to study hot spots of site visitors. A total of 69 clicks and 24 taps were recorded
Notable research Insights
“The website might be a bit cluttered in terms of finding experiences… I know there’s a lot of drop down’s that I don’t even know where they go”
Participants generally found the current website unclear and somewhat cluttered with information labelled ineffectively. While TeamLand may be trying to focus on a large target market, this is resulting in a chaotic display of information including too many drop downs and too much clutter.
“Right now you have to navigate a little bit to see what activities there are. I’d like to see a few of the different things on the main page to get an idea”
In order to get a quick look and idea into what TeamLand has to offer, another participant preferred to see examples of experiences right away, on the landing page.
“I don’t think I knew from the website that they would really handle everything … there are plenty of other companies that say they would handle everything, but they don’t. I think that’s the value proposition that TeamLand had for me. It was the fact they handled it”
A key aspect of Teamlands business model is not being communicated effectively; That teamland effectively handles and facilitates the entire journey from quotation to completion of a virtual experience.
23% Experience to category match rate
Of the 44 experiences being offered, participants only matched 10 of the experiences identically to Teamland's original categorization.
Focus on informational video
Several user interview participants commented on a preference for consuming information via video. This coincided with the highest amount of heatmap clips on the original information video displayed on the landing page.
// Strategy
Business Model and Lean Canvas Value Proposition
A business model and lean canvas value proposition was created to allow the UX team to become more familiar with the goals and values of Teamland.
Outlining goals
Based on our research insights, the team created a list of redesign goals
Simplify
The redesign must reduce clutter and reorganize the information architecture so as to not overwhelm users
Communicate
The redesign should clearly and quickly communicate what Teamland does as well as the capacity in which Teamland facilitates events
Display
The redesign should ensure the landing page displays all information crucial to booking an event without the user having to navigate away
// Design
Sketches
Each team member produced 2-3 sketches which was followed by a group discussion to assess and provide critique of each sketch.
Branding
A design guide was provided by Teamland.
Noted by Teamland, the retro colors are intended to invoke a sense of community through nostalgia.
The colors are directly inspired by an old VHS shell tape cover.
// Prototyping
Mid-Fidelity Wireframes
Three mid-fidelity wireframes were created and presented to Teamland for review.
The process allowed to Teamland to provide feedback and direction based on the potential landing page designs.
High Fidelity Prototype
Our team immediately began work on a high fidelity prototype given Teamland's feedback.
The interactive prototype can be found here.
Features
User Testing