Elizabeth Greenfield Functional Wellness
Project Type: Website Redesign
My Role: Product and UX Designer
The Elizabeth Greenfield Functional Wellness Project is a website redesign. This project transformed the online presence of Elizabeth Greenfield, a functional wellness practitioner. Through user research, heuristic evaluation, and usability testing, I crafted a website that empowers Elizabeth to connect with her target audience and showcase her products and services effectively.
Too Long, Didn’t Read
The original website suffered from severe usability and accessibility issues, some of which caused complete task failure for users. Through user research, heuristic evaluations, and usability testing, critical pain points were identified and addressed. The insights gained informed a redesigned prototype, which was then implemented in Squarespace. The final website significantly improved navigation, accessibility, and aesthetics, earning high praise from the stakeholder and enhancing the user experience.
Impact:
Identified Critical Usability Issues – Conducted heuristic and accessibility evaluations to confirm major functional errors.
User-Centered Research – Utilized surveys and empirical data to align the redesign with the target audience’s needs.
100% Task Failure Rate in Testing – Usability tests revealed severe navigation challenges, driving key design improvements.
Think-Aloud Testing Insights – Gathered qualitative data that shaped both visual and functional enhancements.
Full Website Redesign & Implementation – Designed a new prototype and launched a functional, user-friendly site on Squarespace.
Stakeholder & User Success – The client reported significantly improved navigation, better customer engagement, and an aesthetic that perfectly met their expectations.
UX and Chill
Ready to see the final product? Skip the scroll and dive right into the stakeholder video presentation. It showcases the complete website redesign for Elizabeth Greenfield Functional Wellness without the need to read.
Accessibility Audit
An audit was imperative due to several glaring accessibility issues that hindered the user experience. As I examined further, numerous additional errors were uncovered, highlighting the need for a thorough and meticulous review.
User Personas
The development of user personas were essential to guiding the project. By utilizing extensive user research, I was able to gather valuable insights into the needs, behaviors, and motivations of our target audience. This rigorous research process was crucial in creating robust user personas, which have been instrumental in guiding the project's direction and ensuring that design solutions are truly user-centric.
User Stories
Building on the detailed user personas, user stories were crafted to further develop a detailed user profile. User stories are the natural progression from personas, providing a narrative that captures the user's goals, needs, and pain points in specific scenarios. These stories are essential for ensuring that design solutions are aligned with real user experiences, helping to address their challenges and meet their expectations effectively.
Usability Testing
Usability Testing Preparation and Planning
Thorough preparation and planning were crucial to ensuring effective usability testing. I started by crafting testing materials and tasks based on extensive previous research, ensuring they were relevant and clear. This preparation included creating essential forms such as a consent form for participants, detailed observation sheets for capturing insights, and a testing plan dashboard to track progress and key milestones. The culmination of my preparation was a comprehensive usability testing script, carefully designed to guide the testing sessions and capture nuanced user interactions with the website.
Conducting Usability Testing and Analyzing Data
I conducted both in-person and online usability testing sessions, each providing a wealth of invaluable insights. Participants engaged in predefined tasks and used the "think out loud protocol," allowing me to gather real-time feedback and understand their thought processes. The data collected from these sessions were meticulously compiled and analyzed using a custom spreadsheet created by Carlos Rosemberg. This tool enabled me to visualize and detail each task, highlighting issues and proposing targeted solutions. The structured analysis not only provided clarity but also informed actionable improvements for enhancing the overall user experience.
Prototype
The culmination of all the extensive and thorough research and studies was then used to generate a high-fidelity prototype for a new website.
Stakeholder Meetings and Presentations
Throughout the project, several in-person stakeholder meetings were held to provide updates, share research findings, and present the final stakeholder presentation. These meetings ensured transparent communication and alignment with project goals at every stage. The slides from the final presentation are available below, and you can follow the link for the full audio presentation.
Final Product
The stakeholder was thrilled with the results of the valuable research into her user base, which became a significant asset in growing her business. She was equally impressed with the designs and organization of the prototype. Following the prototype guidelines, I created the website in Squarespace, ensuring the final product closely mirrored the prototypes. The end result was a website that perfectly aligned with the initial vision and exceeded her expectations.
Please note that there have been updates to the website since its redesign, and not all elements on the current website reflect my work and the findings presented here.
