ETS WEBSITE
The Etrading Software (ETS) site is a digital platform showcasing the company’s brand, solutions, and methodology. It highlights the latest products and services, and keeps visitors in the loop with company news and events.
PROJECT OVERVIEW
MOTIVATION:
The website overhaul was driven by the need for a modern, user-friendly interface that aligns with ETS’s evolving brand and market strategies. Upgrading content organization and overall usability were top priorities.
BENEFITS:
- Enhanced Usability: Users can now find what they need faster.
- Modern Branding: A fresh look positions ETS as an innovative leader.
- Clear Communication: News, events, and product details are easier to share.
- Improved Marketing: The new design more effectively showcases products and services.
DESIGN PROCESS
DISCOVERY WORKSHOP
To kick off the project, I gathered insights from key stakeholders. Together, we clarified business needs and user goals.
OBJECTIVES:
- Understand critical business requirements and roles
- Leverage past user research
- Align on project direction and milestones
KEY TAKEAWAYS:
- We gained clarity on business needs, project scope, and user personas
- We created a detailed plan for tackling the redesign and final goals
Artifacts
HEURISTIC EVALUATION
With workshop insights in hand, I conducted a heuristic evaluation on the existing site.
OBJECTIVES:
- Pinpoint usability issues using Nielsen’s heuristics
- Recommend practical fixes to improve user experience
KEY TAKEAWAYS:
- Needed clearer navigation and visual cues
- Overly technical language required simplification
- Homepage clutter and color contrast issues needed resolving
- Interactive elements weren’t obvious enough
COMPETITIVE ANALYSIS
Next, I compared ETS’s website with three major competitors.
OBJECTIVES:
- Evaluate the current site’s performance against industry standards
- Identify usability and UX opportunities to stand out
KEY TAKEAWAYS:
ETS had unique strengths, but the redesign needed to:
- Add a search function for easier info-finding
- Provide a prominent contact form
- Streamline navigation to highlight ETS’s solutions
- Use storytelling to engage users
- Integrate multimedia and social elements for a dynamic, interactive experience
DEFINE PROBLEMS
Drawing on workshop findings, heuristic evaluation, and competitive analysis, I identified core challenges to solve during the redesign. The main question:
“How can we update the ETS website to improve navigation, clarity, layout, and readability while reflecting ETS’s modern brand identity and values?”
SITE MAP
I started by creating a site map that restructured pages and improved navigational flow.
SKETCHING AND WIREFRAMING
Next, I produced rough sketches to explore navigation styles, content placement, and interaction design.
HIGH-FIDELITY MOCKUPS
After refining sketches based on stakeholder input, I built high-fidelity mockups to visualize the new design. These mockups became the foundation for usability testing.
USABILITY TEST
We tested the mockups with five participants to gauge ease of use.
Number of Participants: 5
KEY USABILITY TESTING FINDINGS:
- Successful Task Completion: Four out of five participants easily finished assigned tasks, suggesting a clear design.
- News Page Issues: Three participants had trouble on the news page layout.
- Thumbnail Text Truncation: Four participants found some text in news thumbnails difficult to read due to truncation.
REFLECTION & NEXT STEPS
Based on testing, I adjusted the mockups and launched the redesigned site. We continued to iterate after launch, adding features like a career page and incorporating user feedback to keep the site relevant.
RESULTS
- Higher Engagement: More visitors are reaching out via the contact form, showing stronger interest in services.
- Longer Page Visits: Users spend more time on key pages like the homepage, solutions, and contact page.
- Positive Client Feedback: Returning clients praised the new layout and enhanced user experience.
Overall, the redesign boosted both the site’s visual appeal and its functionality, resulting in a more engaging experience for users and improved visibility for ETS’s offerings.