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h1
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h4
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body Regular
Inter Regular 18/160%
Inter Medium 16/130%
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Callout Medium
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Style Guide
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Trends
❌ Younger users feel that outdated fonts and color schemes make the platform unappealing and give the impression that it is not modern.
User Problem
✅ Redesign the interface with contemporary fonts and trendy color palettes. Conduct A/B testing to identify the most effective visual style. Implement a responsive design to enhance the user experience on mobile devices.
Solution
Explore
❌ Users struggle to read the text on the platform, especially on smaller screens, because of overly small or pale fonts.
User Problem
✅ Increase the minimum font size and improve text contrast. Apply accessibility standards (WCAG) to ensure text readability for all users. Test readability with real users to confirm improvements.
Solution
Explore Table
❌ Users have difficulty navigating the platform as the information is disorganized, making it hard to find the desired sections quickly.
User Problem
✅ Reorganize the site structure with a clear hierarchy of information. Introduce intuitive menus and a search feature with smart suggestions. Create prototypes of the new architecture and test its usability before implementation.
Solution
Information Architecture/User Flow
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Persona: Justin
Goal: Gain a deep understanding of the user's experience at every stage of their interaction with the app
Justin is seeking a platform for startup opportunities
Social media ads, LinkedIn posts, word-of-mouth
Curious, excited, cautious
Unclear value proposition, unsure about usability.
Awareness
Justin decides whether to sign up or not
Signup page, pricing options, demo walkthroughs
Annoyed, skeptical
Poor first impression of design, unclear navigation.
Decision
Justin actively uses the platform for research and networking
Search features, data dashboards, community forums
Frustrated, disappointed
Hard-to-read text, outdated design, slow performance.
Usage
Justin decides if he will continue using the platform long-term
Email updates, newsletters, customer support
Frustrated, losing interest
Ongoing usability issues, poor design, unclear layout.
Retention
Stage
Goal
Touchpoints
Emotions
Pain Points
Customer Journey Map
The Problem
- Dated Design: The design looked dated and did not appeal to younger users who did not like the fonts and color palette chosen. This reduced engagement and the perception of the brand as modern and user-centric.
- Text Readability Issues: On many pages, the text was too small or too light, making it difficult to read. Users had to strain to discern important information, which impaired their overall engagement with the product.
- Complex Information Architecture: Information on the pages was organized inconsistently, making navigation confusing and making it difficult for users to find the information they needed. This created a negative user experience and resulted in a waste of time.
My role
As the designer, my role involved a comprehensive redesign of key pages and the development of a new design system to ensure a cohesive user experience across the platform. I conducted user research to identify pain points that hindered users and applied these insights to create more intuitive and accessible designs. This process included iterating on wireframes, refining visual elements, and ensuring alignment with our brand identity, ultimately enhancing usability and overall satisfaction for our users.
Applied Skills:
- User Research & Analysis
- UX/UI Redesign
- Design System Development
- Prototyping & Interaction Design
- Collaboration & Communication
- Problem-Solving & Iteration
- Brand Alignment & Aesthetic Design
Overview
Connect with other investors and startups, access private startup data, join exclusive events and stay on top of the next innovation within your community.
Our mission is to foster innovation by connecting investors and startups, enabling valuable collaborations and exclusive insights for growth.
Time & Team
Product Designer
May 2024 - Sep 2024
1 Product Designer
1 Graphic Designers
1 Developer
Redesign | Design System
Website
User Persona
Behavior
- Frequently uses her laptop for work and smartphone for quick updates.
- Prefers platforms with intuitive user interfaces and clear information architecture.
- Engages with professional networks on LinkedIn, attends webinars, and reads tech-related blogs.
Goals
- Stay informed about the latest tech innovations and startup trends.
- Discover new investment opportunities in the tech space.
- Network with like-minded professionals and entrepreneurs.
- Easily access exclusive startup data and insights for informed decision-making.
Preferences:
- Enjoys platforms with clean, modern designs and fast load times.
- Mobile-friendly websites with responsive designs.
NAME:
Justin Clark
AGE:
28
Tech Savviness:
High
JOB:
Marketing Specialist
LOCATION:
New York, USA
Device:
Smartphone, Laptop
Wireframes
Old design