SUMMARY

During freelancing and consulting, I was asked to redesign the iFLY Website from the ground up–starting with Mobile Web. I worked on this project from studying personas and identifying key workflows to UX, UI and branding.

GOALS & OBJECTIVES

• Sync User flows to site information architecture
• Reduce buyer concerns
• Update design styles and patterns

MY ROLE

• Designed new information architecture strategy
• Concepted and Designed UX and UI
• Managed and directed 2 other Designers

CHALLENGES

• No in-house Designers to guide in existing UX Patterns
• External Design but internal iFLY dev

HISTORY

Inconsistent User-focus, poor information architecture, dated design styles and UX plagued the old site. This was in part do to the success and quick growth of the business which forced new features and pages being “bolted on” to the existing site without pausing reconsider the site as a whole.

RESEARCH

There were extensive reports on conversion, User behavior and drop-off points on the site when I came on.

APPROACH

My approach was to collect as much UX information as I could find, review the competition and prioritize the User and business goals.

PROCESS

Research & Requirements Gathering: Worked hand-in-hand with the CMO and Marketing Manager to understand the industry, Personas, create User Stories and new Information Architecture.

Sketches & Wireframes: Sketched initial ideas and prototyped multiple solutions.

Concepts & Pitch: Worked with Designers to concept multiple options for the “look and feel”.

Final UI: Leveraged existing site Design Patterns and added as necessary to create UI for all devices.

FINAL SOLUTION

INFORMATION ARCHITECTURE & METHODOLOGY

The way information was communicated and organized on the original site was poor. It had outgrown its capabilities and had many solutions and pages bolted on to meet the needs of the growing business. So after personas were documented, a sitemap was used to help organize the new site.

BRANDING UPDATES

Though the main focus of this project was sound UX, iFLY was looking to freshen up their branding, without losing equity in their look and feel up to this point. As a result, fonts, colors and related styles were updated to push the brand to a more modern look. This was done in parallel with the UX.

FINAL UI

I built wires and a clickable prototype using Adobe XD, and annotated the UX changes to communicate clearly to the Marketing team.

Since the majority of iFLY website users were starting their search on Mobile, it was critical to have a great User Experience on smaller devices. Menus and information was prioritized by Mobile User goals in a slightly different way than Desktop User goals. This allows users to complete their tasks more quickly, in particular, finding a location near them, booking and buying.

OUTCOME

• Well-received by client and Users
• New Marketing and UX Design Patterns developed for future improvements

REFLECTION

Phone a friend. The scope of this project required some outside freelance Designers to assist with the project. I had initially thought I could take the majority of the work, but I quickly realized that was not the case. We could get so much more done together than with me trying to do everything alone. Go figure.