UI/UX Design: Website Redesign

Research, Strategy & Design

Introduction

For quite some time, I felt that my online portfolio was a bit confusing and not indicative of the work I do or am capable of. I fell victim of what I see too often with other websites and user interfaces, I was trying to do too much and not focusing on the needs of my audience. I had to realign the purpose of my website for the end users and their needs.

Which meant;

  • Research interviews
  • Synthesizing information and data
  • Creating wireframes and mockups
  • Rebuilding and reorganizing my website
eddie mellon logo

Getting Started

I noticed quite a bit of contact form submission dropoff. I was receiving roughly 1 or 2 legitimate requests a month for freelance work. As well, I knew my website did not provide enough information or show the breadth of my professional work; as confimed by a high home page bounce rate (73%) and roughly two pages per user session and each session lasting a little more than 1 minute. Additionally, I was using my website to try and produce extra work for myself. I knew I needed to redesign the website, but wanted to make sure that I was focused on my end users.

That meant;

  • Estalishing personas from reviews, research and interviews
  • Creating a strategy for the layout and userflow for the website
  • Making the portfolios easy to filter and review
  • Provide end users with pertinent information on my work and an easy way to contact me

Research & Strategy

To start the research part of my project, I asked three former colleagues to review my website and identify areas that needed imrpovement. After those initial reviews were performed, I asked 3 other friends with no experience in UI/UX or web design to review my website. Finally, I asked two friends who work as recruiters to review my website for their input. From those 8 individual reviews, coupled with my analytics data, I was able to synthesize the information provided and establish a strategy for my website.

My four main goals for the new website were;

  • Focus your website as a portfolio only and leverage your brand aesthetic
  • Make sure there are easy ways to filter your portfolios
  • Show more of your diverse skills and talents, don't limit your portfolio to one discipline
  • Provide a link to your LinkedIn profile for easy reference

The Process

  • ALL PROJECTS

Results

While the new website has only been launched for two months, initial numbers with Google Analytics show an increase in pages/session, session duration and a decrease in home page bounce rate.

website analytics

Increase in pages/session and session duration

website user behavior

User behavior across pages shows users are interacting with more web pages

View Other UI/UX Projects

Get in touch

I work as a freelance designer in all of the above fields. If you’d like to discuss a project in more detail, feel free to drop a line. I love talking design.