Website Redesign: Chelmsford Taxis & Cars

After drafting the original high-fidelity wireframes for different devices (desktop, mobile, tablet), I iterated over the final design many times to ensure that it was comfortable to use for the target audience. Since it is for an older demographic, the design should be as intuitive as possible and not assume any kind of technological proficiency.

High fidelity wireframes allowed me to test the key user tasks I identified in my research. The UI test revealed that while the tasks were pretty straightforward, some elements needed to be reconsidered. Many test subjects, reacted negatively to the full screen banner on mobile for the secondary pages, which prompted them to stay in the same position, rather than scroll down to reveal the rest of the page content. To address this, I ensured the banner left some room at the bottom of the screen, so when users land on the page, they would see some of the rest of the page’s content poking through. Establishing a much more intuitive page which encourages users to flick through content. By providing a clean, modern and crisp design, users are not fatigued by a small amount of scrolling and would in fact enjoy the experience, compared to previously.

The below image illustrates the previous design against the new design in consideration of this:

To prepare for the testing process, I began by drafting a usability testing plan. This plan served as a crucial blueprint outlining the specific elements I aimed to assess and the underlying reasons for conducting the tests. Establishing clear test objectives, selecting appropriate participants, determining the methodology, outlining tasks, and defining assessment criteria were all integral components of this planning stage.

Following the development of the usability testing plan, I proceeded to execute both in-person and remote usability tests, involving a total of five participants. During these sessions, I meticulously observed their interactions with the prototype and diligently documented their errors, slip-ups, and instances of confusion that arose throughout the process. These transcripts effectively served as raw data, providing a valuable foundation for summarizing user interaction patterns with the prototype.

Overall, during this project, I enthusiastically embraced the principles of design thinking. While the journey was undoubtedly challenging, I enjoyed every moment of it. Beyond the invaluable insights I gained from engaging with users during interviews, a key takeaway was the art of underpinning each design choice with meticulous research, thus eliminating any room for ambiguity.

Furthermore, I was struck by the significance of usability testing, which unearthed usability hurdles that had previously eluded my eye. In totality, this experience enriched my comprehension of the UX design process and its relationship with the dynamic world of web design.

Was the problem solved?

The primary challenge was the site's ability to compete in the local taxi market. The existing user interface lacked modern design, conventions, and branding, which impacted user experience.

My project aimed to solve this problem through a comprehensive redesign. I incorporated contemporary design principles and industry standards, resulting in a clean, intuitive, and aesthetically appealing interface. My process included extensive user research and feedback from focus groups, ensuring the design catered to their preferences, expectations and needs.

The revamped website now stands as a modern, user-friendly, and visually appealing platform that aligns with industry standards and resonates with the target audience, effectively addressing the problem statement.