Autumn Leaves Solutions - Website Re-Designing Case Study

6 min readJun 12, 2021

What is AUTUMN LEAVES Solution ?

Autumn Leaves Solution — Reach out to People

ALS is an IIT incubates startup with a dynamic team of creatives comprised of marketing, branding, design, web development, video production, communication specialist & business development professional. ALS provides creative & affordable services to startups, small business & social media influencers looking for partners for their digital media design, lead generation & communication requirements.

My Role: UX Research & UI Designer

Here is my take to Redesign Autumn Leaves Solution Website where I am responsible for all the documented required studies, thinking, analysis, discoveries, design methodologies and finally how I come up with the final prototype of the website.

The Opportunity

Rebranding & Re-designing the website to optimize the user experience. This will increase awareness about the venture and experience.

The Goal

The project aims to merge the business goals, user goals & project goals in the design. So the goal is to REDESIGN ALS’s website to attract new clients or partners looking to help their business stand out with awesome digital strategies.

Project Goals

1. Discover issues experienced on the user's end of the interaction via testing.

2. Showcase clients work in a visually pleasing manner

3. Design an interface that reflects the company’s spirit.

4. Purpose solutions & validate their existence.

Empathize (The problem)

After a rigorous analysis of the ALS website; I drew out some conclusion of why it needed a redesign:

· The website looks outdated

· There is no proper CTA (call to action) on the website which more feels just like an informative website.

· The brand value of the company is not clearly visible on the website.

· There is no trust building up when the user sees it for the first time.

· Dull colour of the website with a sudden shift to vibrant colour mess up the colour scheme and also give stress on the viewer's eyes.

· No professionalism.

· Not proper, composite with Banner blindness.

· Heuristic problem.

· Sample and prototype are not present which look more like a dummy look feel.

· The homepage also lack branding and sufficient information about the company.

Target Market

ALS’s target market or customers includes startup, social media influencers, brands, hospitality, industry, new business, old business, ………….. essentially anyone in the position of seeking aid from a digital agency wishing to unleash the power of the digital ecosystem.

Research Process

Before we start to brainstorming how to satisfy the user wants, we will first understand how the user interacts with and feel about the ALS websites interface.

I did rigorous different types of research to understand this opportunity to analyse the problem like:

1. Competetive analysis

2. Surveys

3. Interviews

Competitive Analysis

1. Survey & Interviews

After conducting tests with people, I discovered the following underlying issues.

Main Takeaways

· 4/10 tested felt that there is no logo and navigation is not visible neither the navigation is functional.

· 8/10 were disappointed that the portfolio was not there.

· 5/10 were not happy that the picture quality of the blogs was not nice.

· 9/10 were unsatisfied as the website is to small which looks a dummy interface or a fraud.

· 10/10 described their overall explain as static & unsatisfied.

Pain Points

LACK OF USER INTEREST = BAD FOR BUSINESS

UNINVITING ATMOSPHERE

Concentrating on colours, typography, images, seamless user flow & becoming empathetic to the audience provided grounds to properly design not only the current market but also the potential ones. Different rounds of testing made it clear that people lost their interest in the website and what does it offer post-viewing the website appearance.

“ THE GENERAL PERCEPTION SHOULD BE THAT
THE CLIENT IS SEEKING OUT — AND IN NEED
OF SERVICES, NOT THE OTHER WAY AROUND”

Usability Testing

After doing research, Surveys & interviews — to find out who is our audience, what they are looking for and what is the importance to them to decide for their venture to target the customer through digital media & make their business appealing to the audience.

So now before we move on to design & build, I did a usability testing on the current ALS’s website, it is the method for us to understand our clients & some of their existing problems.

· Website is boring

· About the company is not clearly visible & understandable

· No prototype

· No logo, trademark which feels like a fraud website

· Pictures & icons used are not proper

· Colour of the website is not relatable to the name autumn leaves

These are all good feedback for us to consider — when we are redesigning the website.

Planning

After undergoing various research process now we come to the second part of our redesign case study i.e DESIGN.

Design Process

Ideate

I thought how might I question to come up with solutions on how I can solve the problem, I started breaking the users, their roles and what they want from the website enabled me to empathize with our audience.

User story:

Getting to know our users & their roles I started thinking from the user's point of view putting myself in the user's shoes, which help me bring myself closer to satisfying the needs, recognizing their goals and what they hope to get out of it help me to distinguish the complexity of the users plus the features that could be needed to make the website experience beneficial.

USER PERSONA :

Build:

Now after enough of brainstorming I started putting our ideas to the test with pen and paper and digital style too.

Card sorting :

In this stage, I try to understand the users subconscious and how they would expect the information to be organized. By this method, we can easily provide a robust foundation for the structure of the site.