MOTI
Designing a Human Centered Website.
THE PROBLEM
The MOTI website needed to be more human centered, while reflecting MOTI's mission of helping people who are innovators.
KEY GOAL
The key goal was to redesign the website appearance with a warmer look and feel, while maintaining the familiar NYC branding.
MAKE OF THE TEAM
I was one of four User Experience Designers on the GA team, in partnership with an Interaction Designer and two stakeholders from MOTI.
METHODOLOGY
Every aspect of the UX methodology process, including research, wireframes, prototyping, testing, and presentation.
MY
ROLE
UX Designer
During MOTI stakeholder interviews I listened to their concerns about the existing website and recorded ideas for redesign. We met with stakeholders as a team, while one teammate asked the questions, I recorded the feedback.
I conducted user interviews in person, first I wrote a probing interview script, then synthesized the research for new design suggestions.
I did competitive research, and comparative research, and suggested possible best practice design solutions.
I conducted user card sorting in person, and findings were analyzed and used to create the first iteration of the site map.
I created an affinity map of the existing site, along with the team, to pull out the existing strengths of the site.
Based on interviews and target audience, I created persona to represent users of the MOTI website,
I hand sketched wireframes, selected the most promising design, then created high-end wireframes in Sketch for new designs.
The team wrapped things up by creating a prototype, user testing, and presenting to management.
UNDER-STANDING THE USER
Users want a human centered website that reflects entrepreneurial values, that provides UX that exudes the feel and spirit of the city.
Stakeholder research indicated that users coming to the MOTI site are innovators, entrepreneurs, and job seekers.
User research from interviews indicated that content felt like an “information dump,” instead of being interactive or engaging. Many users felt the information was not "conversational" and was catered to an internal audience.
I'm starting my own business in the city. How can I find resources and advice from MOTI that can help?
"I want to be sure my business will get started on the right foot in the city. I want to be able to find helpful information on a website that feels innovative, with an entrepreneurial spirit like I have. It's important for me to find the right help to make my business a success, while feeling confident using a website that reflects my human centered values."
SKETCHING METHODOLOGY
I SKETCHED NEW DESIGNS USING A FOUR STEP PROCESS
1) Hand Sketching
2) Low-Fidelity Wireframes
3) Annotated Wireframes
4) High-Fidelity Wireframes
IMPACT
What I learned from the project.
Putting ourselves in the shoes of the stakeholders and users, was key. Seeing and understanding business and project goals from the stakeholder point of view, while gaining a user perspective from UX Research. We maintained stakeholder vision during all phases of the UX Design project.
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Our UX team learned to be rapidly agile, efficient, highly in sync, and very fast. Achieving that performance level on a short term project was a great learning experience.
We were able to deliver, in only three weeks, a new website user experience based on user research, set within the framework of the MOTI mindset. That's building bridges, and that's what really led to massive success for both the UX Design Team and MOTI on this project.