Translating the RavensEye Brand Across Channels
Client
RavensEye.io
My Roles
UX Writing Lead, Product Manager, Designer
Team
4 UX Designers
Duration
16 Days
Overview
RavensEye.io provides an accessibility SaaS solution to e-commerce retailers, giving their end-users with visual impairments/blindness full access. Through General Assembly, I worked on a team of 4 designers to help RavensEye redesign their website and create a UI for their product dashboard. For this project, I focused exclusively on UX Writing and Product Design. The majority of research was completed by my teammates. My teammates also completed the website design while I provided copy. I sketched, designed, wireframed, and prototyped the product dashboard UI, receiving assistance with aesthetics from a teammate.
Opportunity
Refining user-facing copy to properly represent brand's product and identity. Create a visually appealing, usable dashboard UI
Problem
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The brand's current website is unclear and unoptimized. Users are confused as to the brand's product offerings.
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Translating complex concepts into a visual UI in the product dashboard
Solution
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Clear, user-centered copy that properly situates brand identity and conveys product use-cases
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Functional UI design that accounts for user goals and needs
Methods
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Affinity Mapping
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Personas
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Secondary Research
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Wireframing
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Sketching
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User Testing
Tools
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Figma
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Paper + Pens
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Miro
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inDesign
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Photoshop
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Zoom
Research
A Starting Point
Copy Assessment + Initial Research
I initially reviewed each unique copy instance on the existing website. These insights were combined with those gathered from teammate's user interviews and initial usability tests.
Key Insights
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Users were unable to determine the website's product offering
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Grammatical errors throughout
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The overall content of copy was powerful but obscured by an unclear, muddled writing style
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The majority of sections were overwritten, reducing length would improve clarity
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Language differentiating SaaS product and services did not provide proper clarity
Finding Our Audience
Persona + Planning
We identified further trends within our initial research to develop Ashley, our persona. This was an important step as Ashely represents not only the target user for RavensEye's primary website, but also the primary user for the product's dashboard. Having a clearly defined audience in mind allowed me to tailor all copy specifically and intentionally.
Writing
Providing Clarity
Content Strategy + Copy Rewrites
As my teammates developed an updated website design, I began strategizing copy placement and messaging. Marketing copy was designed to never emphasize compliance as a selling point.
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Users were unable to articulate the brand's product, services, or overall benefit during initial testing.
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Following my revisions, all users tested were able to fully articulate the brand's product offering and how it could impact their business.
Original Landing Page Header Copy
Updated Landing Page Header Copy
Users were initially unsure of the product being offered, and bulleted purchase motivators were not providing clarity. Instead of focusing user's immediate attention on value-add for their business, I instead wanted them to grasp the context necessary for fully understanding the product's business impact.
Original Product Page Header Copy
Updated Product Page Header Copy
The original copy was focused on the product's business impact without properly explaining the product's actual use or context. I provided this context while still offering strong purchase motivators towards business impact.
Design
Translating Concepts Through Design
Information Architecture + Design
While providing copy for the primary website, I began translating the product dashboard's concept into visuals. As no representations existed, I was working solely off the creator's description. Moving through sketches and wireframes, I developed a clickable prototype.
Prototype Goals:
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Clear navigation
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Ease of use for multiple user types
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Intuitive informational hierarchy
Home page on user's initial login.
Template Management Page
Portion of product page with activated navigation menu
Onboarding page detailing product use. (Graphics designed by teammate)
A Visualized Concept
Prototype Walkthrough
Testing
Planning For The Future
Usability Testing Plan + Goals
Due to time constraints of my team's General Assembly course, we were unable to implement a usability testing cycle for the product dashboard. To compensate, we provided our client with a usability test plan, annotated to provide full context.
Goals
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Validate menu + navigation design
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Validate onboarding
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Identify areas for improvement
Impact
A Realized Brand Identity
Reflection + Next Steps
Our website redesign brought the RavensEye brand identity to the forefront while clarifying product offerings. Users were able to clearly articulate the use and benefits of the RavensEye product after interacting with our redesigned site. The product dashboard interface was a major step forward in launching RavensEye's product, and I'm grateful to have contributed. I'm thankful to have participated in this project and gained:
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Product Management experience
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Content Strategy experience
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Team Management experience
