CAUS

CAUS: October 2021 - March 2021

My role

UX/UI Designer - Logo Design, Web Design, WordPress, SEO Optimization, HTML/CSS, Brand Identity

Tools

Figma, Miro, Loom

Timeline & Stutus

October-March 2021, Launched

Overview

CAUS is a responsive website for cooperative organization that informs the registered members of upcoming farmers market and new vendors. It also informs the general non-member about what CAUS represents, what they do, and what they value.

Team

Tracy Arial: Supervisor

Carine K: Graphic Designer/Mentor

Marketing Analysts: Réseau COOP

Highlights

Website design and brand identity for the community.

Team Work

I worked with Carina who was hired as a graphic designer in creating the brand identity and guideline.

Impact

Some impacts that this design made.

The redesign of website garnered 24% increase in website conversion for non-member to members with increased user traffic by 78%.

Process

How I worked on website design with brand identity.

UX audit: Loom Video recording

I conducted recorded UX audit through Loom Video Recording and walk-through the issues with the website.

Most notably, the problems were confusing site mapping, improper header navigation, wrong design principle in font sizing and media assets. - causing difficulty in navigating the website.

Clarifying the goal

I did user overview to understand, re-define and re-establish the goal of the website. After the overview, I've discovered 3 goals:

Redesign website to engage general audience versus paid members
Easily inform new members
Funnel visitor to e-commerce Square website online shopping local produce

Key Insight

Landing page was the most crucial page for user interaction so I focused on how to create a landing page that felt engaging for users.

Google design method of "to know, to buy, to do and to go" to frame user intent

Theme Assessment

WordPress can be limiting in design based on the theme the platform provides to personalize the website. so I assessed which theme works best with the current brand identity.

First iteration

I designed and created site map under the feedback from my supervisor while aligning with the website goal and balancing user experience.

A. First iteration site map.

Marketing Analysis

Réseau COOP analyzed the score for SEO optimization in marketing.

Result showed low social connectivity and lacking easy contact information.

My supervisor let me know that these were intentional with no interest in fostering social media leads as visitors were locals.

A1. Analysis presented by Réseau COOP

Take Away actions

I also used Lighthouse from Google to evaluate the website for best practice and user experience.

I optimized SEO through keyword in image description, alt and meta titles.

Final Design

The product owner gave a feedback that the iteration lacked better design UI and still felt undecided with the information architecture (IA). So, we sat down through a workshop to agree on landing page hierarchy and to finalize the IA. After the session, I re-worked the design for final design approval.