MY ROLE
Product Designer
TEAM
Content Marketing Associate | Front End Engineer
MY SERVICES
01
Strategic Planning
Facilitated workshops with stakeholders to clarify their mission, vision, offerings, and pricing, to determine objectives.
02
User Research
Conducted stakeholder interviews and competitor analysis to gain user insights and industry best practices.
03
UX/UI Design
Translating SkillsVR's needs into a user-friendly and visually compelling website through user-friendly approach.
BACKGROUND
SkillsVR, a VR training platform, sought a user-centered redesign of their website to enhance brand perception, drive product adoption, and expand their customer base.
My Process
Proxy User Research
Stakeholder Interviews
Heuristic Evaluation
Competitive Analysis
Site Map
Problem Definition
Design Objectives
Audience Persona
Brand Direction
IA Audit & Architecture
Concept Design
Testing & Validation
Final Designs
Website
Mobile Design
Challenges
Successes
Discover
Recognizing the need for a user-centered approach and alignment with executive vision, I spearheaded the Discover phase by establishing clear research objectives, exploring user needs in enterprise training solutions, analyzing VR training competitors, and evaluating our current website's user experience.
SkillsVR was poised for significant growth. However, the company was undergoing an internal shift to refine its identity and strategic direction.
While traditional user research wasn't an option, I actively sought alternative methodologies to gather valuable data to understand user needs while gaining clarity on SkillsVR's evolving vision.
Growth amidst change
Initial Hypothesis and Goals
Branding misalignment
Website doesn't accurately reflect SkillsVR's modern, innovative image.
Content disconnect
Website lacks clear content strategy, hindering user understanding of solutions.
Fuel Market Expansion & Lead Generation
Design a website that resonates with the enterprise training market through compelling content, optimized lead capture navigation, and a modern design.
Market Analysis & Insights
COMPETITIVE LANDSCAPE (KEY POINTS | PAGES)
SkillsVR
STRIVR
Talespin
Immerse.io
Homepage
About Us
Products
Pricing / Plans
Contact / Support
Blog
News
Legal / Policies
User Account
Resources
Testimonials
TARGET MARKET
Corporate professionals
Mid-20s to late 50s
Focus employee experience
Problem-solver
Technology adoption
Data-driven decisions
Efficient training
Immersive experiences
KEY PAIN POINTS
User confusion
Users struggle to find relevant information
Ineffective communication
Website fails to clearly convey SkillsVR's value proposition.
Navigation challenges
Poor content organization and structure impede experience.
Missed opportunities
Lack of crucial information reduces engagement and potential lead generation.
THE OPPORTUNITY
How can we modernize the SkillsVR website to enhance its brand image, improve user experience, and drive lead generation, aligning with the company's evolving business strategy?
Define
In the Define stage, we transitioned insights from the Discover stage into actionable components. Using data from the research and analysis, I crafted a problem statement, set design objectives, created personas, aligned stakeholders with a brand direction, and audited and analyzed the current site's architecture.
Target User
Jennifer Romero
Corporate Learning & Development Manager
"Traditional methods fail to engage learners, prompting the need for immersive solutions. VR offers potential to transform training, but concrete proof of improved learning outcomes is essential."
43 years old
Mineapolis, MN
Psychology; Education
1-on-1 Employee Training
Difficult to scale
Proof of positive impact
Drive business success
Improve employee skills
Refined Insights & Solution Framing
INSIGHTS
Information overload and confusion
Existing website content overwhelms users and fails to clearly communicate SkillsVR's core offerings, causing confusion between their expectations and the information they find.
JOBS TO BE DONE
Users need to break through information overload and quickly understand SkillsVR's core VR training offerings
Frustrations with site navigation
The website's navigation structure is poorly designed, leading to user frustration. This results in a negative experience and hinders their ability to learn about SkillsVR's solutions.
Users need to navigate the website intuitively, finding relevant VR training solutions with ease
Missed market positioning
The current website fails to showcase SkillsVR's value proposition within the VR training industry, Limiting it's potential to attract new customers.
Users need to perceive SkillsVR as a thought leader in the VR training industry
Brand Direction & Alignment
External
Value Proposition
Delivering immersive and effective VR training solutions for both hard skills development (e.g., technical procedures) and soft skills enhancement.
Relationships
Fostering collaborative partnerships with clients, staying responsive to their needs, and exceeding expectations through ongoing support.
Position
Becoming a globally recognized leader in next-generation VR training solutions, focusing on a unique blend of hard and soft skills development.
Internal / External
Expression
Modern, professional, and approachable. Our visual language should reflect the innovative nature of VR technology while remaining user-friendly.
Brand Promise
Delivering cutting-edge VR solutions that are backed by data and proven to improve employee performance and engagement.
Personality
Trustworthy, passionate, and forward-thinking. We are a team of experts dedicated to pushing the boundaries of VR training.
Internal
Mission
To empower businesses through innovative VR training solutions that unlock human potential.
Culture
We are collaborative, innovative, and results-oriented.
Competences
Our expertise lies in developing VR training solutions that are engaging, interactive, and deliver measurable results.
Design Objectives
01
Enhance user experience
Enhance the user experience by developing a user-friendly interface with intuitive navigation, clear presentation of content, and responsive design.
02
Modernize brand identity
Create a branding and website that projects a modern, reputable, and cutting-edge image, aligning with SkillsVR's goals and vision.
03
Optimize contents & structure
Establish a well-defined and structured content and information architecture, ensuring users easily understand and navigate the website.
Develop
During this stage we transformed initial ideas into a user-centric website. I established the initial brand identity for the website and crafted the core user experience through mid-fidelity wireframes. Leading usability testing with stakeholders, I ensured the layout, content structure, and overall user journey aligned with both strategic goals and user needs. This collaborative process provided invaluable insights that informed my design decisions.
Branding: Confident, Credible, & Innovative
Creating a branding solution that cultivates a clean, modern aesthetic with a focus on technology and embodies trust, reliability, and credibility.
BRAND CORE ELEMENTS
Colors
Dark blues establish trust and reliability, while lighter hues enhance readability and accessibility. Purple accents add a touch of innovation, contributing as a differentiator, while remaining friendly and personable.
Typography
Futura PT offers a modern and clean aesthetic, enhancing readability and visual appeal across all platforms, aligning with our brand's innovative and professional image.
Imagery
Personable photos of people using our devices paired with dynamic color accents create a visually engaging and relatable experience.
Concept Design
TESTING OBJECTIVES
01
Overall layout
Assess the visual arrangement and positioning of elements.
02
Content type and structure
Examine the content and its organization and structure.
03
Navigation & user flow
Evaluate the user’s ability to navigate the website efficiently and intuitively
Testing & Validation
Great positioning
Excellent messaging and overall positioning of the product and company.
Don't group by industry
Although we serve many industries, the content should not emphasize or be organized by industry.
Excellent layout
The website's layout and flow makes it easy to navigate and looks well structured.
Highlight adaptive skills
Adaptive skills modules need to be showcased as it is our competitive edge and differentiator.
Deliver
The deliver phase involved transforming wireframes into a high-fidelity website, balancing feedback with tight deadlines. Overcoming challenges like resource constraints and design iterations, the team successfully launched the project while maintaining a strong focus on user experience.
MOBILE SCREENS (SAMPLE)
Reflect
The SkillsVR website redesign project offered a fascinating exploration of the interplay between design and strategic development. While the initial challenge of defining a design strategy without a fully formed vision presented some hurdles, it ultimately underscored the importance of adaptability and iterative approaches. Throughout the process, close collaboration with cross-functional teams reinforced the value of open communication and highlighted the power of user-centric design in guiding decision-making during ambiguity.
CHALLENGES
01 Late developer involvement
Discovering development limitations late in the process necessitated last-minute design changes and compromises due to an engineer being brought in too late in the design and development process.
02 Vague strategic direction
Designing without a fully defined long-term vision or strategy posed as a challenge in creating a cohesive and comprehensive website, leading to ongoing refinements throughout the project.
SUCCESSES
01 Brand alignment
Rebranding efforts successfully aligned the website's visual elements and company's goals.
02 Adaptive design
Dynamic vision shifts were met with agile design iterations to maintain alignment with company objectives.
03 Positive feedback
Stakeholders praised the final design, noting its alignment with the company's evolving identity and strategic direction.