Harben House User Research + Branding and Site Redesign - 2023 - 2026
In 2023 I managed a User Research project to better understand Harben House’s customer and redesign the site to better serve them. As part of the project, I redesigned our logo, and led the team to a new homepage design and improved site architecture. Since then, I have regularly updated and modernized our site in accordance with what we learned from the user research.
Scroll on to see highlights from research, wireframes, and more.
User Research
We started with a customer survey, which we shared out to our customer base, incentivized by a drawing for free product.
We completed follow-up interviews & usability tests with customers who indicated they would be willing to do so in exchange for a free product of their choice.
After gathering our customer data, I led the team in sorting the data into affinity and empathy maps, to identify customer desires and pain points, finally creating our customer persona, which I’ve used to drive creative and business decisions ever since.
See below for images from the research process.
UX Design
Our redesign project started with a heuristic analysis of our existing site, and building a moodboard, informed by aesthetics and the usability tests we’d done.
We then produced wireframes, and a style tile to guide our final design. Our initial redesign improved our conversion by 22%.
Since then, I have made updates to our branding and site design that have improved our conversion by an additional 5%.
