DESKTOP / MOBILE WEBSITE
As a component of my course at Academy Xi, I completed a live client project in six weeks to redesign Xero's homepage.
The client's primary objective was to look for any pain points and improvement on their Homepage to help users locate important information, as well as driving conversions.
In our initial meeting with the Xero team, they highlighted the misalignment between their homepage experience and their business goals. Xero's objectives for their homepage were as follows:
PRIMARY
Understand the role the homepage plays in helping users locate important information
Understand the role the homepage plays in driving conversion
Look for opportunities to improve the experience and any pain points
SECONDARY
Compare how Xero's front door experience to its competitors
Identify user types and if opportunities of personalisation exist
I actively participated in every stage of the design process, starting from the initial client briefing session to the final client presentation. During this journey, we undertook various tasks, which encompassed:
Conducting a comprehensive competitor analysis to gain insights into the market landscape and identify opportunities for differentiation.
Performing qualitative interviews with users to gather valuable feedback, understand their needs and pain points, and inform the design direction.
Facilitating ideation sessions to foster creative thinking, generate innovative ideas, and explore different design possibilities.
Conducting user testing sessions to validate design concepts, gather user feedback, and refine the interface based on user preferences and expectations.
Collaborating with a group of stakeholders to collectively create wireframes, ensuring a collaborative and consensus-driven approach.
Developing high-fidelity prototypes to provide a realistic representation of the final product, allowing stakeholders and users to visualise the intended user experience.
By actively engaging in these tasks, we ensured a holistic involvement in the design process, enabling a comprehensive understanding of user needs and aligning the final design solution with client expectations
Key Deliverables
Competitors analysis report
User Insights
Wireframes
Hi-Fi Prototypes
User Testing
We conducted user testing sessions involving 3 small business owners and 2 accountants/bookkeepers to gain valuable insights.
Based on the data collected, we created an affinity map that helped identify consistent themes and pain points experienced by users when interacting with Xero's homepage. This analysis enabled us to better understand user needs and challenges, guiding our efforts to address these issues and improve the overall user experience on the homepage.
USER INSIGHTS
Iterations
In response to user feedback, we implemented a significant enhancement by to current Homepage's elements.
Proposed Solutions
During our proposal to the Xero team, we recommended several features to enhance the user experience:
Redesigning the top navigation by incorporating a search bar to improve navigation efficiency.
Introducing step-by-step call-to-action elements to guide users through the desired actions in a clear and intuitive manner.
Redesigning the footer to reduce its size and optimise space allocation.
Introducing a quiz feature to assist users in identifying the most suitable products that meet their specific needs.
Incorporating real testimonials and awards callouts to instill trust and credibility among users.
Introducing a live chat function to provide real-time assistance and support to users.
By implementing these proposed features, we aim to enhance usability, engagement, and trust, ensuring a seamless and positive user experience on the Xero platform.
DESKTOP WEBSITE
MOBILE WEBSITE
Key learnings from this project include:
Prioritising user testing results: Throughout the design process, it is crucial to consistently refer back to user testing insights. By designing with the user in mind, we can ensure a seamless and user-friendly experience on the website. User feedback also helps prevent designing based on personal biases or assumptions, fostering a user-centric approach.
Efficient time management: Given the limited timeframe of 6 weeks, effective time management becomes paramount. By carefully planning and allocating time for each task, we can maintain project progress and ensure timely delivery of high-quality outcomes.
Leveraging past business experiences: Learning from previous experiences, both successes and failures, provides valuable insights. By analysing what has worked well in the past and understanding areas for improvement, we can make informed design decisions and create a stronger, more effective solution.
