Deluxe Memories
Tools Used
Optimal Workshop
Figma
Whimsical
Excalidraw
Useberry
Role
UX/UI Designer
Duration
6 weeks
Type
Website redesign
Goal
Redesign Event videography/
photography website.
Overview
The Problem:
Deluxe Memories Media is a photography and videography business located in Miami, Florida. Their focus is on wedding and event content. They were looking to improve their engagement and usability for their website.
The Solution:
The redesign will mainly focus on overall color scheme and presentation of content and fixing errors with visual feedback, titling for pages, and form fields.
Research
Objectives
Understand the current wedding and event photography/videography websites that are performing well.
Identify spots of concern on the current website for the redesign.
Competitive Analysis
Complete Competitor Analysis & Heuristic Evaluation
I explored three wedding and events photography and videography websites. Two popular photographers in Miami, Florida and one popular New York City photographer. The following were most common for wedding and event photography websites.
Reviews and testimonials of consumers.
Clean interface and easy navigation of galleries and services.
Other ways to connect with photographer through social media.
Upfront pricing information.
Heuristic Evaluation
After desk research and analyzing my findings on the competitor analysis. I did a heuristic evaluation to gather more information on how to redesign this website. Through the heuristic evaluation I found that there was need for improvement on usability and engagement of the website.
Points of concern for redesign from the heuristic evaluation.
Affinity Mapping
Used affinity mapping to analyze the heuristic evaluation.
The redesign will focus on the color scheme and feel of the website.
Usability of the website.
Define
POVS’
I would like to explore ways to help potential customers get a better feel and connection with Deluxe Memories Media so they can easily decide to work with them.
I would like to explore ways to help Deluxe Memories Media attract new customers through their website so they can get a better sense of their potential clients.
How Might We’s
How might we redesign deluxe memories media’s website to showcase their work better as well as create a more inviting feel for users.
How might we create better form fields and visual feedback for deluxe memories media’s website so their users have a better experience using their website.
User Persona
Compiling the findings from the affinity mapping, I was able to come up with a user persona profile that represented the user group.
User/Task Flows
Ideation
The user flows and tasks flows for the redesign of Deluxe Memories Media’s website are simple to reflect the purpose of the website which is to communicate information to users. User and Task flows shown are inquiring about a specific service. To view more user and task flows visit the link below.
Low Fidelity Sketches
Low fidelity sketches were made to follow the user and task flows. I used a sketching app (Excalidraw) to help organize and create sketches that were clean and straightforward to what the redesign goals were.
Mid-Fidelity Wireframes
The digitized mid-fidelity wireframes of the lowfi sketches.
Design
Style Tile and UI Kit
For Deluxe Memories’ style tile, I wanted make sure the the color palette was bright and calming a contrast from the starkness of the original color scheme. The color palette is very simple with a dusky orange as the secondary color and the accent color being a light grey. The neutral tones being shades white for the background and black for the text color. The typography I kept the same as I thought the Orpheus Pro and Neue Haas Grotesk went well together.
Logo Design
On deciding what to come up with for a redesign of the Deluxe Memories logo. I started on figma playing around with the pen tool to create a minimal camera inside a circle to keep with the original logo. After sometime I settled on a very minimal camera shape not within a circle, but have the inner camera circle be the focal point of the logo. That way I could play around with adding the business name in the logo in other ways.
Original Logo
Redesigned Logo
Prototyping and Testing
Prototype
A prototype was made in figma for conducting usability testing. The prototype is following the task flows of finding information on the photographer/videographer and their work and finding more information on packages available and inquiring about a package.
Usability Testing
Iteration
7 participants
2moderated , 5 unmoderated testing over the Useberry platform.
Key Points
During first round of usability testing, participants were giving contradictory feedback, so another round of usability testing was done with new participants with questions more focusing on UI for the redesign.
The main takeaways were less text and better presentation of the packages page. A different way to showcase the testimonials and a few alignment and UI corrections.
Iterations were made based on usability testing results.
Changes to the speed of the slideshow images
changes to the UI in the testimonials, packages page, adding a view my work button to the about me section, and making changes to the message sent page.
UI details made more cohesive for a well rounded appealing platform.
Final Prototype
Conclusion
Redesigning Deluxe Memories photography/videography website was the first time I worked with a client. When first starting out the client made it clear I had free rein over the redesign and to just keep them updated on what I was designing. Although, it was nice to have free rein, it did make it a bit more time consuming to start from scratch on the redesign and create a redesign with no direction. For the next steps of this redesign I would focus on combining the redesigned product to the squarespace platform that houses the original website.