Pam Golding
Design System
Client
Side Project
Role
UX Research
UI Design
UI Design
Year
2022
Duration
4 weeks
Brief
Research an existing website, with users that are 40-60 years old, that has bad UI/UX and improve it to be a responsive design.
Approach
Since the age group of users is Generation X (born between 1965 to 1980) the research was limited to their most-used websites; news, radio, property, and insurance. The scope of the search was also determined to South African companies.
Pam Golding was found to have the most UI issues and to see whether these issues affected the website’s usability, moderated user testing was conducted.
Pam Golding was found to have the most UI issues and to see whether these issues affected the website’s usability, moderated user testing was conducted.
User Research
Firstly, moderated testing was done with four users (3 ladies and 1 man, all aged 40 -60 years old). They were given prompts and then observed how they navigate the site. After that, an interview was conducted to gauge their experiences.
Secondly, research was conducted on how best to design for Generation X, what info is important to them, and their online behaviour.
Secondly, research was conducted on how best to design for Generation X, what info is important to them, and their online behaviour.
Persona
Shirley’s Pain Point is that she is looking to find an additional source of income. With her pension being around the corner she needs to make sure that she can enjoy her time off without worrying about expenses.
Deliverables
- A restructured Information Architecture (IA) that follows common practices.
- A User Flow modelled after the prompt “Add a Centurion property to your portfolio”
- Wireframes for mobile, tablet, and desktop that follow the User Flow
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Design
Research
It is important to note that this was not a rebranding project so a lot of the elements remained the same. Namely, the colours and typography used. What was changed was how they were applied and their relationships.
Solution
A property portfolio feature was added to allow users to maintain and manage all their properties from one place. This feature currently does not exist in the South African market. Mock-ups were designed for all three devices (mobile, tablet, desktop). Below are the frames from the different devices juxtaposed with each other. The frames are of the Home, Search and Portfolio pages.
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Here is a link to the current Pam Golding website:
Takeaway
This project showed me how important it is to have a responsive website. There are many devices being developed as technology progresses and all of them have varying screen sizes. There are no more templates and standardisations and thus an unresponsive website leads to less user traffic with each interaction. Companies like Pam Golding may experience issues as younger users (who behave differently) age and fall into their target.
Other Work
Pusha
Design
System
ENaTIS
Service
Re-design
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