Design Ruth
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EFNPro

Overview

EFNPro is a company dedicated to providing freelancers and digital agencies with customizable contracts that make paperwork easier to manage.

Goals

The goal of this project was to assess and redesign the EFNPro landing page in order to improve user experience through improved visual design and information flow.

My Role

I was a team member in a group of four, as part of the capstone project for the UX/UI Certificate at the University of Alberta. I was involved in all parts of the project, from initialization to the final design.

Discovery

Competitive analysis

We analyzed the landing pages of four competiting companies, studied their layout structures and how their information was presented.

User interviews

We had users visit the EFNPro site and let us know their general first impressions and whether they would use the service based on the website.

Initial results

Users were generally unimpressed with the website's visuals and found it hard to navigate on the site. Without social proof, they were also less inclined to choose this company's service.

Process

User Personas

woman user

Name: Seun Samantha

Age: 33

Occupation: Product Designer

Job Type: Agency

Bio

Lead designer at her agency. She is often at different stages of contract negotiation with her clients at any given time. She would like to leave the office early enough to spend the evening with her family.

Goals

  • Efficient time management
  • Professionalism
  • Easy-to-understand contracts
  • Work-life balance

    • Pain Points

  • Complex interfaces
  • Questionable security
  • Hidden fees
  • Lack of help/support
    • male user

    Name: Elijah Davidson

    Age: 24

    Occupation: Developer

    Job Type: Freelance

    Bio

    Elijah works long hours and often has repeat clients. Having some measure of automation with his contracts made it easier to handle his monthly billings.

    Goals

  • Easy customizations
  • Stored client info
  • One-click process

    • Pain Points

  • Limited time to browse
  • Many clients
  • Reliability
  • Reusability

    • Moodboards

    moodboard

    Information Architecture

    We rearranged the information on the main page so it was less text-heavy. We gave the FAQs their own page and added a "Resources" tab to the menu. We steered away from the use of popups and introduced an easy-to-understand pricing table as well as a "Try Now" button as a clickable alternative to the "Log In" button. We added a 3-step summary section on how to use the site. We also added a Testimonials section.

    Prototypes

    lofihifi

    Design Notes

    The client wanted to stick with a dark background for the website. He also wanted the final design to have a futuristic feel. We tied the final look to the company's hexagonal logo.
    fontboard