DISCOVER

Evaluating existing design and layout

We’ve started with a heuristic evaluation of the website utilizing LEMErS framework.

TAKEAWAY: it is easy to navigate through the website. However, the utility attribute (functionality) is extremely minimal.

Getting familiar with the FinTech industry

We’ve created three proto-personas based on our secondary research, one for each user type. It helped us to stay focused and keep our users in mind while redesigning Kshetra.world.

Analyzing Kshetra's competition

We examined five websites provided as a point of reference by our client.

Identifying trends in global navigation bars

We’ve identified common practices of site navigation and landing page structure used in the FinTech industry.
The analysis of competitors' websites revealed that certain navigation bar elements are more common than others.

Redesigning Kshetra’s sitemap

We kept the Homepage, About Us, and Contact. About Us now combines Our Team and Advisors.
Search Icon was removed and FAQ was added instead. Introduction and Values were combined into Our Mission. We added Our Products to create a space for an existing product - ImpactCred and a placeholder for potential future products.

Analyzing the structure of competitors' landing pages

We discovered that competitors' landing pages consist of similar blocks of information. The difference is the order in which they appear on the page.

Common elements of competitors’ landing pages

Conducting interviews with subject matter experts

We interviewed five subject matter experts to understand what content each user group is looking for on a Homepage. Here are some memorable quotes.

“I get frustrated with sites that have the same kind of information for various types of users.”

— Chris B.

“Impact investors are moved by stories and issues. If a company catches my attention, I’ll go deeper and read articles about them.”

— Mark M.

“Company’s credibility is extremely important for me. I need to see what they have accomplished in the past.”

— Alex M.

“It’s hard to find sites or platforms that bring all three types of users together.”

— Robert H.

DEFINE

We used research findings to develop a user-centric problem statement.

Various types of users need a better way to learn about Kshetra and its products so they can make informed decisions, collaborate and invest with peace of mind.

DESIGN

Sketching design ideas

From sketches to low-fidelity wireframes (examples of Homepage and Our Products page)

Conducting usability tests early on

We conducted five usability tests on our early-stage prototype. Users' responses were collected and synthesized in the affinity map.

Incorporating usability test findings

We iterated and made changes to our prototype based on usability test results.

Exploring visual directions

Our client gave us the following words to describe the look and feel of redesigned website: crisp, edgy, modern, FinTech, crypto. We created two mood boards based on these adjectives and presented them to the client.
She preferred mood board #2.

Designing with Kshetra’s product in mind

We were tasked with a visual redesign of Kshetra.world, keeping in mind the existing product - ImpactCred. We achieved the cohesive look by utilizing ImpactCred's primary color (teal) and typeface (Poppins) in our style tile.

Validating final design with Desirability Test

We asked six users to provide 3-5 adjectives that describe the redesigned website. Users said that redesigned Kshetra.world feels trustworthy, clean, business-like, and modern.

We then gave users a list of positive and negative adjectives and asked them to select those that apply. The top responses were: professional, modern, clean.

DELIVER

Below is side by side original and redesigned pages of Kshetra.world.

The Homepage is now a place where users are introduced to all facets of Kshetra.

The Our Mission page explains what fuels Kshetra and what makes them different from competitors.

Photos added to Our Team page create visual appeal and trustworthiness.

PROTOTYPE

NEXT STEPS

1. Our research showed that credibility is crucial to all types of users. We suggest incorporating credibility elements such as user testimonials, success metrics, partnerships on the Homepage once those artifacts are available.

2. We recommend adding high-resolution photos of team members and advisors in a similar style (monochrome, solid background) to create a more cohesive and professional look on the About Us page.

MY TAKEAWAY

The success of a project heavily relies on the characteristics of a team. It's common to think that the bigger the crew, the better, but sometimes less is more.
This project taught me that the quality of the team is far more critical than quantity. To be a true teammate means actively collaborating and supporting one another while letting each other strengths shine.

FINAL THOUGHTS

The goal of this project was to create a website overhaul, making it clean, crisp, and contemporary. I believe my team and I successfully achieved it. Here is the feedback we got from our client, Ranjani Sridharan, after our presentation: