With my perspective of a UX Designer and through the a set principles of UX guru Bruce Tognazzini, I embarked on an initial evaluation. This involved mapping out the existing sitemap and identifying apparent UI issues.

In light of this, I decided to conduct Observational Usability Testing. This marked the transition from intuitive evaluation to empirical exploration, enabling me to substantiate my findings and recommendations with concrete user data.

Recognizing the limitations of my initial evaluation due to a lack of industry and target user understanding, I needed data-driven insights to inform improvements.

To achieve this, I adopted the Double Diamond design process framework. This allowed me to progress from evaluation to usability testing, where the focus shifted to empirical exploration.

During the discovery stage, my objective was to gain valuable insights into the user experience through observational usability tests. These tests were designed to measure the site's effectiveness in facilitating users' needs and goals, with a focus on assessing how the site drives the user, how well it helps the user convert and how satisfying it is to use.

After the completion of the usability tests, I reviewed the test recordings and organized the data into a structured format. This involved documenting the scenarios, observed results, user opinions, interactions, encountered problems and metrics such as time, clicks, SEQ (System Usability Scale), and success rates.

After having conducted the tests, compiling the data and findings, I came to the conclusion that the website has the following main problems:

I summarized the existing problems with the website into three categories. In order to keep the information easily digestible I aimed to design fun and engaging infographics to make the problems better understood and evoke empathy.

However, I also felt the need to further explain how I came to the conclusions I did, so I wrote three casestudies where I explained My process and how the website was not adequate in holding up to the users needs and goals with examples and thought processes within the three categories.

Now after having established what needed to be improved, I started exploring different solutions to solve the problems and/or improve the user experience of the website.

For instance, one critical problem occurred during the first task, where the users was asked to find a specific piece of information. And a simple way to find that information was to use the first available links on the landingpage, whereupon 50% of the users were unsuccessful in finding the destination they where looking for and instead went spent time looking for the destination through other means, and 50% of the users accidentally clicked the wrong link.

To solve this problem, I increased the space between the elements, added better titles, link texts and made use of the already existing colors to indicate the different areas.

Finally for the final phase in the process I delivered the results and insights through a presentation:

Finally, in the final week of my internship I held a presentation of the usability test results. I also dispatched a report that consisted of three detailed case studies for each of the identified problem areas. These case studies included a comprehensive exploration of users' goals and needs, a step-by-step walk-through of the identified issues, and a showcase of impactful data to underscore the magnitude of each challenge. Followed by proposed solutions with design examples and groundwork for actionable insights that aimed to elevate the user experience and/or solve underlined problems.