Strategy and Website Redesign / UrbanGlass
Strategy and Website Redesign / UrbanGlass
Usability Testing /
Amon Carter Museum of Art
Over five months, my team partnered with UrbanGlass, a boutique glassblowing studio in Brooklyn, to enhance their website's user experience and content visibility. Collaborating closely with three fellow UX designers, we developed a comprehensive design and content strategy aimed at showcasing UrbanGlass's unique offerings and engaging with their diverse audience.
Over five months, my team partnered with UrbanGlass, a boutique glassblowing studio in Brooklyn, to enhance their website's user experience and content visibility. Collaborating closely with three fellow UX designers, we developed a comprehensive design and content strategy aimed at showcasing UrbanGlass's unique offerings and engaging with their diverse audience.
Over five months, my team partnered with UrbanGlass, a boutique glassblowing studio in Brooklyn, to enhance their website's user experience and content visibility. Collaborating closely with three fellow UX designers, we developed a comprehensive design and content strategy aimed at showcasing UrbanGlass's unique offerings and engaging with their diverse audience.
While the Urban Glass website contains a wealth of information, its lack of coherent structure makes content discovery challenging and overwhelming
While the Urban Glass website contains a wealth of information, its lack of coherent structure makes content discovery challenging and overwhelming
While the Urban Glass website contains a wealth of information, its lack of coherent structure makes content discovery challenging and overwhelming
So what did we do?
So what did we do?
So what did we do?
Overhauled the site navigation
Overhauled the site navigation
Overhauled the site navigation
Suggested a more intuitive sitemap that helped users find relevant content easily
Suggested a more intuitive sitemap that helped users find relevant content easily
Suggested a more intuitive sitemap that helped users find relevant content easily
Improved content strategy
Improved content strategy
Improved content strategy
Suggested addition/removal of content to help comprehension by users while prioritizing key information
Suggested addition/removal of content to help comprehension by users while prioritizing key information
Suggested addition/removal of content to help comprehension by users while prioritizing key information
Revamped the website's visual design
Revamped the website's visual design
Revamped the website's visual design
A new coherent and visual design style for the website that best represents Urban Glass's brand aesthetic
A new coherent and visual design style for the website that best represents Urban Glass's brand aesthetic
A new coherent and visual design style for the website that best represents Urban Glass's brand aesthetic
Our Process
Following our kickoff meeting with the director, we conducted thorough research to understand the primary goals and motivations of the Urban Glass team and their audience, both in-person and online.
Following our kickoff meeting with the director, we conducted thorough research to understand the primary goals and motivations of the Urban Glass team and their audience, both in-person and online.
Following our kickoff meeting with the director, we conducted research to understand the primary goals and motivations of the Urban Glass team and their audience, both in-person and online.
Research Findings
Research Findings
Over 4 weeks, we conducted research consisting of user interviews with key staff and visitors along with landscape reviews of similar organizations
Over 4 weeks, we conducted research consisting of user interviews with key staff and visitors along with landscape reviews of similar organizations
Over 4 weeks, we conducted research consisting of user interviews with key staff and visitors along with landscape reviews of similar organizations
The website is bloated with information repeating on multiple pages and excessive interlinking between pages
The website is bloated with information repeating on multiple pages and excessive interlinking between pages
The website is bloated with information repeating on multiple pages and excessive interlinking between pages
Desired content is not promoted enough and lacks catering to visitors with differing motives and familiarity levels
Desired content is not promoted enough and lacks catering to visitors with differing motives and familiarity levels
Desired content is not promoted enough and lacks catering to visitors with differing motives and familiarity levels
Lacks previews, course prerequisites, and summaries, causing misaligned expectations of Urban Glass’s mission and offerings
Lacks previews, course prerequisites, and summaries, causing misaligned expectations of Urban Glass’s mission and offerings
Lacks previews, course prerequisites, and summaries, causing misaligned expectations of Urban Glass’s mission and offerings
Users are typically bypassing the website and directly contacting UG stuff for queries showing a lack of comprehension/discoverability
Users are typically bypassing the website and directly contacting UG stuff for queries showing a lack of comprehension/discoverability
Users are typically bypassing the website and directly contacting UG stuff for queries showing a lack of comprehension/discoverability
Proposed Strategy
Proposed Strategy
Our goal at this stage was to incorporate our research insights into an actionable plan that would guide our redesign
Our goal at this stage was to incorporate our research insights into an actionable plan that would guide our redesign
Our goal at this stage was to incorporate our research insights into an actionable plan that would guide our redesign
Make navigation intuitive:
Redesign the site structure with a condensed number of pages and intuitive naming to help users easily locate relevant information
Make navigation intuitive:
Redesign the site structure with a condensed number of pages and intuitive naming to help users easily locate relevant information
Make navigation intuitive:
Redesign the site structure with a condensed number of pages and intuitive naming to help users easily locate relevant information
Establish content hierarchy:
Ensure that important information is prominently visible on each page
Establish content hierarchy:
Ensure that important information is prominently visible on each page
Establish content hierarchy:
Ensure that important information is prominently visible on each page
Set clear expectations:
Using helpful aids like images, text, and videos to align user expectations with reality
Set clear expectations:
Using helpful aids like images, text, and videos to align user expectations with reality
Set clear expectations:
Using helpful aids like images, text, and videos to align user expectations with reality
Consistency in brand identity:
Minimalistic and contemporary visual design style that matches with their in-person studio's aesthetic and brand identity
Consistency in brand identity:
Minimalistic and contemporary visual design style that matches with their in-person studio's aesthetic and brand identity
Consistency in brand identity:
Minimalistic and contemporary visual design style that matches with their in-person studio's aesthetic and brand identity
Our redesign process
Our redesign process
We began by redesigning the content structure on the UG website
We began by redesigning the content structure on the UG website
We began by redesigning the content structure on the UG website
To address users' difficulty in finding relevant content, we overhauled the website's navigation and structure using a top-down approach. Through card sorting and tree testing, we gathered insights on user preferences and difficulties. Combining these findings with feedback from the Urban Glass team, we developed a more streamlined and intuitive site map to enhance navigation and content discoverability.
To address users' difficulty in finding relevant content, we overhauled the website's navigation and structure using a top-down approach. Through card sorting and tree testing, we gathered insights on user preferences and difficulties. Combining these findings with feedback from the Urban Glass team, we developed a more streamlined and intuitive site map to enhance navigation and content discoverability.
To address users' difficulty in finding relevant content, we overhauled the website's navigation and structure using a top-down approach. Through card sorting and tree testing, we gathered insights on user preferences and difficulties. Combining these findings with feedback from the Urban Glass team, we developed a more streamlined and intuitive site map to enhance navigation and content discoverability.
In our Revised Information Architecture, we
In our Revised Information Architecture, we
In our Revised Information Architecture, we
Removed instances of duplicate content
Removed instances of duplicate content
Removed duplicate content
Condensed the number of pages by removing info repeated on more than one page
Condensed the number of pages by removing info repeated on more than one page
Condensed the number of pages by removing info repeated on more than one page
Made the labels intuitive to new users
Made the labels intuitive to new users
Made the labels intuitive to new users
Used clear, straightforward labels for pages to avoid confusion especially for new visitors
Used clear, straightforward labels for pages to avoid confusion especially for new visitors
Used clear, straightforward labels for pages to avoid confusion especially for new visitors
Reinforced the different verticals
Reinforced the different verticals
Reinforced the different verticals
Clearly demarcating the different services Urban glass provides to help in orientation/navigation
Clearly demarcating the different services Urban glass provides to help in orientation/navigation
Clearly demarcating the different services Urban glass provides to help in orientation/navigation
Our Redesign process
Our Redesign process
Next, we defined the scope of our redesign based on our strategy
Next, we defined the scope of our redesign based on our strategy
Next, we defined the scope of our redesign based on our strategy
Considering the main goals for each vertical at Urban Glass and our overall redesign strategy, we defined the scope of the project and identified which page redesigns would best convey our approach to the Urban Glass team.
Considering the main goals for each vertical at Urban Glass and our overall redesign strategy, we defined the scope of the project and identified which page redesigns would best convey our approach to the Urban Glass team.
Considering the main goals for each vertical at Urban Glass and our overall redesign strategy, we defined the scope of the project and identified which page redesigns would best convey our approach to the Urban Glass team.
Design
Screens
Design
Screens
Design
Screens
Home Page
Home Page
We designed a new homepage for Urban Glass that clearly conveys its mission, expertise, and opportunities.
We designed a new homepage for Urban Glass that clearly conveys its mission, expertise, and opportunities.
We designed a new homepage for Urban Glass that clearly conveys its mission, expertise, and opportunities.
A new more contemporary feel: We opted for a clean, uncluttered design to ensure users immediately understood the website's purpose and the range of Urban Glass's offerings.
A new more contemporary feel: We opted for a clean, uncluttered design to ensure users immediately understood the website's purpose and the range of Urban Glass's offerings.
A new more contemporary feel: We opted for a clean, uncluttered design to ensure users immediately understood the website's purpose and the range of Urban Glass's offerings.
Content Promotion: The homepage was structured to highlight and promote content that Urban Glass considers most relevant for both new and returning visitors.
Content Promotion: The homepage was structured to highlight and promote content that Urban Glass considers most relevant for both new and returning visitors.
Content Promotion: The homepage was structured to highlight and promote content that Urban Glass considers most relevant for both new and returning visitors.
Studio Section
Studio Section
We made sure users' expectations aligned with the actual studio experience by providing more guiding information and visual aids
We made sure users' expectations aligned with the actual studio experience by providing more guiding information and visual aids
We made sure users' expectations aligned with the actual studio experience by providing more guiding information and visual aids
Error Reduction: To minimize booking errors, we showcased visual aids, such as images and detailed descriptions, to clearly explain the differences between equipment and studio spaces.
Error Reduction: To minimize booking errors, we showcased visual aids, such as images and detailed descriptions, to clearly explain the differences between equipment and studio spaces.
Error Reduction: To minimize booking errors, we showcased visual aids, such as images and detailed descriptions, to clearly explain the differences between equipment and studio spaces.
Streamlined Renting Process: We added a "commonly rented together" section to the equipment renting process, making it faster for returning visitors and helping new visitors who might be unfamiliar with the options.
Streamlined Renting Process: We added a "commonly rented together" section to the equipment renting process, making it faster for returning visitors and helping new visitors who might be unfamiliar with the options.
Streamlined Renting Process: We added a "commonly rented together" section to the equipment renting process, making it faster for returning visitors and helping new visitors who might be unfamiliar with the options.
Shreedhar Verma Portfolio
sverma6@pratt.edu
©
Shreedhar Verma
2024
Shreedhar Verma Portfolio
sverma6@pratt.edu
©
Shreedhar Verma
2024
Education Section
Education Section
Urban Glass offers numerous workshops and events, so we aimed to ensure users could easily find and understand what content is relevant to them.
Urban Glass offers numerous workshops and events, so we aimed to ensure users could easily find and understand what content is relevant to them.
Urban Glass offers numerous workshops and events, so we aimed to ensure users could easily find and understand what content is relevant to them.
User-Friendly Navigation: We introduced intuitive sort and filter options to help users quickly navigate to relevant content.
User-Friendly Navigation: We introduced intuitive sort and filter options to help users quickly navigate to relevant content.
User-Friendly Navigation: We introduced intuitive sort and filter options to help users quickly navigate to relevant content.
Enhanced Conversion: To boost conversions, a primary goal of Urban Glass, we prominently displayed key information with a banner and a clear call-to-action (CTA) for booking classes and workshops.
Enhanced Conversion: To boost conversions, a primary goal of Urban Glass, we prominently displayed key information with a banner and a clear call-to-action (CTA) for booking classes and workshops.
Enhanced Conversion: To boost conversions, a primary goal of Urban Glass, we prominently displayed key information with a banner and a clear call-to-action (CTA) for booking classes and workshops.
Magazine Section
Magazine Section
Urban Glass takes great pride in its publications and wants this section to prominently showcase both its online blog and quarterly magazine.
Urban Glass takes great pride in its publications and wants this section to prominently showcase both its online blog and quarterly magazine.
Urban Glass takes great pride in its publications and wants this section to prominently showcase both its online blog and quarterly magazine.
Clear Distinction: We made a clear distinction between the blog and the quarterly magazine, while guiding visitors towards the quarterly.
Clear Distinction: We made a clear distinction between the blog and the quarterly magazine, while guiding visitors towards the quarterly.
Clear Distinction: We made a clear distinction between the blog and the quarterly magazine, while guiding visitors towards the quarterly.
Repository of Information: To position UG as a leading source for all things glass, we provided an easy way to access articles and older issues, showcasing the depth and breadth of their research and news.
Repository of Information: To position UG as a leading source for all things glass, we provided an easy way to access articles and older issues, showcasing the depth and breadth of their research and news.
Repository of Information: To position UG as a leading source for all things glass, we provided an easy way to access articles and older issues, showcasing the depth and breadth of their research and news.
Conclusion
Conclusion
The recommendations provided to the Urban Glass team were widely appreciated as they embark on redesigning their website. Our user research and usability testing offered valuable insights into their users and their expectations. This process also highlighted how their current setup often harbors conflicting goals across different departments. Aligning on a unified company-wide strategy is a crucial first step, and we are grateful for the opportunity to assist them in this endeavor.
The recommendations provided to the Urban Glass team were widely appreciated as they embark on redesigning their website. Our user research and usability testing offered valuable insights into their users and their expectations. This process also highlighted how their current setup often harbors conflicting goals across different departments. Aligning on a unified company-wide strategy is a crucial first step, and we are grateful for the opportunity to assist them in this endeavor.
The recommendations provided to the Urban Glass team were widely appreciated as they embark on redesigning their website. Our user research and usability testing offered valuable insights into their users and their expectations. This process also highlighted how their current setup often harbors conflicting goals across different departments. Aligning on a unified company-wide strategy is a crucial first step, and we are grateful for the opportunity to assist them in this endeavor.
Project Highlight
Project Highlight
Project Highlight
Conducting card sorting with the director of Urban Glass helping gain his support for the redesign
Conducting card sorting with the director of Urban Glass helping gain his support for the redesign
Conducting card sorting with the director of Urban Glass helping gain his support for the redesign
Next Steps
Next Steps
Next Steps
Define success metrics for each section and conduct user testing to see it's effectiveness
Define success metrics for each section and conduct user testing to see it's effectiveness
Define success metrics for each section and conduct user testing to see it's effectiveness
My takeaway
My takeaway
My takeaway
Collaborative design can help prevent conflicting goals from derailing the project at the end
Collaborative design can help prevent conflicting goals from derailing the project at the end
Collaborative design can help prevent conflicting goals from derailing the project at the end
Shreedhar Verma Portfolio
sverma6@pratt.edu
©
Shreedhar Verma
2024
Shreedhar Verma Portfolio
sverma6@pratt.edu
©
Shreedhar Verma
2024