UX RESEARCH & DESIGN FOR BAYER AG
Bayer AG are a chemical, pharmaceutical and life science multinational whose range of consumer products includes Long Acting Reversible Contraceptives (LARCs), more commonly known as the coil, the implant, and the injection. The website MyContraception.ie is an advice portal, sponsored by Bayer, that serves to outline the differences between LARCs and their short-acting counterparts (the contraceptive pill, condoms etc.), as well as offer advice on emergency contraception and non-pharmaceutical interventions. Attached to the site proper is a microsite, YourPerfectMatch, which presents much of the same material albeit wrapped in a colourful single-page scrolling site. Visit an archived version of MyContraception.ie here and YourPerfectMatch here.
Before commencing a full redesign of the site, my colleague and I scheduled a battery of usability tests to observe and report how females aged between 18 and 35 engaged with the website in its current form. During the testing process, users were requested to provide detailed verbal feedback as they completed various tasks on the site; Screenflow was employed to record both audio and video of the tests as well as logging all of the users interactions on the site. The resultant data was then edited collated in Reframer where a number of clear themes and pain points began to emerge.
- Users preferred the look and feel of the YourPerfectMatch microsite
- The language used on the site was often alien (none of the users tested had heard of the term 'LARC')
- Category headings and navigation menu items were confusing
Based upon this feedback, the look and feel of the MyContraception website was brought more in line with that of the YourPerfectMatch microsite, the navigation was streamlined and simplified, and the terminology used throughout was replaced with more familiar vernacular. Visit the current MyContraception site here.
UI DESIGN FOR MAKERS & BROTHERS
Founded in 2011, Makers & Brothers is an online retail venture specialising in handmade contemporary craft and design. Alongside the e-commerce portal, the site includes interviews and profiles of selected makers and designers as well as a blog highlighting products and events relevant to the M&B customer. Both of these sections (henceforth 'Makers' and 'Notes' respectively) had begun to look increasingly dated with a linear, grid-based layout at odds with the asymmetric aesthetic of the rest of the site. Visit an archived version of the Makers section here and an archived version of the Notes section here.
The redesign of the Makers and Notes sections - which was implemented in conjunction with the London-based Archive Studio - commenced with a series of stakeholder interviews, discussions with backroom staff at M&B, and gathering feedback from customers. For the Makers section, a parallax scrolling effect featuring full-width imagery (see above) was selected from a number of low-fidelity prototype UIs. In reconfiguring the Notes section, the consensus was to roll out a two-pronged timeline structure with large eye-catching photography and a simple call-to-action.
Upon review, traffic to the Makers and Notes sections increased significantly following the redesign, with conversions rates boosted by 1.26%. Analytics tracking (via Google Analytics and Campaign Monitor) revealed that email newsletters spotlighting new Makers and/or Notes content generated significant clickthroughs relative to newsletters that featured only products. Visit the current Makers & Brothers site here.