Tandem

A website redesign to directly drive collective


nd impact on social justice issues

Individual Project

3 Week Timeline

UX/ UI
Research
Prototyping
Visual Design

Overview

Facing critical challenges, from COVID-19, climate change, economic inequality, gender issues and more, Tandem was started to “harness our good intentions and passion into action and impact.” The founder, Elise, realized that most people were unsure how to make an impact on the challenges that they were passionate about.  
Visit the website here:

Tandem

Problem

How can Tandem improve the end-to-end user experience - with the goal of users taking action on social issues that are important to them.

Solution

Redesign Tandem’s current website and user journey in order to keep users engaged and get information to users quickly and efficiently in order to improve conversion rates.

Research

Goals

+ Uncover users pain points in current user flow (take action on social issue)
+ Discover best practices within the Socail Impact industry
+ Understand what competitors do and do not do well

Insights from the Founder

I targeted 5 participants that would help me gain insights to the current process of finding and booking photographers. I wanted to understand the pain points from both sides of the booking process- The family member searching for a photographer and the photographer.
I’ve had 58 clicks over the last 7 days on adds I’ve been running. The bounce rate from those 58 people is 93%...yikes. So that page clearly isn't engaging them enough or getting them the info they need fast enough.
Participants looking for a photographer, generally agreed that most of their time was spent browsing individual photographers, and then comparing various packages offered by each photographer.

Competitive Analysis

I then conducted a cometitive analysis to better understand my competitors strenghts and weaknesses. I looked for how competitors invited users to complete intened actions in the user flow.
I analyzed aspects such as:
     + Usability and UI components
     + Navigation flow
     + Overall app experience

Strategy

User Journey Map to Conversion

I walked through the user journey with the client to define the user journey. We analyzed what the user was feeling while completing each action and identified both positive moments and pain points.

Idation

Updating the Existing Information Architecture

I reorganized the sites’ Information Architecture in order to create clear way finding through the website.

Lo-Fi Wireframes

I then proceeded to develop the initial wireframes, which were informed by the user flow and updated information architecture. I also began to work on the visual design in parallel.

User Testing & Iteration

After completing the usability study on the lo-fi prototype, I went through my feedback and iterated my design. Many users found the booking processes confusing. The booking call-to-action was hidden away at the bottom of the availability tab, where users had a hard time finding it. This was the area I decided to focus my redesign on.

Branding & Style Guide

The branding style focused on creating a calm, inviting and family friendly feel. I wanted users to feel positively as they completed, what is usually a stressful process. The logo brought a more “mature” feel to the family application.

Final Prototype

©2021 Kristen Young
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