User Research
Participants
Success Rate
Usability Test
User Flow & IA
Mid-Fidelity Wireframes (Phase 2)
A/B Testing (Projects Page)
Screen A
Most participants prefer Screen A for the layout, but they liked particular sections/small details of Screen B more.
Screen B
Most participants have found issues with excessive and inconsistent spacing, overly large images, and awkward layout placement (including misaligned social media icons and widely separated sections), and they preferred more scannable, broken-up text alongside smaller, thumbnail-style images for easier scrolling.
High-Fidelity Wireframes (Phase 3)
Final Website
Reflection & Impact
A/B testing allowed us to replace assumptions about user behaviour with real data, allowing my team to see which version of the webpage actually performs better.
It resulted in a more intuitive, effective user experience that increases engagement, conversions, and overall user satisfaction.
