Team
2 designers
5 client stakeholders
1 product owner
My Role
UX/UI Design Consulting Brand Design
Industry
Charity
Duration
2022
This project was part of a volunteering initiative at Publicis Sapient called <Codeaid>, partnering with charities to use our digital skills for good. With minimal funding and a lack of online presence, The Salford-based charity we partnered with aims to educate and offer support to survivors of domestic abuse. The new website and branding offers a trustworthy and information rich experience to help survivors and their loved ones to navigate challenging environments and relationships.
Discover
To understand the needs of our users, we turned to insights from past ethnographic research. We then validated this against sentiments that our founder had experienced through interacting with survivors who go through the charity.
We focused on three personas to drive our design process, each at varying stages of the awareness cycle.
Design brief
Leverage existing platform investments to deliver a hybrid, technical solution for Nissan's Parts & Accessories platform, prioritising customer experience without sacrificing business needs.
Enhancing the experience
User Journeys
Final designs
With new visual identity and website restructure, the new Survivor Project website is a destination for education, support and reassurance. The ability to discover and learn is disclosed in a progressive way, sensitively disclosing information in a frank but compassionate tone.
Key design decisions
Optimised headter
A requirement for the new technical design was to implement a Nissan Global header along with the SimplePart e-commerce platform header, evidencing benefit for both business cases.
A stacked header with additional functionality enables users to easily access frequently-used pages on the website. Going with a more compact design does not distract from the primary browsing experience, but is still visible to the user.
Meaningful calls to action
On the live site, the 'featured products' cards were outdated and not very easy to understand. One of our greatest concerns was using the part number as the call to action label, a decision made my SimplePart to boost SEO, but poses several experience and accessibility problems.
After a lot of discussion on the matter, the Nissan team were able to successfully convince SimplePart (most importantly, the CEO) to put experience at the heart of the product. My role on this journey was to provide evidence and justification for more meaningful call-to-actions, and do so with conviction in high-pressure meetings.
Recognition rather than recall
Users shouldn't have to rely on their memory when completing tasks using web interfaces, as this could add to cognitive load and creates greater chances of error.
In the example below, the first WIP design for changing your dealer from one to another was purely a notice to confirm the change. Adding dynamic text here to replay the new dealer to the user before making the selection, and highlight other important information that may impact their decision means the user is completely informed and therefore in control. This helps to minimise error and reduce task time.
Frictionless vehicle selection
The vehicle selector in the live site is clunky and requires the user to make 4 different selections, refreshing the page each time. Further, there was no option to backtrack to adjust previous selections or easily change the vehicle once it had been selected.
Simplifying this experience by providing dynamic drop-downs allows the user to provide the same information but with a lot less friction. A cleaner interface also speeds up the process as the user is familiar with the design pattern after completing the first field. Displaying a second option to type in their VIN (registration plate) gives the user freedom of choice, which in this case reduces the number of steps needed to achieve the same outcome.
Accessibility gudiance for deverlopers
In some cases, our design suggestions were not able to be implemented due to the rigidity of the SimplePart platform. Focus order in the example below was a key concern, as the screenreader doesn't currently provide any context when focused on the 'select' button.
By providing accessibility documentation for components that need additional consideration, we can ensure that users with additional needs can still experience the website in a meaningful way.