Frost Cool Media
Personal Branding Website Design
OVERVIEW
Frost Cool Media - a personal branding platform
In today's competitive market, differentiation is essential for job applications and business promotion. Frost Cool Media offers a personalized online presence platform to help users maximize professional opportunities and attract clients, employers, and collaborators with features like detailed user profiles, personal brand video creation, and social media integration.
My Role
From January to June 2021, I’ve been a main UX Designer working in cross-functional Frost Cool Media team.
During this period, my primary responsibility was to create high-fidelity prototypes for a personal branding platform.
The high-fidelity designs were meant to be used for further usability testing and product development that went on pause due to lack of project funding. Hereby case study is a representation of the work I’ve done, and the next steps I would make if I would continue to be involved in the project.
CLIENT
Frost Cool Media
ROLE
UX Designer
DURATION
6 months
TOOL
Figma
Research
Users lack clarity about personal branding and find it tedious to promote online
Despite limited project funding, I convinced the client to allocate one month for user research, including analysis of relevant video creation platforms and surveys with 22 participants, providing insights into competitors, market trends, and audience needs.
For future project involvement, I would strongly recommend a more comprehensive user research effort to better tailor our approach and increase our chances of success given the unique nature of the business idea.
“I’m not fully convinced about the concept of personal branding, so I don’t even know what I really need.”
The user research revealed that many users lack understanding of the concept and importance of personal branding. They struggle to grasp its purpose and significance in their professional lives. Even among those who are aware of personal branding, there is a common sentiment of finding the process tedious and overwhelming.
PROBLEM STATEMENT
Users lack clarity about personal branding and find it tedious to promote online
Users often struggle to grasp the concept of personal branding, making it challenging to differentiate themselves effectively. Additionally, the process of online personal brand promotion is perceived as time-consuming and complex, posing difficulties in maintaining a consistent online presence, engaging with their target audience, and promoting their achievements.
PROPOSED SOLUTION
Developing an intuitive and user-friendly online platform
Based on our user research, we've opted to develop a user-friendly platform that educates users about the significance of personal branding while ensuring a seamless experience. Our goal is to simplify the process by offering:
clear and straightforward content, free from jargon
a 3-step personal brand video creation feature
personal brand profile with social media integration
DESIGN AND USABILITY TESTING
From concept to high-fidelity prototype amidst complex client relationships
Based on client requirements, at that point I was expected to create a high fidelity prototype that will serve as a testing ground for further development and refinement of the platform. After summarizing the information from user interviews and competitive analysis, I sketched different solutions that I later presented to the team to determine the best course of action before progressing to the high-fidelity design phase.
THE CHALLENGES ALONG THE WAY
An undecided client
During numerous discussions surrounding the design of various user flows and UI elements, we encountered the significant challenge of collaborating with an undecided client who consistently rejected multiple design iterations without offering specific reasons or conducting any testing.
Overcoming challenges with open communication
Despite client resistance, we maintained open communication, addressing their concerns, and emphasizing design validation through testing and user feedback. Our persistence led to the client agreeing to proceed with user testing and evaluate designs based on user feedback.
“Usability testing was the key that unlocked a 40% surge in website engagement while simultaneously improving accessibility.”
Emphasizing Simplicity and Accessibility
In the test sessions, we conducted A/B testing to compare two main designs for the personal branding website. The simplified version (Version B), aligned with user research emphasizing simplicity and clear explanation of personal branding, outperformed the alternative design, receiving 80% of user votes and increasing time spent on the website by 40%.
We adopted this streamlined version as the new default design, prioritizing a user-centric approach.
Another communication challenge we faced with the client was related to the color palette. While they wanted a cool-toned interface in line with their company name, not all suggested colors met accessibility standards. We addressed this by providing color contrast checker results, leading to improved accessibility.
By increasing the color contrast while adhering to the client's request for cold tones, we made the content more readable while still aligning with the company's branding. This change allowed users with visual impairments to distinguish the content more easily, reducing eye strain and ensuring a better overall user experience.
FINAL DESIGN
After incorporating user feedback, we arrived at a high-fidelity design for the Frost Cool Media Website. We addressed technical aspects, enhanced overall usability, and implemented highly requested features.
Clear and straightforward content
The well-balanced website allows for engaging experience, understandable for users of all backgrounds. It addresses the need for clarity by explaining the concept of personal branding in a simplified manner, ensuring that it is accessible for everyone.
Personal brand video in just 3 steps
With personal brand videos, users can now tell their story in a compelling way, creating a strong connection with their target audience. In just 3 simple steps, individuals can showcase their unique personality, helping them stand out and make a memorable impact in today's digital world.
Choose a template
Upload your files
Publish your video
Personal brand profile
The personal brand profile empowers users to create professional and cohesive visual identities that align with their unique brand story, saving time and effort in the process.
SUMMARY
Wins and lessons learned
Increased engagement by 40%. Thanks to user testing, we learned that simplified website structure and reduced content increases user’s engagement and interaction with the website. Before making any changes to the website, the average time spent by users was 2 minutes and 30 seconds. After implementing mentioned enhancements, the average time spent on the website increased to 3 minutes and 30 seconds.
Include diverse audience. Fixed accessibility issues by changing brand’s color palette and increasing color-contrast improved user experience and inclusivity.
Addressed miscommunication. Clear communication is essential for successful project design. The experience, working with a demanding client taught me how to be a proactive, effective and diplomatic interlocutor.
Learned that projects do not always come to fruition. I thoroughly enjoyed working on this project, immersing myself in the challenges and opportunities it presented. However, the project came to an abrupt halt due to budget constraints and significant changes in the team members, hindering the progress and success of this assignment. At this moment, I am uncertain about the current developmental stage of the project and its future direction.