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Douyon Signature
Innovation Studio

Goal: Develop and enhance the UX experience of the first black woman-owned innovation studio for B2B.

End-to-End UX

An Overview of the Process

 
Innovation and Venture Capital Studio: Website and Product Development 🌐💼

Contribution: UX Consultant, Designer, UX Linguist, Copywriter ✨

Includes: Prototyping and Research 📊🔍

Methods: Wireframing, Information Architecture, Low and Medium-Fidelity Prototyping, Responsive Design for Mobile and Desktop, Journey Mapping, A/B Testing, Mood Boards, Collaborative Design, Heuristic Reviews, Stakeholder Interviews, and Mental Models 🛠️💡

Overview: Led the UX project development to launch Silicon Valley's first black female-founded venture capital studio. Planned information architecture, prototyping, and responsive design for the VC. Directed marketing efforts and collaborated with designers and writers to enhance User Experience across departments for an end-to-end UX B2B project. Developed VC resources and products with industrial engineering designers. 🚀

Origins: Douyon Signature aimed to optimize the user experience of the first black woman-founded innovation studio for learners, investors, and C-level executives at Fortune 500 companies seeking ethical business scaling. Visitors faced information overload, and case studies obscured their high-profile clients. The objective was to prominently feature their mission and showcase high-profile clients for social proof. 🌟

The original user experience (2019)

Challenge

 

Revitalize the user experience for Douyon Signature, an innovation studio, by addressing issues such as a lack of clarity in showcasing high profile clients, an unclear call to action on the home page, and information-heavy subsequent pages.

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Objectives:

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  1. Emphasize the 'Work with us' CTA.

  2. Enhance the portfolio presentation.

  3. Clearly communicate the studio's services and elevate its appeal.

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Approach

 

Led a comprehensive UX transformation project, collaborating with two designers and one UX writer. Conducted in-depth interviews with the CEO to define project objectives. Employed site mapping and user journey analysis to inform strategic decisions.

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Outcomes

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  • Restructured the 'Work with us' CTA for enhanced visibility.

  • Revamped the portfolio presentation for a more impactful showcase.

  • Clearly communicated the studio's services and unique appeal.

  • Introduced additional resources like brainstorming cards and coursework to enrich the user experience.

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Impact

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The result is a transformed digital presence that not only engages visitors but also serves as a powerful tool for lead generation and brand conversion. This project showcases my proficiency in strategic UX design, aligning business goals with a user-centric approach.

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Contributions

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  • Led the project from concept to execution.

  • Collaborated with a cross-functional team.

  • Redefined Douyon Signature's offerings and resources.

Sketches to Wireframe

Initial Conceptualization in Notebook

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  • Utilizing a hands-on approach, I began the journey by brainstorming ideas and sketching rough draft wireframes in a dedicated notebook. This phase allowed me to explore diverse concepts and potential user flows.

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Prototyping Inspired by Top Innovation Studios

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  • Drawing inspiration from five of the top innovation studios, I translated my initial sketches into digital prototypes. These prototypes served as a foundation for further exploration and refinement, ensuring alignment with industry-leading practices.

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Refinement with Figma

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  • Leveraging the collaborative power of Figma, the wireframes underwent a meticulous refinement process. Feedback loops were established, allowing for iterative improvements based on insights and observations, ensuring that the design met the highest standards of usability and aesthetics.

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Refining Version 1: Testing for Improvement

Participants

  • 5 C-level executives and 5 CEOs at various-sized tech companies 🌐

  • Expressed interest in responsible innovation studios and venture capital 💡

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Questions

  • Locate the service's section.

  • Navigate the website to find news.

  • Where would you go to partner with the studio?

  • Where can you find the case studies?

  • Locate MVNO case studies. Which brand is featured in the case study?

  • What are your thoughts on the process you just experienced?

  • Is there anything you liked or disliked about the process?

  • Using a scale of 1 to 5, how would you rate your experience in finding what you need and why?

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Enhancing the Product Through Research Insights

Using the insights from user testing, key enhancements were made based on valuable feedback from user testing. See below:

Using insights gathered from user testing, significant enhancements were implemented based on valuable feedback:

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  1. Intuitive Case Study Navigation:

    • Challenge: Users expected feedback when hovering over case studies.

    • Solution: Implemented a click trigger for an instant, responsive experience. 🖱️

  2. Clear Service Labeling:

    • Challenge: Users desired clearer labels for services.

    • Solution: Added distinct service labels, enhancing user orientation within the platform. 🏷️

  3. Enhanced Case Study Navigation:

    • Challenge: Users faced difficulties navigating individual case study pages.

    • Solution: Introduced a refined navigation bar for a more straightforward and enjoyable exploration. 📚

  4. Optimized Landing Page Interaction:

    • Challenge: Users hesitated on the landing page.

    • Solution: Elevated user engagement by incorporating "Partner with Us" as the primary call-to-action, strategically highlighted with a vibrant color. 🚀

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These iterative improvements demonstrate a user-centric design philosophy, addressing user pain points and continually refining the user journey. 

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