Case Study: Arx Urban Web Redesign
Spoiler alert: this is what the redesigned home page looks like.
My team and I worked with the local real estate investment firm Arx Urban to redesign their logo and website to better reflect their unique brand identity and ties to the community. The main challenge was gaining access to the right users to interview and test our designs with, and we overcame it by tapping into personal and social media networks to find them.
Objective: to redesign Arx Urban's logo and website.
Deliverables: a competitor analysis, persona, site map,
and fully functional Wix website.
Role: UX researcher and content strategist.
Methods and Skills: designing as a team, design and user research, surveys, moodboards, contextual analysis and user interviews, competitor analysis, information architecture, persona development, sketching and ideation, wire framing, prototyping, usability testing, website design and construction, Search Engine Optimization (SEO), responsive/mobile design.
THE RESEARCH PROCESS
Our research process focused on the needs of Arx Urban's three primary user archetypes: their current partners in real estate investment & banking, their potential future partners, and the community of people involved in Arx Urban's endeavors, from tenants to management companies.
We consulted regularly with the client to be sure we were meeting the needs of the business as well as the users. We used surveys, contextual inquiries, user interviews, and competitor analysis to determine the MVP features, then used mood boards and the design studio process to develop out prototypes, which we then tested with various users to arrive at our functioning high-fidelity prototype.
Kate and Émile take it to the whiteboard.
Our final design takes the "bite, snack, meal" approach, where the main pages offer bites of general information about the company, then users can click in for a little more — a snack — and finally they are invited to contact Arx Urban directly if they are ready for the full meal, such as becoming an investor.