Project: Marketing Site Optimization

Rutgers MBS User Experience Design Practicum

Role: UXD Designer

Objective:

Improve the user experience of the GrowBread product site by addressing usability challenges and aligning the design with key UX principles.

Overview

GrowBread is a financial tool aimed at helping users manage their budgets, set financial goals, and gain insights into their spending habits. The platform targets individuals from diverse backgrounds, ranging from small business owners to freelancers, seeking to simplify personal finance management

We were tasked with optimizing the GrowBread marketing site to improve user engagement and clarity. This involved:

  1. Identifying usability issues through user interviews and testing.

  2. Proposing actionable design solutions to address these challenges.

  3. Redesigning key elements such as the landing page, interactive features, and content presentation to enhance usability and align with core UX principles.

The ultimate goal was to ensure that the website not only communicated GrowBread’s value effectively but also provided a seamless and user-friendly experience.

Before:

Examples of Improvements made

After:

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Data From User Testing

To refine the GrowBread marketing site, we conducted comprehensive user testing with a diverse participant group, including small business owners, freelancers, and stay-at-home individuals. These sessions provided critical insights into user behavior, preferences, and pain points.

Here are some instances of these shown:

Tools Utilized