Simplifying the process of locating a service on The Jerusalem Butler.
When trying to find a specific service, it can be quite overwhelming when there are so many options. My goal was to simplify and reorganize The Jerusalem Butler website so that users can find the service that they want smoothly and without confusion.
Role
User Research
Product Strategy
UI Design
Interaction Design
Usability Testing
Tools
Figjam
Maze
Figma
Timeline
5 weeks
The Problem
When a user is trying to find a service on The Jerusalem Butler they are overwhelmed by the lack of hierarchy, consistency of color, and disorganization. This makes the process of locating a specific service confusing and unclear.
The Solution
To solve the problem, I made it clearer and easier for users to find the right service for them. I simplified the overall interface, coordinated the colors, icons, and pages, and created a clearer hierarchy.
Usability Review
To help me better understand the product, I conducted a usability review to identify pain points and wow moments in the existing experience.
User frustrations
Primary Frustration
When a user is trying to find a service provider that is right for them, they are overwhelmed by the lack of consistency of color, lack of hierarchy, and disorganization, which makes it difficult to find what they are looking for.
Competitor Benchmarking
I moved on to competitor benchmarking to get a glimpse into other retail sites to see how they displayed their product in a clear and straightforward way so that I can improve the existing experience.
Problem Space
Combining my initial usability review and competitor benchmarking helped me identify the problem space to begin ideation.
How might we make it simpler and smoother for users to find a service they are looking for?
Information Architecture
Understanding the problem space led to mapping out the existing information architecture to see how I could improve the hierarchy of content to improve the experience.
Existing Information Architecture
Improved Information Architecture
Ideation
To avoid following the first idea I conducted a series of ideation techniques, specifically mind mapping and crazy 4s. This allowed me to consider an array of solutions. Following ideation I mapped what could be improved or added to The Jerusalem Butler and what the impact of each idea would be for users and the business.
What can we add
I chose to add user's review of a service on each product page, allowing users to pick a service that is right for them with more confidence.
What can we improve
I chose to improve the overall UI and hierarchy to help the site flow and allow users to find the right service for them without being overwhelmed or confused.
User Flows
Following ideation I created a user flow of the existing experience and improved the flow based on the idea that fit with business and user goals
Rapid Prototyping
Having mapped an improved user flow I spent time rapidly prototyping a solution. Sketching helped me rapidly iterate on the original idea and visualize a solution without committing too early to hi-fidelity screens.
Styles & Components
High Fidelity Prototype
Below is the final version of the prototype that I created. I included interactions and transitions from Figma to match the products flow.