Branding, Design & Branding

Enhance user experience by identifying key usability improvements for an immersive XR platform.

📌 Project scope

Timeframe: 16 Weeks
My Role: UX Designer
Methods: Usability Testing, Prototyping, Heuristic Evaluation, Competitive Analysis, Subject-Matter-Expert Interview
Tools: Figma, XD, Miro, Webflow

Project Overview

Introduction

TillerXR shifted who they serve with their initiative to create a new software, and this triggered a need for a full brand re-vamp and website redesign.

Problems

TillerXR faced usability and branding challenges as its website no longer aligned with its evolved business model and tour creation software, resulting in a diluted brand identity and confusing user experience that deterred potential customers.

goals

The primary goal was overhauling the website to seamlessly integrate the software and turnkey service offerings, streamlining the user journey. Enhancing the website's usability and coherence in brand identity was paramount to attracting and retaining customer interest.

Proto Personas

From pervious user interviews and user research, data was collected to create proto-personas. TillerXR serves real estate and hospitality professionals (ages 25-55) seeking innovative virtual tour technology for marketing. Key needs include user-friendly tools, seamless workflow integration, and immersive experiences. Challenges include complex systems, limited support, and digital representation issues.

Rick, 40, a real estate agent, targets luxury buyers but contends with competitive market pressures.
Abby, 30, an event planner, aspires to impress with creative venue tours, balancing multiple projects.
Alex, 32, a marketing specialist, seeks simplicity and analytical depth in virtual tour creation.
Erin, 45, a freelance tour builder, prioritizes efficiency in managing multiple assignments.
Nellie, 25, a marketing newcomer, is determined to learn despite the steep initial learning curve.

Insights and Considerations

Intuitive Navigation and User Interface: Ensure the platform's user interface is intuitive and easy to navigate, catering to both tech-savvy users and those with less technical backgrounds. Simplify the process of creating and viewing virtual tours to accommodate users like Nellie and Alex, who prioritize ease of use.
Customizable Tour Options: Incorporate features that allow for high customization of virtual tours. Users like Rick and Abby seek to impress their clientele with unique and personalized virtual experiences, indicating a need for a range of customization tools.
Robust Support and Learning Resources: Provide comprehensive support and educational resources, including tutorials, FAQs, and responsive customer service. This supports users like Nellie, who are keen to learn and overcome the initial learning curve, and Erin, who looks for efficiency in managing projects.

Initial Development

MoSCoW Analysis

With the the stakeholders we collaborated to prioritize pages to be created for the website redesign. I used MoSCoW analysis to help sort out what pages we must have, should have, and could have:

Branding & logo re-design

In a previous project for TillerXR, I designed a new logo to align with the company's tech aspirations. The goal was to create a recognizable icon that establishes trust with users, incorporating 3D elements to represent the virtual tour feature, while the use of purple reflects the brand's primary color.

Several variations and naming conventions were presented to stakeholders before finalizing the design.

Low-Fidelity Wireframe

I crafted a low-fidelity wireframe based on the prioritized pages that where identified.
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These wireframes where iterated on over the span of two weeks after meetings with stakeholders accounting for various input and feedback

Mobile View

High-Fidelity Prototype

Graphics for the high-fertility prototype were designed separately, with several iterations based on feedback leading to the final design before website development. These essential pages were prepared for the website's initial launch.

TillerXR's turnkey service was seamlessly integrated into the new design, with their virtual tour software as the central feature.

Conclusion

The TillerXR Website Redesign and branding project was met with excitement from users and stakeholders. The website was then fully developed and implemented into Webflow.

Overall Takeaways:

Designing TillerXR's website was an exciting journey with main take aways as:

Collaboration Drives Better Design: Throughout the wire framing and prototyping phases, consistent design critiques were incorporated, leading to continuous improvements in the design.
Consistency in Branding: Aligning design elements with the brand's identity ensured a cohesive user experience, reinforcing the brand's values across all touchpoints.

Next Steps

The next steps are to test the website given the tasks users would need to complete and ensure that the website is user-friendly and engaging. After testing, the website will be fully developed and implemented for this initial launch, and then immediately after, additional pages, such as a demo library and blog, will start to be prototyped.

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