Website Redesign

Kshetra PBC

My Role
Lead UX/UI Designer
Goal
Website redesign

Company

Kshetra PBC is a FinTech marketplace connecting stakeholders and bridging financing gaps for social enterprises working on UN SDGs

Intention

Visual redesign of Kshrera.world while incorporating UX best practices to improve usability and overall messaging.

UX Team

Madison Dunaetz, Lead UX/UI Designer

Lena Yankina, Lead UX Researcher

Pablo Fitten, Project Manager

Client Goals

  • Visual re-design of Kshretra.world
  • Make Kshetra.world look cohesive with their product (ImpactCred.com)
  • Tighten UX copy and messaging
  • Incorporate UX best practices

Identifying The 3 Main Users

Social Enterprise Proto-Persona

Impact Investor Proto-Persona

Accelerator Proto-Persona

5 Subject Matter Expert Interviews

Who we interviewed:

Notable Interview Quotes

Competitive Analysis:
Discovering Site Map Structure

Kshetra's Original Global Navigation

Our Revised Global Navigation

The Design Process

Sketches

Lo-Fidelity Wireframes

Prototyping For Usability Testing

Usability Testing (5 Users)

Affinity Mapping Test Results

Iterations After Testing

The majority of the feedback we received was pertaining to the landing page. Listed below are a few landing page changes we made based of of our usability testing:
 

  • Add audio option next to ‘Kshetra’ so users can learn how to pronouce the name
  • Rewrite the mission statement to better explain how it connects to the UNSDG
  • Reduce the amount of U.N. Sustainable Goals shown at once

Low-Fidelity A/B Testing

'About Us' Option A

'About Us' Option B (Winner)

Designing with ImpactCred.com

It was my job to ensure that Kshetra.world was designed to look cohesive with their pre-exsisiting product ImpactCred.com

(Our team did not design or create ImpactCred.com)

ImpactCred's Style Guide

ImpactCred's Landing Page

Mood Boards

Our client wanted the new site to feel “crisp, edgy, like a FinTech site, have a crypto feel, and professional”. I created and presented our client with two mood boards in order to get a better understanding of her vision for the site before going into high-fidelity.

Mood Board #1

Mood Board #2

The Redesign

Original Landing Page

New Landing Page

Original 'Introduction'

New 'Our Mission'

Original 'About Us'

New 'About Us'

Original 'Contact'

New 'Contact'

Desirability Testing (8 Users)

After finishing our website we conducted a desirability test. Desirability tests gives users the ability to rank visual appeal. We wanted to confirm we met the UI criteria given to us by our client. Users were given a list 15 adjectives and we asked them to select the ones that applied to our website. These are the top results:

  • 100% said it feels PROFESSIONAL
  • 86% said it feels MODERN
  • 86% said it feels CLEAN
  • 86% said it feels SLEEK

Next Steps For Our Client

Deliverables for this project included: high-fidelity clickable prototype of the redesigned website, component library and style guide for future development, and a Google Slides presentation outlining our process for the client and her team. Below are the suggestions we left for the Kshetra PBC team:

  • Hire developer to create live site on Webflow (other hosting sites are too limiting)
  • Collect and incorporate 'credability' elements to the landing page to build trust with users
  • Acquire high-resolution photos with monochromatic backgrounds for all team members
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