Timeline

2 months

My Responsibilities

User research
Research analysis & synthesis
Wire-framing
Iterating design solutions
Rebrand and redesign
Cross platform interaction (mobile & web)
User testing

I led this comprehensive website project, spearheading user research to understand user behaviors and needs and successfully executed a rebrand and redesign to align with organizational goals

Visit Website

the problem

As startups pivot to discover product-market fit, we transitioned from a B2C to a B2B focus, necessitating a rebranding of Edlyft

The challenge lay in aligning our UI with the corporate language of clients like Netflix, Vanguard, LinkedIn, etc., diverging from our previous brand tailored for a more youthful audience

the research

We held a consistent weekly cadence of user interviews with Lucy Tobais, Former Head of Emerging Talent at Dropbox, over 2 months in order to iterate the website quickly. Tobais provided feedback throughout the whole process, from research to user testing

In order to prevent biases that may come from interviewing one individual, the designs were also shown in Social Design Club numerous times, where I was able to receive extra critique and feedback from fellow designers in the Metro Detroit area

The qualitative data collected was analyzed through affinity mapping

Overarching Question

‍What can Edlyft do to launch a more successful product that elevates it's value and can be shared with others?

Research Question

Before taking a look at what we have so far, what do you expect to see on the website?
Take a moment and go through the landing page. If you have any thoughts, please share them out loud.
How would you describe what Edlyft does as a company based off of this landing page alone?
What are your thoughts on the language (copy, phrasing, tone) used on the website?
What other information would be helpful to see on this page?

edlyft website