Elo Hernandez UX Portfolio

Image of CRS website mockup on a macbook

Role

UX Researcher

UX Designer

Placeholder
Stakeholders

Digital Director
Back End Developer

Marketing Manager
Hispanic Marketing Manger
Contributions

User Research Strategy
Participant Recruitment

Heuristic Evaluation

User Interviews

Usability Testing
Card Sorting
Tools

Figma
Optimal Workshop

Tableau
MS Teams

My Process

Empathize

Contextual Inquiry/Structured Interviews

Performed Heuristic Evaluation on existing Site

Conducted card sorting to analyze users' mental models for navigation
Specify

Identify Pain Points

Prioritize Issues
Ideate

Concept Ideation

Lo-Fi wireframe/sketch Make recommendations
Design

High Fidelity Prototype

Interaction Design

Problem Statement: The organization's websites had not been updated in several years. The digital team was undergoing a planned redesign. This presents an opportunity to enhance design and functionality.

Project Objective: This project aims to improve the usability, accessibility, and conversion rates of the organization's websites by addressing key areas such as aesthetics, navigation, and layout. Our goal is to provide design recommendations that will lead to a more user-friendly and inclusive website, with a particular focus on enhancing the experience for our older user base.

Heuristic Evaluation

Thorough analysis of the four existing websites in both English and Spanish to identify usability, accessibility, and navigation issues. Issues were categorized by severity, with recommendations provided based on ease of implementation, cost, and impact on usability.

image of the text of a drop down menu clashing with the text in the hero section due to the opacity.

Information Architecture& Labeling

The website's navigation system was reviewed to ensure that it is intuitive and user-friendly. It was noted that several similar items could be combined for greater clarity. Simplifying and clearly labeling these options will help users quickly identify and select their desired actions, reducing confusion and leading to research questions about optimal menu organization and user preferences.

Research Questions

I developed research questions following a heuristic evaluation to validate key hypotheses. This approach ensured that the evaluation's findings were systematically explored through targeted research. By aligning the questions with the identified usability issues, I aimed to confirm or challenge the initial assumptions, leading to more informed design decisions.

Research Results & User Quotes

Dendrogram illustrating how users categorize items similarly, with 'Donate,' 'Light a votive,' 'Donor-Advised Funds,' 'Legacy Giving,' and 'Monthly Giving' grouped together.

Pie chart showing that 70% of respondents categorized light a virtual votive under ways to give.

Quotes from users who had difficulty finding the virtual votive or expected to find it under donate.

An image of the Decision Point Model, highlighting key quotes that reveal why users choose to engage with the website or abandon it.

Before and After

This before-and-after slider image showcases a significant transformation in design. The original version struggled with contrast issues in the header, which affected readability and user engagement. The updated design addresses these concerns and also optimizes the visual hierarchy for better conversions. Key improvements include enhanced contrast for the header, a strategically placed call-to-action, and a compelling quote positioned directly below the hero section to drive user action more effectively.