3 months
AI
Website Redesign
Client:
Asna Siddiqui Anjali Pathak Tushar Gupta
Agency:
Isra Safawi
Anjini Khanna Shubham Prakash
Project Lead
UX Audit
UX Design
UI Design
Hand-off
Figma
GSuite
Primary Audience
Students, Startups, Key technological innovators in the AI domain
Secondary Audience
Employees of AI-centric institutions working in private, public, and non-profit educational institutes, corporations, research outfits, and the technology branches of the government
Tertiary Audience
Passive consumers of AI such as researchers, salesmen, and individuals looking to gain industry knowledge through domain specific content
01 Established Visual Language
02 Specific Requirements
03 Phased Project
Flashtag AR
By Dulomo LLC
01
Connecting People in New Ways
Everyone is familiar with the concept of laser tag, but who knew that you all you needed to play was your iPhone. The developers managed to think about the phone in a new way that provides for an extremely joyful experience.
01
Poor Marketing
I found this app only after doing deep research in the realm of AR apps. It is made by a small team of developers who may not have much budget for advertising. However, it is important for them to come up with some kind of strategy for more people to find out about it.
02
Haptic Feedback
Everytime you shoot, get shot, or die, there is some form of haptic feedback. This is particularly helpful because in the middle of an active game in low light, it becomes diffficult to keep track of text on the phone. Haptic and audio feedback provides for a more authentic and successful experience.
02
In Game Progress
While haptic and audio feedback does give you an indicator of how you are playing, there are other key points of data, such as ammo and health that are not highlighted clearly enough.
03
New Way of Seeing
This app uses the iPhone as a tool to help people complete their tasks. When in active game mode, the screen assists people by removing focus from uneccessary objects in the environment and highlights the other user’s points.
03
Success Feedback
Once a game is completed, the celebratory animation is underwhelming and doesn’t match the fidelity of the rest of the app. There could be more cohesion amongst the two.
01 Orientating the User
Highlight what INDIAai is and does
02 Reorganise Content
Relook at information hierarchy
03 Clear Value Proposition
Display relevant content upfront
04 Simplify
Organise navigation and reduce clutter
05 Categorisation
Consider new ways of organising content
06 Building a Community
Propose ways to engage community
07 Dynamic Elements
Create a more dynamic website
Old Homepage
The old version of the website had a few inconsistencies in the design. We created an entirely new design system for web and mobile with several states and edge cases to allow for seamless development.
Mobile Menu
Mobile Homepage Flow
Highlighting authors to cultivate sense of community and pride
An effective addition to building a sense of community and pride was the decision to highlight the names of authors in articles. This allows new people to understand how large and diverse the community is and also helps contributing authors feel motivated for sharing and writing new content.
Clearly stated what INDIAai is and what the platform is for
Something we heard repeatedly in the user interviews (and honestly something I felt when I first got onboarded to this project) was - What exactly is this platform for? We addressed this by adding a card on the top right of the page that clearly gives some context to users.
Differentiation between content through hierarchy and tagging system
While the visual language of the website was already established, we tried to harness typography to distinguish different sections of the website. By creating custom card layouts for similar type of content, there was some visual recall for people in drawing patterns.
Anticipating Needs
This entire project was done remotely, without ever having met the team in person. Through this project I understood the value of documenting my designs down to the finest details. Working with front end developers is something I’m used to, however, this was my first time working directly with back end developers. Once I began understanding the kinds of clarifications the team would ask for, I began anticipating their comments and was able to prepare clear documentation for them to follow.
Going Above and Beyond
Our team was very close to losing this project when I was brought onto this team. My role as the Senior UX Designer was to bring in a fresh perspective and rebuild our relationship with the client. Excited about the potential of what this platform was capable of, I came in with ideas and recommendations that elevated the experience - not just through design, but also development. I rebuilt the Project Timeline and ensured weekly checkins with the client. I came up with interactions that pushed our front end developers and got them excited too. This helped the client feel taken care of and made them trust our team once again.
Your Voice Matters
Once we built the trust back, the client was eager to hear our perspectives on every idea we shared with them. I don’t usually volunteer my opinion until I am asked to share, especially when the final call is usually taken by the client. However, through this project, the client and our team were able to have very constructive conversations where we laid out our reasons for specific design choices and built mutual respect.
Hello! I'd like to personally thank you for stopping by my little corner of the internet, I hope you enjoyed your stay. I thought it might look cool if I had some fine print here at the bottom of the page. Ok, bye. Isra Safawi © 2022
