What was the impact, and what did I learn?
During my time as a UX Researcher with Cambridge Local First, I had the opportunity to improve their onboarding efficiency by 35% by supporting local businesses and increase community engagement.
Advocated for Small Businesses Through Research Insights: Conducted user interviews and surveys to uncover challenges faced by local businesses, learning how to apply empathy-driven research to deliver actionable solutions that address real-world needs.
Enhanced Website Accessibility: Improved usability and inclusivity by implementing design changes based on testing, which taught me the critical role of accessibility in creating equitable digital experiences.
Balancing User Needs, Business Goals, and Technical Constraints: Worked to align the diverse expectations of stakeholders, including local business owners and developers, gaining insights into managing trade-offs and finding creative solutions within resource limitations.
How did I discover this was a problem?
Enhanced the calendar page with interactive event listings, including hover-activated event details and RSVP functionality, as well as the ability to view events by date and time.
Design solution #5
Design solution #4
Implemented blog filters and personalized control features, reducing frustration and enhancing the ability to discover niche blogs.
Before
There is no content that shows up on the calendar, the scroll is never ending and there is no way to look at events by date and time.
After
Added events on the calendar page with the details of the event appear on hover, that little pop-up also lets users RSVP through that, there is also an option to look at events by date and time.
Before
Blogs have no usability as the user needs to go through all the blogs to find specific niche blogs and right now all the categories are mixed. The section also lacks clarity and is lengthy for the user to go through.
After
Added filters for the blog to reduce the user frustration and to find niche blogs. Also added a button for the user to control the blogs they look at.
After
Changed the section by adding events on the home page for users to engage and add it to their calendar. Also added a CTA on each event where the user could RSVP directly through the homepage.
Before
Unorganized blogs, CTA's not aligned or aligns with their brand purpose. There is no section to show events except for the user to go to the calendar page and find it. Having events displayed on the homepage makes the user want to connect.
Added an events section on the homepage, allowing users to add events to their calendars and RSVP with a single click.
Design solution #3
After
Added an additional feature for users to trust the company and connect to other small businesses that have already worked with the company. Also realigned the sizing and layout of logos for consistency and readability.
Lack of testimonials
Before
The logos need better recognition and organization for readability. There is also a need of testimonials for small businesses to trust the company or take the first step.
Design solution #2
Enhanced trust-building through testimonials connecting users to
small businesses and redesigned, consistent, and readable logo layout.
Before
The navigation bar has so much content that user might get confused/overwhelmed with all the information. Hero image needs better clarity and relevance for users to connect
After
Proposing a clear and better navigation to make it minimal and A CTA to initiate interactivity. Change the layout of hero image for clarity and gave a member CTA to engage with users
Design solution #1
Emphasis on clear navigation and two important CTA for interactivity.
Hop on to my next project
The Solution
Community Membership Level - Localist
This membership includes: Newsletter subscription including members-only special offers from small business partners, opportunity to purchase tickets to members-only events.
We're working towards a thriving local economy for all.
Cambridge Local First (CLF) is a non-profit network of 500+ locally-owned, independent businesses in the Cambridge area. We work to support and promote a thriving, equitable local economy through education, direct support to local businesses, and policy advocacy.
Style Guide
Heading
Garamond
Sub heading
Garamond
Paragraph
Card Text
Poppins
Poppins
50px
36px
24px
16px
Brainstorming
To get a deep understanding of user behavior, emotions and patterns we made an empathy map to ensure our design solutions cater to their needs.
We created a Venn diagram to align user needs, business goals, and technical constraints, identifying a design solution that benefits all stakeholders.
Who are our users and what are their goals?
Based on my research insights I created a user persona to define pain points and goals of our target audience - Local independent businesses in Cambridge, MA
Meet Mia
Age 38
Baker, Small Business Owner
Technical Knowledge : Zero
Pain Points:
Struggles with marketing her business.
Lacks understanding of digital tools.
Feels overwhelmed by resource variety.
Goals:
Increase foot traffic and sales.
Access resources to streamline operations.
Collaborate with local businesses effectively.
Quote: “I believe in community power and want to connect with my neighbors while sharing my passion for sustainability.”
Analysing Research
We then interviewed our target users and stakeholders to understand their pain points and align their needs for product success
Key Takeaways
Users faced challenges with navigation
Users struggled with finding their way around the website, and understand company mission.
Low Engagement
The difficulty in accessing information and tools led to disengaged users, reducing the overall impact of the platform on the community.
Need for empowerment and growth
The platform lacked to connect local businesses with people in the community.
Resource Accessibility
Users struggled to find resources to grow their businesses or understand how to access technical assistance.
I conducted an UI audit of Cambridge Local First's website to identify usability issues and design opportunities that enhance user experience and align with their mission.
UI Audit
Key Takeaway 1
Analytics show a drop-off rate of 65% on calendar page and homepage.
Key Takeaway 2
The average session duration is only 1 minute 20 seconds, showing users are either leaving quickly or not finding what they need.
We started the process with a thorough analysis of the existing website to understand the current product experience
Research Process
Problem Statement
Cambridge Local First's users had difficulty in navigating the website and access resources to manage their operations. This led to frustration and low engagement. How might we create a user-friendly platform that empowers local businesses to easily access resources, enhance community engagement, and drive growth?
Timeline
Jan'23- Apr'23
Team
3 UX Designers
My Role
Research, analysis, design recommendation, user-testing
Overview
Cambridge Local First is a nonprofit organisation supporting over 500 independent businesses and providing support through education, direct support to local businesses, and policy advocacy. I helped redesign their website by improving accessibility, navigation and usability.
Cambridge Local First
REDESIGN PROJECT . UX RESEARCH. UX DESIGN
