Web Strategy
Conducted UX research and established web design guidelines for Tata Neu’s desktop experience.
Role: Lead UX Designer (Individual contributor)
Project timeline: November 2024 (1 week)
Design Tool: Figjam & Figma
01
Background
The Problem
The E-commerce, Finance, and Travel categories, key revenue drivers for Tata Neu, face usability issues due to mobile-first designs being directly adapted for the website. This has led to negative user feedback and a need for web-specific optimization.
My Contribution
I led the project by conducting swift yet thorough research to develop a web strategy addressing key UX challenges in the E-commerce, Finance, and Travel sections of Tata Neu.
The Impact
Developing a web strategy set the foundation for a more user-centric desktop experience. It gave the design team a clear direction to create a responsive desktop interface that aligns with web guidelines.
02
Research
To kick off the project, I led a workshop with the internal design team (22 designers) to analyze user behavior and identify patterns. We explored when and why users prefer the website over the app and uncovered key scenarios where the web experience is favored. The session focused on the three key categories, Finance, Travel, and E-commerce to find insights into user preferences and challenges. Through collaborative discussions and activities, we gathered valuable insights, which I synthesized and categorized into common patterns by the end of the session.
Scenarios that lead users to choose web over app
Key themes that emerged from the scenarios
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Users often turn to websites as an alternative to apps, especially when apps are unavailable or not functioning, or when a brand doesn’t offer an app.
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Websites provide a more immersive experience, leveraging larger screens for richer content, and offer conveniences like easier copy-pasting on a desktop.
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Users prefer websites for high-ticket purchases and banking, as they perceive them to be more secure and trustworthy.
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Desktop navigation is more convenient, with features like multi-tab functionality enhancing usability.
Design trend research
Following the workshop, I conducted secondary research on websites across Finance, Travel, and E-commerce, analyzing design trends, common web patterns, and user experiences. I grouped these findings into key design trends (some showcased below) to establish a baseline for our designs, ensuring we incorporated industry standards widely adopted by leading brands. The complete presentation can be accessed here.
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Design principles
Following the workshop and secondary research, I developed six design principles to serve as the foundation for the team’s design efforts. These principles acted as the six pillars supporting the overall web strategy.
03
Design strategy
To conclude, I synthesized the workshop insights and distilled them into four key themes to serve as design strategies for Tata Neu’s web experience. To ensure these themes were actionable rather than abstract, I proposed specific features for each category—Finance, Travel, and E-commerce demonstrating how the themes could enhance the user experience. These themes were designed to go beyond the foundational principles already included in the web strategy, offering an additional layer of refinement and innovation.
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04
Learnings
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Plans don’t always work on the first attempt, and adaptability is crucial. While preparing for the workshop, I realized during a mock session that my original plan wouldn’t deliver the insights I expected. With only a day left, I restructured the flow, addressing gaps to ensure the session’s success. This experience reinforced the importance of testing ideas early and staying flexible to refine and improve outcomes.