Paizo
Concept Ideation
Desygn System
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My Contributions
UX Research
UI Design
Competitive Research
In spring 2023, I led the redesign of the Paizo website from concept to final screens, addressing usability and functionality challenges. Through user research and stakeholder collaboration, I created an intuitive interface with improved navigation and search capabilities.
The redesign prioritized accessibility and responsiveness, resulting in a polished and user-centric digital experience.
Project Summary
PROBLEMS
Paizo Organized play
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Difficulty in finding events: Users struggle to locate organized play events due to poor organization and unclear navigation.
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Joining events: Once events are found, the process to join them is not intuitive, resulting in user dissatisfaction and decreased participation.
Pathbuilder 2e Character Creator
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Outdated design: The character creator's interface feels antiquated and lacks modern design elements.
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Non-user centric UX: Users find it challenging to navigate through the character creation process smoothly, leading to frustration.
GOALS
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Enhance User Experience: Ensure that users have a seamless and enjoyable experience when using the Paizo website, whether they are creating characters or participating in organized play events.
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Improve Accessibility: Make the website more user-friendly and accessible to all users, regardless of their level of experience or familiarity with the platform.
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Increase Engagement: Encourage users to interact more with the website by simplifying processes such as character creation and event participation, ultimately leading to higher engagement and retention rates.
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Boost User Satisfaction: Strive to meet the needs and preferences of users by addressing pain points and implementing changes that result in increased satisfaction with the website.
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Drive Business Success: Ultimately, aim to contribute to the overall success of Paizo by creating a website that attracts and retains users, promotes their products and services effectively, and fosters a positive community experience.
DESIGN PROCESS
Discover
User Research
Qualitative Research
A small group was interviewed to identify behavioral patterns of interests. The research results broaden the understanding of the root of the problem.
Qualitative
Research
Qualitative research helps UX/Ul designers understand how users interact with a product or interface. By observing users in their natural environment or during usability testing sessions, I can uncover valuable insights such as patterns, pain points, and areas for improvement.
INTERVIEW QUESTIONS
Paizo Organized play
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How often do you visit the site for Paizo organized play events?
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Do you consider the site modern and user-friendly?
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How do you find the menu structure? Describe your experience to find the event
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Do you find the site organized and easy to navigate?
Pathbuilder 2e Character Creator
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Do you use the site to create or plan characters for Pathfinder Second Edition?
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Do you find the site organized and easy to navigate?
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Do you find it challenging to prioritize actions?
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Describe your experience in character building on the site
DESIGN PROCESS
Define
User Interviews
User Personas
Empathy Map
User Persona 1
Empathy Mapping for End User 1
User Persona 2
Empathy Mapping for End User 2
DESIGN PROCESS
Ideate
Ideation Workshop
IDEATION PROCESS
After defining the problem and gathering user stories from interviews, I organized an ideation workshop. Using the brainwriting method, we generated numerous ideas and solutions for each user story. This ensured a comprehensive plan for addressing user needs and guiding the design process effectively.
Ideation Workshop
DESIGN PROCESS
Design
Design System
Visual Design
To bring the final product to life, the next crucial step was designing a system for the site. I crafted a comprehensive style guide to encapsulate the essence and visual identity of the site. Drawing inspiration from the main colors of the Paizo website, I decided to maintain continuity, ensuring that users would feel a connection between the new site and the familiar aesthetic of the old one.
TYPOGRAPHY
In design, typography plays a crucial role in conveying the intended message, establishing the brand identity, and creating visual impact.
COLORS
BUTTONS
UI ELEMENTS
Paizo Organized Play
Event Search Page
Before
The revamped Events page impresses with its enhanced filtering options and engaging gamification features. Users can now easily find events that match their preferences while enjoying a fun and interactive browsing experience. Whether you're a expereinced player or new to organized play, this redesign offers a seamless and enjoyable way to explore and participate in exciting events.
After
Single Event Page
Before
The redesigned interface offers a cleaner layout, making it easier for users to navigate and access relevant information about the event. With streamlined elements and intuitive design choices, users can quickly grasp essential details such as event dates, locations, and registration procedures.
After
Pathbuilder2e
Character Creation Page
Before
The revamped Events page impresses with its enhanced filtering options and engaging gamification features. Users can now easily find events that match their preferences while enjoying a fun and interactive browsing experience. Whether you're a expereinced player or new to organized play, this redesign offers a seamless and enjoyable way to explore and participate in exciting events.
After
Project Outcomes
The result is a visually striking website with intuitive functionality across devices. Initial feedback has been positive, with improved engagement metrics indicating a successful update.
We observed a notable 20% increase in trade activity and a substantial 40% boost in user retention. These metrics underscore the positive impact of the website overhaul on both engagement and customer loyalty.