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SURBHI SONI

As a UX Designer at Maximus Infinity I have redesigned the Website, which led to a 12% increase in user engagement and 18% increase in customer satisfaction

MAXIMUS INFINITY

MAXIMUS INFINITY
Website

As a UX Designer at Maximus Infinity I have redesigned the Website, which led to a 12% increase in user engagement and 18% increase in customer satisfaction

Maximus Infinity Frame.png
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  1. The website faces challenges in providing a clear and intuitive navigation structure for its diverse range of services, potentially leading to user confusion. 

  2. Redundancy in content and a dated visual design pose challenges in effectively communicating the company's unique selling points and maintaining a modern online image

  1. Refine the navigation menu for a more straightforward user journey, ensuring visitors can easily find information about services, portfolio, and other key sections.

  2. Consider a visual redesign to enhance the overall aesthetic appeal of the website. This may involve updated graphics, a modern color palette, and improved typography.

  3. Improve information architecture to bring out most valuable information for customers.

Goals

Challenges

Background

Maximus Infinity offers best 3D animation, 3D Rendering Studio, 3D Architectural Rendering services, 3D Architectural Visualization Services, 3D Architectural Rendering Services to different nations.

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Maximus Infinity's website faced hurdles in user navigation and outdated visuals. This case study explores how strategic redesign, responsive layouts, and improved information architecture transformed challenges into a modern, user-centric digital experience. Join me on the journey of elevating a 3D Rendering Company's online presence in a competitive landscape.

Role

UX / UI designer

Pen, Paper, Figma, FigJam, Canva, Photoshop, Miro Board

Tools

Product Manager, 2 Developers, UX Designer

Team

Embarking on the Discovery phase , I recognize that the key to success lies in defining the right problems, understanding user needs, and aligning with company objectives. My journey began with a deliberate exploration of both internal (company) and external (user) factors, aiming to crystallize the focal points for a transformative solution without prematurely delving into aesthetics.

Requirement Gathering

Internal

External

Competitive Analysis

In crafting a comprehensive case study for the Maximus Infinity website redesign, I employed a strategic methodology to assess and benchmark against industry competition. Utilizing a meticulous approach, I identified and evaluated competitors in the marketplace, employing tailored assessment criteria to measure usability standards and overall user experience. This thorough analysis focused on four similar companies with akin profiles, offering valuable insights into the market landscape and the range of services provided by these entities.

Adapted Assessment Criteria

Competitors 

  1. User-Focused Responsiveness

  2. Unified Template / Layouts

  3. Intuitive Browsing & Navigation

  4. Able to know about their services

  1. https://www.3drenderingindia.net - 3D Rendering India

  2. https://www.3dpower.in - 3D Power

  3. https://www.blueribbon3d.com - Blue Ribbon

Assessment Criteria

                Poor

Average

Excellent

1. User-Focused Responsiveness
The site doesn’t work on mobile devices or isn't scalable. User has to enlarge screen to be able to see the content and complete the task.
The site works on mobile devices but there may be multiple problems connected with user interface and experience. 
The site works perfectly on mobile devices. Page elements reshuffle smoothly as the viewport grows or shrinks.
The layout is mostly consistent from page to page and major activity areas are grouped by task type. Some areas with information heavy content or more complex user tasks deviate from the established layout paradigms.
The site shows a high level of continuity both in page to page transitions and task-type groupings. Information heavy content and complex user tasks are well thought out and intuitive relative to the site’s established layout paradigms.
2. Unified Template / Layouts
The basic layout is not consistent from page to page and/or the activity areas within the layout are not clearly grouped by type of user task.
The site has a structured Information Architecture. Secondary and Tertiary navigation items are related to parent elements, but there may be multiple menus unrelated to the broader structure. 
The Information Architecture is highly cohesive. Information is structured with a clear understanding of user goals. 
3. Intuitive Browsing & Navigation
The site lacks a cohesive Information Architecture. Information is not in a clear top-down hierarchy. 
Information about the company's services is available, but it may require some effort from users to locate. 
Users can effortlessly discover comprehensive information about the company's services. The content is well-organized, clearly presented, and easily accessible, ensuring that visitors can quickly and intuitively understand the complete array of services offered by the company.
4. Able to know about their services
Users struggle to find information about the company's services. The content is scattered, and there is a lack of clear organization, making it challenging for visitors to grasp the full scope of offered services.

1. User-Focused Responsiveness

Avg

3D Rendering India is a high quality 3D Rendering and Animation provider based in India.

2. Unified Template / Layouts

Avg

1. 3D Rendering India

3. Intuitive Browsing & Navigation

Excellent

Excellent

4. Able to know about their services

1. User-Focused Responsiveness

Avg

3D power is the leading 3D architectural visualization company, providing high quality 3d rendering and 3d animation for various sectors including Architecture, Industrial, Medical, Advertising, Builders, Realtors, Government organizations and so on.

Poor

2. Unified Template / Layouts

2. 3D Power

Poor

3. Intuitive Browsing & Navigation

Avg

4. Able to know about their services

1. User-Focused Responsiveness

Excellent

BlueRibbon is a 3D Animation studio based in Ahmedabad who emphasize on pushing their boundaries for crafting outstanding 3D architectural renderings and animations.

2. Unified Template / Layouts

Excellent

3. Blue Ribbon

Avg

3. Intuitive Browsing & Navigation

Excellent

4. Able to know about their services

Based on my all of our findings shown above, I narrowed my focus into 4 areas for potential improvement of our original website:

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Iteration

The site map was strategically crafted based on insights from competitor analysis, providing a visual representation of the website's structure. Iterative processes involved mapping out the redesign, incorporating best practices from competitors, and ensuring a user-centric design that stands out in the competitive landscape.

Site Map

The visual blueprint for the redesigned website took shape through lo-fi wireframes and sketches. These artifacts served as a foundation for the user interface, focusing on comprehensive service showcasing, consistent layouts, and intuitive browsing and navigation.

Lo-Fi Screens

Clickable Lo-Fi Prototype

Branding

Designs

In this phase of high-fidelity designs, with a dedicated focus on unified template/layouts, intuitive browsing and navigation, optimized visual design for modern appeal and a comprehensive showcase of services, these designs encapsulate the transformation journey for Maximus Infinity's website. Let's explore how each aspect has been meticulously refined to elevate the user experience and visual identity, addressing the specific areas for improvement outlined in the initial stages of the redesign process.

Intuitive Browsing & Navigation

Comprehensive showcase of services

Consistent Layouts

In the delivery phase, several key learnings emerged that significantly influenced the success of the project. Organizing these learnings provides a clear perspective on the essential takeaways:

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  1. Designer-Developer Collaboration:

    I leaned Designers own the live result. Guiding and supporting developers throughout the project is crucial for a seamless transition from design to implementation.

  2. Define Design Patterns and Language Early:
    During this design process I felt that, consistency is a defining factor of good design. Defining design patterns and language early provided me a solid foundation for a cohesive and visually appealing final product.

  3. Final Say: Reflecting on the Process:
    Reflecting on the journey helped me to identify key pivots and blockers. Extracting learnings from the process contributes to continuous improvement for me in the future.

Delivery - Key Learnings

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  1. Thorough Business Requirements:

    • Never start the design process without comprehensive business requirements.

    • Foundational understanding of business needs ensures alignment with organizational goals.

  2. Sequential Progression:

    • Avoid jumping into visual design until satisfied with the functionality (UX).

    • Sequential progression guarantees a well-thought-out and user-friendly design.

  3. Invest Time in Discovery:

    • Allocate sufficient time during the discovery process.

    • Validate assumptions before any code is written to ensure the right direction.

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Key Takeaways: 

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