The challenge

My biggest challenge was to translate Árvore’s new phase into the technology and functionality of the website. The brand update, along with new graphics, colors, and positioning, allowed us to explore bolder approaches. We developed a robust structure and a clustering system to enable scalable page creation, resulting in a more intuitive, engaging and accessible user experience.

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The process

Using the Double Diamond process, I entered the Discover phase, where it was essential to analyze the navigation flow to identify hot and cold areas on the previous website. For this task, I utilized tools like Crazy Egg and Google Analytics, which provided detailed insights into user patterns. With the data in hand, I scheduled meetings with the commercial and marketing teams to understand how we could collaborate to deliver an experience that aligned with Árvore’s goals.

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Definition

After gathering insights from the Discover phase and aligning with the commercial and marketing teams, I moved into the Define phase. Here, I synthesized the data to identify key user pain points and opportunities for improvement. I created user personas and mapped out customer journeys to better understand user needs. This groundwork helped us prioritize the features and design elements that would most effectively enhance the user experience and support Árvore’s business objectives.Collaborating with the design team, I started developing wireframes and prototypes to test different approaches to navigation and content presentation. Throughout this iterative process, I conducted user testing sessions to validate our assumptions, ensuring that the new design was both user-friendly and aligned with stakeholder goals

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Sitemap

To create a clear and effective structure, I used Figjam to design the site map, guiding the development process.

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Expected Impact:

These actions are designed to enhance user experience by addressing core issues, improving content accessibility and aligning the product more closely with user needs and expectations.

Learnings and Considerations

I’m proud of the outcome of this project, but even more  of the lessons learned throughout the process. Although it seemed straightforward initially, empathizing with users and understanding their needs revealed numerous opportunities to add value. Over my time at Árvore, the project underwent several changes, which I can explain in more detail during a meeting, but this was the last wireframe I developed.

Additionally, we created various conversion-focused landing pages and the customer support center to further enhance the user experience. The website launch allowed us to gather valuable feedback, leading to a complete overhaul of our roadmap and adjustments to key functionalities.