The Ask

Conduct a systematic evaluation of a website’s design, usability, and overall experience to identify usability issues, bottlenecks, and areas for improvement to enhance user satisfaction, engagement, and conversions.

The Approach

Mapped the user journey for online application processes to identify pain points in navigation or design that may cause users to drop off.

Analyzed data to pinpoint high-friction areas and optimize conversion paths.

Reviewed information architecture and navigation to evaluate menu structures, categories, and internal linking, ensuring a logical flow that helps users reach their goals faster.

Identified refinement opportunities for content, visual design, calls-to-action, and conversion paths.