Pride Month UX/UI case study
Introduction
This project focuses on redesigning Pathfinder´s Homepage. The goal is to enhance its inclusivity and appeal towards LGBTQIA+ young professionals, to show expertise and offer career support, particularly during Pride Month but with lasting impact beyond.
PathFinder is a fictional career coaching company dedicated to empowering young professionals in navigating their career paths and achieving fulfilling work. They prioritize fostering a diverse and inclusive environment for all their clients.
Objectives
- Increase visibility and trust with LGBTQIA+ users;
- Show expertise and offer career support;
- Ensure the website clearly communicates Pathfinder’s commitment to LGBTQIA+ inclusion and career coaching services.
- Improve user experience and accessibility: create a user-friendly and accessible website that caters to a diverse range of users, including those with disabilities;
- Strengthen brand reputation as an LGBTQIA+ inclusive career coaching company;
- Enhance user engagement and positive sentiment among LGBTQIA+ users.
Research goals & methods
Research methods
- Interviews - understand user needs and pain points;
- Secondary research - learn from existing knowledge and best practices to inform your design decisions;
- Usability test - identify usability issues and refine the design for a smooth user experience.
Findings. My research revealed that identity can pose challenges and real barriers for LGBTQIA+ professionals on their career paths. Users experience a conflict between career success and the desire to "be themselves." Microaggressions or discrimination, a lack of role model or a supportive community, specialized career coaching can be frustrating for LGBTQIA+ professionals.
Audience
Demographics:
Age: 22-35 years old (millennials and Gen Z);
Gender: Diverse gender identities, including LGBTQIA+ spectrum;
Education: College degree or equivalent;
Occupation: Early- to mid-career professionals in various industries.
Psychographics:
Career-oriented: Highly motivated to advance their careers and achieve their professional goals.
Value diversity and inclusion: Seek workplaces and communities that embrace diversity, equity, and inclusion.
Identify as LGBTQ+ or allies: Support LGBTQ+ rights and equality.
Tech-savvy: Comfortable using technology and online resources.
2 additional user personas here
Brainstorm solutions
During the idea generation phase, I utilized Crazy 8s and mind mapping methodologies.
Wireframes
Final solution
Colors: I chose a diverse palette, full of colors, but reduced its brightness and shortened its frequency of use to ensure better accessibility.
Contrast: To ensure the best possible accessibility, the text contrast conforms to WCAG AAA.
Typography: I opted for a sans-serif font und large text to enhance readability und accessibility.
🔥 Explanation of some design decisions & testing insights are hier 🔥
🏳️🌈 Interactive prototype is hier
Conclusions
Through this project, I was able to identify problems and develop effective solutions. I've come a long way - I delved into a topic previously unknown to me and learned a lot.
According to usability testing, users find the website appealing, relevant, inclusive, and accessible.
✨ Thank you for your attention! ✨
Tools used
From brief
Topics
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Reviews
16 reviews
First of all, the concept is fantastic — helping young LGBTQIA+ professionals find accepting and inclusive workplaces and providing career support in multiple ways is truly commendable. I love the way you've presented your work. Every design decision is explained so clearly. The landing page answers all the questions that might come up when someone is viewing it, with very clear benefits and explanations. The button microinteractions are a nice touch! Overall, I really love it! Great job!
Really loved the design
This is an admirable and essential concept for a landing page and the service itself. I wish there were more services that help LGBTQIA individuals find workplaces where they feel comfortable, valuable, and safe. Your research is comprehensive, and the findings are insightful. The illustrations are both beautiful and relevant, and the color palette is appealing to the eye.
A few things that I'd improve. Some of the text, particularly the CTAs, could be more concise. Additionally, consider placing the CTA button earlier on the page. For instance, including a "Book a Consultation" button within the hero image could be effective.
Overall, well done! Your hard work and attention to detail are evident.
Maria, first of all, you did great work on all of the stages of the project & special thx for using Uxcel's Case Study template, and great presentation ❤️
Only a couple of things I'd like to suggest — a few more iterations on the visual side of things. Specifically, there is an opportunity to better utilize white space (let design breathe); and clean up styles (shadow on pastel colored bg element looks a bit off); work on enhancing copy (can make it more concise in general).
The overall design is great, and it effectively conveys the intended message. Here are some suggestions to enhance your design further.
- Your design could benefit from better visual hierarchy and spacing. Increase the white space around your elements to let your design breathe. This will make the content more readable and less overwhelming. Ensure consistent margins and padding throughout your design to create a cohesive and balanced layout.
- The icons in the second section don't seem to effectively convey the intended message. Choose icons that are directly relevant to the content they represent. This will help users quickly understand the message without reading the accompanying text.
- Consistency in Style: Make sure all visual elements follow the same visual style (e.g., line icons, filled icons) to maintain a consistent look and feel.
You have showcased a research and insights driven design. Brilliant.
The visual elements in the design are clean, yet vibrant. Awesome!
I really love how eye catching your design is and the work that went into it!
Your cover is very eye-catching and immediately makes me want to open and see the project, great decision!
Love everything from the idea to the presentation and implementation, bright, inclusive but not over the top, although there is always the temptation to play with colours. Loved the decision to use inclusive colours in the confetti you scattered around the blocks.
One small wish - to be more attentive to details. In the blocks about discrimination you use different text alignment. And you should be more careful with pastel colour, which can become invisible on some devices.
Anyway, it's a great job, best of luck in the contest! ✨🙌
It's a true masterpiece that reflects your dedication and talent.
Very good presentation, it is clear that you have done a lot of work and described the whole process in detail
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