What is Kaleidoscope?
Kaleidoscope is a company that specializes in helping individuals manage their scholarships and grants. They provide a comprehensive platform that helps connect people with opportunities and provide support throughout the entire process. They also have a strong focus on advocacy and possess a wealth of operational expertise to ensure the best possible outcomes for their clients. Ultimately, Kaleidoscope is a dedicated partner to those seeking to make a meaningful impact in their respective fields.
Category
Kaleidoscope - In House
Role
User Research
User Testing
UI Design
Project Definition
The Kaleidoscope Marketplace serves as the primary entry point for applicant users, and a recent rebranding effort prompted the need for a redesign and UX improvements.
Understanding the Problem
Prior to the redesign, it was essential to gather user feedback and analyze how users were utilizing the marketplace. Based on insights collected using Hotjar, users heavily relied on filters, and the application flow was cumbersome. Additionally, users were required to navigate through a landing page to access the "Apply" tab, which created an unnecessary step and disrupted the application process.
Ideation
During the ideation phase, we took the discoveries from the research phase and started generating ideas. Our team started with brainstorming and whiteboarding sessions to come up with various concepts. We then created low fidelity mockups to visualize the solutions and explore their feasibility. To ensure that our design approach aligns with our objectives, I also created a mood board that showcased patterns and designs from similar products.
The main goal of this phase was to improve the user experience by keeping what was working well while redesigning the flow and navigation for the users. Our initial concepts included a sidebar with filters, providing users full visibility of filter options while maintaining a full view of the program list.
During the ideation phase, we followed an iterative process of ideating, testing, and refining to create the best design possible. We explored different options, tested them with users, and then refined them based on feedback to make sure we were creating the best user experience.
High Fidelity and Prototyping
During the high fidelity and prototyping phase, we were able to refine the design based on insights gathered from the ideation and testing phase, as well as feedback from BTB's users and stakeholders.
One of the key changes we made during this phase was updating the color palette and imagery of the website. By incorporating a more modern and personable design with brighter colors and human-focused imagery, we were able to differentiate BTB from their competitors and make the website more visually appealing and engaging. This change was well-received by users and stakeholders alike and helped the website stand out in a crowded market.
Outcome
As a result of the website redesign efforts, BTB Security saw a significant increase in user engagement and website sessions. The updated design and branding helped differentiate BTB Security from its competitors, showcasing their unique personality and value proposition. The website redesign also improved the user experience and made it easier for visitors to find the information they need.
Through close collaboration with the BTB Security team, we were able to address all of the identified pain points and create a website that truly reflects their brand and mission. The success of this project can be attributed to the team's commitment to creating a user-centric design that effectively communicates BTB Security's core values and offerings.
