The AMIN Worldwide Community is a global network of over 50 independent marketing and advertising agencies. It aims to foster collaboration, share insights, and drive growth across diverse markets.
The goal is to enhance user engagement and improve the overall user experience by refining the platform's design, functionality, and interactive elements to create a more seamless and engaging experience.
UX Product Designer
Problem-Solving, Decision making,
UX Research, Wireframe, Visual Design
StrategiQ is a UK-based marketing agency that helps ambitious brands outperform their objectives through world-class advisory, creative, marketing, and technology services.
I joined StrategiQ as a UX designer in April 2024, as one of 8 designers in a company with 50 engineers and 5 project managers. I am actively involved in the discovery and kickoff phases of projects by gathering and analysing all performance data and SEO metrics to understand business objectives and identify potential solutions. I design wireframes and sitemaps that clearly highlight these objectives and proposed solutions, and then hand them off to the creative team for implementation.
• Helped designers gain a deep understanding of business objectives, ensuring designs are not only visually appealing but also user-centric.
• Organised and led workshops to educate designers on have component base designs.
• Collaborated closely with engineers and project managers to ensure seamless integration of design components, improving overall project outcomes.
• I developed a design system that unified reusable components, improving consistency across products and speeding up the design-to-development process.
• Improved teamwork between design and development by implementing and documenting the design system, ensuring smooth integration into the codebase.
The current AMIN Worldwide Community website has several issues leading to low engagement and a confusing user experience, causing users to leave even during simple tasks. Although the platform aims to connect people and agencies globally, it struggles to achieve this goal effectively. I was responsible for addressing these issues by thoroughly reviewing all user journeys and identifying pain points, with a focus on understanding each section's objectives before implementing visual changes. Before sharing my approach, here are some visuals of the current website:
I was responsible for identifying, listing, and finding solutions to improve the UI and UX. These enhancements were aimed at increasing user engagement on the platform.
To address the issue, I began by reframing the problem and thoroughly analysing the current website and all sections in it. This process helped visualise the issues and guided the design process toward a user-centered solution.
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I focused on gaining a deeper understanding of the underlying issues by defining problem variables. I conducted research to identify the factors impacting user engagement, then derived specific variables from this research to form a basis for a system map. This mapping helped visualise relationships between various components, revealing how different issues interconnect. By exploring these connections, I could approach the problem holistically and prioritise solutions that would create the most impact on improving the user experience.
MiroBy reframing the problem, I clearly understood the core issues impacting user engagement and the website's user experience. This allowed me to pinpoint specific pain points and identify areas for improvement.The system exploration helped to visualise how different factors were interrelated, creating a comprehensive system map. This groundwork laid the foundation for prioritising solutions that would target the most critical issues, ensuring a more strategic approach to improving the platform.
Based on the insights gained, I developed a persona representing a typical user of the platform. This persona embodies key characteristics, goals, challenges, and behaviours identified during the analysis. It helped to keep user needs at the forefront while exploring solutions, guiding the design process to address real-world concerns.
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The next step was to map out the customer journey to visualise how the persona interacts with the platform at each stage. This process highlighted touch points, engagement drop-offs, and potential opportunities for improvement. It served as a foundation for refining user flows, enhancing experiences, and addressing specific user needs. Together, these steps ensured that the design solutions were aligned with actual user experiences and expectations.
Miro
Enhanced User Journeys through Sitemap Development Mapped out all user journeys by applying the proposed solutions to enhance the mobile and website's navigation and flow. This process involved restructuring pathways to improve the user experience, ensuring smoother transitions, and addressing specific pain points. The enhanced journeys were designed to guide users more intuitively through the process, aligning content and features with user expectations.
Miro
The next step was to map out all user journeys by applying the proposed solutions to enhance both mobile and website's navigation and flow. This process involved restructuring pathways to improve the user experience, ensuring smoother transitions, and addressing specific pain points. The enhanced journeys were designed to guide users more intuitively through the website, aligning content and features with user expectations.
User Dashboard
The final design phase was transforming wireframes into high-fidelity mockups for mobile, desktop ( In progress ), and responsive views ( In progress ). Focused on creating a polished, user-centered interface that aligns with the enhanced journeys and visual design standards.
These designs will incorporate client feedback to refine the layout, interactions, and visual elements. The goal is to deliver a cohesive design that enhances user engagement and provides a seamless, intuitive experience across all devices.
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