assembly
Assembly is creating a vibrant digital and physical community for young adults. Think of it as a social club that blends interest-based clubs, co-working spaces, and a personal and professional network into one community. It's a place where people can work, socialize, learn, and connect with others.
problem
User testing revealed that navigation and accessing services within the logged-in sections of the website were challenging and not user-friendly. These issues were critical impediments to user satisfaction and engagement, highlighting the need for a significant redesign of the user interface.
solution
The redesign focused on making the website's features more intuitive and enjoyable, aligning with the youthful, energetic, and inclusive vibe desired by the client. This involved reworking the user interface based on user testing feedback and incorporating client suggestions to ensure the design met the unique needs of Assembly's user base.
Role | Team| Duration | tools
Role: UX Designer
Team Size: Five designers
Tools: Figma, Adobe Photoshop, Sketch
Duration/Timeline: January 2024 - April 2024
process
User Testing: Conducted initial user testing to gather insights directly from the target audience, identifying key areas for improvement within the logged-in experience.
Research: Implemented both competitive and heuristic evaluations to understand industry standards and pinpoint existing usability flaws, respectively.
Wireframing: Based on the findings from user testing and research, developed wireframes to address the identified usability issues, focusing on enhancing navigation and service accessibility.
Prototyping: Created interactive prototypes to simulate the new design, allowing for further testing and refinement.
UI Design: Finalized the user interface design, ensuring it met all usability and aesthetic requirements.
Developer Handoff: Prepared comprehensive documentation and assets for the development team to ensure a seamless transition from design to implementation.
kickoff
kickoff
The project initiated with a focus on improving the logged-in experience, prioritizing it over the typical sequence of designing account creation and login processes. This approach was aimed at immediately enhancing the experience for existing users.
Client Questions/Answers
Initial discussions with the client established the need for:
Intuitive and Enjoyable Features: Design should make the platform's features both intuitive and enjoyable, enhancing user engagement.
Youthful, Energetic, and Inclusive Vibe: The design should capture a vibrant and dynamic aesthetic that resonates with young adults.
Prioritization of Logged-in Experience: Focus on redesigning the logged-in experience first to improve engagement for current users.
competitive analysis
This detailed competitive analysis reviews key competitors in the social club industry, focusing on their strengths and weaknesses relative to user experience design. The findings from this analysis are instrumental in guiding the redesign of the Assembly website to enhance its usability and market competitiveness.
Competitors Analyzed
Groundfloor
Maxwell Social
SoHo House
Parlor Social Club
Clockout
Conclusion
The competitive landscape for social clubs is diverse, with each platform having distinct strengths and areas for improvement. For Assembly, the redesign should focus on simplifying navigation, enhancing accessibility, and ensuring a consistent visual and informational presentation across the platform. By addressing these areas, Assembly can significantly improve its user engagement and satisfaction, positioning itself as a leading choice for young adults seeking meaningful connections and growth. The incorporation of streamlined user flows, clear terminologies, and a vibrant yet functional design will be crucial in achieving these goals.
user stories
Create and Log In: As a user, I want to effortlessly create an account and log in to access personalized content.
Homepage View: As a user, I want to land on the homepage immediately after login, where I can quickly access key features.
Profile Management: As a user, I want the ability to create and edit my profile seamlessly to keep my information up-to-date.
Social Interaction: As a user, I want to post updates to my wall, enabling me to share and interact with the community.
Club Exploration: As a user, I want to explore club offerings easily, finding ones that match my interests.
Event Discovery: As a user, I want to discover and engage with events, enhancing my social experience.
user stories/flows
Create and Log In: As a user, I want to effortlessly create an account and log in to access personalized content.
Homepage View: As a user, I want to land on the homepage immediately after login, where I can quickly access key features.
Profile Management: As a user, I want the ability to create and edit my profile seamlessly to keep my information up-to-date.
Social Interaction: As a user, I want to post updates to my wall, enabling me to share and interact with the community.
Club Access: As a user, I want to access club page easily
Event Access: As a user, I want to access page with events easily.
