What Did I Do?
With no time to recruit participants for traditional usability testing, we implemented a hybrid evaluation strategy combining User Acceptance Testing (UAT), and Cognitive Walkthroughs. I led the execution of this approach — simulating real-user behavior, assessing critical user flows, and identifying usability issues in areas like navigation, product discovery, and checkout, all while aligning with business goals and user expectations before launch.
I documented each issue with details — including the rationale behind its importance, its status, and visual suggestions or findings — ensuring clarity for the development team and streamlined prioritization.
Project Goals
Ensure the developed website aligned with both business requirements and intended user behaviors.
Uncover functional and UI gaps that could impact customer acquisition, shopping ease, and checkout flow.
Strengthening REL Acoustics’ E-Commerce Experience by Closing Design and Functionality Gaps
Impact
Within a week of launch, REL Acoustics’ redesigned e-commerce site saw a 50% surge in promotional sales and record-breaking stereo-pair sales — catalyzed by a hybrid evaluation approach that eliminated critical issues and significantly reduced potential post-launch costs.
A gateway for film enthusiasts and creative professionals, offering curated historical insights, featuring emerging cinema, integrated with cinema-focused masterclasses, and access to New York film festivals.
Year
2021
Role
UX Designer, Interaction Designer, and Information Architect.
Tools
Figma, Miro, Google Sheets
Problem Space
Lack of opportunity to explore new cinematic dimensions, immerse oneself in the filmographies of legendary directors, and unravel their experiences in filmmaking.
Niche film festivals & events in New York City often go unnoticed due to the fragmented nature of reliable and comprehensive information.
Limited access to independent cinema underscores a gap in opportunities for individuals to engage with non-mainstream films, highlighting a need for accessibility and exposure to diverse cinematic experiences.
Accessing comprehensive knowledge of film theory can be challenging, potentially limiting enthusiasts' opportunities to deepen their understanding and appreciation of cinema.
To gain insights into the problem space, I conducted a user survey with 24 participants to explore their experiences.
Context
REL Acoustics, a high-end audio brand, sought to enhance its online consumer experience while strengthening its direct-to-consumer sales — without undermining its established distributer and dealer network.
While the interaction models and foundational wireframes were already in place when I joined the project, my primary responsibility was to conduct a thorough evaluation before launch — catching issues that could otherwise have impacted sales or user trust.
Low Fidelity Wireframes
Cinema is not merely a form of entertainment, but a profound and complex art that has the power to move, inspire, and challenge us to see the world in a new light.
Onboarding
Cinephilia's onboarding process, a journey that not only introduces you to the app's key features but also immerses you in a world of captivating storytelling and artistic expression
Dive into a collection featuring thought-provoking articles, insightful interviews, and director profiles complete with their filmographies.
Cineaste Corner
Curated Collection
Indulge in the ultimate movie-watching experience, where you can access a meticulously curated selection of the finest films and documentaries from around the world, all at your fingertips.
Cinephilia is partnering with MasterClass to offer curated filmmaking classes on its platform, empowering cinephiles to enhance their skills. Therefore users can effortlessly transition from learning about cinema to engaging in other content.
MasterClass
The platform allows you to discover the art and passion of cinema like never before. Gain exclusive access to the most exciting and diverse film festivals & events around you, and immerse yourself in a truly unforgettable cinematic experience.
Film Fests & Events
Our Story in Numbers
30K
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+27%
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15M
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890
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High Fidelity Wireframes
High Fidelity Wireframes
What I Learnt
Discovering the efficiency of creating components and utilizing auto-layout significantly expedited the app design process, ensuring consistency across various screens and devices.
Relying on user research as an individual designer on the project enabled me to uncover blind spots, address potential issues overlooked, and make decisions for the optimal user experience.