We started with a quick background on the UX process and ways it can provide a better understanding about the target users and provide a delightful experience.

We began listing down some of the key aspects like target users, their goals, pain points, unique needs etc. Followed by the business goals and actual problems related to the current website experience.

One of the recurring aspect that came up in the initial step revolved around the current experience and the lack of system capabilities that could be automated. We began listing down the current customer journey to find areas of improvement and automation.

This turned out to be extremely useful for the client, as it provided a high level view of how users discover their products and the steps they need to follow to finally decide and buy. We uncovered key areas that need immediate attention.

Keeping in mind (and right in front of us) all the information from the previous steps we started brainstorming on the Information Architecture. We began with a simple question - What features can add value to the users and the business?

All the features were then revisited to align with the target users and their needs. We later grouped features into clusters of information which then was labelled. The labels became the main pages and key features of the overall site experience.