During my tenure at Fortress GB, I faced numerous challenges that required innovative solutions rooted in robust UX/UI principles. The initial version of Fan History presented significant hurdles—chief among them was the lack of adaptability and difficulty in presenting the full breadth of information in an easy-to-read format.
This led to challenges in how data was structured and presented, making it cumbersome for users to navigate and understand the information effectively.To overcome these obstacles, I employed a strategic approach that involved leveraging user data gathered through various channels. This data-driven methodology enabled me to continuously refine design strategies, ensuring they met the evolving needs of the users.
The process was highly iterative, involving extensive testing, frequent adjustments, and thorough research to optimise the user experience.Given the expansive scope of the product, our strategies needed to remain flexible, adapting to changing circumstances and user feedback. However, due to the proprietary nature of Fortress's processes, I can only showcase select aspects of my work. These examples will highlight my expertise and experience in UX/UI design while maintaining the confidentiality of the complete product development process.
Throughout the development of Fan History at Fortress GB, I encountered several critical challenges, two of which were particularly significant:
Ease of Use and Information Structure: One of the primary challenges was making the application easier to use while effectively compacting necessary information into individual sections. The initial design struggled with presenting information in a clear and accessible manner, leading to user frustration. My goal was to simplify the user experience by organizing data in a way that was intuitive and easy to navigate, ensuring that users could quickly access the information they needed without feeling overwhelmed.
Feasibility and Visibility: Another recurring issue involved the platform's overall usability, particularly regarding accessibility—a key concern that emerged early in the design process. The platform had to cater to a diverse user base, including individuals with varying degrees of colour vision impairment and those who struggled with small interface elements, such as buttons or images, that hindered their interaction with the portal. Addressing these challenges was not just a technical necessity but also a core part of my responsibility as a UX designer to ensure that the platform was inclusive and user-friendly for all fans, regardless of their physical abilities.
Once the problems were identified, I developed a strategic approach that involved:
Discovery and Research (First Diamond Phase): The first step in tackling these usability and accessibility challenges was conducting extensive user research to gain a deep understanding of the problems. This involved gathering qualitative data through user interviews, surveys, and usability testing sessions. I also analyzed quantitative data, such as user interaction logs, to identify patterns in how users navigated the platform and where they encountered difficulties. This phase was critical in uncovering the specific barriers that users with color impairments and other accessibility needs faced.
Definition and Problem Framing: Armed with insights from the research phase, I moved into the problem-definition stage, where the primary focus was on framing the challenges in a way that would guide the design process. The issues were categorized into key problem areas—color accessibility, interface element size, and overall visibility. This phase was crucial for aligning the team around the core issues that needed to be addressed and ensuring that the solutions we developed would directly target these pain points.
Design and Ideation (Second Diamond Phase): During the design phase, I explored a range of solutions to address these accessibility issues. For color impairment, I worked on implementing color schemes that adhered to WCAG (Web Content Accessibility Guidelines) standards, ensuring sufficient contrast ratios for all text and interface elements. I also introduced alternative visual cues, such as patterns and textures, to differentiate elements that could not rely solely on colour. For interface elements like buttons and images, I focused on resizing and redesigning these components to enhance their visibility and ease of interaction, especially for users with motor impairments or those accessing the platform on various devices.
Throughout this phase, I employed an iterative design process, continuously refining the solutions based on feedback from users and stakeholders. Prototypes were created and tested with real users, allowing me to make data-driven adjustments to the design. The aim was not only to solve the immediate problems but also to future-proof the platform by building in flexibility for further accessibility enhancements as needed.
Testing and Implementation: The final stage involved rigorous testing to ensure that the implemented solutions met the defined accessibility goals. This included conducting a series of usability tests with users who had previously encountered difficulties, as well as those who represented the broader user base. Feedback was meticulously analysed, leading to final tweaks and adjustments to ensure that the platform provided an optimal experience for all users. Additionally, automated testing tools were used to validate compliance with accessibility standards, ensuring that the platform was both legally compliant and genuinely user-friendly.
Visibility and Continuous Improvement: As a UX designer, one of the visibility points in this process was maintaining a clear line of communication with both the development team and stakeholders. Regular updates and design reviews ensured that everyone was aligned with the project’s goals and progress. This visibility extended beyond the project’s completion, as I advocated for continuous monitoring and improvement of the platform’s accessibility features, recognising that user needs and technological standards evolve over time.
By following a structured and user-centered design process similar to the Double Diamond approach, I was able to address the platform's usability and accessibility challenges effectively. This not only improved the user experience for those with specific needs but also enhanced the overall quality and inclusiveness of the Fan History platform, making it a tool that all fans could engage with effortlessly.
Each project presented unique challenges and required tailored solutions, but some of the most notable outcomes include:
User Satisfaction & Retention: Set a target to increase user satisfaction and retention by at least 40%. This goal was higher up to 82%, resulting in significantly improved user engagement.
User Growth: Aiming for a 60% increase in user growth, I achieved a higher-than-expected growth rate of around 87% in most clubs, demonstrating the effectiveness of the strategies implemented.
Revenue Growth: The target for revenue growth was set at 20%. While this was achieved in many scenarios, in some cases, revenue growth reached up to 80%, although some projects saw an increase of around 60%, reflecting the varied nature of the challenges and solutions applied.
These results highlight my ability to drive meaningful improvements in UX/UI design, contributing to the overall success of the platform and enhancing the fan experience.
