Sr. Lead UX
The need
ICA needed a strategic redesign of its recipe pages to improve user engagement, simplify navigation, and optimize the overall user experience. Customers were facing pain points related to the complexity of finding information, navigating between sections, and interacting with the content. ICA wanted to enhance customer satisfaction by addressing these usability issues and aligning the design with modern user expectations and industry standards.
The assignment
As the UX lead for this project, I was tasked with a comprehensive overhaul of ICA’s recipe pages. My responsibilities included:
Conducting in-depth qualitative and quantitative user research using interviews, Google Analytics, and Miro to identify pain points and behavioral patterns.
Developing detailed customer journeys and identifying key areas for improvement based on user data.
Conceptualizing the redesign, with a focus on creating intuitive navigation, improving information hierarchy, and enhancing user interaction.
Leading workshops and design sprints to gather team insights and facilitate design thinking processes.
Creating prototypes in Adobe XD and conducting iterative testing with InVision, applying Lean UX methodologies and agile workflows to ensure quick, data-driven refinements.
Carrying out trend analysis, benchmarking, and competitive analysis to inform design decisions and ensure alignment with industry best practices.
ADDED VALUE
Vastly improved user experience with simplified navigation and clearer information hierarchy.
Iterative testing and refinement ensured the design addressed real customer needs and exceeded expectations.
Validated improvements led to higher user satisfaction and increased engagement on the recipe pages.
The design aligned with ICA’s business goals and modern UX standards.
Delivered efficiently through an agile, user-centered approach, resulting in a seamless and enjoyable experience for ICA’s customers.
Mockups
