Lifetype
Roles: Sole Product Designer(UX/UI)
Tools: Figma, Adobe Illustrator, Adobe Photoshop
Project Duration: 1 Month
Lifetype was a project that I worked on during my Product Design internship at Defiant Digital. The client wanted to start a business called Lifetype, which focused on selling personalised protein powders to users/consumers.
The UX / UI design for this website took approximately 2 months as we had several rounds of revision due to changes in the website flow and the user journey map.
Problem Statement
Current protein powder companies create products based on the general audience without considering their personal lifestyle & fitness goals. Different brands create different protein powders that confuse consumers & ultimately don’t realise that certain protein powders are not suited for them. We want to provide way for consumers to discover & create their own protein blend that suits their needs, while making the process of self-discovery fun.
The Solution
Create a streamlined webpage experience that allows users to answer a set of questions to find their personalised protein blend. By working with the client about the question sets & overall results that come out of it, we were able to optimise the UX of the website appropriately.
User Research & Building Empathy
In order to get a better understanding of the consumers of Lifetype, we started off by creating a Persona that suits the known demographic of supplement users. User testings & other forms of testing were done in-house due to the resource & time restrictions.
User Testing/Interviews
As the mid-fidelity prototype came to a finish, we started to conduct user testing & interviews regarding the websites overall functionality, but mostly in regards to the quiz segment of the website. Through this interview we wanted to find out…
If users and consumers found the quiz to be accessible throughout the whole website.
If the users and consumers found the quiz to be enjoyable or frustrating.
If the users and consumers found the results page after the quiz compelling & useful.
Due to the time constraints of the project & the lack of resources, we needed to do an in-house user testing/interview on participants who have never seen the website before. They were tasked with browsing through the website to understand what Lifetype is & navigate to the quiz segment and answer the questions provided.
User Testing/Interview Findings
Through the user testing/interview, there were several things we found out about the overall UX/UI of the website…
Consumers care deeply about what they consume. Most users asked whether the website will have a dropdown section showing the ingredients in the protein powder & the flavour packs.
CTA buttons were plenty in the website, but some found it annoying.
Overall the website provides an organic & simplistic aesthetic making it easier for users to navigate.
Through this user testing/interview session, we moved onto the creation of the final high fidelity product.
Final Product
Key Takeaways
Lifetype being one of the first client website to work on was quite a pressure. Although the project was stressful, there were many things that I took away by the end of it.
Communication is Key : Though I was aware of the importance of communication throughout the UX/UI process, I did not realise how many meetings & conversations I needed to have with clients, my boss, and the developers to get this project done. There were instances of missed conversations that delayed a project by a day or two, which made me realise that UX/UI designers need to be good at designing & communicating with people around you.
Testing & Research: As I realised the scale of the project at hand, I knew that I had to do several user-testings in order to get the grip of the user journey of the website. In addition, we conducted competitor analysis to see how other companies tackled this form of business through their website. Though we wanted to conduct more testing & other UX processes, we did not have enough time as I was only a 2 day/w intern & with a deadline of 1.5 months. If more time were given.
Scope Control: One of the challenges I faced was the scope control on the project. There were several instances of demand for new pages or new animations, which extended the project bit by bit. My boss was very helpful in making me stick with the scope of the project & convincing the client that some of his requests are not possilbe. Scope control is something that I will only realise in a real life situation & I am glad I was able to exeperience this first hand.