NUMI UX

NUMI

About the Project

As the Lead Designer for Toronto-based fashion tech startup NUMI, I took charge of UX and Market Research, Proposal Presentations, Marketing Analysis, and Digital Design.

Our journey began in 2015 with a single fashion tech product sold through our e-commerce platform. One of my notable projects was revamping the user experience to boost sales and outreach.
‍
In just four years, NUMI achieved significant growth, with annual sales exceeding 300,000. Our website was crucial for sales and customer satisfaction. We embarked on a comprehensive 5-day branding and identity workshop to enhance user features, including learning about NUMI's mission, team, promos, giveaways, sales, and product development.

Problem

Our challenge was to create an affordable solution to help users improve their vocal practices and keep their passion for singing alive.

Goal/Solution

We used design to engage different target audiences and expand our user base through segmentation. We executed this strategy through:

‍Email Campaigns: Using Klaviyo for marketing and segmentation to reach various audience groups.

‍Product Releases: Employing videography, photography, and creative product packaging for successful launches.

‍Loyalty Programs: Developing client lists, optimizing marketing efforts, boosting sales, running ads, promoting website engagement, and enhancing the website's design.
‍
This approach helped NUMI deliver a better user experience and achieve substantial sales growth.

My Role:

Digital Designer
At NUMI, I worked on many different design roles including:

Layout Design and Content Creation

Data Analysis of Ads

UX and Market Research

Website Redesign

Video & Photoshoot Production

Group Facilitation

Email Design using Klaviyo

2D Motion Graphics

In a 5-day workshop, we collaborated with a branding designer from the UK to delve into NUMI's brand assumptions and analyses. Leveraging insights from these sessions, I crafted a target audience, which became a pivotal source of information for shaping personas and enhancing the user experience (UX) within the NUMI brand.

Subsequently, I applied this understanding to create visual designs for various marketing platforms, emails, and advertisements. This comprehensive approach culminated in a website overhaul, driven by valuable UX research.

UX Research

I visualized the NUMI timeline through an infographic, delving into the brand's inception, evolution, and key achievements. This visual representation was not only informative but also integrated into our email designs for effective communication.

Pain Points

While working on the NUMI website redesign, I encountered specific pain points that prompted me to conduct a thorough analysis of user needs and preferences.

Navigation Link:

‍on the website was intentionally streamlined into three main sections, a decision made collectively by the team. However, this approach raised concerns as users were seeking immediate access to information about the product's purpose, features, and usage.

Crucial pages such as careers, team information, and support contact details were not readily visible, creating a user experience challenge.

Button Design:

By analyzing heatmaps of the site and identifying the areas where users frequently paused or stopped, we were able to address the pain point of users struggling to locate the product.

We recognized the significance of visual accessibility to ensure that users could easily understand the purpose of buttons and call-to-action elements on the site.

Product Success:

‍Users seek assurance that an online product will function effectively.

This section highlights where the product can be found or previewed.

The icons are strategically used to offer compelling reasons to purchase the shirt, presenting users with virtual selling points that instill confidence prior to making a purchase.

Purchasing:

In this section, users can input their preferred color, enabling them to see a visual representation of the shirt on a model.

The use of drop-down menus streamlines the process, eliminating the need for users to manually type in the information.

Additionally, the "Add to Cart" button offers users the flexibility to either proceed with their purchase or abandon the action if they choose to do so.

Website Redesign

We made data-driven improvements to the website based on feedback from Google Analytics. This included adjusting keywords, copywriting, and links to enhance click-through rates and increase site visits.
Analyzing visual heatmaps with Hotjar allowed us to identify the elements that users found most important, and this information guided the layout design that you see below.
Furthermore, secondary research on accessibility provided valuable guidelines for spacing, kerning, color choices, and the overall visual design, ensuring an inclusive and user-friendly experience.
" When it comes to color contrast, the guidelines state that text and images of text must have a contrast ratio of at least 4.5:1. Large text (defined as 14 point and bold or larger, or 18 point or larger) must have a contrast ratio of at least 3:1."
Before
After

Design Elements - Style Guide

My initial step in establishing a robust design foundation was to solidify the style guide for branding. This critical stage occurred during the branding workshop, where the team collectively selected color palettes and fonts that truly represented the core identity of the brand.
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Our primary goals were to:

Our approach to visual design branding centered on the core values of "practical, beautiful, safe."
Additionally, I placed a strong emphasis on accessibility by carefully considering font size and weight to ensure that our branding was inclusive and easily readable for all users.
"Keep it simple"

Understanding the Market

Here are some insights:

NUMI's clientele = work professionals
We've observed that the majority of our purchasers tend to have lighter skin tones, likely influenced by the prevalence of product photos featuring light-skinned models. To diversify our clientele and promote inclusivity, a range of skin tone model photoshoots are needed to expand the client base
Facebook and Instagram are our most effective platforms for customer acquisition, consistently driving traffic to our website.
Site promotions have proven highly successful, driving user engagement and boosting sales.
Google Analytics highlights the effectiveness of informational and animated ads in generating user interaction.

Applying Visual Design to Marketing

We focus on honing our design skills, including color selection, font sizing, and weight to create visually appealing and accessible layouts.

Additionally, we prioritize UX writing to enhance the overall user experience and ensure our content is clear and user-friendly. This approach aligns with our commitment to accessibility in formatting, making our designs and content accessible to all users.

Results/Conclusion

What I could've done better: one area for improvement would be to explore more innovative visual design ideas rather than sticking closely to the existing design. This approach can bring fresh perspectives and creativity to the project
Key outcomes:

Collaborative Research Analysis: I've found that analyzing research is even more valuable when considering multiple designers' perspectives. By involving diverse opinions, I gain a broader understanding that leads to more comprehensive design decisions.

User Testing Integration: I prioritize user testing and ensure that it's a consistent part of my process. I conduct quick and effective sessions or meetings to gather user feedback promptly, enabling me to continuously enhance my designs with a user-centered focus.

Cross-Departmental Collaboration: Working with various departments has taught me the importance of constructive critique. This approach allows me to align my designs with the unique needs and objectives of each department, ensuring that my designs are well-rounded and meet the organization's overall goals.

WORK

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NUMI

About the Project

Problem

Our challenge was to create an affordable solution to help users improve their vocal practices and keep their passion for singing alive.

Goal/Solution

My Role:

Digital Designer
At NUMI, I worked on many different design roles including:

UX Research

I visualized the NUMI timeline through an infographic, delving into the brand's inception, evolution, and key achievements. This visual representation was not only informative but also integrated into our email designs for effective communication.

Pain Points

While working on the NUMI website redesign, I encountered specific pain points that prompted me to conduct a thorough analysis of user needs and preferences.

Website Redesign

We made data-driven improvements to the website based on feedback from Google Analytics. This included adjusting keywords, copywriting, and links to enhance click-through rates and increase site visits.

Analyzing visual heatmaps with Hotjar allowed us to identify the elements that users found most important, and this information guided the layout design that you see below.

Furthermore, secondary research on accessibility provided valuable guidelines for spacing, kerning, color choices, and the overall visual design, ensuring an inclusive and user-friendly experience.

Before

After

Design Elements - Style Guide

Our approach to visual design branding centered on the core values of "practical, beautiful, safe."

Additionally, I placed a strong emphasis on accessibility by carefully considering font size and weight to ensure that our branding was inclusive and easily readable for all users.

"Keep it simple"

Understanding the Market

Here are some insights:

NUMI's clientele = work professionals

We've observed that the majority of our purchasers tend to have lighter skin tones, likely influenced by the prevalence of product photos featuring light-skinned models. To diversify our clientele and promote inclusivity, a range of skin tone model photoshoots are needed to expand the client base

Facebook and Instagram are our most effective platforms for customer acquisition, consistently driving traffic to our website.

Site promotions have proven highly successful, driving user engagement and boosting sales.

Google Analytics highlights the effectiveness of informational and animated ads in generating user interaction.

Applying Visual Design to Marketing

Results/Conclusion

WORK

Featured Case Studies

NUMI

About the Project

Problem

Our challenge was to create an affordable solution to help users improve their vocal practices and keep their passion for singing alive.

Goal/Solution

My Role:

Digital Designer At NUMI, I worked on many different design roles including:

UX Research

I visualized the NUMI timeline through an infographic, delving into the brand's inception, evolution, and key achievements. This visual representation was not only informative but also integrated into our email designs for effective communication.

Pain Points

While working on the NUMI website redesign, I encountered specific pain points that prompted me to conduct a thorough analysis of user needs and preferences.

Website Redesign

We made data-driven improvements to the website based on feedback from Google Analytics. This included adjusting keywords, copywriting, and links to enhance click-through rates and increase site visits.

Analyzing visual heatmaps with Hotjar allowed us to identify the elements that users found most important, and this information guided the layout design that you see below.

Furthermore, secondary research on accessibility provided valuable guidelines for spacing, kerning, color choices, and the overall visual design, ensuring an inclusive and user-friendly experience.

Before

After

Design Elements - Style Guide

Our approach to visual design branding centered on the core values of "practical, beautiful, safe."

Additionally, I placed a strong emphasis on accessibility by carefully considering font size and weight to ensure that our branding was inclusive and easily readable for all users.

"Keep it simple"

Understanding the Market

Here are some insights:

NUMI's clientele = work professionals

We've observed that the majority of our purchasers tend to have lighter skin tones, likely influenced by the prevalence of product photos featuring light-skinned models. To diversify our clientele and promote inclusivity, a range of skin tone model photoshoots are needed to expand the client base

Facebook and Instagram are our most effective platforms for customer acquisition, consistently driving traffic to our website.

Site promotions have proven highly successful, driving user engagement and boosting sales.

Google Analytics highlights the effectiveness of informational and animated ads in generating user interaction.

Applying Visual Design to Marketing

Results/Conclusion

WORK

Featured Case Studies

Digital Designer
At NUMI, I worked on many different design roles including: