MIDTOWN GLOBAL MARKET
Role
UX Designer & Researcher
Year
2022
Deliverables
Cognitive Walkthrough, Qualitative Survey, Prototype, Findings & Recommendations Report.
Tools
Google Sheets, Figma, KardSort, Zoom
Research
+
Discovery
I want to improve the shopping and searching experience for individuals and business owners who intend to see what Midtown has to offer. I plan to organize the information in a way that is intuitive and easy to digest.
Cognitive Walkthrough
We used the cognitive walkthrough method to identify any usability issues on the website.
Card Sorting
I conducted a closed and unmoderated card sorting activity to gauge how people group the information provided on the website. This allows me to assess users' understanding of the categories to pinpoint any misleading categorizations and improve them.
Qualitative Survey
Next, I administered a qualitative survey to gain insight into the mental models of participants, establish patterns of behavior, and see how users navigate problems.
User Groups & Stakeholders
Frequent Customers
Individuals who’ve previously purchased food, received services, or attended an event at MGM.
Prospective Customers
Individuals (both local and out-of-state) who are looking to try new food/experiences while utilizing MGM’s website.
Business owners:
Prospective business owner that owns a business aligned with MGM’s mission and wants to inquire about how to lease a space.
Iteration
+
Design
Information Hierarchy
The updated site hierarchy streamlines navigation and makes content easier to find. This differs from the original site, which had more scattered categories and extra links, making it harder for users to quickly access key information like vendors, events, or tour bookings.
Key Findings
1
low findability
Participants have expressed having difficulty finding important information.
2
unexpected locations for context
The current categorization of the site doesn't match the mental model of users.
3
confusing categories
Participants came across multiple duplicate and dead links.
Low-Fidelity Wireframes
Final Product
&
OUTCOMES
Prototype
Findings & Rec Report
Next Steps
Ensure readable fonts, strong contrast, and alt text for images. Adding a language toggle or translation feature can also help non-English speakers navigate the site more easily.
Examine site analytics to track traffic patterns, drop-off points, and most/least visited pages.
Design a shortened, low-friction application flow that captures essential information first, allowing clients to begin the process quickly and complete additional steps later with support.