Works

About Me

Resume

NinaForm Website

Redesigned a travel site to help people discover things to do in Kenya.

Reducing Email correspondances and decressing ticket numbers by 20%

My Contribution

Stakeholder interview

Usability Testing

User Survey

Affinity Diagram

Final Designs

Tools

Figma

Zoom

Miro

Notion

Figma Make

Timeline

6 months

Background

NinaForm

Ninaform is a travel platform that showcases authentic Kenyan and African experiences. The website highlights safaris, cultural gems, and local stories, serving as a guide for travelers seeking more than the typical tourist path.

What is the problem?

Based on Google Analytics data provided by the client, Ninaform is experiencing a 70% bounce rate, with many users leaving shortly after arriving. The high drop-off was driven by poor user experience, site bugs that caused key features to malfunction, and a lack of clear navigation or guidance to help users understand what to do next.

Discovery phase

What did NinaForm want to achieve?

Ninaform engaged me to enhance the usability and overall user experience of their website. The primary goal was to redesign the existing site to reduce bounce rates and create a more intuitive, engaging experience that encourages visitors to explore further.

Image of the old Ninaform Website

Website Evaluation

What did users think of the old website?

I conducted unmoderated usability testing with 15 travelers to break down specific interaction patterns, usability issues, and inconsistencies across the website. My goal was to observe and understand where people went when interacting with the website.

Key Takeaways:

Poor Visual Design and Layout

Users expressed frustration with the site layout, off-putting format, inconsistent page setup, bland search bar, and missing photos on links.

Unclear Purpose and Value

The user expressed confusion about what NinaForm was and said it lacked clear information.

Engaging and High-Quality Content

Users mentioned that videos on YouTube and magazine content about cultures and food are interesting, professional, and beautiful, with thorough explanations. Food content is particularly appealing and the multimedia content is engaging.

Cleaner and More Organized Experience

Users expressed that by fixing visual errors, adding real-time chat options, organizing content into clear categories, and adjusting the layout for a cleaner look.

Need for Clear Introduction

Users are unsure, but they agree that he is a blogger who posts interesting things online. It would be helpful to include a summary somewhere, such as on the home page.

Brainstorming sessions

What is the game plan?

After the usability testing, with the help of figma's Jambot i was able to brainstorm how it was help reduce the bounce rate for the website.

Image of Brainstorming Ideas

With the brainstroming session, i was able to pin point four design opportunities:

Clarify NinaForm’s Purpose

Homepage summary, About section, tagline, and clear value proposition.

Improve Content Discovery

Categories, better navigation, search, filters, featured content, and related stories.

Strengthen Visual Consistency

Standardized layouts, better imagery, cleaner pages, and consistent design patterns.

Elevate Multimedia Content

Feature food, culture, videos, photography, and magazine content more prominently.

Design Solution

Redesigned Ninaform Website

The final design modernized the website that encourage visitor to check out the blogs and also the youtube channel.

Impact

After rolling out the first three months, we saw a positive increase in using this self-service solution.

After working on this project I

10%

Conversion rate

Reflections

This project was a rewarding experience that allowed me to grow as a designer. Beyond improving the usability of a small business’s website, I pushed myself to try something new by incorporating Loveable as a prototyping tool. Experimenting with it gave me fresh perspectives on testing ideas and gathering feedback, which I’ll carry into future projects.

Next Work

Northrop Grumman

PC Upgrade Process Portal

Revamped the PC upgrade portal that helps employees transition to a new PC.

Shipped

Enterprise

UX Design

20%

Ticket Numbers Decreased

25%

Increase in Cost Saving

View Work

Let’s Connect

b.a.iadegboye@gmail.com

Let’s Connect

b.a.iadegboye@gmail.com

Let’s Connect

b.a.iadegboye@gmail.com

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Solution

Redesigned Ninaform Website

The final design modernized the website that encourage visitor to check out the blogs and also the youtube channel.