Altitude Aerial is a small drone photography and videography business capturing Montana from above.
Graphic Designer, UX/UI Designer, Researcher
Figma, Adobe Photoshop, Adobe Illustrator, Google Suite, Chat GPT (written content assistance)
What I Did
Branding, Persona Development, Competitive Analysis, User Research, Information Architecture, Responsive Website Design, Prototyping, UI Kit and Style Guide Design
My Design Process
Research / Empathize
Before beginning website development, I wanted to gain a deeper understanding of Altitude's business goals. I sent the owner a website questionnaire, allowing them to put their expectations for the website in writing.
View the questionnaire and answers here.
After further understanding the goals of Altitude Aerial, I completed a competitive analysis, comparing four business competitors.
View the audit results here.
The best way to understand the needs and motivations of users is by listening to them. I interviewed five potential Altitude Aerial clients to gain insights on their needs, wants, and expectations when researching drone photographers.
User Persona & Journey
Based on insights from user interviews, I developed two persona groups whose demographics, motivations, goals, and frustrations represent the needs of potential customers. Meet the users:
• Cheryl & David, family ranch owners
• Ryan, the car enthusiast
Mapping each persona's unique user journey revealed areas of focus for a better user experience.
Through research I understood initial problems and frustrations faced by potential users. To keep the user at the center of my design, I developed two problem statements using the "How Might We" framework:
Individuals and entrepreneurs in the Bozeman area need a trustworthy, affordable aerial media option.
How might we build trust with users through our website ?
Current providers focus on real estate and business services.
How might we appeal to entrepreneurs and individuals from a variety of backgrounds?
Brainstorming: Information Architecture, Sketches, Wireframes
After determining problem statements I began developing my ideas; mapping the site's information architecture, brainstorming solutions by sketching multiple concepts for each site page, combining my best solutions into a single wireframe to develop digitally. Once I had solutions I was satisfied with, I began creating low-fi digital wireframes in Figma.
Low-Fi Mock Ups, Prototype & Testing
Focusing on the user flow, I designed a low fidelity prototype of the desktop website. The owner of Altitude reviewed and tested this low-fi prototype to ensure that the design met their specifications.
Design / Prototype
UI Design & Style Guide
Once the low-fi prototype concept was approved, I began developing a brand visuals and UI kit. During this phase brand voice and the content were also established.
Hi-Fi Mock Ups
We project a significant portion of the customer base will access the website via computer or laptop. I began development of the desktop mock ups, followed by tablet/laptop, then finally the mobile versions. Once these designs were approved, I used the "Breakpoints" Figma plugin to create a demonstration of the responsive site (see video demo in slideshow below).
Once mock ups were complete, I connected screens and interactions in a high fidelity prototype to be utilized for usability testing.
Interact with the prototype below (best viewed in full screen) or open in Figma.
I am currently performing moderated usability tests with the prototype above. Altitude's user base is a niche market. To get the most accurate results, I am aiming to perform testing with a minimum of 7 participants from a variety of backgrounds.
Check back soon for results and iterations!
Next Steps & Learnings
Complete moderated usability studies, iterate designs based on findings
Finalize design, begin website buildout
Test and launch website
Track analytics, consider SEO improvements
Iterate and expand site as needed to drive sales
What I've Learned So Far
Real World Project = Real World Problems
Creating a product that meets the business' goals as well as balances user needs is a must. UX is where it all comes together. This design will be made into a functioning website, so keeping features that can attainably be produced within budget of this small business is essential.