Digital Product Design
User and Aesthetics
About the Product
The Problem
San Diego Magazine website was perceived as outdated, not user-friendly, and not accessible for all. It was difficult for users to find navigate it, and the designs did not appeal to the magazine's target audience. Additionally, the website was not fully integrated with the magazine's social media platforms and other digital products which limited its reach and impact.
The Solution
As designers, we recognize that the UX process is not linear; we often move through various stages multiple times, jumping back and forth as needed. The following steps outline this iterative process, making it easier to understand how we arrived at the final design.
Research & Define
All research was meticulously organized in Notion, where we conducted a thorough heuristics evaluation, card sorting, and crafted the information architecture. We carried out in-depth user interviews to gather qualitative insights, ensuring that our design decisions were firmly rooted in the real needs and behaviors of San Diego Magazine’s audience.
Creating the Solution
Leveraging the data from our research, we defined the user journey, ensuring a seamless flow throughout the magazine’s content. This stage was crucial for outlining the structure, navigation, and key features that would make the user experience both engaging and accessible.
Wireframing
In Figma, we developed detailed wireframes, focusing on clean layouts and intuitive design. These wireframes served as a blueprint for how content would be presented, ensuring easy access and smooth navigation for users, while maintaining visual appeal.
Prototyping
We translated the wireframes into interactive prototypes, also built in Figma, allowing us to simulate user interactions and ensure the functionality met both user expectations and project objectives. This stage provided a clear vision of the user experience before moving into final production.
User Testing
We conducted extensive user testing with real users, combining interviews with hands-on interaction with the Figma prototype. Feedback from these sessions was instrumental in refining the design, ensuring every element—from navigation to visual hierarchy—was optimized for the end user.
Final Design
After multiple iterations and adjustments, the final design was delivered to the development team with precision. We worked closely with developers to ensure the design's integrity was maintained during implementation, resulting in a seamless, user-centered experience across all digital platforms.
San Diego Magazine's Personas
Sasha Giles
The small business owner
Sasha is a small business owner who has been running Biscuit Cafe in North Park for 10 years. She is proud of her business and the positive impact it has on her community. Sasha is committed to providing a quality bakery and service, and she prioritizes her employees' well-being. She is originally from Montreal, Canada and has brought some of her family's traditional recipes to the menu.
Alex Bankole
The young surfer
Born and raised in San Diego, Alex is passionate about surfing and spends most of his free time at the beach. He is currently pursuing a degree in Environmental Science and hope to work for a conservation organization in the future. Alex loves the laid-back culture of San Diego and is proud to call it home. Goal: Stay up-to-date with local surf culture. Alex follows the latest trends and events.
Sarah Lee
Tourist
Sarah is a professional from London who loves to travel. She's visiting San Diego for the first time and is excited to explore the city's beaches, museums, and restaurants. Sarah has an active Instagram account and likes to document her travels with incredible photos and videos. Sarah wants to make the most of her trip and discover the city's hidden gems.
Pedro Garcia
The young professional
Pedro is a Software Engineer who moved to San Diego for work. He enjoys the city's vibrant nightlife, beaches, and diverse food scene. He is an active member of the local tech community and attends meetups and conferences regularly. He wants to build a strong professional network in San Diego: Pedro wants to meet other professionals in his industry and build connections.
Tools Used
Our Happy Client
C. Johnson
SDM Chief Executive Officer
"We have been blown away by Julieta’s professionalism and expertise. Not only is she exceptional and efficient in what she does, but she is pleasure to work with. The website she and the team built for our company will make an immediate impact on the hundreds of stories we tell and businesses we feature every week."