Description
A sworn translator website that converts viewers into users, and users into clients
Client
Holovenko.pl
Year
2023
Role
UX/UI Designer
01
Research
Since I wasn’t very familiar with the sworn translation industry, I began with some secondary research to gain a better understanding of the market trends and demographics. I then conducted interviews to learn more about the different experiences people have had with sworn translators. Through my research, I wanted to: Understand the market trends of the translation industry. Identify Holovenko.pl’s target market. Identify Holovenko.pl’s competitors and evaluate their strengths and weaknesses. Learn about the current trends of translation industries and how it’s being ued in businesses. Understand the experiences people have when searching for a translator. Discover the goals, needs, motivations, and frustrations of Holovenko.pl users.
My Process
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
02
Market Research
To learn more about the market trends and demographics of the translation industry, I started with market research with the help of Google. Through market research, I was able to gain a more thorough understanding and fill in the gaps of my knowledge about the industry to better inform my design decisions moving forward. Here are some of the key insights that I discovered:
03
Consumer Trends
The number of translations has increased by 55% since the Russia-Ukraine war started 14% of people feel that there are way too many options, making it difficult to choose the right translator 70% of consumers looking for translators begin the process online Consumers are largely going online to research to make a decision on which translator to hire
04
Demographics
In 2022, almost 30% of translator consumer were between 25-34 years old. Almost half of millenials research on-line before heading to the agency office, with the next largest population being Gen X Share of people who plan to translate a document in the next 12 months in 2022, by age: 33.33% respondents 18-29 years; 34.55% 30-49 years; 22.99% 50-64 years 43.13 percent of respondents aged 18 to 29 years stated that they needed a translation past 12 months; 38.57% 30-49 years; 25.2% 50-64 years
05
Competitive Analysis
After learning more about the industry, I wanted to take a closer look at Holovenko.pl’s competitors and how they’re helping their users throughout the translation services. Through my market research, I identified some top direct and indirect competitors within the industry. Exploring each of their websites, I evaluated the strengths and weaknesses of each to see how Holovenko.pl could fill in any gaps moving forwards.
Sigma - Biuro Tłumaczen
Strengths
In business for many years
Ready form to fill and send for review
Weaknesses
Website is outdated
Doesn’t seem trustworthy
Isn’t mobile compatible
Terrible user experience
Turbotłumaczenia
Strengths
Can translate into many languages
Open 24 hours
Weaknesses
Website is outdated
Isn’t mobile compatible
Lack of personality
Terrible user experience
Irena Kyryczenko
Strengths
Shows images of documents
Shows google maps location
Weaknesses
Website is text heavy
Bad user interface
Terrible user experience
Isn’t mobile compatible
06
Provisional Personas
To start getting an idea who Holovenko.pl’s users are, I used everything that I have learned so far from my secondary research to create provision personas. This helped me to determine the criteria for participants I would recruit for my user interviews and start understanding what their needs might be based on their gains and pains.
NEWLY MOVED TO POLAND
Millenial (25-34 yrs)
GOALS
Translate marriage certificates
Translate driving licence
Translate identity cards
PAINS
Doesn’t understand how the translation process works
Can’t find trustworthy translator
Websites online look scammy
WANTS TO BUY AN APARTMENT
Millenial (25-34 yrs)
GOALS
Translate certificates
Translate driving licence
Translate identity cards
PAINS
Doesn’t understand how the translation process works
Can’t find trustworthy translator
Websites online look scammy
WANTS TO OPEN A BUSINESS
GEN X (40-55 yrs)
GOALS
Translate certificates
Translate driving licence
Translate identity cards
PAINS
Doesn’t understand how the translation process works
Can’t find trustworthy translator
Websites online look scammy
07
Empathy Map
To synthesize all the information I had gather from the user interviews, I wrote my finding on sticky notes and created an empathy map. By identifying common patterns across my findings, I was able to uncover key insights which helped me understand who Holovenko.pl’s users are and what they truly need.
08
Empathy Map
To make sure that my decisions moving forward in the process are user-centered, I wanted to have a clear understanding of who Holovenko.pl’s users are. Using what I learned from patterns from my empathy map, I created a user persona to represent who I will be designing for - Meet - Fedir
Fedir
Goals
To translate documents into Polish within his budget
To be confident in the correct translation of documents
To find a professional
Needs
To know when the translation will be read
To be able to accurately evaluate the quality
To be able to present document into gov organizations
Motivations
Convenience
Getting a good deal
Finding a professional
Frustrations
Difficult to trust through the website
Hard to reach out to the translator
Hassle when the translation is done wrong
Not web compatible website
09
Defining the Problems
Now with my understanding of Holovenko.pl’s users, Fedir, I wanted to start thinking about what problems we are trying to solve for him. Taking the insights and needs from the empathy map, I started to dig deeper to better understand what Fedir’s problems are by creating point-of-view (POV) statements and How Might We (HMW) questions that would help drive my brainstorming process
INSIGHTS
People want to order translations when they trust the translator
People want the translation ordered online to be accurately trasnlated
People have difficulty finding a translator that matches their budget and requirements
NEEDS
To know when the translation will be delivered
To be able evaluate final delivered material
To be able to effectively find a translator that meets their needs
POV
Fedir needs to know how to attach files, where to send them, and when to contact
Fedir needs to be able to present documents he translated to governmental facilities and be sure that they are accurate
Fedir needs to be able to effectively find a translator that meets his critery whether is verbal translations, or interpreting services
HMW
How might we help Fedir to find a trustworthy translator?
How might we help Fedir get an accurate understanding of what the translation steps are?
How might we help Fedir to find the perfect sworn translator that fits his preferences?
10
Brainstorming
Taking the HMW questions, I started my brianstorming process to come up with solutions for each of these problems. I decided to use mind mapping so that i could quickly generate as my ideas as I could. After brainstorming, I had generated a lot of different ideas for these problems. At this point, I started laying out a strategy to help determine what goals I’m trying to meet and to help me determine which solutions I need to prioritize. First, I started by defining the project goals to get a clear understanding of what we’re trying to achieve and where the business and user goals align. Then I worked on a product roadmap to determine which solutions and features we would prioritize based on how effectively we would be able to meet these goals.
Business Goals
Reliable user experience
Easy access to contact info
Not complicated user interface
Provide additional value to users’ current goals
Establishing more partnerships in the future
Offer a large choice of languages
Keep the website information up-to-date
Allow user scroll through the website and get acquainted with the services and instructions
User Goals
To get a translation within his budget
To be confident in the accuracy of translation
To find the perfect translator for his preferences
11
Sketches to Prototype
Now that I had sketches out my ideas, I wanted to test the decisions I made and make sure that the structure and flow of the website is intuitive for our users. Before working on the visual design, I wanted to first make sure that the design was functional, in order to do this, I decided to create a mid-fidelity prototype which would help me quickly test the design on real users and make any priority revisions before integrating the branding and visual design.
12
Mid Fidelity Wireframes
To create my prototype, I first started by creating mid-fidelity wireframes on Figma of the key screens the users would be interacting with.
13
Usability Testing
For usability testing, I conducted remote, moderated Think Aloud testing over Zoom. The users were asked to share what they were doing, thinking and feeling while interacting with the prototype to complete the tasks given to them. I tested around the key tasks I identified earlier in the process, asking the user to browse the page, find specific informations and tell what’s missing.
13
Overview
Method: Remote, moderated usability testing (Think Aloud) Participants: 5 Age range: Millenials Average time: 4.4 minutes Task Completion Rate: 99% Error-free Rate: 99.5% Overall, the testing showed positive results, and user could easily navigate through the website, find necessary information and build a trust around the translator.
14
Affinity Map
To synthesize my findings from testing, I took all my notes and observations and created an affinity map. This helped me to better digest the different patterns observed while testing and pin point where revisions need to be prioritized to improve the usability of the design. Based on the prominent patterns observed related to the users’ pain points, I was able to uncover insights which helped lead to specific design recommendations:
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15
Pain Points
5/5 users didn’t feel confident to scroll till the end of the page to see the contact section 4/5 users had some difficulty to understand how the translation process will occur 4/5 users said they would narrow page sections and make it one page scroller
16
Priority Revisions
Taking what I learned from my affinity map, I began to make revisions to my design based on the recommendations identified.
17
Branding
After making the revisions to my design to improve it’s usability, I now wanted to think about the how we would convey Holovenko.pl’s brand visually. Holovenko.pl’s branding reflecting the attributes: Simple, Reliable, Modern, Minimalistic and I worked on setting the visual direction of their branding to convey their unique identity.
18
Mood Board
I first began by gathering inspiration on Pinterest - looking for different brand elements around their brand attribute. I looked at different things such as color palettes, typography, logos and imagery to help set the direction of their branding.
19
Logo Design
Now that I knew what direction we are headed towards for their branding, I started working on creating a logo that would represent their brand. I started by brainstorming around their key attributes and then quickly sketching out different ideas that came to mind. Afterwards, I narrowed down my options to the one that I felt was the most successful and unique in conveying their brand attributes.
Book
+
Rotated Book
+
Ink Pen
=
14px
14px
14px
14px
icon logo
horizontal logo
vertical logo
Turalj
TURAL JUMSHUDLU
2024