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Overview
Team
5 UX Designers & Researchers,
CTO & Co-founder
Hats Worn
User Researcher
Product Designer
Project Facilitator
Timeline
Sept 2023 - May 2024
(9 Month Timeframe)
Tools
Figma & Figjam,
Notion
GSuite
Summary
Researched and designed three core features for WISE Cities, with responsibilities spanning layout design, interaction flows, and evaluation of sub-feature importance. While I led UX decisions, the visual design system was predefined by WISE Cities’ existing design library. I was not involved in the creation of atomic or molecular components and had limited control over visual assets. The library prioritized accessibility and inclusivity, adhering to WCAG guidelines and was built based on prior user research that validated the use of specific icons, labels, and colors for older adult users.
WISE Cities Long-Term Problem Statement ...
How might we develop a digital product that empowers older adults to stay active in their communities while aging in place?
Solution ...
Crafting an optimal online resource platform for older adults & designing 3 core features that is accessible for older adults.
Landing Page &
Search Feature
In-app Tutorial Feature
Events Calendar Page
Background
Let's take a closer look at the client ...
Who is WISE Cities?
" WISE Cites is a female-run startup focused on designing accessible technology to address the issue of social isolation among the elderly. The company's first app allows seniors to form local groups and gives community centers and local businesses the opportunity to connect with this typically hard-to-reach audience. "
- Do Good Institute @ UMD
How was the project structured ...?
Adopted Jake Knapp’s “SPRINT” Method
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Efficient Collaboration: facilitated seamless collaboration among our multidisciplinary team.
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Design Thinking + Agile Workflow: user-centric approach with rapid prototyping, allowed quick validation of ideas and swift refinement of prototypes, accelerating the development process.
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Continuous Improvement: constant user feedback & testing ensured that solutions evolved iteratively to meet user needs and exceed expectations over time.
Total of 5 Sprints in the entire project, and each Sprint consisted of the following 5 steps
Project Expectations
Since an iterative approach was adopted for the WISE cities platform, user research concurrently with the design process across sprints 2, 3, and 4 to ensure data-driven development of three key features. User research included user behavior, feature trends, existing designs, and usability testing.
Final Project Journey
SPRINT
1
Focused entirely on Research to establish a strong foundation of user insights and requirements.
SPRINT
2
3
4
Balanced Research & Design, emphasizing the development of three key features. Each sprint involved iterative testing and refinement.
SPRINT
5
finalized on improvements based on user and client feedback, optimizing features before final handoff.
Research
Aligned with the Agile methodology, research activities were interwoven into the workflow. Key reseach activies included the following:
To deeply understand the challenges older adults face with online search and technology use, I implemented a comprehensive research strategy. This approach combined both quantitative and qualitative methods, including surveys, field research, focus groups, individual interviews, and usability testing—offering valuable insights into their needs, preferences, and digital behaviors.
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Structured and Visualized Key Business Components: Developed a clear, actionable framework to identify and align core elements, including value propositions, customer segments, and revenue streams.
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Analyzed and Enhanced Interactions: Mapped out relationships between key components, uncovering opportunities to improve synergy and efficiency.
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Supported Strategic Decision-Making: Provided insights that informed the overall viability and success of WISE Cities, ensuring the alignment of design and research efforts with organizational goals.
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Evaluated Strengths, Weaknesses, and Threats: Conducted a detailed analysis of competitors, identifying their key advantages, vulnerabilities, and potential threats to WISE Cities’ positioning.
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Highlighted Opportunities for Differentiation: Pinpointed unique gaps in the market and areas where WISE Cities could stand out, aligning recommendations with user and market needs.
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Informed Strategic Enhancements: Delivered actionable insights to refine services, address competitor gaps, and strengthen WISE Cities’ competitive edge.
This focused analysis provided a strategic foundation for positioning WISE Cities effectively in a competitive market.
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Let’s take a closer look at each step of the user research process, the evidence and the outcome
Data collection from 60 surveys
Conducted 3 focus groups
with 20+ participants
Lead 10+ generative user interviews
Affinity Map after user research
These steps uncovered key challenges within the community, providing crucial insights that clarified the overarching design goals and guided the development of the final design solution.
Key Challenges
Design Goals
Design Solutions
#UIUX #AccessibleDesign #InclusiveUX
WISE Cities
Creating intuitive tools for older adults and addressing the unique challenges of aging populations through accessible design
Applied Skills: Agile/Scrum Workflow, Prototyping, Usability Testing, A/B Testing, Surveys and Data Analysis
Outcome of User Research ...
Persona Development - Identified 5 User Archtypes
Dave the Analogue" represented the most common archetype among older adults—individuals less familiar with technology and often intimidated by digital platforms. Dave's persona became central to creating user-centered solutions and was added to the WISE Cities repository as a critical reference for future features and design iterations, ensuring ongoing inclusivity and impact
Design
Once the design goals and solutions were established, the work was divided into 3 sprints, each dedicated to a specific feature. Each sprint followed an iterative cycle, ensuring that the feature was carefully refined at every stage.
Challenge: difficulty accessing resources for aging among older adults. Solution ...
Streamlining Navigation
Starting with How Might We questions from the Mapping Stage ...
How Might We...?
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Create a user-friendly search function.
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Seamlessly incorporate tagging and multiple filters.
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Help older adults effortlessly browse through relevant categories, while reducing cognitive load
Initial Design
Mobile-First Design Approach —Designed for mobile first to optimize usability on smaller screens, ensuring seamless scalability and easy adaptation to larger screens like desktop. The designs for the mobile screen included:
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Landing / Search page.
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Filter page
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Search suggestions options
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Search Results page
Conducted user testing on the initial design to evaluate its successes and shortcomings, using insights to brainstorm and implement improvements for more intuitive interactions. The goal of the refinements were to significantly enhance usability and ensured alignment with user needs.
The landing page received positive feedback, requiring only minor tweaks to enhance usability and engagement for older adults. A/B testing was conducted at the client’s request to refine the filter design and identify the most effective solution.
Improvements
1. Landing page — Simplified Navigation and Layout
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Removed tabs feature; consolidated topics into filters to streamline navigation.
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Expanded all containers on the landing page to reduce clicks and improve accessibility for older adults.
Rationale: 40% of users didn’t recognize the purpose of the tabs, highlighting a lack of intuitiveness. Since the target audience consists of primarily low-tech-savvy older adults, the design was simplified to eliminate unnecessary complexity. Filters now help narrow searches by topic, while expanded containers cater to users' preference for fewer clicks and easier access to detailed information.
2. Active Filter Chips Location — A/B Testing
A/B testing was conducted to evaluate two placement options for active filter chips:
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Inside the filters page, allowing users to review their selections before applying filters.
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Outside the filters page, displayed above search results to provide a clear view of applied filters.
The testing revealed user preferences while ensuring the filter feature was both intuitive and desirable for older adults.
Findings: 88% of users preferred the active filters to be outside because they are always visible and require less clicks.
Real Quotes from the users:
3. Filter view — PROS & CONS
The objective was to test two filter view options for older adults:
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Option A: Full view (opens in a new screen).
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Option B: Dropdown scroll (stays on the same screen).
Unfortunately, the results were inconclusive:
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Preference Vote: 55.5% preferred Option A.
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Usability Rating: Option B scored slightly higher.
With inconclusive results, I prepared a pros and cons list for both designs to help the client select the most appropriate solution based on their goals and user context.
Based on the pros and cons analysis, I recommended Option A (full-screen view) as the final design. The full-screen layout provides more generous tap targets and offers a cleaner, simpler interface. While the dropdown option would let users stay on the same page, it risks creating a cluttered experience that could lead to accidental taps and user confusion.
Final Design for Search & Filters
Initial Design
Improvements
Final Design
More To Come Soon!
Stay tuned for more content and details related to design process for creating Events Calendar and In-app Tutorial.
Facing roadblocks head-on and finding new directions.
Overcoming Challenges
When Data Fails, My Expertise Matters:
There were moments in the project where user data was inconclusive or insufficient to guide clear design decisions. In those instances, I collaborated closely with the team to reevaluate our direction and integrate client-proposed solutions where appropriate. Relying on my design judgment and past experience, I contributed to shaping alternatives that balanced feasibility with user needs. This experience reinforced the importance of trusting my own expertise and design intuition when data alone doesn't offer clear answers.
Taking on Difficult Roles for the Team:
During one sprint, our team of five was split into two smaller groups to work in parallel on design and research tasks. The division posed a challenge in managing limited resources effectively. I took on the role of a ‘floater,’ jumping between both teams to provide support, troubleshoot blockers, and ensure steady progress across both fronts. Since the design work relied on completed research, I helped prioritize tasks and facilitated ongoing communication between the groups to keep efforts aligned.
By actively supporting both teams, I helped maintain momentum and ensure we delivered on time despite the tight deadline. Balancing multiple tasks independently under pressure pushed me to grow as a teammate and problem-solver. It sharpened my ability to multitask, adapt quickly, and bridge gaps in communication—skills that are now core to how I approach collaborative work.
WISE Reflection
How the project helped me grow as a UX professional?
What I learned
Working in an Agile Workflow:
This project was my first experience working within an Agile framework, and it gave me a strong understanding of how iterative sprints operate. I learned how to balance planning, execution, and flexibility, especially while managing multiple features at once. Prioritizing tasks and maintaining clear communication with stakeholders became essential to ensure consistent progress without compromising quality. I gained hands-on exposure to the entire product lifecycle, from ideation and prototyping to user testing and final delivery, which helped me develop a user-centered mindset even under tight deadlines. Overall, this experience strengthened my collaboration, organization, and decision-making skills, preparing me to thrive in fast-paced, team-oriented environments.
Stepping into a Project Management Role:
For the first time, I stepped into the role of a project manager, taking responsibility for coordinating schedules, managing logistics, and delegating tasks across the team. I developed key organizational and leadership skills by facilitating sprints, setting achievable goals, and maintaining open communication channels to keep everyone aligned. When challenges or roadblocks arose, I worked proactively to identify solutions and reallocate resources as needed, ensuring the project remained on track. Through this process, I discovered my ability to manage complex workflows and team dynamics, a strength I now recognize as core to my collaborative approach. This role also reinforced the value of adaptability, clarity, and forward-thinking planning skills I’ll carry into all future cross-functional work.