UX Assessment



  • UX Strategiest
What we did
  • UX Strategy
  • User flows
  • Personas

Re-thinking a website from business-centric to user-centric.

A Digital Agency contacted me to offer a position, the second step of the selection process was a UX assessment.

The challenge was: “CAME would like to redesign their Italian website and use it as
a master for other countries.”

The business requirements were:

– create direct channels for installers, private customers and architects, with ad-hoc communications

– create a simple and intuitive user experience that can be replicated across different countries


I had 5 days (considering just the evenings for a worker) to complete the assessment.

How I approached
the project

Considering the short amount of time and the fact that I was applying for a “User Experience” position (and not also UI), I focused just on the research part giving as output some ideas based on user journeys, personas and main paint points I found during the experience without design any wireframe.

I started with the first phase “Analysis & Collect” during which I used the 5 “W” approach to collect information about CAME and build up a contextual background.

Then, I moved to the “Emphasize” phase, during which I create 3 different personas, defined their needs, their goals, and a user journey on the actual CAME’s site. Having as output a map of the pain points faced along with their experience and the experience.

Building use cases
and scenarios

The Strategy

During the “Ideate” phase, I create a “Weirdness Matrix” in which I put all the pain points faced by users and clusterized them in different categories (navigation issues, SEO issues, functionality issues, or information issues).

Once finished, I was able to ideate, punctual solutions for each category found creating also a list of priorities.

All the actions with low effort and the high impact could have been implemented as rapid actions on the site or even tested as A/B test to validate the solutions for the “renew” phase of the site.

Instead, all the other solutions will be tested with a high-fidelity prototype during user test sessions.

“A good start is half a battle”