A redesign of Axis Workshops

The Project

This was a 3 week design sprint embedded within the General Assembly UX Design Immersive course that I was enrolled in.

The Brief

The brief changed over the course of the project. At first our aim was to make the platform more intuitive, but after further discussion Axis decided to focus on redesigning the platform themselves, whilst we worked solely on the registration process.


Axis provided us with data from their registration analysis (see diagram below) that showed a drop off rate of 65% during the registration process — i.e. 65% of users failed to complete it.


Once we’d gathered insights from the users on their pain points with the lengthy signup process, we moved onto the design stage. With our early sketches, we decided to place the password and the email inputs on the same page, solving the problem of the lengthy, split-up registration process.

Change of plan

We had reached the above stage after 10 days and after testing our registration designs on so many users, we were able to conclude that people found it intuitive and it ‘worked’.

Research… Again!

This stage of research was slightly less thorough than the registration process as we were far more pressed for time. However, we were still able to conduct 8 usability tests and 5 interviews.

Homepage Design

Whilst the homepage is in fact the first page a user will see — before the registration even — it still plays a vital role in a user’s understanding of a product. We know that human beings have a narrowing attention span:

Landing Page Design

Once we had resolved many of the issues on the homepage, we needed to work on the landing page. We now had a flow which ran through past the registration, but we needed to understand what pages we were going to design. Considering users stated that they did not understand what the product was offering, we decided that we needed to have as much of an ‘onboarding’ as possible.



Next Steps

After completing this project, we identified several things that we could improve on. In terms of communication and planning, both Axis and ourselves may have needed to make our intentions and exact plans clearer to avoid any confusion. This was not a major problem, but the switching of plans midway through perhaps hindered the process just a little bit.

What did I learn?

Personally I learned a great deal about the importance of deep-diving into a product yourself. It might seem an obvious thing to say, as every designer needs to do this to improve a product. However, I have always taken what I considered to be the most ‘user-centric’ approach, which has resulted in me listening to users and trying to implement their suggestions/fix their pain points. In reality I was perhaps not engaging with the product enough myself, and understanding how I myself interacted with it. It’s a fine line, and whilst I will always put the user first — that is the whole point of UX after all — I now recognise how important it is that I understand a product in its entirety. If I am slightly in the dark as to what is trying to be achieved, how can I design solutions?

And finally…

I absolutely loved working on this project. We were lucky enough to gain a lot of invaluable insights from generous participation in our survey, interviews, and usability tests. The human psychology part of UX is a large reason why I wanted to get involved in the first place. It was also a real test of rapid prototyping skills — working under these time constraints made me feel the pressure, but ultimately was very rewarding.



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Ben Appleyard

Ben Appleyard

UX Designer and student at General Assembly