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UX Design - Task 1a & 1b

21.4.2025 - 16.5.2025 (Week 1 - Week 4)
Chong Hui Yi / 0363195
UX Design / BDCM
Task 1a & 1b


TABLE OF CONTENT


LECTURES

Click HERE to view the lectures
 

INSTRUCTIONS

<iframe src="https://drive.google.com/file/d/1EYvr1G06s6Om4qImGGAXBcnukOjhsgEv/preview" width="640" height="480" allow="autoplay"></iframe>


Task 1a: UX Audit (Individual Report)

Instruction

"Choose a Scenario Case Study: Select a case study where UX design played a critical role in the success or failure of the product/service.

Research and Analyze: Research the case study and identify the characteristics of good and bad UX design in the scenario. Consider aspects such as usability, accessibility, visual design, information architecture, and user feedback. Collect screenshots or images to illustrate your points.

Create a Google Slides Presentation: Create a Google Slides presentation with a minimum of 6 slides to present your findings."


Progression

I had previously completed a similar UX audit task in my App Design I module, where I analysed the strengths and weaknesses of a mobile application. For this project, I decided to take a slightly different approach by focusing on a website, with particular attention to how layout, navigation, and overall user flow influence the user experience.

I chose the official H&M Malaysia website (https://www2.hm.com/en_my/) as the subject of this audit. As an e-commerce platform, it enables users to browse, purchase, and manage fashion products across categories for men, women, and children.

At first glance, the site presents a clean and minimal design that aligns well with H&M’s brand identity. However, a closer inspection revealed that this simplicity sometimes compromises usability. Elements such as small text, vague button labels, and scattered controls make navigation less intuitive than expected. With some adjustments to improve readability and streamline interactions, the overall experience could be significantly enhanced.


Final Outcome

Fig. 1.0 Task 1a: UX Audit - H&M Website (Google Slide)

Fig. 1.1 Task 1a: UX Audit - H&M Website (PDF)


Task 1b: User Research (Interview)

Instruction

"Students will conduct at least 2 user interviews to collect primary research data from the chosen topic. The user interview enables them to proceed to the next task to develop user personas. They need to define the target group to conduct the user research.  

The User-Centred Design process and User Interview are composed of process and data collection from the targeted users that will be discuss in a series of lecture. 

The user research process is to be carried out in stages starting with several steps that will be discussed in class. 

Students are required to prepare a comprehensive document of the User Interview according to the topic/problem statement chosen."

Progression

In Week 2, we were asked to form groups of two to three members. Eventually, I teamed up with Iman and Kiya. For this project, we were first required to identify an issue within Taylor’s University, and then propose a design solution.

I suggested that we focus on the problems of overcrowding and navigation on campus, as these are issues that students commonly face and can easily relate to. Dr Wong gave us feedback that it was a strong and relevant theme, and also noted that the two problems could be effectively combined. As a result, our project was titled “Improving Mobility and Reducing Overcrowding on Taylor’s Campus.”

Problem Statement
Taylor’s University is experiencing issues related to campus mobility and overcrowding,
particularly during lunch hours. Limited communal spaces and unclear signage further
worsen the situation, especially for visitors and non-regular campus users. These issues
can contribute to frustration, inconvenience, and reduced overall campus experience.

Issues Identified
  • Overcrowding in common areas such as food courts, the library, lifts, etc.
  • Inefficient navigation in certain buildings, especially for first-timers or lesser-used rooms
  • Lack of knowledge and awareness about Taylor’s app navigation
  • Invisibility or poor placement of signage

Project Goals
  • To improve campus navigation efficiency, especially during peak hours.
  • To provide clear and intuitive navigation support for users in order to reduce the overcrowding issue on Taylor’s campus
  • To enhance user experience by providing real-time information on campus congestion.

After that, we moved on to the interview stage. During Week 3, our team met to brainstorm and draft our initial set of interview questions (Fig. 2.0). We later refined them based on Dr Wong’s feedback to produce the final version (Fig. 2.1).

Fig. 2.0 Initial Interview Question

Fig. 2.1 Final Interview Question

We selected Taylor’s University students and campus visitors as our target users. For the interviews, we divided the interviewees among our team members as follows:
- Hui Yi (myself): 2 students
- Iman: 2 campus visitors
- Kiya: 1 student and 1 campus visitor

I interviewed one current student and one recent graduate, and documented the conversations in interview transcripts (Fig. 2.2 and 2.3).

Fig. 2.2 Interview Transcript 1

Fig. 2.3 Interview Transcript 2


Interviews with two users revealed common struggles with campus navigation, overcrowded spaces, and traffic congestion. Confusing signage and limited seating led to behaviour changes, such as adjusting arrival times or skipping meals. Key suggestions included improving signage, adding real-time wayfinding features, and increasing the number of study and rest areas.

I also included a summary of the interviews in both my proposal (Fig. 2.4) and presentation slides (Fig. 2.5) .

Final Outcome

Fig. 2.2 Project Proposal



Fig. Task 2: CrowdFree User Research - PDF

Interview Audio & Screenshot (Google Drive Link): 



FEEDBACK

Week 2:

Dr. Wong said the theme was strong and encouraged us to combine mobility and overcrowding.

REFLECTION

I think UX auditing requires strong observation skills. This was my first time carefully examining a website in such detail. I realised that evaluating a website is quite different from evaluating an app. Websites often involve more complex layouts, navigation flows, and responsiveness across screen sizes. It also made me more aware of consistency, accessibility, and how small design choices can impact the overall user experience. Additionally, It helped me think more critically and systematically about design, beyond just visual appeal.

During the interview, I tried to dig deeper and ask follow-up questions, even if they weren’t on the original list. I see this as an improvement compared to my previous interview. I didn’t find the data analysis or summarising particularly difficult, but at the beginning of the affinity diagram process, I felt overwhelmed by the amount of data and wasn’t sure where to start. Although I had some prior experience from Major Project 1, it was still quite challenging. I also felt that at times, there was a lack of communication within our group.
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