UX Researcher, Information Architect, UX Designer
1 Project Manager, 1 Web Developer
June–July 2021
When educators landed on XpertVR’s website, they were intrigued — but unclear on what the company actually did. The site failed to communicate XpertVR’s value, especially to those unfamiliar with virtual reality or unsure how it applied to them.
I led a UX-focused redesign to clarify the value proposition, simplify the user journey, and build trust across XpertVR’s key audiences.
Results from the redesign:
To uncover how the site needed to evolve, I started with foundational research focused on XpertVR’s core audiences in education and training. At the time, the team didn’t have a clear understanding of who their users were or how those users evaluated VR services. I ran a short survey across campus groups and VR educator communities to gather early signals, then followed up with targeted interviews.
Most participants were beginners, having only tried one or two educational VR experiences. They primarily discovered VR through product websites and social media, not through institutional channels.
From the 22 survey respondents, I selected six for deeper 1:1 interviews. There were two goals:
These sessions helped shape our personas and revealed early trust gaps in XpertVR’s experience — especially for new users trying to understand what the company actually does.
Live remote interview with an academic researcher exploring initial impressions of the site.
The interviews revealed two critical issues:
A journey map illustrating how researchers encountered friction and uncertainty at key steps — especially when trying to evaluate XpertVR’s relevance and initiate contact.
With the customer journeys defined, I turned research insights into a revised site architecture — one that better aligned with users’ mental models and built early trust. This was a balancing act with the marketing and branding work happening in parallel, but it helped us prioritize the most critical user paths.
I focused on two key structural changes:
Annotated sitemap showing changes to the homepage architecture that surfaced trust-building content and created clearer paths for key user groups.
After validating the site structure, I created wireframes to bring the new architecture to life, focusing on three key pages: the homepage, Our Story, and a services subpage tailored to researchers. Each design aimed to build trust, clarify value, and guide users more confidently into XpertVR’s offerings.
The homepage was the most critical screen. It had to function as a high-level wayfinding tool for all three user types, while also establishing credibility early.
Key design changes included:
V1 of the homepage with annotations based on stakeholder feedback.
At the time of writing this case study, the site was in the final stages of QA. You’ll be able to see the new XpertVR site here.
The final draft of the XpertVR homepage, after revising the wireframe above.
Results from the redesign:
These results were tracked through XpertVR’s internal analytics and CRM tools over the first few months post-launch, validating the redesign’s effectiveness with both users and stakeholders.
One of the biggest takeaways was how interview structure affects data quality. The 60-minute format left some participants fatigued, which may have impacted depth and accuracy of later responses.
In the future, I’d structure sessions by user type and keep them shorter and more focused — ideally 3–5 interviews per segment, with breaks or follow-ups to maintain energy and attention.
Restructuring interview format would likely improve accuracy of findings.
