Problems Identified

A comprehensive audit of the existing microsite revealed several key issues:

• Lack of page structure: Users struggled to understand what the page offered due to inconsistent layout and unclear hierarchy.

• Poor navigation: The site lacked intuitive pathways, causing users to miss important content or abandon the page.

• Information not discoverable: Critical consulting services were buried or fragmented, making it difficult for users to find what they needed.

• Weak information flow: Content was not organized logically, resulting in confusion and reduced time spent on the page.

These issues directly impacted user engagement and the ability of the microsite to communicate ARUP’s consulting value.

UX Strategy

Information Architecture

I established a new information architecture to create a clear, predictable navigation structure. This included:

• Grouping consulting services into logical categories

• Creating a top‑level navigation that reflects user tasks

• Designing a content hierarchy that guides users through “What we offer,” “How we help,” and “Who we are”

The IA served as the foundation for improved wayfinding and content clarity.

Wireframes

Low‑fidelity wireframes were created in Figma to explore layout, content flow, and user pathways. These wireframes focused on:

• Clear sectioning of consulting services

• Improved scanning patterns

• Logical progression from overview → services → case studies → contact

• Placement of navigation and footer elements to support user orientation

Wireframes were reviewed with stakeholders to validate direction before moving into high‑fidelity design.

High‑Fidelity Mockups & Prototyping

I developed high‑fidelity mockups that incorporated:

• A redesigned navigation system for intuitive user flow

• A structured footer to support better wayfinding

• Updated imagery and content blocks to improve engagement

• A modern visual system aligned with ARUP’s brand

• Interactive prototypes demonstrating user flow and navigation behavior

These mockups were used to test usability and refine the final experience.

UI Design & Final Delivery

The final redesigned microsite includes:

• Improved user flow: Clear pathways guide users through consulting offerings, case studies, and contact options.

• Engaging content and imagery: Visual storytelling keeps users engaged longer and improves comprehension.

• Consistent layout and hierarchy: Users can quickly understand what ARUP Consulting provides and how to access deeper content.

• Enhanced navigation and footer: Better wayfinding reduces friction and supports exploration.

• Optimized information flow: Content is structured logically, making it easier for users to find and understand consulting services.

Impact

• Increased time on page due to improved engagement and clarity

• Reduced user confusion through streamlined navigation

Developed Consulting Branch Microsite

Case Study: Redesigning the ARUP Consulting Microsite

Overview

The ARUP Consulting microsite required a full UX/UI redesign to address critical usability issues and improve how users discover, understand, and engage with consulting services. The previous version suffered from poor navigation, unclear information flow, and low page engagement. My role was to evaluate the existing experience, identify user pain points, and deliver a redesigned microsite that improves clarity, usability, and overall engagement.

UX Approach

To address these problems, UX evaluation was done by an onsite source and rebuilt the experience from the ground up. I was provided with the following information in order to rebuild the entire site

• Heuristic Evaluation & User Flow Mapping.

• Information Architecture Redesign

• Wireframes Focused on Information Flow

• High‑Fidelity Mockups & Navigation Prototype Designed a modern interface with intuitive navigation, improved footer structure, and streamlined user pathways.

UI Design Execution

The redesigned interface introduced a cohesive, accessible, and emotionally engaging visual system:

• Consistent red‑white palette and modular layout aligned with ARUP’s brand.

• Story‑driven imagery highlighting real donor impact and community connection.

• Data‑driven metrics to build trust and reinforce local impact.

• Clear typography and improved contrast ratios for accessibility compliance.

• Prominent CTAs for scheduling, qualifications, and promotions.

Outcomes

The redesigned microsite delivers a significantly improved user experience:

• Streamlined user journey from awareness → understanding → action.

• Increased engagement through compelling visuals and visible promotions.

• Improved clarity and discoverability of donation information.

• Stronger brand trust through transparent local impact statistics.

• A modern, user‑centered platform that supports Utah’s donor community more effectively.

ARUP Blood Services Redesign

The Challenge

The original Utah Blood Services website was outdated and lacked a meaningful user experience. Navigation was scattered, visual hierarchy was inconsistent, and users struggled to find essential information such as donation qualifications, promotions, and scheduling options. These issues led to reduced engagement and limited donor conversion.