Peoplewhiz, a background reporting company, tasked me with the design and improvement of the overall user experience and user interface. I was the only front-end designer on the team, which meant I had the responsibility of designing all aspects, from the logo and wireframes of the website and report pages, to the marketing material for user engagement. Working in conjunction with stakeholders, I also contributed valuable suggestions for key feature additions and day-to-day practices to enhance user engagement and satisfaction.

Upon analyzing our competitors, I found a lack of differentiation in the market, leading to a monotonous user experience. Therefore, my primary goal was to break this convention and provide a memorable yet familiar user experience. The second problem we faced was the complexity of the API data, with nested elements making it difficult for users to digest information. Lastly, user retention was a problem as the reports lacked engaging features, casting doubts on the feasibility of a subscription model.

Research involved identifying major competitors and understanding user behaviors and expectations from such reports. Beenverified and Truthfinder emerged as significant market players. Extensive perusal of blogs and articles helped us understand user behavior, leading to the creation of effective ad campaigns.

Findings were illuminating. Most users were attracted to ads with headlines like "How to find a cheater" and those featuring "Criminal Records." This insight guided my decisions on report features and the kind of imagery to use in the design.

I began with the report, prioritizing user-friendly data presentation. After deciphering the API's nested data, I extracted key information, segmenting it into digestible, relevant categories using typographical principles.

In addition to typography and relevant categories, I created a vibrant, colorful palette to highlight the design language. I also used custom iconography to differentiate information types, enhancing communication and ease of understanding. After the report design, I designed the website, incorporating elements from the report and using imagery to reflect the mysterious and high-tech nature of background checks.

Launch day feedback was favorable, particularly for the design. However, technical backend issues hindered the user flow and tracking system, necessitating a fallback to an older version. Despite this setback, much of the redesign, especially the revamped report, remained intact.

The final solution is still a work in progress. We continue to learn and collect data from the latest version of the site. Ongoing changes and updates, especially on the SEO side, are being made, and crucial features are still under development.

This project highlighted the importance of user-centered design, thorough market research, and the power of unique and compelling design in setting a product apart. It also reinforced the necessity of flexibility and adaptability in design and development, especially when faced with technical setbacks.

Through this project with Peoplewhiz, I had an opportunity to redefine and reimagine the user experience and interface for a background reporting company. Despite several challenges, the outcome was a design that breaks away from industry conventions while providing users with an easy-to-navigate and engaging experience. This project has reinforced my belief that good design stems from understanding the user's needs, the market landscape, and the ability to adapt and evolve with ongoing insights and feedback. The journey with Peoplewhiz continues as we strive to refine our product, maintain our unique brand identity, and, most importantly, provide a useful and engaging platform for our users.