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Taíno World Project – Phase 2

Project Overview

Project: Taíno World
Role: UXR Apprentice
Phase: 2 – Building an Immersive Website for Future Conferences
Duration: 8 Weeks
Objective: To design a user-centered, immersive digital experience that supports Taíno World’s mission to celebrate and preserve Taíno heritage. This phase aimed to establish a virtual conference platform for Taíno descendants and culture enthusiasts, enabling access to resources, events, and cultural content.

Scope of Work

  • Conduct qualitative research and data analysis on user needs.

  • Create detailed personas, empathy maps, and user journey maps.

  • Develop usability testing scripts and questions.

  • Present findings to cross-functional teams and clients to align on user needs and priorities.

Client Needs

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The client required a culturally authentic, accessible, and immersive platform that:

  • Engages Taíno descendants and enthusiasts.

  • Provides bilingual support (English and Spanish).

  • Offers virtual conference capabilities, including live streaming, recorded sessions, and interactive features.

  • Serves as a comprehensive resource hub for Taíno culture, history, and events.

Problem

  • Users faced several challenges when engaging with Taíno cultural content online, including:

  • Limited Reliable Information: Users reported difficulty finding accurate, up-to-date content on Taíno culture.

  • Language Barriers: With a diverse linguistic audience, many users felt restricted in accessing bilingual resources.

  • Event Accessibility: Limited virtual event options and networking opportunities left users feeling disconnected from the community.

UX Research Process

Qualitative Analysis

  • Conducted in-depth interviews with Taíno descendants and culture enthusiasts.

  • Coded and tagged interview data in Dovetail to identify themes, pain points, and user motivations.

Data Analysis

  • Used Dovetail tagging to categorize and synthesize data, identifying three core pain points:

  • Accessibility of reliable information.

  • Need for bilingual support.

  • Limited engagement in cultural events and networking.

Persona Development

Created two primary personas: Taíno Descendant and Culture Enthusiast, each representing unique user journeys and needs

Empathy Mapping

  • Developed empathy maps for each persona, capturing their emotions, thoughts, and motivations to guide the platform’s design and content strategy

User Journey Mapping

  • Outlined user journey maps to visualize critical touchpoints, such as accessing resources, registering for events, and interacting with the community.

Usability Testing Preparation

  • Designed usability testing scripts and questions to gather feedback on the initial wireframes, focusing on accessibility, user experience, and content relevance

Presentations

  • Presented research findings, personas, and journey maps to the cross-functional team and clients, aligning stakeholders on key user insights and informing the next design steps.

Outcome

  • Based on our research and data analysis, the team identified three key pain points that informed the design. The design team created wireframes focusing on:

  • Easy navigation with bilingual content support.

  • Virtual event options with interactive and accessible features.

  • A comprehensive Taíno resource hub.

  • The wireframes were approved by the client, marking a successful transition to Phase 3, where usability testing will refine the design based on user and client feedback.

  • This case study highlights a user-centered approach, showcasing how qualitative research, persona development, and data-driven insights can shape an accessible, engaging digital platform for cultural immersion and community building.

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