ROLE
Digital Communications Assistant
COMPANY
Magnet
TEAM
1 Digital Communications Assistant / 1 Software Developer /
1 English-French Translator / 1 Project Manager
Problem
PROBLEM STATEMENT
The existing grant website made it difficult for users to find relevant information and complete key actions, leading to low engagement and high drop-off rates.
Complex navigation, unclear content hierarchy, and poor visibility of key actions (e.g., eligibility and application) created friction across the user journey.
BUSINESS GOAL
Our objective is to simplify access to grants, streamline the application process, enhance user experience with a clear website design, and support effective digital transformation for small and medium-sized businesses across Canada.
Overview
COMPANY BRIEF
The Canada Digital Adoption Program (CDAP), managed by Magnet, is a government program that helps small businesses in Canada grow by adopting digital tools, building e-commerce, and developing digital skills.
MY ROLE IN THIS FEATURE
This case study covers my work on a key project for the Canada Digital Adoption Program (CDAP), where I led UX research, defined product direction, and designed end-to-end user flows and interface improvements.
Solution Preview
Simplified Access to Grants
Clear and Intuitive Navigation
Enhanced User Engagement
Results
RESULTS & IMPACT
Increased User Engagement
Increased overall user engagement by 29% by simplifying navigation and making key content easier to access.
Higher Click-Through Rates
Redesigned digital assets and messaging, contributing to a 24% increase in CTR across key actions.
Improved Retention on Key Pages
Simplified content structure and improved clarity, increasing user retention by 18% on high-intent pages.
Streamlined User Flow
Reduced friction by consolidating information and improving access to primary actions like “Apply Now”
REFLECTION
The project focused on user experience research (UXR) and data-driven decisions. This pushed me out of my comfort zone, enhancing my agility and adaptability. It also deepened my understanding of user needs, enabling me to deliver more impactful, research-backed design solutions.
Process
.png)
Research
WEBSITE REVIEW PROCESS
KEY INSIGHTS
-
Users struggled to quickly find relevant grant information due to unclear hierarchy and overwhelming content
-
Key actions (e.g., eligibility, apply) lacked visibility
-
High exit rates indicated difficulty navigating or finding relevant information
-
Navigation complexity created unnecessary friction across core flows
SUPPORTING RESEARCH
User Interviews
Confirmed confusion around navigation, content structure, and locating eligibility criteria.
Analytics Insights
High exit rates and low interaction with key buttons highlighted visibility and usability issues.
Competitive Analysis
Identified best practices in content hierarchy, navigation simplicity, and CTA visibility.
COMPETITIVE ANALYSIS
I found several websites that effectively cater to similar users and goals, including the Small Business Administration (SBA), OpenGrants, Verizon's Digital Inclusion Program, NerdWallet, and Grants.gov. I investigated these platforms for patterns, weaknesses/opportunities, and how they overall solved the problem. Some features that stood out were:
.png)
Define
WEBSITE REVIEW PROCESS
Personas
_edited.jpg)
BUSINESS OBJECTIVES
01.
Simplify navigation and improve accessibility
02.
Streamline the grant application process
03.
Enhance user engagement with clear design
PRODUCT STRATEGY
I focused on high-impact improvements that would reduce user drop-off and increase completion of key actions without requiring a full system redesign.
To improve usability within an existing system, I focused on:
-
Prioritizing high-impact user actions (e.g., finding grants, applying)
-
Reducing cognitive load by simplifying content structure
-
Making navigation predictable and easy to scan
-
Increasing visibility of key actions through better hierarchy
CONSTRAINTS & TRADEOFFS
Worked within an existing government system and content structure, which limited how much could be changed. Prioritized high-impact improvements within these constraints to deliver meaningful UX gains without requiring a full rebuild.
Ideation
WEBSITE REVIEW PROCESS
EARLY WIREFRAMES
I created low-fidelity wireframes to quickly test layout changes and simplify navigation.
These focused on reducing clutter, improving content hierarchy, and guiding users toward key actions.
.png)
Design
WEBSITE REVIEW PROCESS
USER FLOW
Using the existing site map as a reference, I mapped out the user flow for the redesign to better understand how users would navigate the platform. This helped me identify key steps, streamline the process, and create a clear list of screens and interactions to design.
Redesign
.png)
USABILITY TESTING INSIGHTS
Overloaded Grant Pages
01
Simplified content to highlight key information (eligibility, application steps, CTA), reducing cognitive overload.
Reduced unnecessary steps by connecting homepage directly to relevant grant pages.
Navigation Complexity
02
Merged eligibility and grant details into one accessible section to improve clarity.
Eligibility Confusion
03
USER FLOW UPDATE
After conducting usability testing and gaining deeper insights into user needs, I updated the user flow to prioritize simplicity and direct access to key features. The revised flow streamlined navigation, ensuring users could quickly find what they were looking for. This iteration set the foundation for multiple rounds of design, feedback, and further usability testing to refine the experience.
This shift ensured users could complete key actions faster with fewer steps, directly supporting engagement and retention goals.
FINALIZE FEATURES
After finalizing my design iterations, I collaborated with the developer to review and refine the implemented features. This step ensured the designs translated seamlessly into functional components. We addressed any discrepancies and made adjustments to enhance usability and maintain alignment with the project goals.
Design Breakdown
Streamlined Grant Access
Problem
Users struggled to find relevant grant information and understand next steps.
Design Decisions
-
Consolidated eligibility, application steps, and FAQs into single pages
-
Prioritized key information above the fold
-
Reduced unnecessary navigation between pages
Why it Matters
Improves task completion and helps users move from discovery to application more efficiently.
Simplified Navigation Structure
Problem
Users had difficulty navigating the site due to unclear structure and too many options.
Design Decisions
-
Grouped content into clear, logical categories
-
Introduced a more intuitive navigation system
-
Reduced complexity by limiting unnecessary links
Why it Matters
Makes it easier for users to find what they need quickly, reducing frustration and drop-off.
Improved Engagement & CTA Visibility
Problem
Key actions like “Apply Now” were not easily noticeable or accessible.
Design Decisions
-
Increased button visibility using size, placement, and contrast
-
Positioned CTAs closer to relevant content
-
Simplified messaging to make actions clearer
Why it Matters
Drives higher engagement and improves conversion into application flows.