User Experience Research and Design for the WRP

By Viola Cherchi

Introduction

My Major Project, The Web Rebellion Project, challenges the increasing sameness I see across modern web design. The project questions the idea of “good design” and critiques reliance on patterns, templates, frameworks, and automated tools that have normalised a predictable aesthetic. While the site itself is intentionally expressive, opinionated, and slightly chaotic, I still need a structured approach to understand how real users will experience it.

The UX workshops with Steph and Chris showed me that even experimental websites require clarity, intention, and user awareness. Before the workshops, I was focusing almost entirely on the creative angle and the conceptual critique. After the sessions, I understood that UX is not the opposite of rebellion – it is what ensures the rebellion lands meaningfully instead of becoming noise or confusion. If my intention is to critique conformity, I need my audience to understand the critique. UX allows me to build the foundation that supports the message.

This article outlines the UX research and design plan I will use to develop The Web Rebellion Project from Term 1 into Term 2. It explains how the methods introduced in the workshops will guide my decision-making, shape the structure of the site, and help me evaluate the experience with real users.

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1. Project Context and Goals

The Web Rebellion Project is a digital manifesto that explores creative anarchy in web design. My aim is to question what “good design” means and to challenge the uniformity encouraged by standardised components, templated layouts, and conventional best practices. The site will feel unconventional, but its purpose is not to alienate people – it is to provoke thought, encourage reflection, and prompt designers to consider how much of their decision-making comes from genuine intent versus habit.

Who the project is for

One key takeaway from the workshops was the importance of defining the audience early. UX work becomes unfocused when you try to design for “everyone.” My project speaks to a specific group:

• designers and students frustrated by formulaic, repetitive visual patterns
  
• creatives who are curious about non-standard layouts and expressive design
  
• people who enjoy opinionated websites and are open to disruption
  
• individuals who engage well with strong conceptual direction
  

These users are comfortable navigating slightly unusual interfaces, but they still expect clarity of intent. They do not need a conventional layout, but they do need to understand what the site is doing and why.

The problem I am addressing

Modern web design has become predictable. Many sites follow the same structure because it is safe, familiar, and easily justified through best practices. Components and frameworks make it easy to build quickly but also reinforce sameness. Designers often follow rules not because they make sense, but because they are the standard.

The problem The Web Rebellion Project tackles is creative conformity – the loss of individuality online. From a UX perspective, this involves answering several questions:

• What do users find frustrating about lookalike websites?
  
• What does “rebellion” mean in a digital context?
  
• How far can I push unconventional design without losing usability?
  
• What level of disruption is meaningful rather than obstructive?
  

UX methods help me understand these boundaries and guide the tone, visual choices, and structural decisions of the site.

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2. Research Objectives

Drawing from Steph’s explanation of UX framing, I identified four key research objectives that will guide my work:

1. Understand user attitudes toward conformity in web design.

These insights will shape the tone and message of my manifesto and help me articulate the critique effectively.

2. Identify how much unpredictability users find acceptable.

Every user has a different threshold for visual or structural disruption. Understanding this helps me determine how far I can push the design.

3. Learn how users make sense of unconventional layouts.

This insight informs navigation design, page hierarchy, and content placement.

4. Define what users expect from an intentionally non-standard website.

Even when breaking norms, users still rely on certain cues. Understanding expectations helps me disrupt intentionally rather than randomly.

These objectives provide a clear foundation for the UX methods I will use.

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3. Assumptions and Hypotheses

Steph emphasised the importance of distinguishing assumptions from hypotheses. Identifying assumptions early prevents me from designing based on personal bias instead of user reality.

Assumptions I currently have

• Designers are tired of templates and want more expressive work.
  
• Users can handle unconventional structure if the content is interesting.
  
• My audience will understand and appreciate the rebellious tone.
  
• A clear and bold manifesto will attract rather than deter my target users.
  

These assumptions create direction but must be validated.

Hypotheses I will test

• If the site feels intentional, users will accept creative chaos.
  
• If navigation is simple but visually unconventional, users will still orient themselves effectively.
  
• If the manifesto is well-written and clear, users will read it even if the layout challenges expectations.
  
• If users can find what they want in under 12 seconds, the site will not feel difficult or frustrating.
  

Turning these into testable statements gives structure to my evaluation plan and ensures my decisions are evidence-based.

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4. UX Methods I Will Use

The workshops introduced practical generative and evaluative methods. I selected those that align best with my project goals and audience.

4.1 User Interviews

I will interview 4 designers and design students. The purpose is to gather qualitative insights about:

• how they perceive conformity in web design
  
• what they consider “rebellious” or “expressive”
  
• their tolerance for unconventional layouts
  
• how they define a meaningful digital experience
  

These interviews will help shape the manifesto, tone of voice, and the conceptual direction of the site.

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4.2 Co-Design Exercises

Steph encouraged collaborative creative exercises to understand user expectations. I plan to run a co-design activity where participants sketch what a “rebellious website” looks like. The sketches will reveal:

• mental models
  
• what users consider essential
  
• what users think can be broken
  
• expectations around navigation and structure
  

These insights will guide how far I can push visual experimentation.

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4.3 Empathy Mapping

Empathy maps help break down how users think, feel, say, and do. They allow me to step outside my own perspective. I will create one empathy map per persona and attach them as PDFs. These maps will help me:

• understand user emotional responses
  
• identify potential friction points
  
• anticipate misconceptions or confusion
  
• support more informed design decisions
  

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4.4 Personas

Personas summarise user needs and behaviours. I will create three:

• Sara – design student seeking freedom and reassurance
  
• Leo – creative director looking for meaningful disruption
  
• Alex – web artist who values experimentation
  

These personas will be designed and attached as PDFs.

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4.5 Journey Mapping

Journey maps visualise how users move through the experience. For this project, I will map the following stages:

• first impressions
  
• moment of orienting
  
• exploration
  
• friction
  
• engagement
  
• takeaway
  

Mapping these stages helps identify where friction is intentional and where it becomes problematic.

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4.6 Prototyping

Chris emphasised that prototypes do not need to be polished – the aim is to test ideas, not aesthetics. I will create three prototypes:

1. Light rebellion (structured layout, expressive content)
   
2. Structured rebellion (unconventional navigation, consistent hierarchy)
   
3. Full anarchy (maximum experimentation)
   

These variations will help me understand the boundary between disruption and frustration.

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4.7 Usability Testing

Even an experimental site needs to be tested with real users. I will evaluate:

• whether users understand the purpose
  
• how quickly they orient themselves
  
• how they feel about visual unpredictability
  
• whether they can complete essential tasks
  

This is crucial for ensuring deliberate, meaningful disruption rather than unintentional confusion.

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4.8 RITE (Rapid Iterative Testing & Evaluation)

I will apply the RITE method to make immediate changes after each test session. This prevents issues from accumulating and speeds up decision-making. It also ensures the design remains flexible and responsive to findings.

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5. Personas (Attached as PDFs)

The user personas referenced above will be provided as separate PDF downloads. The PDFs include motivations, frustrations, goals, behaviours and accessibility considerations.

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6. Empathy Mapping (Attached as PDFs)

The empathy maps will help me understand emotional and cognitive reactions such as:

• “This is refreshing.”
  
• “I don’t know where to click.”
  
• “Finally, something different.”
  
• “I need to understand the purpose quickly.”
  

These insights will guide navigation choices, content hierarchy, interaction patterns, and tone of voice.

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7. User Journey Mapping (Attached as PDF)

The journey map will track:

• Entry – first visual impression and tone
  
• Orientation – understanding what the site is about
  
• Exploration – engaging with manifesto, essays, experiments
  
• Reflection – interpreting the concept
  
• Exit – what users take away
  

Journey mapping will highlight which moments require clarity and which moments can safely invite friction.

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8. Prototyping and Testing Plan

Prototype 1 – Light Rebellion

Tests whether minimal disruption still conveys the message.

Prototype 2 – Structured Rebellion

Tests whether unconventional navigation remains navigable with consistent hierarchy.

Prototype 3 – Full Anarchy Mode

Tests the threshold for unpredictability and user tolerance.

Testing Activities

I will run:

• moderated usability tests (5 participants)
  
• first-click tests to measure orientation
  
• A/B comparisons across prototype versions
  
• short post-test surveys
  

Metrics

• task completion
  
• time to orient
  
• emotional reactions
  
• confusion points
  
• comprehension of the concept
  

This evidence will show how users interpret intentional disruption.

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9. Evaluation and Iteration

I will evaluate findings using:

• behavioural observation
  
• think-aloud testing
  
• pattern analysis (across participants)
  
• RITE method updates
  

The goal is not to remove chaos but to ensure the chaos is intentional. Iteration will focus on:

• refining navigation clarity
  
• adjusting content order
  
• clarifying the manifesto
  
• strengthening visual hierarchy
  
• balancing disruption with usability

Testing sessions will be organised consistently. Participants will be recruited from my peer group, including design students and practicing designers who match my personas. Sessions will be conducted remotely using screen sharing, allowing participants to navigate the site while thinking aloud. Each session will last approximately 20-30 minutes, and I will record notes on navigation issues, confusion points, and emotional reactions. Feedback will be synthesised after each round to inform rapid design iterations.

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10. How UX Will Influence the Final Site

UX supports the concept by ensuring meaning is delivered effectively. It influences:

• how much disruption is appropriate
  
• how users move through content
  
• the order ideas are presented
  
• the clarity of the manifesto
  
• the balance between experimentation and usability
  
• the emotional and cognitive impact of the experience
  

Without UX research, the site could feel random or confusing. With UX research, the site becomes intentional, structured, and impactful.

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11. Accessibility & Inclusion

Although The Web Rebellion Project challenges conventional design patterns, accessibility remains a priority. The goal is not to exclude users, but to ensure that disruption is intentional rather than obstructive. I will follow core accessibility principles by maintaining sufficient colour contrast, legible typography, and clear content hierarchy throughout the site.

Navigation will remain consistent across pages, even when visual layouts change. Semantic HTML will be used to ensure screen readers can interpret the structure correctly. Unconventional interactions will be supported by clear textual cues, and essential content will never rely solely on visual effects.

I will consider reduced motion preferences and avoid interactions that could cause discomfort. User testing will include accessibility checks to ensure the site remains inclusive while still expressing its conceptual intent.

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Conclusion

The UX workshops encouraged me to think beyond pure visual rebellion and consider how people experience my work. The methods I learned – personas, empathy maps, journey mapping, co-design exercises, hypothesis testing, and iterative evaluation – provide structure to a project that could otherwise become directionless. The Web Rebellion Project aims to challenge design norms, but that challenge must be understandable and meaningful.

This UX plan will guide my work through Term 2 and ensure the final site communicates its message effectively. It enables me to create disruption without compromising clarity and to build a site that provokes thought rather than frustration. The research and testing approach supports my intention to question conformity while still delivering a coherent user experience.