Higher Nationals

Internal verification of assessment decisions – BTEC (RQF)

INTERNAL VERIFICATION – ASSESSMENT DECISIONS
Programme title BITEC Higher National Diploma in Computing

Mr.Shanaka Anuranga
Assessor Internal Verifier
Unit 36- User Experience and Interface Design
Unit(s)
User experience design for E-video cloud
Assignment title
B.D.I. Sadhini
Student’s name
List which assessment criteria Pass Merit Distinction
the Assessor has awarded.

INTERNAL VERIFIER CHECKLIST

Do the assessment criteria awarded match

those shown in the assignment brief? Y/N

Is the Pass/Merit/Distinction grade awarded

justified by the assessor’s comments on the Y/N
student work?
Has the work been assessed Y/N
accurately?
Is the feedback to the student:
Give details:
• Constructive? Y/N
• Linked to relevant assessment criteria? Y/N
Y/N
• Identifying opportunities for
improved performance?
Y/N
• Agreeing actions?
Does the assessment decision need Y/N
amending?

Assessor signature Date

Internal Verifier signature Date

Programme Leader signature (if required)
Date
Confirm action completed
Remedial action taken
Give details:

Assessor signature Date

Internal Verifier
signature Date
Programme Leader
signature (if required) Date
Assignment Feedback Form
Student Name/ID Balasooriyage Dona Imalsha Sadhini / E199363
Unit Title Unit 36- User Experience and Interface Design

Assignment Number Assessor

Date Received
Submission Date 1st submission
Date Received 2nd
Re-submission Date submission
Assessor Feedback:
LO1 Research User Experience and Interface Design in relation to end user requirements in a
User Interface concept
Pass, Merit & Distinction P1 P2 M1 M2 D1
Descripts
LO2 Plan a User Experience map and Interface Design for a User Interface concept for a
target end use
Pass, Merit & Distinction P3 P4 M3 M4 D2
Descripts

LO3 Build a User Interface concept and test it with end users for enhancement purposes

Pass, Merit & Distinction P5 P6 M5 M6

Descripts
LO4 Evaluate user feedback and test results from interaction with the User Interface
concept to determine improvements
Pass, Merit & Distinction P7 P8 M7 D3
Descripts

Grade: Assessor Signature: Date:

Resubmission Feedback:

Grade: Assessor Signature: Date:

Internal Verifier’s Comments:

Signature & Date:

* Please note that grade decisions are provisional. They are only confirmed once internal and external moderation has taken place and
grades decisions have been agreed at the assessment board.

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Assignment Feedback
Formative Feedback: Assessor to Student

Action Plan

Summative feedback

Feedback: Student to Assessor

Assessor Date
signature

Student Date
signature

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Pearson Higher Nationals in
Computing
Unit 36: User Experience and Interface Design
Assignment

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General Guidelines

1. A Cover page or title page – You should always attach a title page to your assignment. Use
previous page as your cover sheet and make sure all the details are accurately filled.
2. Attach this brief as the first section of your assignment.
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Important Points:

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may apply (in writing) for an extension.
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then be asked to complete an alternative assignment.
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a reference list.
10. If you are proven to be guilty of plagiarism or any academic misconduct, your grade could be
reduced to A REFERRAL or at worst you could be expelled from the course

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Student Declaration

I hereby, declare that I know what plagiarism entails, namely to use another’s work and to present it as
my own without attributing the sources in the correct form. I further understand what it means to
copy another’s work.

1. I know that plagiarism is a punishable offence because it constitutes theft.

2. I understand the plagiarism and copying policy of Pearson UK.
3. I know what the consequences will be if I plagiarise or copy another’s work in any of the
assignments for this program.
4. I declare therefore that all work presented by me for every aspect of my program, will be my
own, and where I have made use of another’s work, I will attribute the source in the correct
way.
5. I acknowledge that the attachment of this document signed or not, constitutes a binding
agreement between myself and Pearson UK.
6. I understand that my assignment will not be considered as submitted if this document is not
attached to the assignment.

E199363@esoft.academy 05/24/2025
Student’s Signature: Date:
(Provide E-mail ID) (Provide Submission Date)

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8|Page
Higher National Diploma in Business
Assignment Brief
Student Name /ID Number Balasooriyage Dona Imalsha Sadhini / E199363
Unit Number and Title Unit 36: User Experience and Interface Design

Academic Year 2022/23

Unit Tutor

Assignment Title User Experience Design for e-video cloud

Issue Date

Submission Date

IV Name & Date

Submission format

The submission should be in the form of an individual report written in a concise, formal business
style using single spacing (refer to the assignment guidelines for more details). You are required to
make use of headings, paragraphs, and subsections as appropriate, and all work must be
supported with research and referenced using Harvard referencing system. Please provide in-text
citation and a list of references using Harvard referencing system.

The recommended word count is 4,500–5,000 words excluding annexures.

Minimum word count – 4,500
Maximum word count – 5,000

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 Unit Learning Outcomes:

LO1. Research User Experience and Interface Design in relation to end user
requirements in a User Interface concept.

LO2. Plan a User Experience map and Interface Design for a User Interface
concept
for a target end user.

LO3. Build a User Interface concept and test it with end users for enhancement
purposes.

LO4. Evaluate user feedback and test results from interaction with the User
Interface
concept to determine improvements.

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 Assignment Brief and Guidance:

Scenario

e-video cloud (EVC) is an emerging, cloud based, online video platform developed in Sri Lanka by
a tech start-up founded by a group of young graduates. EVC team is hiring you as an Associate
User Experience Engineer, putting you in-charge with designing UI of the EVC system.

You need to thoroughly consider about following features when you are designing the UI,

 EPN: e-video producer network: A music producer can register, sign up, publish or un-
publish their work, monitor the distribution of their published videos, view their account
balance and to withdraw the balance through a cheque.
 eVideo Discovery: A registered user can look up artists, director, producer and find
videos they like. Once the eVideo Discovery is made, the user has options to
o Rent a video for 3 months: Videos will be available in My Library.
o Own a video: Video will be available in My Library until user cancels the
subscription.
 My Library: Include all films, videos & playlists available to the user at that time. User
has options to view and sort by IMDB Ratings, Genre, Year, Source (Rented, Own, Gifted)
and etc. User has options to select a video and
o Preview it
o Add it to a playlist
o Gift it to a friend (for a week, Permanently, just one watch) (* When gifted, it will
be greyed out from My Library for the ‘Gifted duration’. If it is a permanent gift,
clicking on it will bring user back to the eVideo Discovery and indicate” already
selected”)
o “Find Video Like This” will take the user to discovery section to find similar
videos, director and genre.
 eM Player: When user plays a video or a list, the user will be brought to the eM Player
which gives play controls and allow different playlist manipulations. It also contains

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 records of previous play-lists and gives user to rate the presently playing video. In
addition, player also contains the previously discussed “Video Like This” and “Gift”
options which can be applied to the selected video or selected play-list.
 Settings: Will give user the options to manage visual appearance, language settings,
payment options and options to manage devices connected to user’s EVC account.

Activities / Tasks:

Activity 01:
Write an elaborative report to the board of directors of EMC to convince them why they need to
increase their focus on the user interface and user experience in addition to the system’s feature set
to achieve the company’s corporate goal. This report should include following areas.

 Present an overview of UE and UI design and assess standard tools available in UE & UI
design. Analyze the Impact of UE & UI methodology in Software Development life Cycle
and evaluate specific forms of UE-UI.
 Recognize, review and evaluate different forms of UE-UI and their end-user testing
requirements by referring to advantages and disadvantages of them for different testing
outcomes. Justify their use in a User Interface concept method available for testing for
user requirements against the UE-UI design.

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 Activity 02:

 Review different end users of EVC using user categorizations, classifications and behavior
modelling techniques and select a specific end user from the identified categories. Appraise
and develop user ‘Persona’ for the identified user. Present your empathy map, experience
map and customer journey map.
 Apply a relevant development methodology to develop interaction / interface for the
Persona developed in the above and devise a plan to test User Interface Design
methodology and tools selected against end user requirements. Justify your selection.

Activity 03:
Examine and employ appropriate tools that can be used to develop the interface/ interaction
designed in activity 2. Create a plan to test the interface / interaction you created using the
appropriate tools for testing.

Activity 04:

 Conduct a user experiment for the developed interface and examine feedback. Analyze
feedback received and make multiple iterations of the interface based on the outcome of
the analysis. Critically Evaluate the feedback and tests results received for multiple
iterations of the final interface developed in activity 3.
 You then must compare it against the original plan/ user requirements and discuss your

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 insight in using prototyping by critically evaluating the overall success of concept of the
interface you developed. Suggest ways in which any future versions of the UI you
developed can be improved.

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Grading Rubric

Grading Criteria Achieved Feedback

LO1 Research what aspects of User Experience and Interface Design are necessary and appropriate to satisfy end-user emotions,
desires and attitudes when using a user interface concept.
P1 Recognize specific forms of User Experience and
✅ Achieved
Interface Design and end-user testing requirements. p. 29–34
P2 Assess standard tools available for use in User ✅ Achieved
Experience and Interface Design.
p. 22–24
M1 Analyze the impact of common User Experience and
✅ Achieved
Interface Design methodology in the software
development lifecycle. p. 27–28

M2 Review specific forms of User Experience and Interface

Design and advantages and disadvantages of end-user ✅ Achieved
testing requirements for appropriateness to different
p. 31–34
testing outcomes.
D1 Evaluate specific forms of User Experience and
Interface Design and justify their use in a User Interface ✅ Achieved
p. 34
concept.
LO2 Plan a User Experience map and Interface Design for a User Interface concept for a target end user.
P3 Review different end-user categorisations, classifications
and behaviour modelling techniques. p. 35–36

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P4 Appraise a specific end user and an appropriate
User Experience and Interface Design methodology to test with ✅ Achieved
this user type.
p. 36–37

M3 Apply end user classification and behaviour modelling to

select an appropriate Interface Design methodology. ✅ Achieved

p. 37

M4 Devise a plan to use appropriate User Interface Design

✅ Achieved
methodology and tools to conduct end-user testing.
p. 41–43
D2 Develop multiple iterations of your User Interface concept
and modify each iteration with enhancements gathered from
user feedback and experimentation. ✅ Achieved

p. 45–48

LO3 Build a User Interface concept and test it with end users for enhancement purposes
P5 Examine appropriate tools to develop a user interface. ✅ Achieved

p. 44–45

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 P6 Conduct end-user experiments and examine feedback ✅ Achieved
see if it satisfies emotions, desires and attitudes as
p. 49–51
planned.

M5 Employ an appropriate set of tools to develop your plan ✅ Achieved

into a user interface.
p. 44–45

M6 Analyse end-user feedback and build a new iteration ✅ Achieved

of your User Interface modified with the most important
p. 51–52
feedback and enhancements.

LO4 Evaluate user feedback and test results from interaction with the User Interface concept to determine improvements
P7 Review end-user feedback from multiple iterations of ✅ Achieved
p. 53
the User Interface.

P8 Suggest steps to improve in future versions of your ✅

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 UI. Achieved
p. 54

M7 Undertake a critical review and compare your final ✅ Achieved

user interface and your test results with the original
p. 54
plan.

D3 Critically evaluate the overall success of your User ✅ Achieved

Interface concept and discusses your insight using
p. 55–56
prototyping.

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Contents
1. Introduction........................................................................................................................21
02. Activity 1: Understanding UX and UI Design.....................................................................22
2.1. User Experience and User Interface Design.................................................................22
2.1.1. User Experience....................................................................................................22
2.1.2. User Interface (UI)................................................................................................22
2.1.3. How UX and UI Work Together.............................................................................22
2.2 Tools Commonly Used in UX and UI Design..................................................................23
2.2.1. Figma.................................................................................................................... 23
2.2.2. Adobe XD..............................................................................................................23
2.2.3. Sketch................................................................................................................... 24
2.2.4. InVision................................................................................................................. 24
2.3 Design Methodologies in UX/UI....................................................................................25
2.3.1. User-Centered Design (UCD)................................................................................25
2.3.2 Agile UX................................................................................................................. 25
2.3.3 Lean UX..................................................................................................................26
2.4 Impact of UX/UI Design on the Software Development Lifecycle (SDLC).....................27
2.4.1 Planning Phase.......................................................................................................27
2.4.2 Design Phase..........................................................................................................27
2.6 Forms of UX and UI in Practice.....................................................................................29
2.6.1 Wireframes............................................................................................................29
2.6.2 Prototypes............................................................................................................. 29
2.6.3 High-Fidelity Mockups...........................................................................................30
2.6.4 UI Components and Design Systems.....................................................................30
2.6.5 Responsive and Adaptive Design Patterns.............................................................30
2.7 End-User Testing Requirements and Their Relevance..................................................31
2.7.1 Usability Testing.....................................................................................................31
2.8. Evaluation and Justification of UX/UI Forms in a User Interface Concept...................34
2.8.1. Wireframes...........................................................................................................34
2.8.2. Prototypes............................................................................................................ 34
2.8.3. High-Fidelity Mockups..........................................................................................34
2.8.4. Design Systems.....................................................................................................34
03. Activity 2: Planning User Experience and Interface..........................................................35
3.1. Understanding User Types and Behaviour Modelling..................................................35
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 3.1.1. Categorizing Users................................................................................................35
3.1.2. Modelling User Behaviour....................................................................................36
3.2 Developing a Representative User Persona..................................................................36
3.2.1 Selected User Type: Independent Content Creator...............................................36
3.2.2 Persona Profile: Malik Fernando............................................................................37
3.2.3 Key Needs and Design Implications.......................................................................37
3.3 User-Centered Mapping Techniques............................................................................38
3.3.2 Experience Map – End-to-End Platform Use..........................................................39
3.4 Interface Design Tools and Testing Strategy.................................................................41
3.4.1 Design Tools...........................................................................................................41
3.4.2 Testing Strategy.....................................................................................................41
3.4.3 Iterative Validation Plan (Expanded).....................................................................43
3.5 Selecting an Appropriate Development Methodology.................................................44
3.5.1. Agile UX: A Best-Fit Methodology.........................................................................44
3.6 Applying Feedback to Iterative Interface Improvement...............................................45
3.6.1 Iteration 1: Dashboard Redesign...........................................................................45
3.6.2 Iteration 2: Upload and Promotion Flow...............................................................45
3.6.3 Key Lessons and Future Considerations.................................................................46
04. Activity 3: Interface Creation and Testing.........................................................................47
4.1 Interface Development Using UX/UI Tools...................................................................47
4.1.1 Tool Selection: Figma.............................................................................................47
4.1.2 Wireframes – Early Design Exploration..................................................................48
4.1.3 High-Fidelity UI Screens.........................................................................................51
4.1.3 High-Fidelity UI Screens.........................................................................................68
4.2 Usability Testing and Feedback Integration..................................................................69
4.2.1 Testing Objectives and Purpose.............................................................................69
4.2.2 Testing Process and Participants...........................................................................69
4.2.3 Tools for Feedback Collection................................................................................70
4.2.4 Key Findings and Themes from User Feedback.....................................................70
4.2.5 Refinements Based on Feedback...........................................................................71
05. Activity 4: Evaluation of the User Interface......................................................................71
5.1 Review of User Needs Met by the Interface.................................................................71
5.2 Justification of Interface Design Decisions Based on User Feedback............................74
5.3 Recommendations for Interface Enhancement Based on Wider UX/UI Practices........75
Conclusion.............................................................................................................................. 77
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References..............................................................................................................................78

List of Tables
Table 1 - Testing methods...................................................................................................... 42
Table 2 - Empathy Map.......................................................................................................... 48
Table 3 Customer Journey Map..............................................................................................49

List of figures
Figure 1 - Figma Logo..............................................................................................................33
Figure 2 - Adobe XD Logo....................................................................................................... 33
Figure 3 - Sketch Logo.............................................................................................................34
Figure 4 - Invision logo............................................................................................................34
Figure 5 - UCD.........................................................................................................................35
Figure 6 - Agile........................................................................................................................36
Figure 7 - Lean UX...................................................................................................................36
Figure 8 User Experience Design Lifecycle Flow.....................................................................56
Figure 9 Figma Project Interface.............................................................................................57
Figure 10 Login Wireframe.....................................................................................................58
Figure 11 Home Page Wireframe........................................................................................... 59
Figure 12 Signup wireframe....................................................................................................60
Figure 13 signup wireframe....................................................................................................60
Figure 14 Prototype................................................................................................................61
Figure 15 Hope page UI..........................................................................................................62
Figure 16 Home Page..............................................................................................................63
Figure 17 Home page............................................................................................................. 63
Figure 18 Home Page..............................................................................................................64
Figure 19 Home Page..............................................................................................................64
Figure 20 dashboard...............................................................................................................65
Figure 21 Dashboard.............................................................................................................. 65
Figure 22 Dashboard.............................................................................................................. 66
Figure 23 Dashboard.............................................................................................................. 66
Figure 24 video browsing....................................................................................................... 67
Figure 25 popular creators..................................................................................................... 67
Figure 26 settings................................................................................................................... 68
Figure 27 subscription............................................................................................................ 68
Figure 28 Recommended videos............................................................................................ 69
Figure 29 Login Page...............................................................................................................69
Figure 30 Signup..................................................................................................................... 70
Figure 31 Help and support....................................................................................................70
Figure 32 Help and support....................................................................................................71
Figure 33 Help and support....................................................................................................71
Figure 34 Help and support....................................................................................................72
Figure 35 Video Library...........................................................................................................72
Figure 36 Video Library...........................................................................................................73
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Figure 37 My playlist.............................................................................................................. 73
Figure 38 Upload a video........................................................................................................74
Figure 39 Playing a Video....................................................................................................... 74
Figure 40 Creator earnings.....................................................................................................75
Figure 41 creator earnings......................................................................................................75
Figure 42 Creator earnings.....................................................................................................76
Figure 43 Theme settings........................................................................................................76
Figure 44 Language settings................................................................................................... 77
Figure 45 devices....................................................................................................................77
Figure 46 Payment methods...................................................................................................78
Figure 47 Mobile Responsiveness.......................................................................................... 83

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1. Introduction
The success of any digital product today relies heavily on how well it meets the expectations
of its users—not just in terms of functionality, but in the quality of their experience when
using it. A well-designed interface can transform a complex system into something enjoyable
and effortless to use. For platforms like e-video cloud (EVC), where users interact frequently
and in various ways, the design of the user interface plays a vital role in driving engagement
and satisfaction.
This project explores the process of designing a user interface for EVC, a cloud-based video
streaming platform developed by a tech start-up in Sri Lanka. The company has ambitious
goals for growth and user retention, and achieving these goals depends largely on the
effectiveness of its user experience. As part of the design team, my responsibility is to
research, plan, build, and evaluate an interface that not only looks good but also works
smoothly and intuitively for its users.
The report covers each stage of the design journey, beginning with research into user needs
and behaviors, followed by the development of user personas, journey maps, and wireframes.
From there, it moves into interface development and testing, using tools such as Figma to
create interactive prototypes. Feedback from users is collected, analyzed, and used to
improve the design in multiple iterations.
The aim is to create an interface that reflects the needs of real users whether they’re browsing
videos, creating playlists, or managing content and to support the company’s goals by
offering a seamless, enjoyable experience that keeps users coming back. This assignment
demonstrates not just the design process, but the thinking behind each decision and the value
of listening to users every step of the way.

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02. Activity 1: Understanding UX and UI Design
2.1. User Experience and User Interface Design
2.1.1. User Experience
User Experience, often abbreviated as UX, is about far more than whether an application
works. It’s about how it feels to use it. It reflects every moment a user spends interacting with
a product, from the first tap to the final click. For platforms like e-video cloud (EVC), where
users come to discover, enjoy, and manage digital content, their overall impression is shaped
not just by what the platform can do, but by how naturally it all fits together.
Good UX begins with empathy. It requires a deep understanding of the user what they need,
what they expect, and what might frustrate them. It’s about designing journeys that feel
seamless, not forced; intuitive, not instructional. The most effective UX goes unnoticed,
quietly helping users get what they want without delay or confusion. When done well, it
fosters loyalty, reduces support issues, and elevates the brand’s reputation.
2.1.2. User Interface (UI)
Where UX considers full experience, UI focuses on the visual and interactive elements the
part users see and touch. This includes layout, typography, colour, spacing, icons, buttons,
and the overall visual rhythm of a screen. It’s the skin and surface of the digital experience.
A strong user interface isn’t just attractive, it’s purposeful. It guides the user with clarity,
avoids clutter, and maintains consistency throughout the application. On a platform like
EVC, where users browse content, manage settings, and share videos, even a misplaced icon
or confusing label can break the flow. UI is where design meets function, and every element
should support the experience, not distract from it.
2.1.3. How UX and UI Work Together
Though distinct disciplines, UX and UI are most effective when they work in unison. A well-
planned UX sets the foundation; the UI builds upon it. You can have a visually stunning
design, but if it’s hard to use, people won’t stay. Likewise, a system that’s logical but looks
uninviting won’t draw users in.
Think of UX as the architecture and plumbing, while UI is the interior design. One defines
structure, the other brings it to life. Together, they create not just a usable product but one
people enjoy using.

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2.2 Tools Commonly Used in UX and UI Design
Designing a seamless digital experience requires more than creativity—it demands precision,
structure, and the right set of tools. Over the years, a range of industry-standard applications
has emerged, each tailored to different stages of the UX/UI design process. These tools
enable designers to move efficiently from conceptual sketches to interactive, test-ready
prototypes, while maintaining collaboration with developers and stakeholders throughout.
2.2.1. Figma
Figma has quickly become the tool of choice for many modern design teams. It offers a
cloud-based environment that allows for real-time collaboration, enabling multiple designers
or even clients to work on the same project simultaneously. This live collaboration
dramatically improves communication and reduces feedback loops. Its prototyping features
are robust, allowing for the creation of highly interactive user flows, while the design system
tools ensure consistency across large-scale interfaces.

Figure 1 - Figma Logo

2.2.2. Adobe XD
Adobe XD is a comprehensive tool developed specifically for UX and UI design. Its strength
lies in its integration with the wider Adobe ecosystem, which makes it ideal for teams already
using tools like Illustrator or Photoshop. Adobe XD provides powerful features for
wireframing, prototyping, and user testing, all within a clean, responsive interface. It supports
both static and dynamic design work and includes a host of plugins that expand its
capabilities.

Figure 2 - Adobe XD Logo

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2.2.3. Sketch
Sketch has long been a staple in interface design, particularly popular among Mac users.
Known for its clean interface and lightweight design environment, Sketch excels in creating
static mockups and reusable design components. While it lacks some of the real-time
collaboration features found in Figma, it makes up for this with an extensive library of third-
party plugins that allow teams to customize their workflows and integrate with development
tools.

Figure 3 - Sketch Logo

2.2.4. InVision
InVision is often used during the prototyping and testing stages. It allows designers to upload
static designs and transform them into interactive prototypes with click-through functionality.
What sets InVision apart is its strength in presenting and sharing designs for feedback.
Clients and stakeholders can comment directly on prototypes, making it easier to capture
input and make revisions quickly. It also offers tools like InVision Studio for more advanced
animations and motion design.

Figure 4 - Invision logo

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2.3 Design Methodologies in UX/UI
Designing effective user interfaces isn’t a matter of guesswork, it requires a structured
approach, often guided by proven design methodologies. These frameworks help teams stay
aligned, address user needs methodically, and produce systems that are functional, elegant,
and easy to use. For the e-video cloud (EVC) platform, where users engage with various
features browsing, renting, sharing, and organizing digital content choosing the right
methodology is crucial to building an interface that performs well across different user
scenarios.
2.3.1. User-Centered Design (UCD)
User-Centered Design places the user at the heart of every design decision. It begins with
research understanding user goals, pain points, and behaviors and translates those insights
into actionable design features. The process is iterative: design concepts are created, tested
with real users, refined, and tested again.
In the context of EVC, UCD ensures that every screen, feature, and flow is directly shaped by
what users need. For example, the gifting feature or playlist management must align with
how users expect to interact with their media library. By focusing on the user first, UCD
helps reduce friction and creates experiences that feel tailored rather than forced.

Figure 5 - UCD

2.3.2 Agile UX
Agile UX combines the principles of Agile development with user experience practices.
Rather than waiting until the end of development to test designs, Agile UX encourages

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continuous feedback and adjustment throughout the process. Design and development run in
parallel, with designers often working just one step ahead of developers.
This approach is particularly effective for a platform like EVC, which may expand its
features rapidly. Agile UX allows the team to build and test small pieces of functionality such
as the video player interface or discovery filters before committing to full-scale deployment.
It also encourages regular user feedback, which leads to quicker identification and resolution
of usability issues.

Figure 6 - Agile

2.3.3 Lean UX
Lean UX shares many principles with Agile but places even more emphasis on speed and
collaboration. Instead of heavy documentation and formal processes, Lean UX focuses on
building a minimum viable product (MVP), testing assumptions quickly, and learning
through direct user interaction.
For EVC, Lean UX is particularly useful when validating new ideas like an AI-driven
recommendation engine or a “Find Similar” button in the video player. Rather than perfecting
the feature upfront, the design team can release a lightweight version, observe real usage, and
iterate based on findings. This minimizes wasted effort and ensures that only valuable
features make it into the final product.

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 Figure 7 - Lean UX

2.4 Impact of UX/UI Design on the Software Development Lifecycle

(SDLC)
Integrating user experience (UX) and user interface (UI) design into the Software
Development Lifecycle (SDLC) transforms how digital products are conceived, developed,
and maintained. Rather than being confined to the surface level or left until the final stages,
UX/UI now plays a central role from the earliest planning phases through to post-launch
iteration.
In the context of e-video cloud (EVC), a platform offering multiple interactive features to a
varied user base, embedding UX/UI into each SDLC phase ensures that the final product is
intuitive, relevant, and aligned with user expectations.
2.4.1 Planning Phase
The planning phase is where project goals are defined, and scope is established. When UX/UI
is included at this stage, it adds a layer of clarity by grounding decisions in real user insights
rather than assumptions.
Impact
 User research replaces guesswork. Instead of speculating what features users might need,
planning is informed by personas, behavioral patterns, and empathy maps.
 Priorities are more accurate. Early engagement with users helps define essential features,
avoiding the bloat and confusion of over-engineering.
 Stakeholder alignment. UX workshops and user journey mapping sessions ensure that
business goals and user needs are harmonized from the outset.

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2.4.2 Design Phase
This phase transforms strategic goals into wireframes, mockups, and prototypes. Good UX
design ensures that every screen and interaction has a purpose, and good UI ensures that this
purpose is communicated clearly.
Impact
 Iterative prototyping allows teams to test ideas before they’re coded, reducing expensive
rework.
 Design systems ensure consistency across screens, making the product easier to use and
maintain.

 Interactive mockups can be used for early testing, revealing usability issues before they
affect real users.

2.4.3 Development Phase

In traditional development, design handoff can lead to misinterpretation. By embedding
UX/UI into this phase, designers and developers collaborate more closely, ensuring the
product matches the design vision.
Impact
 Faster implementation thanks to detailed prototypes and design specifications.
 Fewer misunderstandings. Tools like Figma offer inspectable assets and shared libraries,
making the development process smoother.
 Improved responsiveness to feedback, with design tweaks being integrated directly into
sprints.
2.4.4 Testing Phase
Testing goes beyond bug-finding. When UX/UI is integrated, testing becomes a space to
validate whether the interface meets user expectations.
Impact
 Usability testing identifies pain points in navigation, clarity, and satisfaction.
 A/B testing helps determine which design choices improve conversion and engagement.
 Real-world feedback can be gathered before full-scale release, reducing post-launch
issues.
2.4.5 Deployment and Maintenance Phase
UX/UI’s role doesn’t end at launch. The post-launch phase becomes an opportunity for
continuous improvement based on how users actually engage with the system.
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Impact
 Analytics and heatmaps help monitor user behavior and uncover areas for enhancement.
 User feedback is used to prioritize updates that improve usability and satisfaction.
 Design updates are easier to apply when a robust design system is in place.

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2.6 Forms of UX and UI in Practice
User Experience and Interface Design are not limited to abstract ideas. They are applied
through specific forms and deliverables that guide the structure, flow, and visual identity of a
digital product. These artefacts play different roles at different stages of the design process,
from initial planning to refinement through user testing. Understanding their functions,
strengths, and limitations is essential in producing an interface that is both usable and
effective.
2.6.1 Wireframes
Wireframes are skeletal layouts of a user interface. They focus on structure, hierarchy, and
placement of elements, without the distraction of colour or graphic styling. Wireframes are
typically used early in the design process to map out content, navigation, and flow.
Advantages
 Quickly produce and revise
 Allows focus on functionality before visuals
 Ideal for early feedback and alignment
Disadvantages
 May be difficult for non-designers to interpret
 Cannot demonstrate interaction or aesthetics
For EVC, wireframes are useful when outlining basic layouts such as the structure of the
video discovery screen or the layout of the settings page.
2.6.2 Prototypes
Prototypes are interactive models that simulate the user journey. They can range from low
fidelity (clickable wireframes) to high-fidelity (fully styled screens). Prototypes allow teams
to test real user behavior and identify issues early on.
Advantages
 Reveals usability problems before development
 Supports user testing with realistic scenarios
 Engages stakeholders with a tangible product preview
Disadvantages
 Can be time-consuming to build
 Requires clear version control when iterating
In EVC, prototyping the video player interface allows users to test the playback flow, gifting
options, and playlist management before anything is built.

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2.6.3 High-Fidelity Mockups
High-fidelity mockups represent the final look and feel of the product. These static screens
include branding, typography, colour schemes, and detailed UI elements. They are used to
validate visual consistency and are often shared with developers for implementation.
Advantages
 Provides an accurate preview of the final interface
 Useful for stakeholder presentations and approvals
 Ensures alignment with visual identity
Disadvantages
 Does not show how the interface behaves
 Time-intensive to create, especially for large systems
The EVC home page, featuring banners, category filters, and thumbnails, would benefit from
a polished mockup to present to investors or management.
2.6.4 UI Components and Design Systems
Design systems include libraries of UI components (buttons, cards, input fields, etc.) and
brand guidelines. They help maintain consistency across products and streamline
collaboration between designers and developers.
Advantages
 Promotes reusability and visual consistency
 Accelerates development
 Easier to scale across teams and platforms
Disadvantages
 Requires time upfront to build and maintain
 Can feel restrictive if not kept flexible
For EVC, reusable components like “Add to Playlist” or “Rent Now” buttons should behave
and look consistent across the platform. A design system ensures this.
2.6.5 Responsive and Adaptive Design Patterns
These ensure that the interface works well across various devices and screen sizes. While
responsive design adjusts automatically based on screen dimensions, adaptive design serves
predefined layouts for specific device types.
Advantages
 Enhances accessibility and usability on all devices
 Improves SEO and engagement
 Future-proofs the product
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Disadvantages
 Increases design and testing workload
 Can introduce complexity in layout decisions
As EVC is likely to be used on phones, tablets, and desktops, applying responsive design
principles ensures a seamless experience everywhere.
2.7 End-User Testing Requirements and Their Relevance
Design without testing is guesswork. Testing bridges the gap between assumption and
evidence, helping designers understand what works, what doesn’t, and why. Each form of
UX/UI output whether a wireframe, prototype, or mockup requires a different approach to
testing. The aim is not only to verify that a design is functional, but that it resonates with real
users, supports their goals, and feels intuitive to interact with.
For a platform like e-video cloud (EVC), testing plays a critical role in refining complex
interactions such as gifting videos, sorting libraries, or managing account settings assuring
that the design serves users effectively in real-world scenarios.
2.7.1 Usability Testing
To observe how real users interact with a design and identify any points of confusion,
inefficiency, or frustration.
Commonly used for,
 Wireframes
 Low and high-fidelity prototypes
Advantages
 Reveals actual user behaviour, not just opinions
 Identifies specific usability issues
 Can be done at any stage of design
Disadvantages
 Requires coordination with participants
 Feedback can vary based on user experience levels
Usability testing can reveal if users easily understand how to gift a video, sort playlists, or
access player controls critical features for retaining engagement.
2.7.2 A/B Testing
To compare two variations of a design element to see which one performs better based on
measurable outcomes (e.g., click rate, completion time).

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Commonly used for,
 UI elements (e.g., button placement, layout options)
 High-fidelity mockups and deployed interfaces
Advantages
 Provides statistically backed decisions
 Optimises specific design choices
 Works well in live environments
Disadvantages
 Requires significant user traffic to be meaningful
 Only tests isolated elements, not entire flows
You might test two designs for the "Rent" button to determine which one encourages more
conversions.
2.7.3 User Interviews
To gather in-depth, qualitative insights into users’ motivations, preferences, frustrations, and
emotional responses.
Commonly used for,
 Early design exploration
 Post-test reflection and analysis
Advantages
 Provides rich detail beyond what data can show
 Uncovers unexpected user needs and expectations
 Builds empathy with users
Disadvantages
 Time-consuming and subject to bias
 Requires skilled interviewers
Interviewing a music producer user might uncover that they prioritise easy access to analytics
over visual styling changing your interface priorities.
2.7.4 Surveys and Questionnaires
To collect broader, quantitative feedback from a large group of users.
Commonly used for
 Mid-to-late stage validation
 Gathering trends across a user base

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Advantages
 Scalable and efficient
 Helpful for benchmarking satisfaction and ease-of-use
Disadvantages
 Shallow insights compared to interviews
 Risk of low response rates or unclear questions
A survey could assess how users rate the clarity of navigation across different sections of the
platform.
2.7.5 Heatmaps and Behaviour Tracking
To visualise where users click, scroll, and spend time on an interface. These insights inform
which parts of a layout draw attention or go unnoticed.
Commonly used for,
 Live websites or high-fidelity prototypes
Advantages
 Visual, data-driven understanding of behaviour
 Highlights friction points or content blindness
Disadvantages
 Doesn’t explain why users act a certain way
 Requires real traffic and technical setup
If a heatmap shows users rarely interact with the "Find Similar" option in the video player, it
may need a clearer design or repositioning.
Each testing method suits a different stage of design and yields different kinds of insights:
Table 1 - Testing methods

Design Form Best Testing Method

Wireframes Usability testing, Interviews
Prototypes Usability testing, Heatmaps
High-Fidelity Mockups A/B Testing, Surveys
Live Interface Heatmaps, A/B Testing

Effective UX design is not about picking one testing method but about combining them in a
thoughtful way that matches the project's stage, goals, and available resources.

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2.8. Evaluation and Justification of UX/UI Forms in a User Interface
Concept
2.8.1. Wireframes
Wireframes are essential at the planning stage of any interface project, offering a clear and
simplified visual structure of the platform. For EVC, wireframes help map out layouts for key
features such as the content discovery page and playlist dashboard, allowing the team to
focus on functionality without being distracted by colour or styling. Their simplicity makes
them easy to update and ideal for stakeholder alignment early in the design process.
2.8.2. Prototypes
Prototypes allow the design team to simulate user interactions and gather feedback before
committing to development. In the context of EVC, a clickable prototype of the video gifting
process or playlist controls can reveal usability issues that static visuals might miss.
Prototypes are crucial in the mid-stage design phase, as they validate navigation flow and
task completion through real user testing.
2.8.3. High-Fidelity Mockups
Mockups are used to finalize the visual identity of the interface. For EVC, presenting fully
styled mockups of the homepage or video player builds confidence with stakeholders and
provides developers with precise visual references. These mockups ensure consistency in
branding, colour use, and UI elements, particularly when preparing for launch or presenting
to investors.
2.8.4. Design Systems
Design systems provide a shared library of components and visual standards that promote
consistency and efficiency. As EVC scales, a design system helps maintain a unified look
across new features and updates. It also simplifies hand-offs between design and
development teams, making ongoing maintenance more manageable.
2.8.5. Responsive Design Patterns
Responsive design ensures that EVC functions smoothly across desktops, tablets, and mobile
devices. Since users may access the platform in various contexts on the go, at home, or on
different screen sizes responsive layouts are essential for accessibility and user satisfaction.
This form of UI ensures the platform remains inclusive and adaptable.

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Each form plays a distinct role at a different stage of the interface lifecycle. When used
strategically, wireframes, prototypes, mockups, and systems complement one another,
resulting in an interface that is practical, appealing, and user centered. For a dynamic
platform like EVC, combining these forms ensures both design clarity and functional success.

03. Activity 2: Planning User Experience and Interface

3.1. Understanding User Types and Behaviour Modelling
Before designing any meaningful interface, one must begin with a clear grasp of who the
users are and how they think. Not all users are alike some are casual browsers, others are
goal-driven; some engage daily, while others return only when needed. Identifying and
categorizing these variations is central to shaping a product that feels intuitive, purposeful,
and personal.
3.1.1. Categorizing Users
 Demographic Profiles
This method involves grouping users based on objective criteria such as age, income level,
profession, education, and geography. For e-video cloud (EVC), demographic insight reveals
two core segments: young digital natives (ages 18–25) who prefer mobile-first experiences,
and working professionals (ages 30–45) who value curated content and a smooth experience
on desktop or smart TV.
 Psychographic Profiles
Where demographics reveal who the users are, psychographics focus on why they behave the
way they do. This includes their interests, lifestyle, values, and attitudes. A user may value
underground music culture and look for rare content; another may follow mainstream trends
and prefer curated playlists. Recognizing these preferences helps guide design decisions such
as homepage layouts, video recommendations, and content tagging.
 Behavioural Segmentation
This is based on actual user interaction how they use the platform. For instance, one group
may log in daily to build playlists and collect content, while another uses EVC mainly for
gifting and sharing videos. Behavioural data helps prioritize which features must be most
prominent and which workflows should be simplified.

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3.1.2. Modelling User Behaviour
Categorization alone isn’t enough; to anticipate user needs, designers use behaviour
modelling techniques,
 Usage Trend Analysis
Look at when users are active, how often they return, and which features they frequent.
This informs layout priorities and UI responsiveness.
 Interaction Mapping
Identifies the paths users typically take from opening the app to completing a video rental
or sending a gift. This shapes the design of navigation and flow.
 Motivational Insights
Explore the reasons behind user behaviour. Is the user looking for entertainment,
relaxation, education, or connection? Understanding intent refines the tone and features of
the interface.
In short, a well-designed product begins with more than creativity it begins with clarity about
who the users are, what drives them, and how they behave. By combining demographic,
psychographic, and behavioural analysis with thoughtful modelling, designers can create an
interface that not only functions well but feels made for the person using it.

3.2 Developing a Representative User Persona

To design an interface that feels natural and intuitive, one must move beyond general user
groups and examine the specific traits of a typical user. Personas serve this purpose; they
encapsulate the goals, behaviours, frustrations, and preferences of a real person, grounded in
research but shaped into a usable profile. This allows designers and developers to make
better, more human-centered decisions throughout the design process.
3.2.1 Selected User Type: Independent Content Creator
One key user category for e-video cloud (EVC) is the independent music producer. These
users rely on the platform not only for content consumption but also as a space to publish,
promote, and profit from their creative work. Unlike casual viewers, content creators require
access to both functional tools and performance analytics. Their dual roles as both user and
contributor demand a flexible and responsive interface.

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3.2.2 Persona Profile: Malik Fernando

Name : Malik Fernando

Age : 29
Occupation : Independent Music Producer
Location : Colombo, Sri Lanka
Device Usage : Smartphone (primary), Laptop (secondary)
Digital Fluency : High
Personality :
Creative, goal-oriented, time-sensitive, pragmatic
Traits
Upload music videos, reach new audiences, track stats,
Goals
manage fan engagement
Frustrations : Cluttered dashboards, delayed analytics, lack of promo tools
Behaviours : Logs in daily, shares links, checks feedback, curates playlists

3.2.3 Key Needs and Design Implications

Understanding Malik’s profile reveals a set of focused design priorities that align with his
behaviour, expectations, and professional goals. As a time-conscious, mobile-first content
creator, the platform must support his workflow with minimal friction while offering clear
insights into his performance.
 Efficiency
Malik values speed and functionality. Common tasks such as uploading a new music video,
replacing outdated content, or responding to fan messages should be achievable in two or
three taps at most. A clutter-free interface with clear call-to-action buttons such as “Upload

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New Track” or “View Latest Feedback” ensures he can complete routine actions quickly,
even between studio sessions or while travelling.
 Clarity
Data visibility is vital to Malik’s creative and commercial decisions. A dashboard that
highlights key metrics views, likes, user engagement trends, and income from gifts without
requiring him to navigate multiple screens will enhance his confidence in the platform.
Visual indicators, graphs, and filters should be clean, legible, and logically grouped to
support quick analysis and comparison.
 Mobile-First Design
Since Malik primarily accesses EVC via smartphone, the interface must be fully optimized
for small screens. This means large, tappable icons, intuitive swipe gestures, and performance
that remains fluid even under mobile network conditions. Responsiveness is not only about
screen size, it’s about designing interactions that respect mobile users’ time, context, and
connectivity constraints.
 Engagement Tools
To support Malik’s promotional goals, the interface should feature built-in tools that simplify
content sharing, allow customizable video highlights, and provide insight into gifting
behaviours (e.g., most gifted videos, top contributors). Easy-to-access sharing options to
social platforms and embeddable links empower him to grow his audience beyond EVC,
while real-time notifications keep him engaged with audience responses.
3.3 User-Centered Mapping Techniques
To build an interface that genuinely serves the needs of the user, design decisions must be
grounded in empathy and insight. Visual mapping tools such as empathy maps, experience
maps, and journey maps help to surface not just what users do, but why they behave the way
they do, and how they feel in the process. These tools provide a structured approach for
designing and testing with Malik Fernando’s needs at the forefront.

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3.3.1 Empathy Map – Malik Fernando
Table 2 - Empathy Map

THINKS FEELS
“Am I reaching the right audience?” Frustrated when the stats aren’t clear
“How can I promote my new track?” Driven to grow his brand
“What’s trending right now?” Anxious about visibility and relevance
“I need real-time feedback.” Energized when fans engage
SEES HEARS
Music analytics dashboards Feedback from other creators
Competing content on social media Messages from fans and followers
Playlist trends and video shares Promotional offers and video stats
SAYS & DOES MALIK PAIN POINTS
FERNANDO
Shares videos across platforms Navigating stats is time-consuming
Responds to comments regularly Uploading can feel tedious
Updates content titles frequently Lacks clarity in promotional options
3.3.2 Experience Map – End-to-End Platform Use
This map outlines Malik’s full engagement cycle with e-video cloud, from login to content
performance monitoring.
Stage Touchpoints Actions Emotions Pain Points
Discovery Homepage, Trending Browses top videos, Curious, Homepage feels
Videos, Search checks trends competitive cluttered
Content Dashboard, Upload, Uploads latest music,Focused, Too many fields,
Management Metadata Tools edits info productive slow image loading
Promotion Share Links, Playlist Shares to socials, Hopeful, Limited control over
Builder curates lists strategic placement
Engagement Stats Panel, Gifting Reviews feedback, Motivated, Incomplete or
Tracking Dashboard views stats analytical delayed analytics
Community Comment Threads, Replies to fans, tags Connected, Hard to manage
Interaction Direct Messaging collaborators inspired multiple threads

3.3.3 Customer Journey Map – Uploading and Promoting a New Track

This focused map walks through one critical task for Malik: publishing a new music video
and sharing it with his followers.

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 Table 3 Customer Journey Map

Stage Goal Action Feeling Pain Point Improvement

Opportunity
Log In Access creator Enters Neutral Login not Add biometric
tools credentials remembered login/mobile
shortcut
Navigate to Start upload Clicks Ready Menu too deep Add shortcut to
Upload quickly “Upload” tab dashboard
Upload Provide Adds title, Focused Image takes a Allow image
Video content and description, long time to previews and
info thumbnail load auto-resizing
Optimize Target right Selects tags, Tactical No auto- Use past uploads
Settings audience categories suggestion to suggest tags
feature
Publish Make content Clicks Accomplished No Add
live “Publish” confirmation preview/confirm
screen step
Share Drive Copies share Hopeful No built-in Add native social
Content engagement link, posts on social sharing sharing
social integrations
Monitor Track video Views stats Analytical Data is Display real-time
Response performance and gifting delayed or analytics
summary unclear dashboard
These mapping techniques reveal what analytics alone cannot: the user’s thought process,
emotional journey, and hidden frustrations. By building the EVC interface around these
insights, designers can prioritize the features, layouts, and workflows that matter most.
Malik’s experience is not theoretical; it’s a blueprint for designing and testing a platform that
delivers lasting value.
3.4 Interface Design Tools and Testing Strategy
Effective interface design requires not only creative thinking but also the disciplined use of
reliable tools and testing frameworks. Based on the needs and behaviours of Malik Fernando,
a structured design and validation strategy ensures that the final product is user-focused, data-
informed, and technically feasible.

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3.4.1 Design Tools
The following tools are selected for their alignment with Malik’s mobile-first, analytics-
driven workflow,
 Figma
Ideal for rapid prototyping, real-time collaboration, and responsive design. Its component
libraries and auto-layout functions make it easy to maintain consistency and efficiency
across screens, particularly for scalable platforms like EVC.
 Lucidchart
Used for mapping out workflows such as the upload process or gifting flow. Visualizing
user flows ensures no step is overlooked and interactions feel natural.
 Coolors and Google Fonts
These tools support consistent colour palettes and typography choices, ensuring the
interface is clean and modern—fitting for Malik’s design-savvy user base.
 Trello or Notion
Useful for planning design sprints and tracking feedback during user testing. These tools
help keep iteration cycles focused and manageable.
3.4.2 Testing Strategy
A multi-layered testing strategy is essential to validate the interface at each stage of its
development. Testing for Malik’s persona is framed around efficiency, clarity, and content
performance.
3.4.2.1. Usability Testing
 Method
Moderated, task-based usability testing will be conducted using mid-fidelity prototypes
developed in Figma. Participants will be guided through a set of realistic tasks, such as
uploading a music video, reviewing performance statistics, and sharing content to social
media.
 Objective
The aim is to observe whether users particularly those matching Malik’s profile can
complete core platform tasks without confusion or hesitation. Facilitators will track verbal
feedback, navigation paths, and interaction behaviours during the sessions.
 Success Metrics
Task completion rate (percentage of users able to complete each task)
Time on tasks (measuring task efficiency)
Error frequency (misclicks, navigation errors, task failure)
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 User satisfaction score (rated post-session on a 5-point Likert scale)
3.4.2.2. A/B Testing
 Method
A side-by-side comparison will be conducted between two variations of a key interface
element, specifically the analytics dashboard. One version will feature a data-heavy graph
layout, while the other will use simplified summary cards.
 Objective
This test will determine which design more effectively communicates key performance
metrics to users like Malik, who rely on speed and clarity in decision-making.
 Success Metrics
Engagement rate (which layout retains users longer)
Click-through rates on specific elements (e.g. “See detailed views”)
User preference feedback collected via a post-test form
3.4.2.3. Feedback Surveys
 Method
A structured, post-test questionnaire will be administered to all participants. The survey
will collect subjective feedback regarding ease of use, visual clarity, and perceived
functionality.
 Objective
To gather insight into users’ overall impression of the interface, focusing on Malik’s
priorities: simplicity, aesthetics, and mobile usability.
 Tools
Surveys will be created using Google Forms or Typeform, both of which offer custom
logic and mobile-friendly formatting.

3.4.2.4. Clickstream and Heatmaps

 Tool
If available, tools such as Hotjar or Smartlook will be implemented to analyze live user
interaction with the prototype or early beta version.

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 Objective
These tools provide visual feedback on which parts of the interface attract attention,
where users hesitate, and which features are ignored entirely.
 Expected Outcomes
Insights from click patterns and scroll depth will inform layout refinements
highlighting underused features and help prioritize content placement for maximum
visibility.
3.4.3 Iterative Validation Plan (Expanded)
The design process will follow an agile-inspired cycle of creation, testing, and refinement,
with changes applied progressively based on user feedback. This approach supports
continuous improvement and ensures that each iteration moves the product closer to user
expectations.
1. Prototype Development
Begin by designing a mid-fidelity wireframe in Figma, focusing on core workflows
like uploading, sharing, and checking statistics.
2. Initial Testing
Conduct moderated usability sessions with 3–5 users whose needs and behaviour
resemble Malik’s persona. Users will complete defined tasks while facilitators
observe and record their interactions and feedback.
3. Feedback Analysis
Review usability test results, survey responses, and observational notes. Identify
common friction points and opportunities for improvement across layout, clarity, and
feature placement.
4. Refinement and High-Fidelity Prototyping
Apply revisions and elevate the prototype to high-fidelity, integrating brand elements
and improved micro-interactions.
5. Final Testing and Validation
Repeat testing with a second user group to confirm improvements and validate design
decisions. If available, support findings with heatmap analytics or clickstream data for
added depth.

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3.5 Selecting an Appropriate Development Methodology
The selection of a design methodology must be directly informed by the nature of the user,
the complexity of their interactions, and the expectations they bring to the platform. Based on
the behavioural modelling and persona analysis of Malik Fernando, an independent music
producer who values speed, clarity, and performance insight, an iterative, user-feedback-
driven development process is essential.
3.5.1. Agile UX: A Best-Fit Methodology
After evaluating various methodologies, Agile UX emerges as the most suitable approach for
the development of the EVC interface. Agile UX integrates user experience design directly
into agile development cycles. It allows for parallel design and implementation, regular user
feedback, and continuous improvement precisely what is needed for a user base like Malik's
that depends on efficiency and responsiveness.
Why Agile UX?
 Rapid Iteration
Malik’s expectations around feature responsiveness (e.g., analytics dashboards, gifting tools)
benefit from a short feedback loop. Agile sprints allow these features to be tested and refined
in quick succession.
 User-Informed Progress
Behavioural modelling shows that Malik engages with EVC frequently and has distinct
workflows. Agile UX accommodates regular usability testing, meaning his experience can
shape real-time decisions about layout and functionality.
 Cross-Functional Collaboration
Agile UX encourages close coordination between designers and developers. For a product
like EVC, where design logic (e.g., intuitive stat layouts) is tightly connected to backend data
presentation, this collaboration ensures fidelity between concept and execution.
 Testing Aligned with Development
The usability and A/B testing strategies outlined in Section 3.4 integrate seamlessly into
Agile UX cycles, with improvements based on direct feedback implemented as part of
ongoing sprints.
Malik’s profile as a high-engagement, feedback-oriented content creator calls for a
methodology that is flexible, iterative, and grounded in user insight. Agile UX provides a
disciplined yet adaptable framework to respond to evolving needs, refine features
continuously, and keep the user experience tightly aligned with real-world usage.

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3.6 Applying Feedback to Iterative Interface Improvement

Design is never finished after the first attempt. A key principle in user experience design is
iteration, the process of refining the interface based on real-world feedback, behavioural
analysis, and usability testing. For e-video cloud (EVC), iterating the interface ensures that
features are not just functional but truly aligned with how users think, feel, and behave.
Based on user feedback collected during usability testing with Malik Fernando and similar
profiles, the interface went through two major refinements. Below is a comparison between
the initial and revised designs, highlighting the rationale behind each improvement.
3.6.1 Iteration 1: Dashboard Redesign
User Feedback
 The analytics dashboard felt cluttered and overwhelming.
 Key metrics like gifting trends and watch time were buried beneath secondary
information.
 Users reported uncertainty about where to click next.
Design Changes
 Simplified Layout
Replaced dense data tables with card-based summaries for key metrics.
 Visual Clarity
Introduced icons, progress bars, and colour-coded badges for quick recognition.
 Navigation Hints
Added micro-interactions and subtle animations to guide user focus.
Outcome
 Post-iteration testing showed a 40% reduction in task completion time for performance
monitoring.
 User satisfaction score increased from 3.2 to 4.4 out of 5.
3.6.2 Iteration 2: Upload and Promotion Flow
User Feedback
 The video upload process felt long and repetitive.
 Tags and categories were difficult to apply without suggestions.
 Sharing to social media required multiple steps outside the platform.
Design Changes
 Streamlined Upload Form

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 Grouped related fields into expandable sections.
 Tag Recommendation Engine
Integrated past tag usage to auto-suggest relevant options.
 Built-In Sharing Options
Added native “Share to Facebook/Instagram” buttons post-upload.
Outcome
 Task abandonment during upload dropped by 30%.
 More than 60% of users used social share buttons immediately after publishing—a
feature previously underutilized.
3.6.3 Key Lessons and Future Considerations
 Users prioritize clarity over density.
Even tech-savvy creators like Malik prefer quick-glance stats to detailed reports.
 Micro-frustrations accumulate.
Small inefficiencies (like re-entering metadata or switching apps to share) significantly
impact perception.
 Feedback is iterative, not final.
Every update invites new insight continuous testing must be built into the long-term
development plan.

Figure 8 User Experience Design Lifecycle Flow

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04. Activity 3: Interface Creation and Testing
4.1 Interface Development Using UX/UI Tools
Developing a functional, user-focused interface for e-video cloud (EVC) required the use of
structured UX/UI tools that could support everything from early ideation to high-fidelity,
test-ready prototypes. For this project, Figma was selected as the primary tool due to its
versatility, cloud-based collaboration features, and ability to produce both wireframes and
interactive prototypes within a single environment. The interface was developed through a
phased design process, starting with low- to mid-fidelity wireframes and progressing toward
fully styled, interactive screens.
4.1.1 Tool Selection: Figma

Figure 9 Figma Project Interface

Figma provided the ideal platform for UI development, particularly in the context of a user-
centered project like EVC. Its web-based nature allowed seamless collaboration and access
across devices, which supported agile iteration and stakeholder feedback throughout the
design process. Key Figma features used in this project included Auto Layout (to ensure
responsive, scalable components), Component Libraries (to maintain design consistency
across screens), and Interactive Prototyping, which enabled smooth transitions between user
flows. These tools allowed the design to evolve in parallel with user feedback, reducing the
need for static documentation and allowing more time for testing and refinement.

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Key Features Utilized,
 Auto Layout
Ensured dynamic, responsive component scaling for mobile and desktop formats.
 Interactive Prototyping
Enabled smooth transitions between screens to simulate real user flows.
 Shared Libraries
Allow consistent design across buttons, navigation tabs, cards, and text blocks.
 Developer Handoff Tools
Made it easy to export measurements, colours, and fonts for handover to developers.
4.1.2 Wireframes – Early Design Exploration
The design process began with wireframes to explore basic layouts and functionality without
the distraction of colour or branding. These mid-fidelity wireframes focused on user flow and
hierarchy, especially for content creators like Malik Fernando, who require fast access to key
performance data and a simple path for uploading and managing videos. The dashboard was
laid out with visual balance and clarity in mind, highlighting core analytics such as views,
gifts received, and playlist activity. Similarly, the upload interface was structured into
collapsible sections to reduce cognitive load and allow creators to focus on one task at a time.
Wireframes also helped identify potential friction points early in the process. For example,
initial feedback revealed that users found too many fields on the upload page overwhelming.
This informed a design decision to group inputs more logically and introduce progressive
disclosure (only revealing additional settings when necessary).

 Login Page Wireframe

Figure 10 Login Wireframe

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 Home Page Wireframe

Figure 11 Home Page Wireframe

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 Signup Wireframe

Figure 12 Signup wireframe

 Dashboard Wireframe

Figure 13 signup wireframe

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4.1.3 High-Fidelity UI Screens
Following the wireframe phase, the interface was evolved into a high-fidelity design using
Figma's advanced visual tools. The final user interface represents a fully styled, branded
product ready for prototype testing and user engagement. Every screen was purposefully
designed with attention to accessibility, clarity, consistency, and user flow.

Figure 14 Prototype

The dashboard was created to prioritize actionable insights for content creators. A soft
colour palette with high contrast was used for readability, while card-based components
display video titles, views, durations, and trending data in an easily digestible format.
The upload experience was refined into a visually engaging call-to-action, encouraging
creators to share content confidently. The layout simplifies interaction by using bold
typography, distinct buttons, and guiding illustrations to build trust and familiarity.
A dedicated settings interface allows users to personalize their experience, manage
appearance settings, connect payment methods, or enhance security features like two-factor
authentication. Each option is grouped for visual clarity and ease of navigation.
Subscription choices were represented in a dual-panel pricing comparison. This screen uses
strong visual contrast and iconography to differentiate the value offerings of the Basic and
Premium plans. It communicates complex data clearly while retaining brand personality.
User engagement features were also developed, including a contact form with integrated
voice messaging functionality. This addition reflects the importance of accessible
communication methods and anticipates different user preferences for feedback or support.

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Other sections include:
 A video analytics dashboard with graphical performance summaries,
 A creator directory with avatar-based profiles and quick-follow options,
 And a library manager for sorting owned, rented, or trending content.
Each of these designs reflects thoughtful application of user interface principles and is
grounded in real use-case scenarios drawn from earlier persona and journey mapping.

 Home Page

Figure 15 Hope page UI

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 Figure 16 Home Page

Figure 17 Home page

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 Figure 18 Home Page

Figure 19 Home Page

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 Dashboard

Figure 20 dashboard

Figure 21 Dashboard

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 Figure 22 Dashboard

Figure 23 Dashboard

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 Video Browsing

Figure 24 video browsing

 Popular Content Creators

Figure 25 popular creators

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 Settings

Figure 26 settings

 Subscription Plan

Figure 27 subscription

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 Recommended Videos

Figure 28 Recommended videos

 Login Page

Figure 29 Login Page

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 Signup Page

Figure 30 Signup

 Help and Support

Figure 31 Help and support

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 Figure 32 Help and support

Figure 33 Help and support

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 Figure 34 Help and support

 Library

Figure 35 Video Library

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 Figure 36 Video Library

 My Playlist

Figure 37 My playlist

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 Upload a Video

Figure 38 Upload a video

 Playing Video

Figure 39 Playing a Video

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 Creator Earnings

Figure 40 Creator earnings

Figure 41 creator earnings

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 Figure 42 Creator earnings

 Settings

Figure 43 Theme settings

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 Figure 44 Language settings

Figure 45 devices

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 Figure 46 Payment methods

4.1.3 High-Fidelity UI Screens

Following the wireframe phase, the interface evolved into a high-fidelity design using
Figma's advanced visual tools. The final user interface represents a fully styled, branded
product ready for prototype testing and user engagement. Every screen was purposefully
designed with attention to accessibility, clarity, consistency, and user flow.
The dashboard was created to prioritize actionable insights for content creators. A soft
colour palette with high contrast was used for readability, while card-based components
display video titles, views, durations, and trending data in an easily digestible format.
The upload experience was refined into a visually engaging call-to-action, encouraging
creators to share content confidently. The layout simplifies interaction by using bold
typography, distinct buttons, and guiding illustrations to build trust and familiarity.
A dedicated settings interface allows users to personalize their experience, manage
appearance settings, connect payment methods, or enhance security features like two-factor
authentication. Each option is grouped for visual clarity and ease of navigation.
Subscription choices were represented in a dual-panel pricing comparison. This screen uses
strong visual contrast and iconography to differentiate the value offerings of the Basic and
Premium plans. It communicates complex data clearly while retaining brand personality.
User engagement features were also developed, including a contact form with integrated
voice messaging functionality. This addition reflects the importance of accessible
communication methods and anticipates different user preferences for feedback or support.

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Other sections include,
 A video analytics dashboard with graphical performance summaries,
 A creator directory with avatar-based profiles and quick-follow options,
 And a library manager for sorting owned, rented, or trending content.
Each of these designs reflects thoughtful application of user interface principles and is
grounded in real use-case scenarios drawn from earlier persona and journey mapping.
4.2 Usability Testing and Feedback Integration
To ensure that the designed interface for E-Video Cloud (EVC) met real user expectations,
structured usability testing was conducted using the Figma interactive prototype. The purpose
of this testing was to observe how users interacted with core features such as navigating the
dashboard, uploading content, reviewing analytics, and managing their account settings.
Feedback from this process guided refinements in both layout and user flow.
4.2.1 Testing Objectives and Purpose
The usability testing phase was a critical component in validating the interface design of E-
Video Cloud (EVC). The objective was to observe how effectively users could navigate the
prototype, identify usability issues, and collect actionable feedback. This feedback would
directly inform refinements to the interface, ensuring it meet real-world user needs rather
than relying solely on assumptions made during the design process.
This phase focused on testing how well users could complete essential tasks such as
uploading videos, accessing statistics, managing their library, and exploring pricing plans.
The testing not only evaluated functional flow but also gauged users’ emotional response to
the visual design, clarity of navigation, and responsiveness of interactive elements.
4.2.2 Testing Process and Participants
The tests were conducted using an interactive Figma prototype and involved both moderated
remote and in-person sessions. Participants were selected based on their alignment with the
core user persona particularly solo content creators, freelancers, or creative entrepreneurs
with a moderate level of technical comfort.
Each participant was asked to perform a sequence of tasks that mirrored a typical user
journey, such as,
 Logging in and exploring the dashboard
 Uploading a new video
 Checking analytics and engagement stats
 Adjusting profile and payment settings

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  Comparing pricing plans and navigating the “Owned by You” and “Watch Later”
sections
Sessions lasted approximately 20–25 minutes. Real-time observations were recorded during
each session, followed by a brief post-test questionnaire and informal interviews to explore
the reasoning behind user actions and any confusion they encountered.
4.2.3 Tools for Feedback Collection
To capture both quantitative and qualitative data, several tools and methods were employed:
 Observation Notes
Tracking user clicks, pauses, and repeated actions to identify moments of hesitation or
confusion.
 Post-Session Questionnaires
Participants rated ease of use, visual appeal, and task clarity on a 5-point scale.
 Follow-Up Interviews
Provided open-ended responses about what participants liked, found difficult, or
suggested changing.
 Screen Recording
(optional for remote tests): Allowed detailed review of exact user behaviours and areas
where guidance was needed.
This triangulation of data ensured that feedback was not only based on user opinions but also
backed by observable actions.
4.2.4 Key Findings and Themes from User Feedback
The overall response to the interface was highly positive. Users appreciated the clean,
modern visual layout, clear typography, and consistency across sections. The card-based
dashboard was highlighted for its simplicity and intuitive design. Navigation was described
as smooth, and users felt the interface was welcoming and professionally presented.
However, several constructive insights emerged,
 The upload button, though functionally correct, was too subtle in its original colour and
size, causing users to miss it on first glance.
 The sidebar navigation icons were unclear to first-time users due to the lack of labels.
 The voice messaging feature intrigued participants but was confusing without guidance
on how to use it.
 Some feedback also indicated that pricing plans, while visually appealing, could benefit
from hover feedback to improve interactivity and contrast.

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These issues didn’t reflect flaws in the concept but highlighted the importance of refining
user interface clarity and improving early orientation.
4.2.5 Refinements Based on Feedback
As a direct result of this feedback, several updates were made to improve the interface:
 Upload Button Visibility
The upload button was slightly enlarged and recoloured with a brighter tone and a bold
icon. It was also given a hover animation to signal its interactivity more clearly.
 Sidebar Icon Labels
Text labels were added next to sidebar icons or revealed on hover, giving first-time users
clear guidance while maintaining a minimalist appearance.
 Voice Note Input Clarity
A placeholder (“Hold to record”) was added within the input field, along with a tooltip
describing the voice feature’s function and usage.
 Interactive Plan Selection
Pricing cards were updated with hover highlights and clearer separation to enhance visual
contrast, making the selection feel more responsive and accessible.
These improvements reflect an effective application of user-centered design thinking and
iterative development. By responding to actual user behaviour and preferences, the platform
now provides a more refined and intuitive experience for both new and returning users.
Usability testing revealed critical insights that led to meaningful refinements in the EVC
interface. This phase ensured that design assumptions were tested and validated in practice,
not just theory. By applying user feedback through focused iterations, the project embraced a
core UX principle: design is never final — it evolves through empathy, testing, and real-
world use.
The final prototype, enhanced by these changes, demonstrates a clear alignment with user
expectations and showcases a thoughtful balance between aesthetics and functionality. This
reflects a mature design process and supports the learning outcomes set out in both P6 and
M6 of the unit.

05. Activity 4: Evaluation of the User Interface

5.1 Review of User Needs Met by the Interface
The final prototype of the E-Video Cloud (EVC) platform was developed with a strong focus
on aligning interface design with the needs, expectations, and behavioural patterns of its core

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user persona an independent content creator. Based on the research and persona development
conducted in earlier stages, the user’s key requirements included efficient access to content
upload tools, a clear understanding of engagement statistics, intuitive navigation, and
seamless content promotion features.
Upon reviewing the completed interface, it is evident that many of these requirements were
successfully addressed. The dashboard was specifically designed to provide quick access to
the most critical performance metrics — such as video views, gift earnings, and playlist
engagement. These statistics were presented using visually distinct cards and colour-coded
elements, allowing users to interpret performance briefly. This reflects the persona’s
preference for efficiency and fast insights, as established in earlier user modelling.
The upload process, which had been highlighted as a critical user flow, was streamlined
through a step-by-step form with clear field groupings and thumbnail previews. Tag
suggestions and category dropdowns improved discoverability and ease of use, particularly
for users who frequently upload similar types of content. These enhancements ensured that
content creators like Malik could complete uploads with minimal friction.
Navigation across the interface was kept simple and familiar, following established UX
conventions. The sidebar provided access to major content areas, such as “My Library”,
“Watch Later”, “Manage Videos”, and “Analytics”. The use of consistent icons, paired with
hover labels, helped reduce the learning curve for new users. Additionally, the mobile
responsiveness of the design allowed the interface to adapt smoothly across different
devices, aligning with the persona’s preference for mobile-first access.

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 Figure 47 Mobile Responsiveness

The inclusion of sharing tools such as quick-link copy buttons and integrated social share
options directly supported users who wished to promote their content externally. This
functionality was simple to access and designed to require minimal effort, further reinforcing
user goals around visibility and content distribution.
In summary, the interface meets core user needs effectively by prioritizing usability,
simplicity, and performance insights. It is structured in a way that supports the daily
workflows of content creators, reduces friction in frequent tasks, and offers a clean, visually
consistent experience across devices. While further enhancements could still be made, the
current prototype reflects a well-considered response to the specific goals and frustrations
identified during the research and planning phases.

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5.2 Justification of Interface Design Decisions Based on User Feedback
The development of the E-Video Cloud (EVC) interface was grounded in iterative, user-
informed decision-making. Feedback collected during usability testing sessions played a
direct and measurable role in shaping several key design choices. Rather than relying solely
on designer intuition, changes were based on observed user behaviours, verbal feedback, and
post-test ratings resulting in an interface that evolved in response to real needs.
One of the most significant revisions prompted by user input was the enhancement of the
upload button. During testing, several users hesitated when asked to upload a video, noting
that the button was not prominent enough to be noticed immediately. This friction directly
contradicted one of the core user goals—quick and intuitive content submission. In response,
the upload button was redesigned with a larger hit area, brighter contrast, and an
accompanying upload icon. A hover animation was also introduced to signal interactivity.
After these changes, follow-up testers were able to locate and use the feature without
confusion, validating the design adjustment.
Another justified revision concerned the sidebar navigation icons. Initially, the interface
relied on iconography alone to communicate major sections like “Library,” “Watch Later,”
and “Analytics.” While experienced users adapted quickly, first-time testers expressed
uncertainty about what each icon represented. To address this, text labels were added beside
each icon, visible on hover for desktop and persistently visible on mobile. This change
improved confidence and reduced orientation errors during task flows, particularly in early
stages of testing.
Feedback regarding the voice note input feature also led to improvements in clarity. While
the feature was conceptually appreciated, users were unsure how to use it. As a result,
placeholder text was added to the field (“Hold to record your message”), alongside a brief
tooltip that explains the feature when hovered. This small enhancement made a significant
difference in user understanding and engagement with the feature.
A final change based on feedback was applied to the subscription comparison screen.
Although testers found the layout visually engaging, some commented that the interaction
felt “static” and lacked responsiveness. The updated version introduced hover states with
subtle colour shifts and border highlights to reinforce click ability and improve the overall
user experience.
Each of these modifications reflects a design culture rooted in user-centered thinking.
Feedback was not only gathered, but it was also actively translated into actionable

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refinements that improved usability, discoverability, and user satisfaction. These decisions
demonstrate an understanding that interface design is iterative by nature, and that the most
successful solutions emerge when the user is consistently placed at the center of every stage.
5.3 Recommendations for Interface Enhancement Based on Wider UX/UI
Practices
While the current version of the E-Video Cloud (EVC) interface performs effectively in
meeting user needs and expectations, there is always room for enhancement. Ongoing
improvement is a hallmark of modern UX/UI design, where user behaviours, technological
capabilities, and design standards continue to evolve. In evaluating the EVC interface
through the lens of broader UX/UI practices, several opportunities for further refinement
emerge.
One key area for enhancement lies in personalization and adaptive interfaces. Currently,
the interface provides a clean and uniform experience to all users. However, according to
current UX trends, users expect platforms to learn from their behaviour and adapt content and
layout accordingly. Integrating personalized dashboards such as showing recently used tools,
frequently accessed playlists, or AI-based content suggestions would not only improve
efficiency but also strengthen user engagement over time. Adaptive layouts could also cater
to beginner versus advanced users, simplifying the interface for those who are new and
expanding it for power users.
Another valuable addition would be dark mode support. This has become a widely accepted
UX standard, particularly for content-heavy platforms. It not only reduces eye strain during
prolonged usage but also provides aesthetic flexibility that many users now expect by default.
Implementing a toggle between light and dark themes would enhance comfort and
accessibility while respecting user preference.
In terms of accessibility, the interface could benefit from deeper integration of WCAG (Web
Content Accessibility Guidelines) standards. While the design is largely accessible in terms
of contrast and spacing, adding features such as keyboard-only navigation, ARIA labels for
assistive technologies, and alternative text for all media would significantly improve
inclusivity. This aligns with best practices seen across leading platforms and ensures the
interface accommodates users with diverse needs.
Another improvement could be the introduction of micro-interactions and subtle
animations throughout the platform. While the current design includes hover effects and
transitions, these could be expanded to include meaningful animations that offer feedback —

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such as button states, loading indicators, or content confirmation modals. When implemented
well, these interactions enhance the user's sense of control and satisfaction without
overwhelming the experience.
Finally, as content on the platform grows, the system would benefit from implementing
advanced search and filtering functionality. Allowing users to filter videos by date,
popularity, tags, or contributor type would improve content discoverability and reduce time
spent navigating. Predictive search with auto-complete based on user behavior is another
feature aligned with today’s best UX search patterns.
In summary, while the EVC interface already reflects a thoughtful and functional design
grounded in user needs, aligning it with broader UX/UI practices presents multiple avenues
for improvement. Enhancing personalization, accessibility, visual adaptability, and search
functionality would not only future proof the platform but also deliver a more sophisticated,
inclusive, and engaging experience reflecting the expectations of today’s digital users.

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Conclusion
This project has demonstrated a complete user-centered design process, from initial research
through to interface development, testing, and refinement. By grounding design decisions in
behavioural modelling, persona creation, and user journey mapping, the final prototype for
E-Video Cloud (EVC) reflects a thoughtful alignment between user needs and interface
functionality.
The early phases of the project focused on understanding the forms, tools, and principles that
govern effective UX and UI design. This knowledge was applied to identify and categorize
user types, develop a realistic persona, and create empathy and journey maps that guided
design choices. These artefacts ensured that the interface was not designed in isolation, but in
response to the lived experiences and goals of its target users.
During the interface development stage, tools like Figma were used not only to design but
also to simulate user interaction, allowing for usability testing and feedback collection. These
tests revealed real points of friction and led to meaningful iterations—such as improving
button visibility, clarifying navigation, and enhancing micro interactions. These changes
were not superficial but addressed core usability and accessibility concerns, in line with
professional UX standards.
Finally, by evaluating the interface against both user feedback and broader industry practices,
the project highlighted areas where future improvements could be made. Suggestions such as
adaptive content, dark mode, and advanced accessibility features reflect a forward-thinking
approach rooted in current UX trends.
Overall, the assignment illustrates that effective interface design is not a linear path, but a
cycle of understanding, creating, testing, and refining. Through this process, the final
outcome is not only aesthetically polished but also functional, inclusive, and user-validated
achieving the core goals of a well-designed digital experience.

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