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Overview
reducing bounce rate
problem
california schools are interested in the unique perspective that Rethink Yearbooks has to offer but when the customers visit the website, they leave before scheduling a call to find out more information about the product.
design approach
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business research
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user research
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research synthesis
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define, design, iterate
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prototype tests
before
after
Research
taking a look at the business
business goals
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find out why people are leaving before scheduling a call
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a focus on the copy
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updating the user interface and information architecture
business ux research
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customer feedback
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swot analysis
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content audit
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competitor analysis
the owner gave us these analytics and some emails to look through:
after conducting a swot analysis of the business based on the provided email conversations we found out that:
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there were plenty of opportunities to provide the strong information - that was from the emails - directly onto the website
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customers were too busy to schedule an appointment and threatened by the idea of having to change yearbook providers given the amount of energy it takes to communicate between school administration, parent members, and students who have a lot of requests.
content inventory and audit
c + c analysis
competitors and comparators
features of products and services
conclusions
from the analysis we knew we had to create clear content for the website so that the users knew exactly what they were getting; promoting trust to new users may allow users to stay on the website, in turn reducing the bounce rate.
empathizing with the user
business goals
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find out why people are leaving before scheduling a call
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a focus on the copy
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updating the user interface and information architecture
user research
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current usability tests
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user surveys
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one-on-one interviews
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affinity map
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user personas
interacting with users helped establish the reason behind why users were leaving the site before learning more about the personalized yearbooks. almost every single user we conducted a usability test or user interview with said that "they preferred searching for information on the website themselves rather than giving out their personal information to schedule a call for pricing information."
defining the qualitative intricacies of Rethink Yearbooks users allowed us to have a deeper understanding of their role towards the website and why they were having issues dedicating time to the company.
users want to find an easy - to - use and cost - effective yearbook vendor because their school does not have a lot of time or money to spend on personalizing or making their own yearbooks.
understanding the user's journey
business goals
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find out why people are leaving before scheduling a call
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a focus on the copy
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updating the user interface and information architecture
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find out why people are leaving before scheduling a call
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a focus on the copy
-
updating the user interface and information architecture
information architecture
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site maps
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task/user flows
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design conventions
because we found out that users didn't have time to schedule a call, we had to create a redesign that included all the important information on the website.
based on our personas, we defined the information architecture and user flows for functional and intuitive navigation for a seemless user experience.
among many things, we added a page dedicated to the company's story, and re-labeled any confusing page titles for understandability.
we placed the FAQs in the footer so users still had the option to look at in - depth information that the client took so long to write out.
creating the new site map made defining the user flow easy, so we could then focus on updating the content on the pages for a quicker and informative experience when users visited the website.
even though we had a user flow, providing a pricing calculator was still a challenge. we decided to design a table that the consumer could reference if they were interested.
Design
business goals
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find out why people are leaving before scheduling a call
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a focus on the copy
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updating the user interface and information architecture
re - design ideations
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sketches
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mid - fidelity prototypes
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hi - fidelity prototypes
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usability testing
by sketching out ideas we revealed that the landing page needed to include a comparison chart so that users understood the value of the product in a shorter amount of time.
the team's sketches
my sketches
designing solutions for users
translating the page sketches in low/mid-fidelity prototypes allowed us to test out the new functions of the design we created.
we found that:
users liked the clearly labeled buttons that navigated to the correct pages, and the new pricing chart that we added to the new pricing page
but
users still had a lot of questions about the product and were still unsure if it was a right fit for them...
the usability tests were successful, as the users identified areas for improvement, which is exactly what we were searching for.
the usability tests were successful, as the users identified areas for improvement, which is exactly what we were searching for.
we provided a new and improved hi-fidelity prototype based on user feedback to conduct our final usability tests before we presented the re-designed website to the client.
this round of usability tests were extremely insightful and helped us learn a lot about ux and the processes behind it.
we found that:
users loved the new design and praised us for all the useful information on the pricing table, the scan-ability, and the "about us" section so that they could easily show the company to other people. the users were now interested in scheduling a call and were analyzing the Calendley interface...
but
users still wanted lots of easily scannable details about the yearbook and the prices. they had lots of helpful ideas and even suggested an actual video on the landing page to provide a quicker yet more detailed explanation that was easy to understand.
testing the hi-fidelity prototype gave us some really great ideas for the business owner to take into consideration.
after presenting the research and design behind our prototype, we shared the next steps we would take if we got the chance to keep iterating on our re-design and the lessons learned from completing our ux process.
next steps
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adding instructional videos to each page for clarification
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creating a price calculator or pricing packages to make deciding quick and easy
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re-designing the parent portal user-flow for ordering yearbooks
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adding a section for yearbook committees that want to update their yearbook designs and status of the yearbooks throughout the school year and their manufacturing process.
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focus on targeting a wider audience to scale the business, like preschools and the other clubs students participate in
lessons learned
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the ux process is extremely valuable, especially when encountering an industry that may not be as familiar as others
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project managing through the ux research and design process takes a lot of trust in researchers and designers in order to let go of control of the smaller details to get the minimum viable product functional, so that we may focus on the smaller details later in the iterative process.
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