Redesigning a product to increase conversions.
The Challenge
Redesign Skoach’s landing page and most relevant website screens to give users a clear understanding of the product.
Role
User Researcher, User Writer, Strategist, Interaction Designer
Tools
Figma
Timeline
2 weeks (80 hours)
The Company
Skoach is a virtual coach that helps managers maximize their team’s engagement, boost productivity and retain talent through brief, weekly challenges to be addressed in their regular Slack or Microsoft Teams interactions.
01. Empathize
My goal was to conduct two types of one-on-one interviews with potential customers in order to clearly understand their needs and pain points, probing the product usability.
The First Modality
Would include interviewing users who had received insights about the product before testing it. Basically, to this group of users, I described Skoach´s mission and services thoroughly, and later, gave them access to the website so as to get their feedback on it.
The Second Modality
Regarding the second group of users, I just presented them with the landing page and asked them to tell me what they understood the company did from what they were seeing.
Persona Development
02. Define
Competitive Audit´s Conclusions
- Precision and understanding of the description of the company’s services on the landing page.
- Inclusion of the pricing of the services on the website (a must according to users).
- Use of the word “Demo” and the clarity of its conceptual understanding for users.
Research's Final Insights
1. Improvement of Copy and Tone:
Make the tone of Skoach more serious. Their product’s efficiency is based on neuroscience fundamentals, and their target audience is corporate. Reason of which, the tone of the copy should give users a sense of reliability.
Moreover, specific jargon should be avoided. Accessibility and precision in terms of language needed to be improved considering all users.
2. Content Reorganization:
The content should be displayed in such a way that the sequence of the sections through the screens is organized and coherent.
3. Clarification of service and functionalities of the website:
Clarification regarding WHAT is Skoach and WHAT do was needed. Other adjustments such as the redefinition of the labeling of the “Book a Demo” call to action button had to be addressed.
4. Professionalism:
This last finding is linked to the improvement of the copy. To convey a more serious conception of the service and the company, subtle changes in the branding had to be made.
03. Ideate
Due to the findings from the contextual inquiry during the research phase and the performance of the competitive audit, I designed a new sitemap that suggested a different way to organize the website’s content. It was important to keep the information architecture as simple and concise as possible.
Iterating and Responsive Design
After testing with users, I iterated over several UI elements, considering requirements previously established.
The defined goals focused on the right interpretation of the product, making evident its reliability, and facilitating the buying process.
During this design phase I also decided which of the website's screens I would redesign contemplating the objective of increasing the number of conversions.
Landing Page
Pricing
Contact Sales
Health Report
Style Guide
Concerning branding, I decided to keep the brand’s color and typography selection. I prioritized the tones of blue and made Montserrat the primary typography. Another change I made was the logo selection, to keep the design’s consistency and give the website a more respectable aspect.
04. Prototype
Next Steps
Redesign the rest of the screens of the website to match the ones that I have already crafted, within a comprehensive approach that includes the revision of the whole copy and modification of tone, giving the product consistency and reliability.
Learnings
Through this project, I learned the real importance of creating a user-centered design and how to make a better product through user insight and understanding. The whole design process was based on users’ perceptions and interpretations, their needs and pain points, while using the product. As a psychologist and coach, I enjoyed working in a familiar field very much. One of the most important takeaways of this project for me was to acknowledge right from the start that I am not a user. Nonetheless, I know about the topic and I am very familiar with plausible clients’ behaviors and their personality traits.
