Solution

Connect with user by focusing on their problems,
instead of leading with marketing slogans

Success Metrics

-Bounce rate ↓ from 67% to 51%
-Page views ↑ 7%
-Search traffic ↑ 325%

Issues from Audit:

User Research, swot analysis, data

User Tests- 6 persons via Zoom

I gave consistent tasks such as “find a page/link that you feel describes what this company does.
One that you could forward on to a colleague”
80% of users failed this task.
I kept this task consistent through the end, so that I could have consistent data points/metrics to fall back on.

Tested users both familiar and new to stakeholder’s program
(aligned with Proto-Persona).

Helped me understand how user Thinks, Says, Does and Feels.
Hidden motivations behind users that aren’t vocalized/shared.

Dealing with DE&I initiatives, curious/hesitant how WAOC actually works, what the commitment, cost and scheduling looks like. Helped me understand competitor analysis, and user motivations (Gain Creators, Pain Relievers)

Through continued Hotjar user recordings, I also started noticing that we may have an issue with the site’s signifiers- I was seeing a lot of recordings where users clicked on Bold text or images that were NOT clickable links.

User Focused Hypothesis:

Workers today need a framework for having conversations within organization,
but we have observed that many fear a backlash for sharing negative feedback,
or are intimidated by company's "just push through" norm of operating

User Insight:

People working in teams are often partially or fully digital, this creates barriers to communicating with existing teams and managers need help establishing company culture.

Value Proposition:

We Are Open Circle provides modeling of a new framework for conversations. When everyone's talking, and nobody's listening, We Are Open Circle's Beyond Listening program teaches teams how to challenge and work past assumptions.

Zoe’s Journey Map

Provided the User with highly scannable, basic information at the Awareness stage of conversion, and ways to contact the company for more information with clear + consistent CTA’s.
At Interest- referral programs from past participants, seasonal offers and podcasts accessible.
At Desire we have quickly understandable offerings and easy sign up process, and
at Action we maintain the login portal..

Constraint to remember- I would be implementing designs on Squarespace version 7.0

Traditionally in UX Design, there’s a developer hand-off stage that can involve a bit of back and forth and helpful if the designer knows some basic HTML, Java and React. I knew during contracting that I’d design this end-to-end with Squarespace implementation, so I did have to tweak some of my mid-fi prototypes to be in line with the functionality of the template I intended to use and the 7.0 version of SS.

Process

Sketching- Pen & Paper

Lo-Fi Blockframes- iPad

Mid-Fi Mocks- Figma

Hi-Fi- Squarespace

Iterations- Copy, Feature prioritization & offerings

Handoff- Recorded videos so team could maintain. Referred a marketing manager I thought aligned well

UI Style Guide

Rough outline, keeping Squarespace in mind and merging brand’s marketing documents. Two word calls to action, earth tone colors (HEX codes provided), consistent logo of orange circle.

Logos

We are branding users to recognize the circle, the title case for offerings, miniscule text for parent company of WOC. Stakeholder intends to offer more programs down the line..

HiFi Iterations

Based on User Test who aligned with updated User Persona: someone in Director/VP position who manages team of 10-40 people remotely.

Final Tweaks

Accessibility and A/B Testing UX Copy

A Success!

User clearly identified demographic, offerings, correctly guessed at software structure and retainer model.

Positively aligned with subconscious messaging “warm, inspirational, left me wanting to know more”

Information Architecture Implementations

benefit feature desire