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School for Wellbeing
School for Wellbeing
The importance of wellbeing services within a workplace.
The importance of wellbeing services within a workplace.
Update their website to cater for HR Managers when looking for a potential service.
Update their website to cater for HR Managers when looking for a potential service.
Background
The School for Wellbeing offers body and mind based coaching, breathwork, workshops on wellbeing and resilience, mindfulness, confidence building, behavioural and mental flexibility in the workplace, leadership development and work-life balance. They also offer 1-2-1 and group breathwork sessions.
Challenge
The client wants to update their website to cater for HR Managers in SMEs to navigate, especially when looking for support, booking events and coaching sessions. To increase the amount of customers purchasing corporate packages. Push more traffic to the website and ensure potential customers are enquiring about services.
My Role
With a team of two and then four with a timeframe of 10 weeks, we had shared responsibilities and similar tasks up to the point of ideation when we decided to allocate them separately towards the finalisation of the project. These included weekly live online sessions and interactive workshops provided by both UX and UI tutors.
Opportunities
Revising the site to cater for SME businesses via a warm and welcoming approach in look and feel, along with showing the audience that Allison is bringing together Psychology and Neuroscience within her offerings.
This along with the site being user friendly in terms of navigation and finding services, easy to make a booking/coaching session and data capturing.
Increase in customers purchasing corporate packages.
Increase in enquiries from potential customers as they are drawn in and want to know more.
Increase in powerful customer testimonials that can be used elsewhere in marketing and in word of mouth referrals from satisfied clients.
Increase in traffic to and dwell time on blog page
Gathering insights into the school and what is needed
Gathering insights into the school and what is needed
After reading the business goals we started to narrow down the problem, we started to think about how we’ll make an appealing site for target users as the client wants to increase the amount of traffic, testimonials, purchases and enquiries. If the site is more easy to navigate without distractions we could potentially keep people on the site long enough to fulfill one of these tasks.
As this was my first UXUI project, with my colleague we started to work in FigJam (a whiteboard app) to share our workings and research. We made a series of interview questions then narrowed it down to the more essentials; and then we combined our discussion guides to interview our client.
What are the key messages for potential clients and users?
“When we bring our wholesales to work is when we release that full potential and understand it is not always within a transactional environment.”
Allison Lindsay,
Founder and Managing Director
at School for Wellbeing
The Client Interview
The Client Interview
What is the current process of signing up and how would you describe its performance?
“Contact via the website form, LinkedIn, networking events, phonemail, Zoom to find out what the client needs via a brief then I create a proposal for them.”
“The process works but what I need is more volume of people coming in before the process.”
Who would you consider to be some of your main competitors and what differentiates you from them?
“Competitors in coaching, embodiment, breathwork and leadership development arenas.”
“ I have the corporate world experience and bring the esoteric approach in my work that focuses on the whole body, not just the mind only.”
How do you plan on attracting new clients to the school and what kind of companies would you like to attract?
“I am using my Linkedin (working with corporates) and the website that needs revamping. I would like to work with pharmaceutical, healthcare, financial, energy, professional and insurance companies.”
How do you keep track of client satisfaction and how do you measure success with them?
“Feedback forms and informal conversations. You can see the change in their whole embodiment afterwards and their rise in confidence.”
Current problems and what needs to be done
Current problems and what needs to be done
We got to understand more via the client interview that was very informative and insightful. We also learnt that the business is pivoting more towards corporate clients which was helpful to narrow down the personas and how we need to cater for them.
Interviewing the potential users for the school
Interviewing the potential users for the school
We had the opportunity to interview live via zoom with four HR managers. Prior to this we created our own discussion guide with potential questions; which again we narrowed down for the interviews. The four HR Managers from different industries including Fintech and Recruitment/Sales that we spoke to and came across some interesting desired features and current pain points they’re experiencing with wellbeing services.
Desired Features
Integrated with Slack
Perform well with interactive tasks
Show value and support in learning and development
Gamification
Diversity needs to be valued
Restore office
Analysis
There was a high request for face to face workshops but also options for Zoom calls providing they are interactive; as during the pandemic and lockdown there are now more hybrid workers.
One interesting thing was when we asked them what does success looks like, the majority of the answers reflected the client’s manifesto, specifically the statements that says ‘you can’t work at your best unless you bring your whole self to work’ and ‘there can be leaders within any position of the business’.
Painpoints
Choosing a therapist is information overload
Chat functions are overwhelming
Too much scrolling
Too salesy
Mental health still slightly taboo
Tired of Zoom calls
Analysis
Moving onto the pain points, we discovered with the HR Managers that a lot of the products are overwhelming with information because this is something that can be presented in the call rather than on the website.
Things like too much scrolling and heavy chat functions becomes too much work for a HR Manager especially since part of their role is doing a lot of research or looking through CVs, they would want a digital product that’s concise with their information.
They don’t like services that are too salesy, so we began to think about the mailing list pop up on the current website and how to put users in control of that instead of them receiving loads of updates on events and things.
After all the HR interviews we decided to collate all of our findings together to find similar trends in answers between the four interviews conducted.
The competitor landscape and the user navigation approach
The competitor landscape and the user navigation approach
The client had disclosed a few of their direct competitors in her interview, but we decided to find via desk research more potential competitors and their features; along with a few indirect competitors that would help gauge their positions.
The client has also mentioned its competitors in different elements such as coaches, breathwork trainers and larger consultancies. We had a look at the competitors and wanted to show the comparisons. These are just some of the features amongst the competitors including the client’s indirect competitors.
The wellbeing products used by the HR managers such as Spill were praised for booking appointments but lacked interpersonal feel and integrity.
As you can see from the matrix the client has a lot of key features that are common with the other potential competitors.
Current User Flows
This was a quick task initiated by myself in trying to compare one of the user journeys between the School for Wellbeing and one of its close competitors. This gave us insights into the pros and cons of each towards the user and the company itself.
Competitor
School for Wellbeing
Gathering the users common themes
Gathering the users common themes
Going back to the user interviews we started to gather all our interview notes and started to collate and allocate (each participant's notes) them to key themes and trends that we wanted to focus on this project.
The themes we have focused on are
Dealing with Mental Health
Recommended Tools used
Workplace Keywords
The Ideal Workplace
Working from Home encouragement
Inhouse Wellbeing
Top requirements
The Impact of Covid
Searching for Wellbeing Services
Company Culture
Creating personas and how they feel looking for a similar service
Creating personas and how they feel looking for a similar service
Using the data and insights from the User Interviews we have derived three distinct personas to work from, these will be the potential target users that we will be aiming to cater for and promoting the clients services towards.
Analysis
Standout points, one goal in line with client manifesto, to have employees own their wellbeing and practice as their lifestyle.
Running theme in the interviews was a challenge they tried to overcome as wellbeing not just a tickbox but implement it everyday and keeping it active outside of work. Becomes a whole self lifestyle.
Pain point, employees feel burnt out, small businesses growing too fast, no wellbeing services, instead of using their initiative it was a more reactive situation when trying to find the services.
Workplace is transactional, SMEs, culture was tight knit, intimate cultures you want a more holistic approach.
With the creation of the Personas we created an Empathy Map to emphasise and develop the most common wants and needs of them as a group. This will help use define their behaviours and traits so we continue towards the Task Analysis after.
The potential user journey and their needs
The potential user journey and their needs
Envisaging an user journey for HR when selecting a service like Allison’s.
Task Analysis includes detailing small tasks on the current experience into Micro steps and then grouping them into an overall step. This is to uncover UX problems within the steps if the user journey is too long, thus reducing the number of steps.
The Problem Statements were derived from the User Stories that frames the various needs of the audience using the service. We need to know that it is framing the problem but separating it from the proposed solution.
An HR Manager's expectations and goals
An HR Manager's expectations and goals
User Stories and Job Stories
We know the user (HR Manager) main goals are, and also think about the context of where the service fits in; thus summarising them into either User Stories or Job Stories.
Team Integration
During this stage our team was to merge with another team, the reason being that they had communication problems, which our tutor stressed was very important. Our tutor appointed me as the team leader considering the experience I have. My first task was to analyse and share our workings so we can integrate them both going forward. This was particularly useful when both teams have done their workings on a FigJam whiteboard. But the priority was to make sure everyone works well together.
Envisioning user journeys and the problem statement
Envisioning user journeys and the problem statement
Overall Problem Statement
From our research stage that included Personas and Empathy Mapping we have made some potential problem statements, and so answering these statements we have derived an overall goal going forward.
“We believe that by refining the method of contact, navigation of services and creating a comprehensive events page, we will improve the engagement from potential corporate clients in HR.”
Refining the method of contact i.e. scheduling a call to make HR managers easier to contact.
Navigation of services, there is a wealth of content on the current website but difficult to navigate, we will look into hierarchy and importance. Guiding the user around the website.
Creating a comprehensive events page, workshops, breathwork all in one area.
Ideation Techniques
While cementing our overall problem statement we were directed to learn and undertake several tasks of Ideation.
Our three main user journeys was the following:
As a HR Manager I would like to Schedule a Call so that I can begin a verbal dialogue with the service because I won’t have time to wait for email replies.
As a HR Manager I would like to Book an Event so that I can experience the service before I fully commit to a more Bespoke Programme.
As a HR Manager I would like to find out more about the Service and Allison herself so that I can understand and maybe propose to higher management.
Good and Bad Ideas
This task involved us breaking down the problem statement into separate user journeys and to generate quick 5 minute ideas for both good and bad ideas. This helped us look at what inspired us and what could be improved.
Visualising how the user encounters the various journeys
Visualising how the user encounters the various journeys
We started to create a user flow for each of our user journeys, so how would a user reach their goal via a series of navigations and actions while on the website. This along with sketching and brainstorming basic wireframes of how the three user journeys will look like from start to finish.
Schedule a Discovery Call
User flow was created to see how the user would schedule a call.
When we conducted research we found the user of website would rather prefer a call waiting for an email reply.
The insight we gathered from the user flow was that it was important to keep the form short and ask questions that were necessary.
We found it would be useful for users to add appointments to their calendar.
Book an Event and Find out about the Services
User flows were created to see how this allows users to view events and book an event, (this also directs the user to create an account or sign in if already a member) along with finding out about the services that the School for Wellbeing offers.
Brainstorming, visualising and testing designs
Brainstorming, visualising and testing designs
Wireframes
Once each user flow was created we sketched out wireframes to accompany them.
Initial Prototype
This is our first initial prototype on a mobile, the main reason we started designing on the mobile was to understand and identify the most important features before we commit to the desktop.
This includes our first greyscale prototype that focused on the user journey and placement of potential assets.
Along with a revised version that colouration and the use of any imagery or illustrations.
Feedback
“I like the variety of photos, drawings and colours with a seperate section for clients, but I need to know more about the service.”
Doug Ellin, Head of Learning and Development, GoHenry
“Overall very easy to use, I like the dropdown menus. Good to meet Allison close to the top, but needs to work on the desktop.”
Annie Morris, Project Manager, Matter of Form
Further feedback and Iterations
Further feedback and Iterations
We tried to amalgamate our main goals as best as we can on the mobile prototype.
Making the user fill in a form will give the client more insight and data to prepare for a reply.
We took the early prototype idea and took it to two HR Managers to test their engagement towards it and also to critique on the different flows we gave them tasks, for example booking a call.
What I am getting out of this call is a main touchpoint from the HR managers.
This gave us more insights and critiques into what works along with changes. They also gave us really useful suggestions and perspectives moving forward.
Following our feedback of the live User Testing on the mobile, we sketched out a few ideas on the potential layout, design elements and feel of the desktop website.
Our various designs and the reason behind them
Our various designs and the reason behind them
A single line of text incorporating an empty office and using one of Alison’s quotes from the stakeholder interview
Illustrations with popup wellbeing questions and incorporating the services/courses the school currently provides.
Utilising brand colours along with basic shapes and typography. Looking at navigational positions around the page.
Introducing a hamburger menu and search bar along with testimonials and focusing on contact and social networks.
Our final School for Wellbeing working prototype
Our final School for Wellbeing working prototype
Note: Please use Prototype on a Desktop Computer for full experience. Thank You.
Our final presentation to our client
Our final presentation to our client
The evaluation, feedback and future considerations
The evaluation, feedback and future considerations
From Client
The client was thoroughly pleased with the outcome particularly with the depth of research. Allison commented on the feel of humanisation towards the site with the use of professional imagery and illustration, along with the simple navigation; and most importantly the use of booking a discovery call.
“You have done an extraordinary job, I like the ‘how I work’ schematic to show clients what is next and that my services are not just off the shelf. I also like the booking a call option and the options to use alternative conference platforms”
From Team
Following our main problem statement we believe that focusing on the point of contact is very important, along with booking for events and also displaying Allison’s bio and the services she provides clearly. Look at closest competitors on how they display services and the techniques they are digitally using for it.
Challenges we had
Midway on the course we merged with another team. We had to quickly integrate our findings and ideas so we could merge going forward; and also come up with a unanimous problem statement going towards ideation and prototyping.
What have I learnt?
Being my first live client brief within UX/UI has taught me the basic workflow and frameworks of the process. Being selective on the UX research that has the most impact for the client, along with the introduction of learning Figma.
What to do differently?
If we had more time we would consider finishing the account page so HR managers could sign up to packages and online courses to the shop page.
To integrate more user flows with the client’s aims to have a more detailed site.
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