Vigorous Virtues
Website Redesign
Redesigning to facilitate user engagement and boost business retention.
Case Summary
-
Redesign Vision & Goal
A modernized, stress-free, and functional responsive website that inspires the user to sign up and become a member and retains current users.
-
Discovered Opportunity
Vigorous Virtues is an educational, and transformational website that uses historical figures and principles that serves to inspire people.
They are struggling to increase their customer base and onboard new members.
-
The Solution
A solution that is entirely user-friendly and cuts downtime for users, allowing them to engage on the site efficiently and meaningfully, and boosts business revenue for the client.
Process Highlights
Project plan and responsibilities overview
What I did
UX and hands-on product design - discovery, user research, design, testing
Methodology
Design thinking driven product concept development
Timeline
One month of discovery and exploration, followed by one month of ideation, prototyping and user testing
Client
Vigorous Virtues
The Problem
Vigorous Virtues is an educational and inspirational subscription-based website that is struggling to retain current members and onboard new members and motivate potential customers to buy their services and products.
Users are not able to easily understand what the website has to offer and become easily frustrated when they are navigating the site, resulting in losing users and a higher bounce rate.
We were tasked to increase participation of membership and book sales, retain engagement with current members and attract a younger user demographic.
Discovery & Exploration š
Why are people not participating?
To get to the root of the problem, we first needed to understand the users and what factors played into the lack of engagement with the website.
Our research process consisted of four-part approach to understand the engagement experience of eight users through:
P1
Website Audit
To get a better understanding of where the problem lied within the existing website, I asked three new users to test the site.
P2
User interviews
We wanted to talk to five current users to get first-hand perspectives regarding their opinions of the site and look for common trends.
P3
Competitive Analysis
Who are their major competitors? We explored and evaluated different competitors to understand their target users, products, and how they usually communicate the path for their users.
P4
Persona Building
Through user interviews and observations, we have discovered their needs and pain points in our user base, and created two archetypes as representations.
Results š
People are unclear about the what the website is offering.
After extensive research, we identified major barriers to participating with the products and services on the website.
Major Barriers to Membership & Product Participation
*out of 8 respondents (three new user testing participants & five current user interviews)
Research showed that users do not like to participate with the website because of the lack of connection with the content, product, and services.
We found that current users who participate would like the opportunity to communicate with other members through the website platform.
Current users would like to be able have more content-rich experience centered around personal development.
Users want a clear description of what the membership offers, and why they should participate in paying for a subscription.
Users are frustrated when they have to go through the process of logging into the site. They could not easily view the daily content, and prefer to have immediate access to the lessons of the day.
Main Pain Points - The Users
Through our user interviews and testing, we have discovered the pain points and needs in our user base.
-
New or Potential User
-
Current User
Our Design Vision
We want to create a product that makes it easy for new or potential users of a wider demographic to become subscribed Vigorous Virtues members.
And we want to make a product that creates an engaging, meaningful, and accessible experience for current members.
We will achieve this by providing a holistic user experience.
Definition
How Might We.. š”
Help the new user to clearly understand what the website is and add value to their purchasing a membership and product experience?
How Might We.. š”
Bring value to a current user to want to fully explore the website content and engage continuously on the community platform?
Design Sprint
Being that the product is unique in its nature, I wanted to explore the market to gain a better understanding of the different ways educational and inspirational comparators are engaging with their users.
Through extensive research, we prioritized our ideas and determined what features would be most impactful and hold the most value for the users.
Solution
Iteration & Testing
š» All of our tests were remote.
š» 5 user tests were conducted.
User testing measurements:
Iteration 1 - A few Screens
Due to time constraints, two iterations were completed.
Iteration 1 - Key Findings
Overall Value
ā Faster onboarding for new members.
ā Increases accessibility and conversation rate.
ā Cuts friction for new and current users.
ā Provides a content-rich platform to keep users engaged.
Outcome
This was a really exciting and fun project for me to work on as it provided real value and detailed product concept work. However, shifting priorities have caused time constraints and barriers along the way. Still, I learned some essential key takeaways from this project related to design strategy and business objectives.
Adapting
Recruitment resourcing issues, new timelines, and reprioritization meant the scope of the project was constantly shifting. I had to adapt to the changes and still deliver the best design concept using best UX practices within a tight deadline.
Choosing our focus
With our time and budget constraints, I had to determine where I can add real value. So to not spread ourselves too thin, we choose to focus on creating new product features, accessibility and the overall hierarchy and decided to not focus on content strategy for Vigorous Virtues.
Before hand off
Before handing it off to the developer for coding, Iād like to focus my efforts on customer journey mapping and creating an optimal customer experience and capturing the voice of the customer. Also, continual iterations of the product design, A/B testing with a younger demographic, and content and brand strategy development for the Vigorous Virtues.