Be.
Lead.
Grow.
Making a New and Easy to Navigate Site
Overview
We created a new content management strategy and information architecture hierarchy to help new users understand Be. Lead. Grow.’s company community building techniques and self improvement strategies.
We also created an action plan for a new future community based platform to help small business owners of color connect and “grow into their power.”
Surveys, user interviews, usability mapping, heat mapping, comparative & competitive analysis were all used to reflect the needs and wants of users looking to higher professionals like Dr. AMS.
Purpose
Intersect Be. Lead. Grow with the Be. Focused. Hub. Audit exiting site content and prioritized information to align with BLG business principles.
Context
Presently two sites (ideas) exist as separate entities, our goal was to merge them into one organized community, membership-based platform.
Background
Assess the potential challenges of website navigability and provide an excess of repetitive information. The host platforms are difficult to update and sometimes run slowly due to the high level of content.
High-level Goals
Create a community-based platform that members will pay to have access to join a host site that is easy for Dr. AMS to manage and maintain content/communicate with her users.
3 week sprint
Arena Bhattacharya, Allen Bodie, Caitlin Creel, Madison Graves, Jillian Khoo, Rachel Poe (Me)
Figma, Photoshop, Illustrator, Notion, Maze, Canva, Cargo
create an updated website and community platform action plan
Meet Dr. AMS (Angela M. Shuttlesworth)
MSW, PhD
Meet Dr. AMS! Be. Lead. Grow is the culmination of her commitment to community building and conflict management.
She’s a motivational speaker who uses team building workshops, retreats, and coaching to help major companies create safe and inclusive work environments.
She also is ready to expand her business. She wants to create a networking platform for successful minority business owners. She feels it’s her calling to help people within her community who have worked hard to make their first million with their small business, but are having trouble growing their business further.
With decades of experience and her love of travel Dr. AMS has so much she wants to share with her clients, but was having trouble organizing it all into a an easy to navigate space. She has a lot of ambition and wanted help making her business pedagogy clearer to new clients.
“Grow into your power.”
- Dr. AMS
What do we have?
One of the largest challenges of this project was cataloguing and sorting through all of the data that BLG had on three separate websites and the content that was also saved on a drive. We needed to be able to take account of what was where and how it related to the needs and wants of her users.
Glows:
Inconsistent visual design choices
Images used don’t comply with best practices and inconsistent image quality was used
Users bumped from the site repeatedly without any way back to the page they were on
Navigation bar disappears on some pages
Videos sometimes play without sound
Content is relevant
Lots of opportunities for learning
Strong voice
Experience is evident
Grows:
Consistent color scheme
Qualitative Data: What do the users want?
Surveys
We used this information to help us prioritize which areas of the website would be the most helpful to users. Especially, users who may have participated in previous wellness programs, but may not have experienced BLG.
Users were most interested in workshops, remote accessibility and programs that highlighted diversity.
While positive reviews were the most important factor for them when they choose a program they also expressed that visual examples, program samples and strong testimonials were helpful.
Workshop
94%
“Her services include mind & body wellness.”
Remote Accessibility
35%
Highlighting Diversity
35%
82.4% of users said that they would be more likely to choose a program based upon positive reviews
Interviews
We also wanted to get to know more about what compelled users to choose BLG and what they appreciated the most about BLG.
“DiSC was very helpful in navigating different personality types and preventing clashes”
Users were really impressed with the tools that Dr. AMS provided in her workshops. They appreciated how her presentations put people at ease. These were things that had potential to be highlighted more clearly on her site.
“Dr. AMS is very down to earth”
“She’s not afraid to get on everybody’s level.”
Quantitative Data: Moderated Task Analysis
Our task analysis was conducted utilizing Maze, a platform that allowed us to create a custom prototype and gather precise data based on preset criteria. We based the prototype on Be. Lead. Grow.’s current site.
Some insights included click accuracy and the specific paths users followed to access information.
The Task:
We were most interested in understanding how users navigated the site naturally while a moderator recorded their progress.
Users were asked to find one of the most highly promoted programs on the site. There were two possible happy paths available to the users. We were able to study a heat map generated by Maze and gain insight into how users were interacting with the site.
“I’m on ‘Services’ and I still don’t see the 90 Days to Freedom program.”
0%
40%
57.2 sec
of the users weren’t able to find the programing.
of the users misclicked and clicked on images or text that were not links.
Average time on the page was close to minute. This is very high and can lead to significant bounce rates.
“I lost interest in searching for the program, because it required a lot of effort to locate…I’m still unsure about what the program is.”
Dollar Shave Club
Studying these websites we took inspiration from their tone, layout, and communication tactics when ideating the future of Be. Lead. Grow.’s website.
Comparative Analysis: Subscription Services
Dr. AMS was at a point of transition for her business. She wanted to know what it would take to start an online community hub where business owners could collaborate together and gain access to exclusive content.
We set out to show here different options and routes she could take to start this next chapter.
So, while we discussed the results of our research we started to look at companies that were known to have a successful subscription based service.
We used these results to provide a guide for Dr. AMS. This way she could take a look at the data herself and decide if any of these approaches were inline with her goals.
Simple and clear design and colors help main ideas to stand out and give the user clear direction on how to navigate the site.
Surveys on website make the shopping experience more personal and incentive users to move forward in their purchases and the chat button helps users communicate with tech support promptly.
WebFlow
Webflow is used by more than 1.7 million designers and teams to create, collaborate on and scale beautiful websites using visuals.
Their headlines clearly state what they do.
Call to action buttons emphasized on the front page.
ClassPass
Pricing details are available after signing up.
Search bar keeps the site simple and clean.
Their chat system is prominently displayed and helps them connect with users.
Testimonials help users to make their decisions.
ClassPass manages to connect a wide variety of users to local businesses. Their users are both businesses and customers looking to try new classes in their local area. Their success signing new members up and creating a long term relationship with customers made them a good example for review.
With over 4 millions users Dollar Shave Club is a leader in subscription based services. Their unique personality and simple design appeal to users.
Competitive Analysis: Modernization
Insights
Make “Contact” call to action more prominent
Allow users to easily identify where to navigate based on their needs (individuals, small businesses, large corportions, poc, women owned businesses)
Give the website Dr. AMS’ voice and create a conversation centralized experience
1
4
7
Make the business mission clear as soon as users get to the site
6
9
Include strong testimonials; to back her reputation using direct quotes and brand recognition
5
8
Show consistency throughout each page so users can easily identify where they are located within the experience
Create direct links for users to quickly share website content without having to navigate away from BLG site
2
Show tiered pricing options and clearly define who each tier applies to
Outline what BLG services include and highlight follow up materials and services so that users view Dr. AMS’ work as a long-term investment for their employees
