Talk About Talk Website
Problem Definition
With a growing potential of following from global executives, Talk About Talk needs to engage its clients by establishing trust and confidence in its resources and ability to coach them towards their career goals. On the existing website, users are unable to intuitively navigate the website in order to find the right tools or materials that can aid them in advancing their career. The site needs to be improved to better showcase Dr. Wojnicki’s personality, capabilities, and genuine desire to help her clients.
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The
Solution
To improve website conversions and metrics, and also establish credibility with clients, we used UX techniques to redesign the website with a strategic focus on maximizing efficiency and intuitive navigation (specifically click-throughs on revenue-generating offers) and highlighting content that will increase engagement for users. Our solution allowed users to intuitively navigate the website in order to find the right tools or materials that would aid them in advancing their career. The new website also showcased Dr. Wojnicki’s personality, capabilities, and genuine desire to help her clients.
The Design Process
We began the project with a user-centric approach, emphasizing the overall user experience. We employed a range of research strategies to acquire data and incorporate the findings into the website design at various stages of the process.
Empathize
Define
Ideate
Prototype
Test
Research
The primary goal of my research is to ensure that the app meets the needs and expectations of the intended users by involving users early in the design process and continuously throughout the process.
User
Research Findings
3 Survey Participants
- The users of the site are mid-senior level professionals from a wide range of industries including Financial Services, Investment Banking and Consulting
- The survey revealed that the main pain point of participants was that they were unable to find the relevant resources suitable for their learning.
- Users would like to improve their communication, problem-solving and teamwork capabilities.
- 66.7% of participants will opt for one-on-one coaching.
- Most participants are motivated by promotion goals, networking and continuous learning.
Situational
Analysis
We identified some key competitors of Talk About Talk and evaluated them against carefully selected criteria, including the existing website design, ease of use, service offerings, client reviews, call-to-actions, availability of a contact or team page, contact method, social media channels, and more.
Findings
The result of the analysis showed that all the organizations have an About Us page and are featured on the most widely used social media channels. Talk About Talk and Caroline Goyder excel by the implementation of an appointment booking system, while the other organizations did not have this feature. The analysis revealed that Dorie Clark had the highest number of website visits, while Talk About Talk has an average number of visits. We hope that with the implementation of our strategy, Talk About Talk will take the lead in all identified criteria.
Target Users
- Ambitious mid-high level executives across a wide range of industries who want to improve their communication skills so they will get noticed and get promoted.
Personas
We created these personas based on the research findings from the user interview. They were crucial to the design process as all design decisions were assessed and reevaluated using these personas allowing us keep their perspectives and needs in mind throughout the process.
User Flow
As a Project Management Consultant, I want an effective way to access the best resource suitable to my learning needs.
Information Architecture
To make the app content understandable, the Information Architecture was created. The Information Architecture as seen below focuses on organizing, structuring, and labeling content in an effective and sustainable way and it helps to understand how the pieces fit together to create the larger picture with a goal to help users find information and complete tasks.
Wireframe
We designed wireframes taking into consideration the Information Architecture and user flow. These were the basis that enabled us successfully develop the platform’s user interface.
- Logo - directs users to the homepage; no actions when on homepage
- Clicking About - directs users to About Page
- Clicking Services - directs users to the Services page
- Clicking Blog - directs users to the Blog page
- Clicking Podcast - directs users to the Podcast page
- Secondary navigation - Clicking Login/Sign Up directs users to the TAT Teachable website login/signup page; Clicking Contact Us directs users to the contact page
- Carousel - features Talk About Talk’s product offerings
- Clicking Read More - directs users to the article page on HBR.
- Clicking Start - directs users to the Interactive Quiz
- Clicking Sign Up - directs users to the Calendly booking system.
- Clicking More Blogs - directs users to the Blog page.
- Clicking Submit - directs submits the form.
- Footer - Subscribe button submits the email form.
Key Takeaways
- This was my first time working to deliver a project in a team and it was an exciting experience for me. All team members had a different strengths and skillsets they brought to the table and we complemented each other at various points in the design process.
- I found that teamwork is essential to receive a lot of constructive feedback which helped to improve the project outcomes.
- Working in a team produced stronger ideas while brainstorming and we were able to successfully deliver a high quality project.
- I learned that it is important to ensure that my biases, assumptions and preconceptions do not influence my design approach.
- Conducting user testing and evaluating user feedback at various stages of the design process helped me to discover areas of improvement to eliminate user pain points to ensure an overall user experience.
Final Design
