Happier staff; systemised—a UX site audit

Welbee

Who are Welbee?

Welbee’s sales site and staff wellness products behind the scenes

The brief

  • A UX audit of the current sales website
  • The deadline was quite tight, with only 3 days to conduct research and present findings

The approach

How might we sell Welbee products and services to new sectors while still appealing to the current Welbee audience?

Kickoff

Discovery canvas

User testing

Key trends: Positive comments about the current site

Positive points for the current site were that:

  • Prices—2/3 testers thought the prices seemed very reasonable
  • Client logos—all testers were impressed by the current list of Welbee clients
  • Short video—testers liked the short summary video of what Welbee does
  • Next steps—testers would book on a demo to find out more if they were still keen to sign up
Key trends: Areas where testers had negative experiences

There were also some key areas to improve upon:

  • The pricing structure—very confusing for testers
  • ‘I don’t get Welbee Voice’—none of the testers really understood this product
  • Information overload—the amount of content actively made testers distrust Welbee, they also felt like there was a huge amount of repeated information
  • Information architecture—testers felt like information was on the ‘wrong’ pages

Heuristics evaluation

Heurisitic evaluation
  • Consistency—there were different fonts, colours and spacing used in the products and on the website and link and button colours were also used to highlight text
  • Naming—sections were labelled in a way which appealed more to an educational setting, this would not work well when scaling to additional sectors
  • Accessibility—colours were not hitting WCAG guidelines’ minimum contrast requirements on the site

Interviews

Interview with a teacher
  • Mentimeter—a tool for interactive presentations was a great site to look at for a teacher-friendly but broad sales appeal
  • Staff wellness in schools is also a very high priority in other countries—however, institutions driving progress in this area can vary, from universities, to government, to governing bodies
  • Clear communication—it was clear that senior school leaders have to communicate very clearly with a lot of staff so direct, concise copy would likely appeal to Welbee’s current target audience
Interview with a headteacher
  • Arbor — this was a great MIS (School Management Information System) sales website for a product widely used by schools, it was a great piece of inspiration to draw upon
  • Kids are always the highest priority—images of kids learning and looking happy could help sell the Welbee products to teaching staff
  • The school runs staff wellbeing surveys—the school writes and runs its own staff happiness surveys. The headteacher feels they already have a lot of context to draw upon. Highlighting that Welbee surveys are customisable seemed another good opportunity

Solution exploration

Figma’s contrast plugin to check colour accessibility—before and after
  • Accessible and consistent visuals — colours and typography (including different states) all hit AA WCAG guideline requirements. Fonts were now consistent with those used in the products and icons were used to help communicate complex ideas more clearly within the navigation menu.
Information Architecture—before and after
  • Scalable information architecture—I used clear real-world terms like ‘Products’ and ‘Resources’ to cater to a broader audience. I also separated out ‘Industries’ so future USPs could be pitched to their appropriate audiences in the future. Each product had its own dedicated page and I suggested rebranding the larger Academies and School Groups product package to an all-encompassing insight platform. I also added a notification bar above the navigation menu as an option for new product information updates.
Landing page changes—before and after
  • Landing page content —I streamlined content available, focused strongly on the products and their USPs and kept the client logos and testimonial quotes that testers responded well to.
Pricing structure—before and after
  • Clearer pricing explanations—I suggested more of a package-type pricing model with clear visual differentiation on additional benefits available as price increased. This seemed more scalable as the business expanded into other industries. This was just a starting point for discussions, being a higher stake business area.

The prototype

The Welbee Prototype

Next steps

Learnings

  • Prototypes are the perfect tool to facilitate discussions—having something to look at moves everyone from problem to solution mode
  • Sometimes using a trusted authority adds clout to your work—assessing the site using usability heuristics had a really strong impact on the client
  • Interviews unlock great sources of inspiration—these discussions helped uncover fantastic sales websites that were relevant to the current target audience, these helped to convince the client that suggestions would still be likely to appeal to current customers

--

--

--

Product Designer | Developer | www.louisehill.tech

Love podcasts or audiobooks? Learn on the go with our new app.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Louise Hill

Louise Hill

Product Designer | Developer | www.louisehill.tech

More from Medium

UX case study — “Compose your search”

Why I love learning UX at Interaction Design Foundation (IxDF).

Marveling about UX

Trying to Transition into UX Design