I’m Fe, a Product Designer with 12 years of experience as a Visual Designer chasing insights, crafting visuals and looking for opportunities☺
PROJECT OVERVIEW
The School of Life helps people develop their self-knowledge and emotional intelligence all around the world. Their lessons can take shape in a number of ways, such as books, workshops and a popular YouTube channel with over 4.5 million subscribers.
In order to clarify what would enhance their current e-commerce experience, a product and user research followed by ideation, prototyping and user testing was put into place.
Research
Investigating which aspects of the current website are impacting in a negative way on the overall e-commerce experience.
Testing and Learning
Five users performed three specific e-commerce tasks. Based on their experience and feedback, pain points they had in common were gathered.
Key Takeaways
- Lack of a visible search bar led to user frustration
- Found filters vague and not helpful
- Disengaged with copy heavy product description
- Disagreed with certain products’ location
Sorting and Learning
Five users were asked to sort 50 product images into current website categories and create new ones if they felt it was necessary.
Key TAKEAWAYS
- Created new categories (accessories and gift ideas)
- Felt images were abstract
- Misled by images and product descriptions
- Unaware of current themes, therefore not sub-categorising further
Interviewing and Learning
Five users were asked about their emotional intelligence journey and aspirations. The intent was to discover the Whos, Whats, Wheres, Whys, Whens and Hows and apply the lessons learnt into the new website.
KEY TAKEAWAYS
Why do they seek?
Change or improve some aspect of their lives (work, love, mental health, etc)When do they seek?
– Reactive = crisis dependant
– Proactive = crisis control
– Hybrid = mix of Re and ProLearning preferences
– Visual - online videos / books
– Auditory - therapy / podcasts
– Kinesthetic - workshops / exercise
Talking to SMEs and Learning
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Could these behaviour traits be personas?
It was time to validate it through SMEs and Surveys.
Key TAKEAWAYS
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Observing and Learning
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Could these behaviour traits be personas?
It was time to validate it through SMEs and Surveys.
Key TAKEAWAYS
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Surveying and Learning
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Could these behaviour traits be personas?
It was time to validate it through SMEs and Surveys.
Key TAKEAWAYS
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Opportunity is…
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UNDERSTANDING the USers
What makes them seek The School of Life and its products?
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