I’m Fe, a Product Designer with 12 years of experience as a Visual Designer chasing insights, crafting visuals and looking for opportunities☺
CLIENT
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.
PROJECT OVERVIEW
In order to clarify which aspects of the current website are impacting the experience in a negative way, a research, followed by ideation, prototyping and user testing was put into place.
discover
Investigating which aspects of the current website is letting the user down
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
Investigating what makes the user seek The School of Life and its products
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 Pro
Learning preferences
- Visual - online videos / books
- Auditory - therapy / podcasts
- Kinesthetic - workshops / exercise**
SMEs and learning
Could these behaviour traits be personas?
It was time to validate it through SMEs and Surveys.
key takeaways
- Reactive and Proactive personas
- Learning styles play a role
- Mental health stigma
- TSOL could be more flexible and accessible
DEFININE
Validating first stage of research findings
Observing and confirming
Contextual enquiry
Key TAKEAWAYS
- Confirmed Reactive and Proactive personas
- Added the Spontaneous persona to the mix
- Website could be better
- TSOL could be more flexible and accessible
Surveying and confirming
86 surveyees
Key TAKEAWAYS
- Majority wants to gain more self-knowledge (79.5%)
- Seeker Types: Reactives (221 counts) Proactives (49 counts)
- Learning preference: Visual (69.7%) Auditory (37.8%) Kinesthetic ( 42.4%)
PERSONAS
Delving into Andrew and Janes’ self-knowledge journey
Value Proposition Canvas
Understanding their pains and gains when interacting with The School of Life services and products
POSSIBLE FEATURES
Based on research feedback and personas profiles
Home
Before
After