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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.

APPROACH

  1. Using research methods, such as usability testing, card sorting and user interview to discover website pain points and to understand the users’ motive to seek The School of Life content, services and products

  2. Surveying and talking to SMEs in order to validate and quantify first stage of research

  3. Based on user behaviour pattern define personas and scenarios that they would interact with the website

  4. Research techniques were implemented in the first stage of the project. The goal was to pain point current website that are playing a toll on the overall experience. features that are not working to its best potential was implemented in order to clarify current website aspects that are letting the e-commerce experience down

APPROACH

A research was implemented in order to clarify which aspects of the website were impacting the e-commerce experience. Based on it’s findings, ideation, prototyping and usability testings were put into place to validate the changes.

based on the research findings.

and usability testing were put into place.

implemented

 
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discover

Investigating which aspects of the current website is letting the user down

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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
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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
 

Different ways users came across and engaged with the curriculum promoted by The School of Life

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.

All users were looking

### 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**

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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**

DEFININE

Validating first stage of research findings

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SMEs and learning

Could these behaviour traits be personas?
It was time to validate it through SMEs and Surveys.

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
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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

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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

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Home

Before

Before

After

After