THE PROBLEM

Be Gallant is a career services website that inspires users to push past their limits and live a gallant life. Customers are always very pleased with his services he offers but find it hard to navigate his site.  

MY ROLE

This real life project was mapped out over the span of 15 weeks. I served as the end to end UX Designer on this project in charge of all deliverables from research to mock up wireframes.  

DISCOVER PHASE

Research: I conducted 7 in person interviews. Participants ranged from 22-39 years of age and 3 were male and 4 were female. Interviews asked a variety of questions and interviews took about 20-30 minutes to complete. Convenience sampling was used in this study in order to meet the requirements in the time frame. Participants were either working professionals with one participant being a college student. All participants lived in cities in the United States. Here are some the findings and interview questions, click here. From these findings, I was able to make a user persona found below. With this persona I was able to bring this to my client to show him who his target audience is.

User Persona

The biggest opportunity is for BG to convey a level of empathy with their clients. Clients come to BG for support, hope and a solution to their problem. User’s problems are complex and can vary in exact reasons but ultimately they are trying to level up in life. BG has the unique opportunity to show their personal story and narrative to best connect with these clients and gain a level of trust in order for the users to buy the services.

Below are specific opportunities that best support this: 

Offer a personal narrative about the CEO to gain trust with clients 

Bundle package options for the best client experience and increases the chances of getting a job.

Features surrounding a guaranteed interview etc or another review can be offered.

Curated career field  resume and cover letter reviews  

After conducting several interviews I also did a market analysis and present this to my client. My client found this incredibly helpful because he realized that his price point was far off and that he needed to offer bundle services for resumes.

Market Analysis

Again after my initial research and market analysis, I came back to my leading questions: How was BG going to set themselves apart, what about BG makes it different? How does the personal narrative of BG illuminate in a digital platform. I found the answer was in story telling and decided to highlight customers reviews and testimonials as a way to showcase the empathy of BG's clients.

I used this quote from my research to guide my wireframes as it was most important to build confidence / trust in user

DEFINE

Through the research stage I realized that some of my primary goals needed to change to fit the user population. For example, I thought that making a seamless user experience would be of most importance - which it is - however, many users are seeking credibility and trust with their resume coach so I knew it would be crucial to focus on personal narratives. I voiced this to my client and they were also in agreement to shift focus of this re-design project.

DESIGN

Once it began time to design I started to sketch out some low fidelity wireframes. As shown below. From the data that was collected it was crucial that the flow was seamless for a user to check out. I wanted to first great a site map as the biggest challenge for my client seemed to be the site architecture itself.

Branding Process: Be Gallant strives to help people up level in life. The previous logo when doing usability tests did not invoke that message. BG motivates people to maximize their strengths to succeed, about crossing boundaries and leaving a traceable trail or blueprint for others to take note of it and use as a guide to or through their own endeavors.

My favorite and most difficult part of the project was this Brand Message design. How was I going to convey a personal yet, powerful message in the branding? BG used black and gold as their colors, however I choose to change it to blues and gold to convey a more personal and professional message as depicted in the style tile below. The logos that I made were supposed to invoke a power, trust, adventure and support.

You can see that from the style tile I made the lightbulb logo was the most powerful when used in testing.

First drafts of logo design
Style tile with updated logo and brand messaging

TEST AND ITERATION 

Usability testing was crucial to the project. I tested the prototype using Invision and sent this to several participants. I was able to observe participants go through a variety of tasks. Throughout the task flow I was mostly searching for the empathy of the participants. Of course, it was important to see if they completed the tasks, but I was very interested in if they found themselves being successful using BG. All tasks were completed with a 95% completion rate. Further insights can be found here.

Here are the medium fidelity wireframes that were used:

Several medium fidelity wireframes

Some insights from usability testing were: 

Add CTA button under services vs having the text be the click option 

Refine top nav bar to have drop down of all services so that users can quickly navigate there 

Simplify the user journey to get to the job application support page 

Refine the contact first and make it clear that you must contact the owner first before buying 

Refine the UI of the design, does look very flat and generic. Possible to add animation as the user goes through the flow 

Maybe add social media feed on the last page vs the blog posts 

Completed wireframes of services page and cover letter support page

CONCLUSION

Once I did further iterations I was able to produce these wireframes that you can find in the link above. Working with a real life client I learned A LOT! I learned more about the importance of time and how to truly listen to our clients needs. My client was very interested in ensuring that users were able to find services and checkout - of course, the profit - which is understandable. Through the further understanding of research, which I deeply valued I found that users were mostly looking for themselves. They were looking for trust, results and security. Taking this research back to my client and presenting in a way that would build buy in was essential to this project and something that I will continue to take with me as I continue my journey . 

Through the research stage I realized that some of my primary goals needed to change to fit the user population. For example, I thought that making a seamless user experience would be of most importance - which it is - however, many users are seeking credibility and trust with their resume coach so I knew it would be crucial to focus on personal narratives. I voiced this to my client and they were also in agreement to shift focus of this re-design project.

Below you can find the homepage that was designed before and to the right is the solution that I designed to better help the user navigate my client’s site. You can find the final prototype here

Client originally had this design for their home page