My role

UX/UI Designer and UX Researcher

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Key skills, methods, and tools

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UX/UI Design and Research, wire-framing, prototyping, Visual Design, Graphic Design, Stakeholder Management, Presenting and Deliver the work, Team management, Figma, Miro, and Trello

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Project overview 

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"The betterment of society is not a job to be left to a few. It's a responsibility to be shared by all."
-David Packard-

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In today's world, social innovation is addressing some of the most vital problems society is facing - from quality education, waste reduction, carbon emission reduction, good health, and wellbeing, ending poverty, etc.

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The Common Purpose of Collective is a social innovation consultancy driven to support clients with projects by applying and leveraging the process of social innovation to help clients build social, environmental, and economic value.  They focus on projects that require us to design, develop then deliver program service or experiences that create triple bottom line value.

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The Brief

The CPC wanted to redesign the website which is to make it a fully functional updated website that embodies the CPC as a company. Ideally, they wanted to maintain the general principles of the site however they wanted to refresh the website with a new design. They are also required to create a greater understanding of what they do here and what the CPC can do for their clients clearly and concisely. 

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Goals and objectives

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The objective of the project is to make the website with a clear visual identity and to be able to communicate the CPC values more clearly through the website.

The summary of the project goals was as follows;

Commercial: To increase the reach on their website.
Functional: Educate users on services and sustainability and social innovation.
Emotional: Demonstrate empathy and care towards users.

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Design process
 

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Discover/Empathise

 

Research Plan & Goals

I wanted to lay out what my research would involve. I created a research plan to help keep me aligned to the research goals at all times as well as the necessary steps that I would need to take to complete it. 
 

 

Methodologies

Competitive Analysis & Market Research: This helped us understand the trends and best practices in the social innovation and sustainability. It also allowed me to familiarise myself with the CPC brand and offerings and see how they compare to their competitors.

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Surveys and interviews: For surveys and interviews, we tried to reach people in higher positions in companies (CEO, COO, GM, etc). Conducting a well-planned survey and an interview helped us to understand what influences them in deciding where that person stood with sustainable goals for his/her organisation. 

Market & Industry Research

Once I had a research plan in order, I wanted to learn and understand the trends and best practices in the travel market. I began the empathize phase by conducting secondary research first.

As a design team, our primary task was to complete a market analysis as well as a competitive analysis. Reviewing competitors such as PWC, Portable, Ideo and AKQA was a great help to understand sustainable goals and the social innovation projects. At the same time, we were able to identify the strength and weaknesses of competitors' websites. 

Survey and Interviews insights

The survey was conducted with 23 respondents by using Google forms and conducted one on interviews with 8 individuals to better understand areas from three angles such as;
                    1. from his/her workplace/company's values and social/environmental programs
                    2. from his/her values & beliefs
                    3. from his/her values & beliefs as a consumer

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The key findings of the surveys were:

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• Forty three point five percent (43.5%) of the persons surveyed people had were involved in charity work.

• Forty four point four percent (44.4%) of the respondents believed that it was is very important to have ethical/sustainable programmes within their companies. 

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Results of the Interviews

 

• The majority of users had a sense of community.

• The majority responded that it improved brand loyalty and brand recognition.

• It was learned that the respondents were happy to be involved with charity programs.

 

 

 

Persona Development - Sally

Based on the feedback and insights gained from research, I created one persona who might use the CPC site. This persona demonstrates the key user goals and frustrations that appeared in research findings.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Sally's journey map

 

Sally's journey map included 4 scenarios: (a) discovering (b) understanding (c) convincing and (d) implementing.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Define

Project Strategy

After analyzing the data collected from the primary and secondary research done earlier, My self and the team started to build out a list of the most important features the app should have. I put together a product feature roadmap of any features that might be needed for the app to work efficiently and meet the high-level goals and objectives of this project.

Ideation and creation

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The team conducted a co-design workshop with the client to generate and pitch ideas. This ensured that the client's voice was heard, and had a personal stake and say in how the product would be developed - allowing for a balance between user needs and business wants.
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We used the following How Might We's questions to frame the ideation: 

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• How might we make social innovation fun so that more people engage with it?

• How might we help Sally to understand the UN Social Development Goals (SDGs)?

• How might we increase the call for action for Sally so that she is urged to take action? teams to work or retain more consultants in this space?

• How might we improve knowledge of social innovation among CEOs so that they can encourage their

 

After conducting the co-design workshop, it was time now to think of how users might navigate the        app to review and seek a consultancy service. It was important to keep the information architecture as simple and concise as possible since most of the users would use this regularly to communicate with. 

 

User flow 

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Before we started sketching and building out wireframes, we wanted to figure out what the user flows would look like for customers trying to accomplish specific tasks. Therefore, a basic user flow was created, which mapped to determine how to navigate through the website.

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Prototyping and user testing 

So this process had two iterations – each was subjected to user testing and further refinement. The initial prototype is a mock-up based on our existing research, the key themes discussed in the ideation workshop, the wants and needs of our persona, and the user flows. We've meshed this together to craft our first draft of a prototype – Iteration one.

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Features;

• Have a scrollable interface

• Have a homepage with a hero image to give it a sense of easy understanding of what the website is all about 

• Have videos to play in the case study section

• Have a blog section

• Have a contact page

 

User feedback;

Positive

• "Likes the bold background and bold text evokes excitement"

• "Call to action is clear"

• "Layout is good"

• "Likes the blogs"

 

Needed to work on

• Consistency in the spacing of texts and titles 

• To show that the values are intractable 

• To break down the process in steps even more

• To find a way to separate information graphically

• To break up the texts and make them more readable 

 

 

Iteration 2
It's much the same in terms of layout. But we have added more colors and made changes based on the feedback of iteration 1.

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User feedback

Positive

• " Website is polished"

• "Flow is going well"

• "Good to have a blog section"

 

Needed to work on

• "Too much information on the home page"

• "Not clear idea about what the company is"

• "Intent 360 is not clear"

• "Not enough evidence of the problem solving"

• "Categorised case studies would be nice to see"

• "A space for writing a message is needed"

• "Would like to see a short bio of the team members" 

 

 

High Def

The feedback we got here was extremely useful –Some feedback we received for our previous prototypes was that it wasn't clear what the object of the website was.

100% of Sally's needed additional information to provide a clearer understanding of the CPC'S ambitions. To eliminate this pain point we included more information on the landing and our approach pages. 

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Feedback

• "It's visually appealing and draws me in"

• "I love how simple this is laid out"

• "The layout is clear and easy to navigate"

• "The website is visually appealing, creating an inspirational impact"

 

Next Steps

Our next steps would be to make revisions based on the second round of usability testing on the high def version. After making those revisions to the screens and prototype, I would continue to add some of the features laid out on the feature roadmap and conduct user testing again for the feedback. The app is heading in the right direction and finding any way to make further improvements to the process and experience would only make it stronger in the end.

 

Lessons Learned

It was a big challenge for us to deal with an area that was not in our comfort zone. But the important thing was to learn to step out of our comfort zone and understood the project overview and the usability issues.

What I would have done differently

This was a really exciting and challenging project for me. As a team, we did a greater and fruitful job in our initial research, our surveys and long-form interviews formed a fantastic foundation for developing our insights and creating better opportunities. 

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Due to the time limit, we were not able to collect as much quantitative user behavior data to support the re-design thinking process. But in the future, the action plan will be created and worked according to that.

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Impact
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The client was incredibly happy with this suggestion and is in the process of starting a podcast on the back of this project.