www.maacpowai.com
The Project
Responsive website design for a franchise of a reputed multimedia training facility in India that targets students from high schools and colleges with job-oriented courses in “VFX and Animation“ in order to meet the growing workforce needs of the multimedia industry.
Duration : 1 Jan, 2020 – 30 March, 2020
My Role : UX Designer; Information Architect; Visual Designer
Key Skills : Personas; Digital Wireframe; HiFi Prototyping; Mockups; WordPress (CMS)
View Online : www.maacpowai.com
The Problem
The client struggled to generate quality leads, and the conversion rate of the leads generated through their website was low.
The Goal
Perform a website audit, user research, research analysis, and provide the best design solution to help the client generate quality leads to improve lead conversion rates.
USER RESEARCH : Summary
USER RESEARCH : Pain Points
Limited information
The information on the website was a brief synopsis of the courses offered. Users needed more information.
Lone webform
Users did not feel comfortable disclosing their personal information only to get course information.
Incomplete brochure
Irrespective of the course selected in the webform, users used to get the same brochure by mail.
USER PERSONA : Supriya Gaikwad
I’m trying to find the top animation course that will teach me how to make the best 3D artwork.
Goals
- pursue a career in animation
- become a 3D artist
- work for Disney’s studio
- work for international projects
Frustrations
- partial information of courses
- use of abbreviations and industry jargon
- webform asking personal information
- incomplete brochures
User Profile
Supriya Gaikwad, a second-year student at Mumbai University, is 19 years old. She lives in Mumbai’s Powai neighbourhood with her family. Her parents want her to work as a software engineer in the information technology sector.
She and her friends take local trains to get to college. She loves animated movies and is considering pursuing a career as a 3D artist in the animation industry. A couple of her friends want to work in the film industry as well. They are looking for the best institution that can support them in achieving their goals.
PROBLEM STATEMENT
Supriya Gaikwad is a second-year student at Mumbai University who needs detailed information about the courses offered by the client’s institution because she wants to choose the best course and persuade her parents to pursue a career in the animation industry.
DIGITAL WIREFRAMES
USABILITY STUDY : Parameters
Study Type
Unmoderated Usability Study
Location
Powai and Kanjurmarg
Participants
Seventeen Participants
Lengths
20 – 25 Minutes
USABILITY STUDY : Findings
When exploring a website, users prefer real-time engagement for prompt responses to their queries.
Users were interested about the institution’s capacity to offer placements.
Users wanted to know what employment options they will have after completing the course.
The usage of acronyms in the menu is perceived by users as meaningless and challenging to understand.
In order to provide targeted solutions, staff wanted to know what page the query originated from.
The manager needed a dashboard where she could monitor the team’s effectiveness and success rate.
Sitemap
MOCKUPS
Usability Study : Finding 1& 6
For users to communicate with the institute in real time, we added a live chat plugin (www.tawk.to).
Usability Study : Finding 4
To assist visitors in understanding the courses being offered under each category, course category pages were created.
Usability Study : Finding 5
Incorporated unique webforms for each page to aid the client in understanding the source of the question.
HI-FIDELITY PROTOTYPE
TAKEAWAYS
Impact
Since course pages contained all the information users needed to know, the overall effect is that users’ inquiries are more specific. The staff of the institute feels relieved since they are now only receiving inquiries from students who are genuinely interested in the course, and they are also aware of the page from which the inquiry originated. The centre manager is now better equipped to assign work based on the productivity and success rate of top performing employees.
What I learned?
Clients must be aware that their website acts as a virtual brochure for potential customers. Their top focus should be providing users with the information they need, with brand marketing coming in second. Additionally, seeking contact information first will just result in a vast amount of data, which will only create unrealistic expectations and frustrations for the client. Businesses should focus on collecting high-quality data that could lead to new customers.
Thank you for taking the time to review my work. For potential collaboration, feel free to reach out.
- Category
- UX/UI Design, Website Design