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Key Objective
Decreasing the abandonment rate from potential clients by redesigning this musician's website.
Projects I owned
Project champion for website redesign
Natalie Good Music redesign: UX research, business strategy, ideation, UI design and software development.
Higher Clicks to Contact, more client bookings
Business strategy to ensure business owner gains revenue throughout the project with no dependency of the relaunch.
Industry Standard Design
Matching the expectations on what clients and agencies expect when acquiring the services of a musician
with 1.1 version of product.
Overview
A B2C platform that ensures potential clients hire Natalie Good, a musician, for gigs and performances.
Role
Natalie Good Music redesign: UX research, business strategy,ideation, UI design and software development
Duration
V1. 3 Months
V1.1 1 Month
Deliverables
UX research, business strategist, design and tested website for desktop and mobile.
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Business Goal
To gain bookings from clients
The business owner states that Spring/Summer time is when her industry sees an influx of gigs. Weddings, Bar Mitzvahs and private gigs are hosted through these months. this is where Natalie aims to obtain the most bookings.
Success metric: clicks to contact, new visitors, increased revenue
User Goal
To book Natalie for her services
We want to ensure that users quickly gain information about Natalie's services and able to make contact with ease - optimising usability.
Success metric: Sentimental Score, Net Promoter Score
Overview
Not gaining any enquiries through her website; users could not find the contact details
Natalie provides an array of services ranging from vocal training to singing at private gigs. Potential clients contact Natalie for further information regarding her services as an entertainer/ performer.
Before
After
Pain Points
Too many pages to navigate through to find a contact form
A disorganised structure of the website causes difficulty in finding any form of contact. This, followed by the poor design system, formed a high abandonment rate. Referring to our FMEA (Failure Mode Effects Analysis), the current website does not help users fulfil their needs.
62.5% failure with only 37.5% success rate
Pain Points
Design System is loud, scandalous and impractical.
User testers agreed that website's visual identity was not industry standard. Vartitons of fonts that were illegible against the background images. A large array of paragraphs which hosted inadequate pieces of information proved that this musician's website was previously made with no user research or design principles.
Design opportunities
Ideation
Prioritise the business: Deliver value promptly to ensure revenue is made
Natalie depends on a website to show her stance as a professional in the industry. Waiting for possibly 3 - 4 months for the redesign was not a practical approach. Creating a temporary 'courtesy' website ensured users had access to contact. I then created a product roadmap to make sure all stakeholders are in sync with the product's progression.
Ideation
Competitor's Analysis formed the new UX and defined features
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Affinity Mapping highlights the main themes: Contact, Services, Gallery & Design
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Competitor's Analysis for High End and Low End: audit the best features and interfaces
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S.W.O.T. Analysis to identify features that will ensure user can fulfil their goals.
Ideation
Minimise 21 pages down to 3. Easy access to contact info
Creating my architectural information, I figured the Proposed Build would become an ideal UX to ensure the users can make contact with Natalie.
Ideation
MoSCow chart to determine which features to appear on the redesign
MVPs and Effort - Impact Matrix graphs highlight quick features that must be incorporated into the redesign.
Prototype
A/B Prototype saw Version B succeed. 100% pass rate for users
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60% of the business-related tasks were placed on the homepage
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Mobile version was prioritised as 87.5% of candidates use mobile devices to contact musicians.
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Decrease abandonment rate from users by achieving the users goal within a short time frame (av. 1.1 mins)
Pain Points
Too many cooks: everyone edited the design system and the website simultaneously
There is an disorganised structure of the website that causes difficulty to find any form of contact. This, followed by the poor design system, formed a high abandonment rate.
Result V.1
Natalie Good V.1: UX fulfilled business-related tasks but design system evoked unprofessional
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UX was drastically altered only having 4 pages
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Business owner interfered greatly with design system
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Personality within website causes business opportunities to decrease;
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Net Promoter Score is greatly affected.
Quick Access to Contact Form
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Metric for success is 'Clicks to Contact' for this platform.
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The new platform has a contact form on every page
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Error Input fields and clear typography prevent incorrect data from being distributed
All user needs on Home Page
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Landing page minimises text and spelling mistakes
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No links to external sites. Decrease Bounce Rate to -76%
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Customer satisfaction increased by 12% due to minimalised text
Result V.1
Users agree: the visual identity is mediocre and is not industry standard
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As predicted, the design system led by the business owner proved to not be ideal for her business.
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Users prefer the UX of site V.1 over the previous website
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Visual system is not industry standard
Natalie Good V1.1: Redesign visual identity drastically increases Net Promoter Score
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Covid 19 lockdowns lifted and music industry is thriving again
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Natalie has been releasing EPs/Singles and performing gigs
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Feedback from members in industry stressed to update the V.1 site
Reaudit V1.1
More access to contact and changing the landing page
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New landing pages with CTA to strengthen 'Clicks to Contact'
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New A.I. based on previous heatmaps from V.1.
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Social bar has been demoted on nav bar to ensure site sessions increase
Result V1.1
Natalie Good V.2: Same UX, new art style. Users praise new design system
Following a simple monochromatic art style, and added areas of contact, the platform is now industry standard.
Result V1.1
Optimized Landing Page
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Clear CTA linking to success metric: Making Contact
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Landing page focuses on SEO keywords and VOC (Voice of Customer)
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Clear synopsis of Natalie's capabilities stated on landing page
Contact Option in Nav Bar
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Dedicated button for 'Contact' and an allocated page to ensure users make enquiries
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Hierarchy and style of the navigation bar altered for clear navigation
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Clear actionable buttons to prevent errors
No Backgrounds
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Lack of business owner interference on design system ensured industry level
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Minimalism ensured site passed WCAG AAA
KPIs and Outcomes
New website has landed musician to gain sponsorships
New Career In Austrailia
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Moving to Australia due to the U.K. having a saturated market
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Gained recognition from agencies, impressed by the website
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NPS scored +90% and revenue increased by 15% ​
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Error Rate dropped from 62.5% to 0.04%
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+800% Site Sessions ​
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Clicks to Contact increased by +1,300%
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Abandonment Rate decreased by -87%
Overview
Overall, redesigning this musician's website was an insightful experience, one that was not as simplified as it could have been. The client's subjectiveness and desires made setbacks which prolonged production, however, due to the data collected, rational decision-making was established. Changing subjectiveness to objective-based thinking was the main challenge when working with Natalie.
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Elements I learnt throughout this project:
The music/ entertainment industry
WCAG AAA system
In-depth Fintech options
E-learning platforms
Content creation for social media