Overview
Cell-Ed, as a technology driven service, provides users with a solution to their time constraints by offering bite-size English, Spanish and even work environment skills through mobile devices and call-in services. During my internship I created Click-To-Buy an onboarding platform which gathers information in the form of a short survey and recommends the best package for the user's specific needs.
Project Length: June - September 2019
Client: Cell-Ed
Role: UX Design Intern
Collaborators: Sonali Joshi, Jessica Aalami-Rothenburg
Tools Used: Figma, Principle
Challenge
How might we use Cell-Ed's existing platform to encourage the online purchase of learning packages?
Secondary Research
After secondary research and multiple meetings with different teams within the company, I found that there are 3 different user groups to take into consideration during the design of this flow: Potential Partners, existing learners getting lost, and potential learners.
It was important to differentiate these groups early on in the design process so I could begin designing for the selected group as an MVP of the product for testing and resource reasons.
After testing the existing site I found the following insights:
Key Insights
- Not quite clear what we sell
- Visual design needs to be updated
- No price point is shared on the website
- Too much information given at once
- Difficult to navigate to products interested in
- No contact number/help desk
Persona:
For the MVP we decided to focus on potential partners as the user group as the majority of existing clients are partner organizations rather than individuals. Based on secondary research and interviewing existing clients I put together the following persona to design for.
Ideation
To address the problems of our users, we delved into brainstorming and ideation. We had a few five to ten minute brainstorming sessions to creatively think of solutions and then came together to synthesis ideas.
Some of our main ideas:
- A short video which captures what Cell-Ed's mission is, what services they provide and a few testimonials from clients.
- A survey in 3 short steps to make sure it doesn't take too much time and effort for the user
- A helper bot which can assist the user in every step of the way incase the content is confusing
- Salesforce integration for easy account set up
Prototyping
Homepage
The new landing page welcomes users to Cell-Ed with a short video explaining what Cell-Ed does, the impact it has made on people’s lives and invites them to join.
This video has audio and subtitles in case the user is in a sound-free zone or would rather read. Below the video is the AHLA link prompting the user to set up their account which will take us to the survey.
The visual circles which highlight Cell-Eds performance are designed to draw attention to our performance and give the website a modern look and feel.
Survey
The survey is short and guided all throughout designed specifically for users without a lot of time to spare. It asks how many people this service would be to be able to give estimates on how much the features would cost in the next steps.
The user can choose either package or the “buy by seat” option which depends on how many seats they will need. The survey ends with prompting the user to enter their contact info so we can get in touch with them to set up their account.
It is important to let the user know what they should expect in return for giving their information to us and also when they can expect a phone call to set up this account. They can now decide to pay now or set up an invoice.
User Testing + Reflections
Due to the timeframe + budgeting constraints, I was only able to test this flow on 3 of my coworkers. From past experiences I learn that Low-Fi prototyping and testing goes a long way and therefore had meetings with different teams to show my Low-Fi before the last testing.
I asked my coworkers to access the prototype and share their screens when going through the process remotely. As a result, I gained some experience with moderated testing, an important skill in the remote work life we are in today due to the COVID Pandemic.
some of the feedback received:
- The progression bar helps the user see an end point to the survey
- Wasn't sure if they'd be ok with giving credit card information for such a large purchase
- Did not quite understand what the 84% statistics meant
If I had the time and resources I would have liked to test this prototype on 10-15 hotel managers to begin reiterating.
