Introduction

Transcendia is a B2B service that offers holistic corporate wellness programs to

C-suite/ senior execs of medium/large tech organizations.

Duration:

4 week Design Sprint(October 2023)

Type:

Client Project

Tools:

Figma, Figjam, Trello, Excel, Marvel,
Google Forms, Google Slides, Slack

Platform:

Desktop app

Who’s the client?

Transcendia aims to help refresh the workspace of medium to large tech businesses, providing services that aim to tackle productivity issues, mental wellbeing and strengthening their community.

MY Role

As a team, we performed user research and competitive analysis, Heuristic evaluation and created user flow, wireframes and prototype in a 4 week sprint. I worked on this real client project as User researcher and UI designer.

Our Goal

The central objectives of Transcendia's client project involve:

  • Perform in-depth market research to better understand our intended customer persona.

  • Optimize messaging and communications for increased effectiveness.

  • Execute a thorough website audit to ensure that content, language, and design align seamlessly with the target audience.

  •  mapping out the customer journey to inform the go-to-market and customer acquisition strategy.

The Problem

Transcendia’s target market need a clear understanding of services, customization options, clearly conveyed value proposition, and intuitive website design to trust and take an informed decision about engaging with Transcendia.

The Outcome


The UX evaluation led to impactful changes embraced by clients:

  • Simplified Navigation: Streamlined menus and reduced pages for quicker information retrieval, enhancing user satisfaction and efficiency.

  • Clear Services Catalogue: Categorized and presented services transparently, aiding potential clients in decision-making.

  • Enhanced Trust: Incorporated trust signals like testimonials and certifications to establish credibility and reduce skepticism.

  • Improved Reachability: Implemented user-friendly contact forms and clear calls-to-action to facilitate easy communication and increase engagement.

  • Enhanced Design Aesthetics: Revamped visual elements, including color schemes and imagery, to resonate effectively with the target audience, improving user experience and brand perception.

Design Process

Although the client brief seemed simple enough, as is often the case, the website’s contents and the target market quickly highlighted that the challenge at hand was research-heavy. We needed to understand their current target persona (C-suite executives, HR managers, and People and culture leads) and how their existing branding and voice can better engage with their customers. 

our approach began with comprehensive research:

  • Heuristic evaluation

  • 11 behavioural user interviews

  • 3 competitor reviews

Heuristic Evaluation

A heuristic evaluation was conducted to assess the usability of the app, focusing on 10 usability heuristics.
 The heuristics showed the app could be improved in the following areas: 

  • Aesthetic and minimalist design

  • Recognition rather than recall

  • Match between system and the real world.

Competitor Analysis

Out of an extensive list of potential competitors, we chose the 4 most similar competitors to understand the problem space and note their target audience, services and website UX. The goal was to find similar traits and to observe their strengths and weaknesses.

Observations & recommendations :

Types of programs: Online and In-person workshops

  • Benefit: The competitors diverse program offerings cater to varying customer preferences and lifestyle. Some customers prefer the flexibility of online programs, while others value the interactive nature of in-person sessions. By understanding this Transcendia can tailor its offerings to a wider audience.
    The flexibility to offer both online and in-person programs reflects competitors’ ability to adapt to changing customer preferences and market demands. 

Trust building: Success story

  • Benefit: By showcasing real-life examples of clients who benefited from their programs, they build trust among potential customers. Transcendia can learn from this approach to establish its credibility, Assuring clients of the quality of its programs through compelling success stories.

Customisation: Tailored programs

  • Benefit: This personalised matching process guarantees that clients receive guidance and support from professionals who understand their industry, challenges, and objectives. Transcendia can adopt a similar approach to offer specialised and relevant expertise to its clients.

Behavioural Interviews

We interviewed with HR-managers / C-suite within Tech and various other businesses.
The aim was to gain an understanding of their needs, wants and personal experiences in the productivity/mental wellbeing space of their respective organisations. 

Key insights from the research:

  • Focus: 75% of respondents said focus and distraction were a major issue. How can we position and market this effectively?

  • Transcendia website: Improve website’s readability, provide clear messaging, services catalog, CTA’s, and consistent branding

  • Industry Standards: Customised programs are industry standard and need to be marketed

  • Building Trust: Users value transparency with costs and outcomes achieved via case study results

Trust-building factors:
Testimonials, case studies, and clear communication

Maintaining positive mental health is a challenge, affecting productivity

Easy navigate site, but not clear what they are selling. 

Overwhelmed with all the insights…

After all of that user research and testing, we then needed to make sense of our notes and began grouping them into categories to understand the key insights and priorities.

The themes that we created from the data were included:

User pain points:

1

It is hard to understand what Transcendia’s actual service/product is

2

We don’t know who Transcendia are

3

What are the expected outcomes of Transcendia’s programs?

4

Testimonials, case studies, and clear communication are trust building factors .

5

We are open to external providers who can offer specialized support

Opportunities:

1

Focus- 75% of respondents said focus and distraction were a major issue.( How can we position and market this effectively?)

2

Transcendia website- Improve website’s readability, provide clear messaging, services catalogue, CTA’s and consistent branding

3

Customised programs are industry standard and need to be marketed

4

Users value transparency with costs and outcomes achieved via case study results

The key insights then led us to create…

To gain a profound understanding of the user's viewpoint, we crafted four personas. These personas encapsulate the essential traits of the primary users identified in our research, enabling us to empathize with Transcendia's users and effectively address the challenges they encounter with the app.

Customer Journey Map

We mapped the customer journey for Samaira accorss each of the main flows or tasks and the key insights derived from mapping the customer journey are here:

  1. Decision-makers exhibit a reluctance to partner with a supplier unless there is substantial social proof to validate the credibility and effectiveness of the services.

  2. The current website lacks clarity in presenting Transcendia’s offerings, potentially discouraging engagement and turning away potential customers who are browsing.

  3. Opportunities for improvement lie in straightforward design enhancements to the existing website, presenting an avenue for positive transformation and user engagement.

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Brainstorming Potential Solutions

To reframe pain points from the research into design opportunities, we developed four How Might We (HMW) statements, brainstormed solutions, and designed interfaces.

02

01

How Might We more effectively communicate Transcendia’s services and foster engagement with their target market?

How Might We create greater trust amongst decision makers through Transcendia’s messaging and website?

03

How Might We provide clarity on Transcendia’s value proposition and ROI for better customer engagement?

How Might We inspire customers to engage in contact with Transcendia?

04

Exploring and validating potential solutions

To rapidly visualise key flows and design concepts, we sketched multiple screens, sitemap and user flows.

Information Architecture

we mapped out a new site map for Transcendia website to improve navigation efficiency, reducing cognitive load for users and consistency throughout the website. This was a direct result of the website audit we undertook and addresses HMW1-

( How Might We more effectively communicate Transcendia’s services and foster engagement…)

Key Changes:

  • Dedicated services home page to differentiate between offerings and outcomes

  • Consolidated pages have more intuitive navigation for better content discovery

  • More intuitive navigation for better content discovery

  • Information phrased appropriately to appeal to both the individual and group services

TASK FLOW

The happy path

To create an exceptional user experience, We mapped these out with key personas as it helps design and tailor the user experience to match the needs, preferences, and behaviours of specific user groups.

CEO Persona

The CEO persona is more inclined to book Transcendia services tailored for senior leaders, either individually or in small groups. To accommodate their busy schedules, we've introduced a feature allowing users to view and book upcoming executive retreats well in advance. Additionally, a "Contact Us" function on the retreats page provides a direct line for users seeking more information before making a booking. These enhancements directly address the challenge of engaging customers through various contact channels.

P&C Manager Persona:

Our research indicated that P&C managers often wear multiple hats, and are the users that would engage more with Transcendia’s variety of services.

Firstly we made dedicated landing pages for Transcendia’s services such as workshops, programs and keynotes and differentiated these to topics that Transcendia cover like tribe, growth, focus. This was to clarify exactly what Transcendia’s services are, the topics that are covered and importantly, the format that they come in- something that was found to be unclear in our research. 

Final Designs

Now I take a closer look at adding new features and uplifting the existing features. 

All strategic changes and new features that we’ve made are rooted in extensive research such as in-depth user interviews and competitive analysis
These are side by side comparison of the changes we've made to Transcendia website.

HOME PAGE


The landing page is the the very first point of contact between Transcendia brand and potential client. And considering the target audience of transcendia, it was important to craft the home page in a manner that it offers concise information is required to motivate high level decision makers to take the next step.


To ensure this we have added the following new features:

  • An engaging Hero Section with a compelling tagline 

  • Next we have a quick introduction to transcendia's vision and mission to set the tone for the rest of the website.

  • We then have a section to briefly convey the overall outcome i.e focus, growth and tribe, giving visitors an understanding of the company's purpose and values.

  • Next in order to build credibility from the very first page we've included a module for testimonials in written and video format from satisfied clients. 

  We made tweaks to existing features which are minor but significantly uplift the first impression.

  • A clear branding and header for intuitive navigation

  • Clear Call to Action Buttons to encourage visitors to explore more.

  • Multimedia elements like videos to increase credibility and authenticity.

Services

One of the key user frustration was the lack of clarity on Transcendia's offerings. It was better to make Transcendia's value proposition crystal clear.

​We created CTA from home page that leads to services catalogue where the visitor browses each offering. The services are briefly presented in list view which expands to a new page offering detailed insights.

  • Separate side by side service cards view for quick understanding of offerings.

  • Drop down expansion for each service for easy comparison

  • Success stories to build trust and showcase real world results

  • Visuals and icons to enhance service representation

  • Clear description of each service and expected outcomes

  • Prominent CTA buttons to encourage enquiries

Before

Before

About Us

Transcendia's About Us page previously provided an overwhelming amount of information about the founders. We redesigned this page to provide only relevant information and trust building imagery like badges and certification to 

  • Engaging storytelling about Transcendia’s history and values

  • Expert profile for information on Transcendia’s team of experts

  • Badges and expertise certificate showcase to build trust and reliability

Contact Us

Our changes designed to elevate user engagement and interaction by implementing interactive form and scheduling a meeting by calendly . This form makes it easier for visitors to express their needs and queries. 

In terms of new features

  • we made contact information easy to find. 

  • Dedicated form to encourage enquiries and feedbacks

  • Provision with Transcendia via Calendly

And also we’ve made some changes to existing features which are:

  • Clearly communicated booking/meeting process

  • Alternative contact methods for preferred communication


Before

Before

After

After

After

After

The Final Solution

Next Steps

  1. User testing: Undertake user testing to validate designs and gather feedback on the new website’s usability and perceived value by users 

  2. Marketing Strategy: Analyse key in-person events your target audience will attend and showcase offering. Other digital marketing campaigns to support this and extend brand awareness

  3. Additional Designs/Feature: Consider future implementations covered in the previous MVP matrix not included within this current design 

 

Key Learning

I always perceived the research, especially the interview process as straightforward. However, navigating  Transcendia's target audience taught me a crucial lesson – engaging with a diverse audience requires a nuanced approach. Each segment, from C-suite executives to HR teams, demands a tailored interview strategy. Crafting effective interview questionnaires for these high-ranking individuals presented a great learning experience that I never thought was essential.

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