PROJECT OUTLINE

Time
‍
4 weeks
Year
‍
2021
Team

3 people
Tools

Maze, Google Analytics,
Hotjar, Figma, Excel, Adobe AE

The  Hyper Island student project lead to working with the marketing consultancy company Blue Hands Digital, who put their client Akribian in the hands of Simon and his team. The website Akribian was at the time the portal for parents to subscribe to the beta version of the childrens math game "Count on Me!".

This 4 week project was aimed to work with research analytic tools such as GA & Maze to gain insights and create design suggestions from that. Though Simons team had little or no data to collect from GA or similar, they still made the best of the situation and collected their own data to pass the course goal. This was done by conducting research that then was tested through market feedback in form of A/B prototype tests.

The process below was iterated back and forth and not a straight linear process.

RESEARCH & INSIGHTS

Problem & Research

The  purpose of Akribians website was at the time for parents and grandparents to sign up for the beta version of the childrens math game “Count on me”. Therefore it was important that the users could quickly navigate, maintain interest and with full clarity at all times.

From research it was found that the website mislead the users and confused them at many points. “Is Akribian some kind of University sponsor?” was one of the quotes the team got from a user that was introduced to the landing page. For some users it could take several minutes scrolling the landing page before being able to navigate to the game page where they realised what the website was about.
Except from that, it became obvious that the sign up process took way too much time and would most likely make the users lose interest and bounce.
Visual hierarchy and call to actions were at many times telling the user to focus at wrong things which made them confused and gave the website a non-professional approach.
Thirdly, the UX-team could state that the website didn’t provide enough information about who Akribians target audience was. This would make it impossible for the user to know whether the game was fitted for their children or not. For example, age recommendations were missing or hardly visible.

The research was done in small quick steps by expert reviews, competitive analyses & lesser interviews & tests. The team found out that to get the website functional which should be prio one, not too much research was needed. The website had to solve the needs of their users, not confuse them further.

Hypothesis

“We believe that by improving and changing the focus of the landing page/website to be more aimed towards the game, we will gain more sign ups from parents and grandparents to the game “Count on me!”, which would be the goal of the website.
We also believe that by shortening and simplifying the steps to the final registration page that will result in the same outcome.
This will be proven right or wrong when seeing the results from conducting AB/tests and by interviewing the participants around their experience..
This can in a later stage also be proven by comparing data in google analytics.

COMPETITIVE ANALYSIS

From analysing some of the competitors to Akribian the team could take away what other websites did well, but also get an understanding of how the website stands on the market. Some insights were that Akribian would to pretty well with their playful design and interesting concept if they were just able to convey it well enough to their users.
Some things that the other competitors had that was inspiring was for example direct links to their games with clear CTA’s, interactive elements and youtube tutorials links.

Audience Mapping / Proto Persona

LOW FIDELITY SKETCHES

PROTOTYPES

The prototypes that Simons team brought into A/B testing and later polished into a final deliverable to their client. These were done in several iterations
Consisting of both a mobile version and desktop.

DESKTOP

RESULTS - A/B TESTING

Since it was important for Simon's team to validate hypotheses and to learn more about the users to Akribian, they took their prototypes into A/B testing using the software Maze. They put the original website against our proposed design and asked the users to review the two without telling them which one the UX-team had designed.

‍
The team only had 18 participants in the A/B test but the results were still clear.

It took the user 47 seconds less to sign up for the game with the proposed design compared  to the current website. (58 vs 11)

93% (17/18) thought the new design suggestions was the easier one to register for the game on.

Simon's team also learnt from the users of the test that even though this version was better and faster, people still had the need to try the game right away and also get some kind of feedback once the registration was done.
This was something that they could take to the client for them to continue working against in a new iteration.

LAST WORDS

Even though this was a student project and the UX-group only had 4 weeks to conduct user research and create design suggestions from that, it was rewarding for them as a team to see that both of their clients during this project implemented the changes proposed for them. Hopefully, today that has lead to increased conversions and more satisfied customers. This project also lead to a collaboration with BlueHands digital outside of the school walls where the team have continued to conduct UX-analyses of various websites.

If they had more time, it would be really interesting for Simon to continue the work a couple of weeks later to see how the metrics had changed to then continue the work further from there. Another thing that would be of interest would be to get more insights from the company themselves about their thinking when it comes to the layout of the website. To be able to know all aobut why a company acts in certain ways helps alot when trying to figure out what's best for their users.

Simon had a strategic role in the team doing alot of planning and lead the communication with the stakeholder. He lead ideation workshops and also had a part in both research and design.


Link to the website: https://akribian.com/sv/countonme/
Linked In img
Scroll to top