©2018 by Blue Learner | Sheffield, UK

SEENSPIRE

UX writing and design consultancy

 Increased number of partnerships from Q3 to Q4 by 53%, incl. IMEC, Code for Good, and Bru Textiles

July 2017 – Present

 

OVERVIEW

Background 

  • A Belgium-based new media company providing digital display content to be shown on company TVs, billboards, and mobile devices in shops and public places.

  • The company had created two apps to help businesses upload and manage content on their digital displays: Infotainment which provides news and entertainment from media companies; and a “Social Media” app, which pulls content from a client company’s social media networks (Facebook, Twitter, Instagram) to be shown on their displays.

 

Problem

  • When visitors would arrive at the website it was difficult for them to understand the exact purpose of the site and how they would benefit.

  • The process of purchasing content was made time-consuming due to so many features and options around the site. This would deter clients from buying and often increased bounce rates. Once the user had signed up, the inconsistent terminology used for the dashboard slowed and put off users from signing up for a free trial.

 

Goal

  • Redesign the entire UX as well as simplify language across the site to improve accessibility for the target audience and encourages them to purchase a subscription to use the apps.

 

My Role

  • Find out customer requirements from the product owners and marketing team.

  • Adjust copy to suit to requirements.

  • Write reports containing suggestions for improving the user flow of the application.

 

Outputs required

  • Create user personas and user flows for each target audience.

  • Copy written in Google docs for landing page, dashboard, registration and sign up forms based on existing user research.

  • MS Word reports containing user flow suggestions based on requirements specification.

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USER OBSERVATIONS

  • Remote lab user studies conducted with 11 existing clients of the site 

    • When visitors would arrive at the website it was difficult for them to understand the exact purpose of the site and how they would benefit.

    • The process of purchasing content to was made time consuming due to so many features and options around the site. This would deter clients from buying and often increased bounce rates. Once the user had signed up, the inconsistent terminology used for the dashboard deterred users.

seenspire-problem.png

USER PERSONAS

Used semi-structured interviews to gather user research data from product owners who had assembled audience information from experience in the digital signage industry. User personas were created (below is the intended audience of the site).


Target audience: Large organisations from retail, hotels/restaurants, airports, schools, banks and hospitals.


Typical user of the site: Marketing manager or product owner. Time poor, with many responsibilities in the company. Has a large budget but is budget conscious, prefers to try a demo something before buying. Manages marketing campaigns through TV, press, digital and social media, and in store channels.



seenspire-persona.png

USER FLOWS

Based on user requirements gathered by from product owner:



General user requirements:

  • Companies require displays to promote products/services to employee’s audiences walking by in corridors.

  • Want to have autonomy over the content being displayed.

  • Want to have content running without much maintenance.

  • Would rather pay a monthly fee for unlimited content, then for a pay as you go service.

  • Expect a Netflix style service.

  • Want to easily control content currently being displayed, in an equivalent way to Netflix content selection.

  • May require content in multiple languages depending on the location of displays.


Infotainment app user flow (below)


The Infotainment app is for marketers wishing to purchase pre-made content for digital displays (e.g. news, weather, sports headlines). The basic requirements are as follows: 

  • Users expected their own individual accounts.

  • Users wanted to categorize their own selections of content (channels) 

  • User wanted to customize their feeds e.g. display orientation, branding colours, profanity filtering (feed type)

  • Users wanted to be able to show content on multiple TV displays, however this required additional licenses (manage licenses)





Sign Up Log In Flow (Infotainment) - User Flow

WRITING/UX CONSULTING PROCESS

  • UI designer sends .png mockups with dummy copy.

  • Copy written up based on user research.

    • Typed up in Google Docs, proofread in Grammarly.

  • Additionally provided UX design suggestions in the same document based on user research to make copy more visually effective.

dashboard-comments example.png

EXAMPLE: LANDING PAGE COPY (BEFORE)

Feedback from users


Feedback was collected remotely from 27 existing members of the site. A think aloud study was conducted where users were given the task of signing up for a free trial and leave any comments about their experience. Voice comments were transcribed and the following themes were identified.  


  • Catchy headlines but need to clearly state how the product would benefit the users in attracting customers.

  • Free trial option not noticeable.

  • Need to emphasize that content plays continuously without much maintenance.

seenspire-home(old)_edited_edited.png

EXAMPLE: LANDING PAGE COPY (AFTER)

Feedback from users


Copy tested using the same procedure but with 24 users: 


  • Headline better emphasizes benefits for target audience (i.e. attracting viewers/potential customers)

  • Free trial option visible from the top of the page. However, font could better contrast against the button.

  • Section lower down the page emphasizes that content plays continuously. Though some emphasis on low-maintenance but could be highlighted beyond integration phase.

seenspire-home_new_edited_edited_edited.png

RESULTS

Extensive beta testing with visitors carried out over 6 months. Unclear how exactly testing was performed. Results to be confirmed. The company has since attracted big name users, including partnerships with IMEC, Code for Good, and Bru Textiles

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