Ready. Set. Pivot
What is Ready. Set. Pivot?
Ready. Set. Pivot (RSP) guides bold, unapologetic women to their next best thing through experiences designed to help propel them forward - faster.
The organization helps experienced women leaders move from their current position and into a role that aligns more closely to their values. This change is facilitated through classes, events, and experiences.
•Ready: Why am I still doing this? What makes me happy?
•Set: What do I do next? How will I get there?
•Pivot: What do I need to get there and who will hold me to my plan?
The Problem
The organization is looking to create a user-focused design strategy in order to expand its local reach, recruit new members and retain current members.
“We’ve heard from women how important RSP was in reshaping their lives.. we’re missing a lot of opportunities.”
— RSP Founder
How can we improve how the RSP experience is understood by the outside world? How can we help new members make better connections to make a pivotal change in their lives?
Team: Christian Arias, Liz Brood and Chad Wahlberg
Roles: UX Researcher, UX/UI Designer, Project Manager, and Narrator
Methods: Usability Testing, Competitive Analysis, Touchpoint Strategy Mapping, Low – High Fidelity Wireframing, Stakeholder Interviews, Personas, Information Architecture Diagramming, Kanban Board
Tools: Zoom, Figma, Sketch, InVision, Google Suite
Deliverables:
Research
We began our research with secondary research methods that could be used to better understand the current state of the client’s services and customer journey. We used a kanban board to keep track of the many tasks we were working on and assign responsibility. I focused on understanding the competitive and comparable websites by completing a competitive audit.
I noticed that the hierarchy and navigation were confusing for the team to figure out, so I decided to conduct a quick usability study to see where there may be current pain points. Three main themes were identified:
Strategy Statement
Through our research, we created a strategy statement to guide us through the process:
“All user experience touchpoints for RSP will help experienced women leaders who want to redefine what success looks like in their life to feel inspired, supported, confident and motivated so that they’re able to prioritize what’s important and create a clear, concise plan to make a meaningful life change.
We will do this by creating consistent and aligned branding, clarifying expectations, and addressing current pain points.
As a result, we hope to see an increase in sign-ups, conversion, and current member retention.”
Process
Personas
We started out our process by building out a persona to help the team empathize with prospective users.
Touchpoint Strategy Map
To begin our Strategy Map, we focused on identifying the main phases of the process and categorized them as Awareness, Understanding, Visualizing, Engaging and Evangalizing.
•Awareness is the first step in the RSP experience, it is based around word-of-mouth communication and one-on-one meetings between potential members and RSP founders.
• Once someone has become aware of RSP, they then transition into the
Understanding phase. This is the step where potential users become more familiar with what RSP is and what they do. Through
our research, we found that the majority of pain points occur in this phase.
•Testimonials and reaching out to members defined our Visualizing phase, where potential members are beginning to see how the RSP experience relates to their current situation.
• Engaging with services is the next step where potential members become members and being to experience RSP firsthand.
• Finally, we rounded out with Evangelizing. This step is where satisfied members are motivated to spread the message of RSP to bring other women into the experience.
Pages
The homepage was redesigned to include more information on what RSP is, what their mission is, and a few testimonials to help promote better understanding and scanability.
A testimonial page was added to help funnel potential users from the awareness phase to the understanding page and even towards visualization by creating connections between their own experience and the testimonials of other women who have been in the program.
An Events Recap was created to help gain a better understanding of what actually happens at RSP events and allows members to share the page (evangelize) to create more awareness.
Social Media Strategy Campaign
A social media strategy campaign was also created to create better brand alignment, promote engagement and create more awareness for RSP across a variety of channels. We specifically targeted platforms such as Instagram, Facebook, Linkedin, Twitter and possibly Tiktok if RSP is looking to expand their demographic.
The Future
Due to time constraints, we were unable to conduct primary research beyond initial usability testing. This is something we would like to revisit in the future and better understand how our added features brought value to the RSP experience and identify any new pain points that might have been inadvertently created in the process. Another additional recommendation would be to revisit the AI diagram and work towards creating a better happy path and funnel for prospective members to the sign-up page.
Further out recommendations could include:
Incentives for testimonials: Enticing people to write about their experience to further promote RSP’s values and events through stories.
Testimonial Success Story Highlight: Highlight the inspiring stories from women who have been through the RSP experiences
SEO Analytics: Understand who your audience is and how to better reach them and make organizations cater to their needs and wants.
Contact Me!
samkjorgensen@gmail.com
(651) 504-4819
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