The Authentic Content Company
Authentic B2B content company helping companies to grow their revenue with social media
Role
UI/UX Design, UX Researcher, Prototyping, Usability Testing
User Action
Project Duration
80 Hours
Tools used
Figma, Photoshop, Google
Project overview
The Authentic Content Company helps businesses create marketing content to help the companies promote themselves on their social media platforms.
Important information
Product Manager has shared data that shows 50% of users read the information and the proceed to the book a call feature.
The process
In order to achieve the set goals, I decided to study our target audience and successful competitors of our company. Identify and study the most successful competitors in the B2B sector.
Research
To achieve the set goals, I decided to study our target audience and successful competitors of our company. Identify and analyze the most successful competitors in the B2B sales sector. I also used the internet, social media, and friends to further explore the competitors and target audience.
Research Stages:
- Identify 3 of the most successful competitors in the B2B sales sector.
- Identify the user journey from choosing a company by successful competitors.
- Make a visual comparison.
Research methods:
- Review and search for the necessary information on the internet
- Competitors analysis
Ideate
Based on my research and Manager information I created Mikko as my User Persona. Representing my targeted audience's motivations, frustrations, need, and goals during the completion of the task.
Based on the Competitive analysis, I create CJM for each competitor
Booking a call with the ACC
User Action
UX and Feelings
Mikko
IT Manager
35
He wants the best for his company and he does research on the company he chooses to work with
Mikko
Awareness
Mikko thinking about new ways to get costumers, He noticed an add of the ACC company and he wants to see what is it about.
Feels exited
Booking a call with a competitive company
Customer journey map
IT Manager
35
Research
1.Mikko opens the website
2.looking at the landing page
and reads about the comments of previous clients
3. He seeing the section of how the process works
Interest curiosity
Research
1.Mikko opens the website
2.scrolling in the page
3. He tried to find the section which explains him the process
4. Mikko feels lost and cant find the section of content marketing
Studying reviews, Feels lost in the website
Research
1.Mikko opens the website
2.Booking a call on the start of the page without knowing about the company
3. He tried to find the section which explains him the process
Studying reviews, Feels lost in the website
Consideration
1.Type of advertisement
2.Does he have time
3. He seeing the section of how the
Easy to understand and navigate
He wants the best for his company and he does research on the company he chooses to work with
UX and Feelings
Mikko
Decision
Awareness
Mikko thinking about new ways to get costumers, He search for a company that can help him .
Feels exited
Customer journey map
IT Manager
35
He wants the best for his company and he does research on the company he chooses to work with
User Action
UX and Feelings
Awareness
Mikko thinking about new ways to get costumers, He search in google and finds Properexpression
Feels exited
Consideration
1.Type of advertisement
2.Does he have time
3.Unsure if he has the budget
Easy to understand and navigate
Consideration
1.Type of advertisement
2.Does he have time
3.Unsure if he has the budget
Easy to understand and navigate
Flow chart
Low Fidelity Design
High Fidelity Design
Test
Booking a call
Feels good because he saw all the information he need
Decision
Booking a call
Feels good because he saw all the information he need
Booking a call with Properexpression
Decision
Booking a call
Feels good because he saw all the information he need
Design
I designed the Low-fidelity wireframes based on conducted research to see how the information would be laid out on each screen. I used my combined research findings and persona to guide my design, ensuring the business needs were met before moving into the next phase of the process.
To improve the conversion from viewing to booking a meeting on the site, I added reviews about the working with the company on the home page. For this purpose, I also added how it works section afterwards so people will have better understanding before they book the meeting.
To slightly influence buyers' emotions when they book a meeting, I added a video to explain “why to choose this company”.
A quick guerrilla test of the Low fidelity design showed that users generally appreciated the design. In this quick test session, I wanted to find out how intuitive the design is and how easy for users to navigate from finding the information needed before booking a call. Two interviews were conducted in person and one remotely. Each interview lasted about 30 minutes. All participants completed the task.
Two out of three participants would like to add the ability to see cases before booking a call.
Putting together the results of my research and first quick test, I created a High Fidelity Design for The ACC company.
For the ACC company user testing sessions, I Interviewed 10 people that fit into the website target audience. Before diving into the testing process, I introduced myself and got to know the users. I wanted to find out how intuitive the design is and how easy for users to navigate from the information to the booking. Two interviews were conducted in person and one remotely. Each interview lasted about 30 minutes.
Participants were asked:
- Does anything attract your interest on the home page?
- Where would you go first on this site?
- What are your thoughts on the book and information pages?
- If you haven't already, talk a little bit about what you see here. Is there anything you don’t understand, or any information you can’t find?
- At this point, how likely or unlikely would you be to make a book call on this website?
- Do you trust the site? Why or why not?
Key Findings:
All participants successfully went from landing on web page and got the right information and continued to booking a call. But f4 of 10 participants didn't scroll the first page to see the video ; they just pushed the CTA button and opened book a call page.
To encourage users to scroll the page to see more information i have decided to put comments first and then how it works section to make them more curious.
8 out of 10 participants would like to see cases and success stories.
Three out of five participants would like to have the possibility to see the prices.
Conclusions on the project
I really enjoyed this project. I worked not only on solving user problems and improving their quality of life but also solving the business problem of attracting and retaining customers.