Case Study: ICT
My Role User Researcher, Sketch & Wireframing, Information Architecture and Visual Design Client ICT (Volunteer Project) Duration Week
ICT or Institute for career transitions is a not-for-profit provider in finding services for those who are unemployed, underemployed or are unhappily employed experienced individuals. They assist in overall career searching, regardless of current employment status or experience.
From our research, my team and I decided to put our main focus on redesigning ICT’s landing page.
From our investigations, we found that there was too much information on the ICT website. By making the website simplistic, we found we could obtain our stakeholder's target audience. Their demographic focus was users who were +44 and up. They wanted to obtain these users as well as to retain different age groups since ICT is an inclusive website.
The Biggest Challenges:
- Unable to reach out to seniors.
- Difficulties in growing the email database.
- Converting new traffic to paid members.
- Increasing Website Traffic.
Our team redesigned the website’s landing page with by making it more simplistic and straightforward to show users who ICT is and what they have to offer.
We did this by:
- Reorganizing the navigation header.
- Made the layout simple and straightforward.
- Making the website interactive with icons and photos.
One of our main focuses was on our mood board for our target audience. We thought of diversity, inclusivity as well as the simplicity of information.
We kept with ICT’s color scheme and created contrast so it would be easier for users to read.
We recreated the header. Renamed and reorganized the header to make it easier for the user to navigate and find what they are looking for.
We then created several Pop-ups on the landing page. These can either be triggered by a call to action button or automatically when you get to a landing page. This feature can bring in more traffic and increase conversion rate.
Having Personalized Account to be able to organize!
We thought about providing ICT the idea to have the user to customize their own account and organize their own content. This would encourage them to spend more time on the website.
- Have everything in one place
- Within the account
- Save blogs to favorites or to a specific list
- Save to read later
- Save a workshop calendar
- Payment history etc.
Chat Bot Feature
Our team thought of a chat bot feature to incorporate into the website. The chat bot would take keywords that the user inputs or FAQ, that suggests answers. Some users may be more comfortable texting a representative rather than calling.
- Since this requires someone from ICT to be on the other end, provide times in which they are available Ex. Live representative available from 12pm-5pm EST every Monday — Friday.
- Every other day it would be the bot, or the chat box feature will be hidden when there is no live representative present.
Our team also developed a newsletter and infographic to keep users informed and promote interaction.
- We developed a newsletter to send email list updates regarding new events, blog/article releases, new opportunities, new offers etc.
- It would have an attached infographic with upcoming events.
This strategy allows current users to share their positive experience with ICT providing their referrals with trusted recommendations. When someone you know personally recommends a product or service you are more likely to try it, especially if there is an incentive or discount involved.
- Adding offer end dates creates a sense of urgency
- Having discounts are positive because it creates more traffic.
People love to save and get a good deal. - Create referral promotions to encourage current members to reach out to friends & family.
For the next steps things that should be done is….
- Usability study and Testing of Prototype vs. Current Website.
- Building Out a Marketing Strategy.
- Focus on Building out the websites other pages.
- Interaction with Blogs Posts such as likes, comments
- Designing Cross Platforms
With Covid-19 making an impact on learning, It would be helpful to also create an online community and interactive within the website.
