24/7 Teach Career Coaching Page
November 2022 - December 2022Overview
The client, 24/7 Teach sees new opportunities in making its career coaching services available to people outside of 24/7 Teach’s learning community. They want you to focus your research on two career changer groups, teachers looking to become instructional designers and new UX/UI designers.
24/7 Teach expects you to deliver insights on how these groups research and hire career coaches in order to start designing web pages and services that are relevant and provide value for users.
4 week project that occurred at my superstar program in 24/7 Teach!
Senior Design Team
Me
Sara Steward
Shitong Lyu
Product Manager / User Researcher / Graphic Designer
Problem & Opportunities
How can we better understand the way people hire a Career Coach?
What web page design would show the greatest empathy and ease of use for the potential customer looking for career coaching?
What copy would increase trust from potential customers in 24/7 Teach’s Career Coaching Services
What steps would provide the best sales experience for the customer - (9 out of 10 sales experience rating)
Phase 1: Research
We want to change the way people approach learning and make learning more equitable in the process.
We do this by creating learning experiences that allow people to learn, create, and change the world.
“You will make a difference for yourself and others through what you learn, who you are, and what you create.”
Organizational Goal
We create products and services for people like us
People like us are eager to learn, committed to their success, and are creators
How do people like us…
Find 24/7 Teach? Trust 24/7 Teach? Buy from 24/7 Teach? Buy again from 24/7 Teach?
Marketing Philosophy
There is a wall of uncertainty when it comes to this career transition. As a result, when looking for a career coach, there needs to be a job guarantee or enough credibility in their experience along with knowledge of the field and the industry to bring people past that wall of uncertainty.
There is a huge concern for stability and job security, which creates a feeling of lack and need for experience.
Building trust can be found through testimonials/reviews, along with being able to have the chance to meet up with the career coach and talk to them first before having to pay/schedule sessions with them.
What aspects of the design are going to address the pain points of the potential customer?
How might we have more types of people involved?
Initial brainstorm and thoughts
Research Interview Questions
What parts of the career transitioning process are most difficult for you?
What resources are you currently using to help you transition into a new career? Why did you choose them?
How do you feel about career coaching?
What attributes are you looking for when searching for a career coach?
If you have hired a career coach, do you feel that it has influenced your ability to transition into a new career? How has it contributed to your ability to do so?
If you were to recommend a career coach to a friend, what would you need to experience in order to do so?
How many times per week would you want to access your career coach if you hired one?
How long would you expect to work with a career coach with the intent of meeting your specific goals? Please answer according to length of time and based on your intended outcome.
Affinity Diagram Results
Key Takeaways
There is a need in presenting career coaching services in a way that allows users to have trust in the company whether it’s through credentials or testimonials
Our target audience is in midst of uncertainty and desperate for success, but need a way to build confidence in themselves and have clarity in their pursued field
Questions to think about are:
How might we design the webpage in a way that portrays trust, confidence, and necessary and sufficient guidance for users?
Why would users want to buy from 24/7 Teach?
What can we offer that’s better than the resources available to them now?
Phase 2: Design
Information Architecture
My Wireframe Sketches (Draft)
Based on our results, we made wireframes to consolidate what we found to be most important for users to see on the Career Coaching page. I thought of each fold/section of the page and sketched out the overall flow and rough design of the page
My Crazy 8 Sketches
Being part of the Senior Design Team, we held an activity along with the Junior designers of the company to do crazy 8 sketches. We each focused on features we found to be most important for us as users to see for the page. I found that testimonials, reviews, or some showing of results would help gain my trust in considering the products of 24/7 Teach
My Wireframe Sketch (Final)
After discussing our thoughts over the past sketches in my team, we finalized what each fold will look like and what specific order it will be in.
Networking Fold Graphic Design
My vision for this fold was to make a graphic that created stopping power on the web page. As a user, I value seeing visuals like this and value seeing results from the products provided by the company itself. With discussion and feedback from my team, client, and participants we interviewed, we found this visual to be an essential part of the page.
Phase 3: Test
Usability Test Script
Story: You have just completed a course in UX/UI design and/or Instructional Design. Your concern is around the career searching process. The need you have now is to find someone you can talk to about the next steps you might take.
Goal: To learn if participants can find us, trust us, buy from us, using the attributes of a career coaching service.
Process: Participants will have 15 minutes to complete this session.
3 minutes will be given so that participants can observe the site. We can do breakout rooms for these 3 minutes. Justice, Sara, Shitong, and Jonathan will each have one participant. Observe and record by writing participants' facial reactions.
12 minutes to complete tasks and answer questions. Participants will respond in writing in the zoom chat. We can do breakout rooms for these 3 minutes. Justice, Sara, Shitong, and Jonathan will each have one participant. Observe and write their facial reactions.
Then we come back to one room to conduct the tasks led by Sara lasting 12 minutes. Shitong and Jonathan will record answers provided in Zoom chat. Sara and Justice will observe and record by writing facial expressions.
Tasks
In writing identify what company this site belongs to.
The task is complete when you have written one answer.
What is this site saying they will help you do?
The task is completed when you have written one answer that is at least 3 words in length.
Read the text included in the gray box on the main page of this site. In writing, identify what words stand out to you most.
The task is complete when you have written at least two words.
What do you feel about page one?
This task is complete when you have written at least one word.
Look at all the images used in this site, in writing and using one word responses, identify what stands out to you about each one.
There are 9 images, the task is completed when you have written one word for each image. 9 words total.
The site offers 4 specific services. What are they?
The task is complete when you have 4 answers.
Find the button that leads to page two of this site. How do you feel about it?
Respond by writing at least one word then the task is complete.
On page 2, find the service that offers a 10-session package. Write what stands out to you about this.
You are finished when you have written at least three things that stand out to you.
On a scale of 1-5, 1 being never, 5 being definitely, would you advise a friend to go to this website.
Write your answer. You are finished when you have responded with a number between 1 and 5.
Follow-up questions:
Based on your feelings, answer one or all. This task is complete when you have answered at least one of these follow-up questions.
Is there anything that you need to see that this site lacks?
What would you remove from this site?
What is your overall feeling about this website?
Usability Testing Notes
Based on our findings, we found that one big aspect of the page to consider is that most users may not be be knowledgeable about design terms. For example, words such as, “Design Sprint“, are not common for everyone. Another key part are how visuals are conveyed to the user. If using real-life pictures, we need to consider the inclusivity of it along with how it may emotionally impact the user. Like feelings of security or happiness based on seeing a certain visual. Lastly, testimonials could be more straight to the point in saying, “Person from company says X about X service“, which would help users to understand the effectiveness of the products on the page.
First Hi-Fi Design
Phase 4: Modify and Finalize
A. 5 sec usability test on full two pages first to gauge what users recall to learn what our design communicates
Show image of page 1 for 5 seconds and then show page 2 for 5 seconds
What do you remember the most about page 1?
What do you remember the most about page 2?
B. Standard Usability Test to gauge clear communication and trust
What is this site saying they will help you do? The task is completed when you have written one answer that is at least 2 words in length.
Take a look at all of the images on page 1. Which ones stand out to you and why? Your task is complete when you have identified at least one image and at least a three word answer.
The site offers 4 specific services. What are they? The task is complete when you have 4 answers.
Find the button that leads to details about the services. How do you feel about it? The task is complete when you have written at least one word.
Go to page 2 by clicking the button stating “What are you waiting for - > Learn more about our career services now! Your task is complete when you have clicked the button and have been brought to a page titled “Career Coaching and Resources.”
Read the buttons in each service description. What stands out to you the most? Why? Your task is complete when you have identified at least one button and provided a two word response.
What is your overall feeling about the two pages? Your task is complete when you have written at least two words.
On a scale of 1-5, 1 being never, 5 being definitely, would you advise a friend to go to this website. Write your answer. You are finished when you have responded with a number between 1 and 5.
Final Usability Testing Script
Final Notes
There is a need for better CTA/button writing along with standing out more since it heavily impacts how users go from user to buyer. The last key insight is if there were clear advantages and disadvantages between products/services which would help in clearing up any last minute hesitations.
Second Hi-Fi Design
Final Design
Final Takeaways
Learning how to use Canva -> Improving Graphic Design skills
Honing my skills as a Product Manager -> Organized meetings, schedules, and directed decisions
Gaining skills in directing my own design team along with a junior design team
Increasing capacity in handling a fast-paced project and agile environment
Improving knowledge on user-centered design in being able to put myself into the perspective of a customer looking to buy a product