IN HOUSE PLANNERS

OVERVIEW

The Challenge: The owners want to revamp their website to promote events services in order to appeal to new customers.

Outcome: A usable web page wit a clean design

Length of Project: 4 weeks

Role: UX Research and full stack developer

Methodology: Empathize, Define, Ideate, Prototype, Test

Web Technology: HTML, CSS, JavaScript, PHP, WordPress, Photoshop

define

Research Goals:

  • Define users’ motivations, needs, and frustrations when browsing the website.
  • Define users’ interest when searching in social media about events and special dates in Atlanta, Georgia

Market Research

First, I conducted research on social media to familiarize myself with the local events services landscapes. I collected information from Facebook and Instagram to identify user interest. 

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Competitive Analysis

To build off my competition research, I analyzed some of InHouse's competitors in the events industry such as Lemiga Events and Tres CHIC Event Planning.  I uncovered the strengths and weaknesses of the business's direct competitors and indirect competitors.

My competitive analysis produced the following insights:

Findings

  • Most independent event companies do not have celebration kits for home. There are usually several main pages: Home, Portfolio, Service, Contact,  and sometimes events and/or promotions

  • All of the competitor companies have responsive websites. InHouse will need a responsive website with high quality photos and active social media to be competitive in the GA local events market

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Interviews

In order to design a great website, I had to identify the needs of the target audience. To better understand the perspective of users, I talked to four people between 25 and 45 years old principally women to find out their needs and expectations with the events service.

We have a remote friendly team, so our brainstorms were all conducted with virtual stickies in Google Slides.

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Clustering interview responses allowed me to discover trends and patterns from which insights could be constructed. Through this process I identified several user needs:

  1. Customers need to know that InHouse sells high quality service products.

  2. Customers need engagement with the company's owner who is the events and celebration expert.

  3. Customers need personalized celebrations in home.

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Persona Creation

With the information from my interview and brainstorming with the team, I was able to elaborate my user person

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prototype

Wireframes

I created low-fidelity wireframe of the desktop home page site in Pencil to incorporate into the design.  

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test

I asked 5 participants to test out the prototype's usability. The participant pool was comprised of women between the ages of 18 and 55. All participants complete the usability test remotely via Zoom.

While the feedback was mostly positive from participants, the prototype is far from perfect. I plan to continue the iterative cycle of testing and updating the prototype. 

I created an Ads campaign in social media to promote and test if our research was correct. After that, the results were as follows:

  • The campaign was oriented principally to woman between 18 to 45 years old
  • The CTR was 40,95%
  • The cost per click was around $0,02 USD
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