Leading Insight
Drive meaningful change
OVERVIEW
OVERVIEW
As a consultancy that provides advisory and learning & development services geared towards public sector organisations, Leading Insight is looking to enhance the use of their website to be a core platform to help increase product awareness and enable digital support for lead generation. For this sprint, they asked us to focus on their Learning & Development offerings.
As a consultancy that provides advisory and learning & development services geared towards public sector organisations, Leading Insight is looking to enhance the use of their website to be a core platform to help increase product awareness and enable digital support for lead generation. For this sprint, they asked us to focus on their Learning & Development offerings.
As a consultancy that provides advisory and learning & development services geared towards public sector organisations, Leading Insight is looking to enhance the use of their website to be a core platform to help increase product awareness and enable digital support for lead generation. For this sprint, they asked us to focus on their Learning & Development offerings.
| Role
| Role
| Role
UX Research
UI Design & Prototyping Team Lead
Presenter
UX Research
UI Design & Prototyping Team Lead
Presenter
| Team
| Team
| Team
User Research Team
Design Team
User Research Team
Design Team
User Research Team
Design Team
| Duration
| Duration
| Duration
September 2024
September 2024
September 2024
| Tools
| Tools
| Tools
Figma
Figma
Figma
THE PROBLEM
Unseized Digital Opportunities
Unseized Digital Opportunities
Leading Insight’s website does not fully support its growth and differentiation efforts.
Despite a strong reputation and successful tenders, it falls short in highlighting the company’s unique value, engaging potential clients, and aiding the sales process, which hinders client conversion.
Leading Insight’s website does not fully support its growth and differentiation efforts.
Despite a strong reputation and successful tenders, it falls short in highlighting the company’s unique value, engaging potential clients, and aiding the sales process, which hinders client conversion.
THE PROBLEM
Unseized Digital Opportunities
Leading Insight’s website does not fully support its growth and differentiation efforts.
Despite a strong reputation and successful tenders, it falls short in highlighting the company’s unique value, engaging potential clients, and aiding the sales process, which hinders client conversion.
RESEARCH
RESEARCH
METHODOLOGY
METHODOLOGY
Due to the highly niched nature of the industry, there were extreme limitations as to how we can conduct our research, and we couldn't conduct high volume sampling via online surveys, as it would make the results irrelevant.
So we kept it relevant and focused on gathering high quality qualitative data. It is important for us to understand the needs of the two main stakeholders of the Leading Insight website, which are:
Due to the highly niched nature of the industry, there were extreme limitations as to how we can conduct our research, and we couldn't conduct high volume sampling via online surveys, as it would make the results irrelevant.
So we kept it relevant and focused on gathering high quality qualitative data. It is important for us to understand the needs of the two main stakeholders of the Leading Insight website, which are:
Due to the highly niched nature of the industry, there were extreme limitations as to how we can conduct our research, and we couldn't conduct high volume sampling via online surveys, as it would make the results irrelevant.
So we kept it relevant and focused on gathering high quality qualitative data. It is important for us to understand the needs of the two main stakeholders of the Leading Insight website, which are:
1
Prospective Clients
Prospective Clients
2
Leading Insight's Facilitators
Leading Insight's Facilitators
One to One Interviews
One to One Interviews
6 Participants
6 Participants
One to One Interviews
6 Participants
SWOT Analysis
SWOT Analysis
10 competitors
10 competitors
SWOT Analysis
10 competitors
Heuristic Evaluations
Heuristic Evaluations
10 competitors
10 competitors
Heuristic Evaluations
10 competitors
Usability Testing
Usability Testing
3 Participants
3 Participants
Usability Testing
3 Participants
SWOT & HEURISTICS
SWOT & HEURISTICS
After thoroughly conducting a SWOT analysis and a Heuristic Evaluation using the Jakob Nielsen's 10 general principles for interaction design across 10 competitors, we identified the 3 best performing competitors and found that having a flexible process, and having accessible help documentation while also designing to promote recognition were the three key aspects to focus on to be able to compete with the best of the best in the industry.
After thoroughly conducting a SWOT analysis and a Heuristic Evaluation using the Jakob Nielsen's 10 general principles for interaction design across 10 competitors, we identified the 3 best performing competitors and found that having a flexible process, and having accessible help documentation while also designing to promote recognition were the three key aspects to focus on to be able to compete with the best of the best in the industry.
After thoroughly conducting a SWOT analysis and a Heuristic Evaluation using the Jakob Nielsen's 10 general principles for interaction design across 10 competitors, we identified the 3 best performing competitors and found that having a flexible process, and having accessible help documentation while also designing to promote recognition were the three key aspects to focus on to be able to compete with the best of the best in the industry.
USER INTERVIEWS
USER INTERVIEWS
The website currently acts as an extension of a business card, offering legitimacy but not actively driving business growth.
Facilitator at Leading Insight
I value course content that is tailored for my industry.
Sam - Quality Manager
Improvements could include adding more engaging content like case studies, clearer service descriptions.
Facilitator at Leading Insight
I don't like taking phone calls unless I know the trainer and they know my team.
Sam - Quality Manager
It's not about matching, it's about personalising the training for the customers' needs.
Facilitator at Leading Insight
Sometimes, the modules or descriptions of training programs don’t align with the actual delivery, leading to gaps in expected outcomes.
Anya - HR Coordinator
KEY INSIGHTS
KEY INSIGHTS
Trust & Credibility
Trust & Credibility
Trust and credibility play a crucial role in user decision-making. Showcasing Leading Insight’s extensive experience through detailed organisational information, such as testimonials and credentials, will help build user trust.
Trust and credibility play a crucial role in user decision-making. Showcasing Leading Insight’s extensive experience through detailed organisational information, such as testimonials and credentials, will help build user trust.
Trust and credibility play a crucial role in user decision-making. Showcasing Leading Insight’s extensive experience through detailed organisational information, such as testimonials and credentials, will help build user trust.
Course Offerings & Customisation
Course Offerings & Customisation
Clear, personalised course information is essential to streamline the enrolment process and help users assess whether a course fits their team's needs, schedule, and budget.
Clear, personalised course information is essential to streamline the enrolment process and help users assess whether a course fits their team's needs, schedule, and budget.
Clear, personalised course information is essential to streamline the enrolment process and help users assess whether a course fits their team's needs, schedule, and budget.
Homepage & Navigation
Homepage & Navigation
Prioritising efficient, intuitive website design and relevant imagery is key to providing smooth user navigation toward lead generation.
Prioritising efficient, intuitive website design and relevant imagery is key to providing smooth user navigation toward lead generation.
Prioritising efficient, intuitive website design and relevant imagery is key to providing smooth user navigation toward lead generation.
Building Relationships
Building Relationships
Easy, straight-forward access to contact is preferred, with most users valuing efficient communication. Implementing clear communication channels will enhance user support and promote lead generation.
Easy, straight-forward access to contact is preferred, with most users valuing efficient communication. Implementing clear communication channels will enhance user support and promote lead generation.
Easy, straight-forward access to contact is preferred, with most users valuing efficient communication. Implementing clear communication channels will enhance user support and promote lead generation.
SYNTHESIZE
SYNTHESIZE
USER STORIES
USER STORIES
Based on our research findings, and in response to the brief, we created user stories for both the prospective clients, as well as the facilitators or sales team at Leading Insight to step through how users can achieve their key goals.
We decided to go ahead with user stories due to the fact that it allows us to focus on the more granular aspects of the project, related to the project brief
Based on our research findings, and in response to the brief, we created user stories for both the prospective clients, as well as the facilitators or sales team at Leading Insight to step through how users can achieve their key goals.
We decided to go ahead with user stories due to the fact that it allows us to focus on the more granular aspects of the project, related to the project brief
For Facilitators
Consistent
Consistent
Call-to-Action
Call-to-Action
for email capture enhance accessibility and engagement.
for email capture enhance accessibility and engagement.
Easy
Easy
Navigation
Navigation
allows email capture both online and in person.
allows email capture both online and in person.
Course
Course
taste tester
taste tester
empowers users to research independently
empowers users to research independently
reducing facilitator workload
reducing facilitator workload
Facilitators save time by addressing
Facilitators save time by addressing
fewer repeated questions
fewer repeated questions
Readily available resources, case studies, and past client examples help build
Readily available resources, case studies, and past client examples help build
credibility
credibility
The 'Team' page introduces facilitators, enhancing
The 'Team' page introduces facilitators, enhancing
trust and transparency
trust and transparency
For Facilitators
Consistent
Call-to-Action
for email capture enhance accessibility and engagement.
Easy
navigation
allows email capture both online and in person
Course
taste tester
reducing facilitator workload
empowers users to research independently
Facilitators
fewer repeated questions
save time by addressing
Readily available resources, case studies, and past client examples help build
credibility
The 'Team page introduces facilitators, enhancing
trust and transparency
For Clients
Easily contact
a team member from Leading Insight to discuss course offerings
View detailed course information
allows email capture both online and in person.
Customize
align
the course to
with specific team requirements
Review case studies and facilitator credentials
to build trust
For Prospective Clients
Easily contact
Easily contact
a team member from Leading Insight to discuss course offerings.
a team member from Leading Insight to discuss course offerings.
View detailed course information
View detailed course information
allows email capture both online and in person.
allows email capture both online and in person.
Customize
Customize
the course to
the course to
align
align
with specific team requirements
with specific team requirements
Review case studies and facilitator credentials
Review case studies and facilitator credentials
to build trust
to build trust
How Might We
How Might We
Showcase personalised solutions to stand out
Showcase personalised solutions to stand out
How Might We
Showcase personalised solutions to stand out
How Might We
How Might We
Optimise website to build trust early?
Optimise website to build trust early?
How Might We
Optimise website to build trust early?
How Might We
How Might We
Share detailed course info to expedite sales?
Share detailed course info to expedite sales?
How Might We
Share detailed course info to expedite sales?
How Might We
How Might We
Support lead generation via the website?
Support lead generation via the website?
How Might We
Support lead generation via the website?
How Might We
How Might We
Reduce user mental load; ensure easy access to support
Reduce user mental load; ensure easy access to support
How Might We
Reduce user mental load; ensure easy access to support
IDEATE
IDEATE
IDEATION BOARD
IDEATION BOARD
For the ideation phase, the team collectively contributed different ideas by posting useful references and ideas for features to be included.
This also allowed the team to efficiently utilise Figjam's collaborative features to conduct voting to ensure a democratic design process.
For the ideation phase, the team collectively contributed different ideas by posting useful references and ideas for features to be included.
This also allowed the team to efficiently utilise Figjam's collaborative features to conduct voting to ensure a democratic design process.
For the ideation phase, the team collectively contributed different ideas by posting useful references and ideas for features to be included.
This also allowed the team to efficiently utilise Figjam's collaborative features to conduct voting to ensure a democratic design process.
DELIVER
DELIVER
WIREFRAMES
WIREFRAMES
We started by designing the initial wireframes to help us run early usability tests. This gave us a chance to see how users were interacting with the design and gather feedback on what needed improvement, such as navigation and layout.
Using that input, we made key adjustments and were able to move forward with the final design, feeling more confident that it met the users' needs.
We started by designing the initial wireframes to help us run early usability tests. This gave us a chance to see how users were interacting with the design and gather feedback on what needed improvement, such as navigation and layout.
Using that input, we made key adjustments and were able to move forward with the final design, feeling more confident that it met the users' needs.
We started by designing the initial wireframes to help us run early usability tests. This gave us a chance to see how users were interacting with the design and gather feedback on what needed improvement, such as navigation and layout.
Using that input, we made key adjustments and were able to move forward with the final design, feeling more confident that it met the users' needs.
PROTOTYPE
PROTOTYPE
LANDING PAGE & NAVIGATION
LANDING PAGE & NAVIGATION
We re-designed the entire Landing Page and Navigation Bar, aiming to build trust and credibility while providing clear course information. It aims to help potential clients understand the website’s structure and to allow facilitators to streamline the sales process by guiding clients to relevant pages and sections of the website.
Key features included consistent CTA placements, validated by usability tests showing that users could easily find them. The Nav Bar made learning and advisory content easily accessible, with mid-fi and hi-fi testing confirming its effective use in navigation tasks. Relevant imagery enhanced product and service understanding, as validated by competitor analysis. Additionally, the inclusion of facilitator bios and LinkedIn links in the footer boosted credibility, aligning with both internal interviews and competitor heuristics showing LinkedIn as an important lead generator.
We re-designed the entire Landing Page and Navigation Bar, aiming to build trust and credibility while providing clear course information. It aims to help potential clients understand the website’s structure and to allow facilitators to streamline the sales process by guiding clients to relevant pages and sections of the website.
Key features included consistent CTA placements, validated by usability tests showing that users could easily find them. The Nav Bar made learning and advisory content easily accessible, with mid-fi and hi-fi testing confirming its effective use in navigation tasks. Relevant imagery enhanced product and service understanding, as validated by competitor analysis. Additionally, the inclusion of facilitator bios and LinkedIn links in the footer boosted credibility, aligning with both internal interviews and competitor heuristics showing LinkedIn as an important lead generator.
We re-designed the entire Landing Page and Navigation Bar, aiming to build trust and credibility while providing clear course information. It aims to help potential clients understand the website’s structure and to allow facilitators to streamline the sales process by guiding clients to relevant pages and sections of the website.
Key features included consistent CTA placements, validated by usability tests showing that users could easily find them. The Nav Bar made learning and advisory content easily accessible, with mid-fi and hi-fi testing confirming its effective use in navigation tasks. Relevant imagery enhanced product and service understanding, as validated by competitor analysis. Additionally, the inclusion of facilitator bios and LinkedIn links in the footer boosted credibility, aligning with both internal interviews and competitor heuristics showing LinkedIn as an important lead generator.
Before
Before
After
After
Key Features:
Key Features:
CTA Buttons
CTA Buttons
Navigation Bar
Navigation Bar
Footer
Footer
Relevant Imagery
Relevant Imagery
Design Goals:
Design Goals:
Trust & Credibility
Trust & Credibility
Clear Information
Clear Information
CASE STUDIES & CAROUSELS
CASE STUDIES & CAROUSELS
We also designed carousels to showcase the Case Studies to build trust and credibility by showcasing LI’s experience. The goal is to be able to boost potential clients' confidence in LI’s capabilities and helps facilitators to establish credibility early in the sales process.
We also designed carousels to showcase the Case Studies to build trust and credibility by showcasing LI’s experience. The goal is to be able to boost potential clients' confidence in LI’s capabilities and helps facilitators to establish credibility early in the sales process.
We also designed carousels to showcase the Case Studies to build trust and credibility by showcasing LI’s experience. The goal is to be able to boost potential clients' confidence in LI’s capabilities and helps facilitators to establish credibility early in the sales process.
Testimonials were also included, improving the previous design with images and dynamic scrolling to enhance visual appeal and user engagement. We also added navigation buttons on each section of the landing page to help users navigate the page with ease.
Testimonials were also included, improving the previous design with images and dynamic scrolling to enhance visual appeal and user engagement. We also added navigation buttons on each section of the landing page to help users navigate the page with ease.
Testimonials were also included, improving the previous design with images and dynamic scrolling to enhance visual appeal and user engagement. We also added navigation buttons on each section of the landing page to help users navigate the page with ease.
Key Features:
Key Features:
Case Studies Carousel
Case Studies Carousel
Navigation Buttons
Navigation Buttons
Testimonials
Testimonials
Design Goals:
Design Goals:
Trust & Credibility
Trust & Credibility
LEARNING & DEVELOPMENT PAGE
LEARNING & DEVELOPMENT PAGE
The L&D Page and Course List Page was designed to provide clear course information and enable customization.
It allowed potential clients to easily tailor services to their needs and helped facilitators recommend the right courses. Key features included a course search and filter bar and an expandable/collapsible course list, reducing cognitive load by displaying only relevant information.
The L&D Page and Course List Page was designed to provide clear course information and enable customization.
It allowed potential clients to easily tailor services to their needs and helped facilitators recommend the right courses. Key features included a course search and filter bar and an expandable/collapsible course list, reducing cognitive load by displaying only relevant information.
The L&D Page and Course List Page was designed to provide clear course information and enable customization.
It allowed potential clients to easily tailor services to their needs and helped facilitators recommend the right courses. Key features included a course search and filter bar and an expandable/collapsible course list, reducing cognitive load by displaying only relevant information.
Key Features:
Key Features:
Course List
Course List
Search Bar
Search Bar
Filters
Filters
Design Goals:
Design Goals:
Clear Course Information
Clear Course Information
Customisation
Customisation
Key Features:
Course List
Search Bar
Filters
Design Goals:
Clear Course Information
Customisation
COURSE INFO PAGE
COURSE INFO PAGE
With the Course Info Page, Leading Insight will be able to showcase clear course information. It allows potential clients to easily access course details while also helping facilitators speed up the sales process by ensuring customers had basic course knowledge. The course information is presented as key points, reducing text blocks and complicated business jargon. The page also featured a downloadable course guide pack for those wanting more details, and a consistent CTA for easy recall.
The page also features a related courses section for users to quickly find any similar or related courses they might be interested in without navigating back to the course list page.
With the Course Info Page, Leading Insight will be able to showcase clear course information. It allows potential clients to easily access course details while also helping facilitators speed up the sales process by ensuring customers had basic course knowledge. The course information is presented as key points, reducing text blocks and complicated business jargon. The page also featured a downloadable course guide pack for those wanting more details, and a consistent CTA for easy recall.
The page also features a related courses section for users to quickly find any similar or related courses they might be interested in without navigating back to the course list page.
With the Course Info Page, Leading Insight will be able to showcase clear course information. It allows potential clients to easily access course details while also helping facilitators speed up the sales process by ensuring customers had basic course knowledge. The course information is presented as key points, reducing text blocks and complicated business jargon. The page also featured a downloadable course guide pack for those wanting more details, and a consistent CTA for easy recall.
The page also features a related courses section for users to quickly find any similar or related courses they might be interested in without navigating back to the course list page.
Key Features:
Key Features:
Essential Course Details
Essential Course Details
Course Guide PDF
Course Guide PDF
Related Courses
Related Courses
Design Goals:
Design Goals:
Clear Course Information
Clear Course Information
DYNAMIC TAB
DYNAMIC TAB
The Dynamic Tab provides quick, accessible course information without overwhelming the user.
The tab offers a concise summary of key details, while ensuring that it is hidden when scrolling to another section on the page, remaining unobtrusive. This feature helps streamline navigation and ensures users could access important details without unnecessary delays, supporting a smoother decision-making process.
A "Contact Us" CTA is also included on the dynamic tab, making it effortless for users to get in touch with the Leading Insight team and connect at any time.
The Dynamic Tab provides quick, accessible course information without overwhelming the user.
The tab offers a concise summary of key details, while ensuring that it is hidden when scrolling to another section on the page, remaining unobtrusive. This feature helps streamline navigation and ensures users could access important details without unnecessary delays, supporting a smoother decision-making process.
A "Contact Us" CTA is also included on the dynamic tab, making it effortless for users to get in touch with the Leading Insight team and connect at any time.
Key Features:
Key Features:
Dynamic Tab
Dynamic Tab
Contact Us CTA
Contact Us CTA
Key Course Information
Key Course Information
Design Goals:
Design Goals:
Clear Course Information
Clear Course Information
Build Relationships
Build Relationships
CONTACT US FORM
CONTACT US FORM
Designed with the goal of customisation and building relationships in mind, the contact us form is accessible from any page paired with a consistent "Contact Us" CTA to minimize confusion.
It includes contact details for individual facilitators, and options to capture email/phone information, allowing facilitators to reach relevant leads efficiently.
Users could also select their preferred contact method and time (morning, afternoon, evening), and opt for personalised solutions if seeking a tailored approach.
Designed with the goal of customisation and building relationships in mind, the contact us form is accessible from any page paired with a consistent "Contact Us" CTA to minimize confusion.
It includes contact details for individual facilitators, and options to capture email/phone information, allowing facilitators to reach relevant leads efficiently.
Users could also select their preferred contact method and time (morning, afternoon, evening), and opt for personalised solutions if seeking a tailored approach.
Key Features:
Key Features:
Contact Us Form
Contact Us Form
CTAs
CTAs
Design Goals:
Design Goals:
Customisation
Customisation
Build Relationships
Build Relationships
SUMMARY
SUMMARY
In our testing, three participants completed a list of tasks, during which they were encouraged to talk through their thought process. We tracked their actions, including timing, cursor movements, and scrolling behavior, to observe how they navigated the design.
In our testing, three participants completed a list of tasks, during which they were encouraged to talk through their thought process. We tracked their actions, including timing, cursor movements, and scrolling behavior, to observe how they navigated the design.
In our testing, three participants completed a list of tasks, during which they were encouraged to talk through their thought process. We tracked their actions, including timing, cursor movements, and scrolling behavior, to observe how they navigated the design.
Locating course information time reduced
Avg 54.5sec to 14sec
Locating course information time reduced
Avg 54.5sec to 14sec
Faster navigation to Home Page
Avg 30sec to 1sec
Faster navigation to Home Page
Avg 30sec to 1sec
Quicker navigation to and appreciation of Contact Us ‘overlay’
Avg 34sec to 2sec
Quicker navigation to and appreciation of Contact Us ‘overlay’
Avg 34sec to 2sec
Appreciation of relatable images
Appreciation of relatable images
Appreciation of relatable images
After the tasks, participants answered a set of SUS (System Usability Scale) questions, which is a standardised questionnaire used to measure users' perceptions of usability, providing a quick gauge of how easy the design is to use on a scale of 1 to 5.
After the tasks, participants answered a set of SUS (System Usability Scale) questions, which is a standardised questionnaire used to measure users' perceptions of usability, providing a quick gauge of how easy the design is to use on a scale of 1 to 5.
After the tasks, participants answered a set of SUS (System Usability Scale) questions, which is a standardised questionnaire used to measure users' perceptions of usability, providing a quick gauge of how easy the design is to use on a scale of 1 to 5.
Logical flow of information:
5 out of 5
Logical flow of information:
5 out of 5
Logical flow of information:
5 out of 5
Findability of Information:
4 out of 5
Findability of Information:
4 out of 5
Findability of Information:
4 out of 5