The current website of EN HR solutions doesn't display the right look and feel of the organisation and her people. The people working at EN HR solutions (also called Strong Originals) are innovative, future-oriented, creative and solutions oriented. It was hard to give this website the right look and feel with the previous colors and style elements so we chose to give EN HR solutions a rebranding as well, but that's a whole different project...
Case Study Overview
Challenge: The EN HR solutions website doesn't display the right look and feel of the organisation and her employees
Goal: Make sure the website displays the right look and feel of EN HR solutions and attracts other Storng Originals
My role: Rebranding, Research, UX, UI
Tools: Interview session, Meetings Marketing, Analytics tools, Adobe XD
Duration: 6 months (this is including the rebranding)
Discover
Interviews
For this challenge the focus of my interview was to research if people are attracted to EN HR solutions as an employer, if they are attracted to the look and feel of the website, if the website is user friendly and if the experience is on the same level we expect it to be. I used interviews as the main research method. I wanted to be able to ask WHY or other follow up questions, have an in-depth understanding of the audience’s values, perceptions, and experience while gaining insights.
I asked questions about the EN HR solutions website but also showed other websites and visuals.
My audience is made out of people who works at EN HR solutions and people who don't work at EN HR solutions.
Persona
I created a persona to better illustrate the main people I’d find solutions for. I define his/her needs and expectations and use this as a guide and to help me move on to the ideation phase. They define expectations, concerns, motivations, and are really helpful when it comes to designing a product that will satisfy user needs.
Define the problem
Analyses
I use this phase to fully understand the goal of my design project, to articulate the design problem and will later turn them into chances. These chances will set the tone for the flow chart and wireframe.
Key findings
- Most people don't get the right feeling / sense of EN HR solutions as employer and her employees. They say it feels like a small, modest but corporate company with corporate people who aren't really creative.
- Website and mainly job pages contain too much text.
- Almost no sense of feeling on how the employees and teams are.
- There is too much (corporate) information and too much information about and from the company herself. People were interested in hearing and seeing employees.
- People don't get enthusiastic enough to apply.
- Website feels safe and not innovative, future-oriented and creative at all.
- Website isn't user friendly and easy to read on mobile.
Ideate
I use this phase to turn problems into opportunities. These opportinities stands for the expectations from our Persona and are the base of the website.
- Look and feel needs to match more with EN HR solutions.
- Show people who the Strong Originals are.
- Use storytelling to keep people interested and don't send too much information at once.
- Use surprising (but not distracting!) interactions to keep people enthusiastic.
- Create simple flow.
- Mobile first.
Sketch
Flow Website
I built a user flow and Wireframe to figure out how the pages flow/interact together and how the user journey will look like.
Test
Goal of this phase is to find out if the website is giving the right experience, is easy to use and meets the expectations. I ask people to give their opinion about what they see if they think it's easy to use and will give them tasks to do so I can find out if the website is user friendly.
I used Adobe XD to test the screens on mobile with 3 of the people I interviewed at the beginning of the project. The interviews were one on one sessions.
Key findings:
- They loved the storytelling and read everything!
- They loved seeing all the employees.
- They like the details like the small animations on the website.
- They get a strong Strong Original feeling by the look and feel of the website.
- They loved how simple the flow of the website is.
- We didn't choose for a mouse over since the buttons are notable from itself but people find it easier to interact when there is feedback when hovering.
- People love that the website is so easy to use and easy to read on mobile.
Prototype
Based on the findings from the testing, I started finishing and adjusting the design and created a prototype.
Next steps:
- I will set up a few usability sessions to determine if people are encountering problems / if there are things to improve.
- We will measure the website with tracking pixels to get insights on how long people are staying on certain pages, how many visitors we receive and how long they will stay on the website, how people scroll and navigate on the website and how high the apply rate is.