Streamlining a wellness college's website for Improved user flow
Timeline 12 weeks
My Role Visual designer, wordpress builder
Team Roles Creative director, project manager, copy writer
The Background
endota is the largest day spa network in Australia, with nearly 100 spas nationwide. With the aim of growing it’s network of spas and therapists, they launched endota Wellness College. A registered Training Organisation offering nationally recognised training in Beauty Therapy, Remedial Massage and Salon Management.
The Challenge
Recently, the number of new students registering for new courses had dipped. The client was looking to understand why their numbers were dropping and re-energize the brand and engage new students, while allowing current students to easily navigate the site to enroll in more courses.
The Research
The Persona
I gathered insights from user research, interviews, and data analysis to create the persona with details such as demographics, goals, pain points, and behavior patterns. With the goal of representing our target users, we developed a persona that embodies our user research findings, meet Olivia Jones.
The User Flow
Creating a user flow for the Endota Wellness College website is a crucial step in ensuring a seamless and intuitive user experience. To achieve this, I start by mapping out the user's journey from their initial interaction with the site to their desired endpoint, whether it's enrolling in a course, accessing educational resources, or simply exploring the offerings.
The Analysis
After reviewing analytics data, and performed competitive benchmarking. Our findings indicated that:
Cognitive Overload: Users were overwhelmed by the dense text and information overload on each page, resulting in missed CTAs.
Lack of Clear User Flow: The user journey lacked clarity, as there was no clear path guiding potential students to the admissions sign-up or login sections.
The Solution
To address these issues and create a more user-friendly experience, we proposed a comprehensive website redesign focused on the user sign-up flow:
Information Hierarchy: We restructured the content on each page, prioritizing essential information and eliminating unnecessary details. Clear headings, bullet points, and concise copy were introduced to improve readability.
Simplified Navigation: The website's navigation was revamped to ensure that users could easily find their way to admissions sign-up or login sections from any page.
CTA Optimization: We strategically placed prominent CTAs throughout the site, guiding users towards their desired actions. These CTAs were designed with contrasting colors and compelling copy for better visibility.
The Ad Campaign
In conjunction with the website redesign, we recognized the opportunity to create a synchronized advertising campaign to further boost endota's online presence and engagement. Our team took charge of designing all the digital assets required for this multi-faceted campaign, spanning social media and email marketing channels.
The Launch
Before
After
The Results
The redesigned Wellness College website yielded impressive results:
Increased Conversion: Admissions sign-ups and logins significantly increased due to improved CTA visibility and user flow.
Enhanced User Engagement: Bounce rates reduced as users found it easier to navigate and engage with the website's content.
Positive User Feedback: Users praised the new design for its clarity and ease of use, contributing to improved brand perception.
By combining the website redesign with a targeted advertising campaign, we maximized Wellness College's outreach and impact. This holistic approach not only improved the website's performance but also effectively engaged and converted potential students, establishing Wellness College as a leading institution in the field of wellness and holistic health education.
