Transcendia

Unlocking potential

Transcendia is a B2B company that mentors corporate leaders, executives, and individuals on a transformative journey to revolutionize their corporate ecosystems. The company was founded by Constantine Georgiou who specializes in mentoring startups, incubators, venture capital firms, and management consulting companies, and David Titeu who is a mental and social wellbeing coach in corporate setups. The client expected us to refine their messaging through market research, conduct a comprehensive audit of their website that needed primary attention for alignment with the target market, and map out a customer journey to inform a successful go-to-market strategy.

PROJECT OBJECTIVES

1. Perform in-depth market research to better understand our intended customer persona.

2. Optimize messaging and communications for increased effectiveness.

3. Execute a thorough website audit to ensure that content, language, and design align seamlessly with the target audience.

4. Develop a go-to-market and customer acquisition strategy.

My Role

User researcher and UI designer

Project Scope

4 weeks (Oct, 2023)

Tools & Tech

Figma, Figjam, Slack, Powerpoint, Html

The Problem

Users need a clear understanding of services, customization options, clearly conveyed value proposition, and intuitive website design to trust and take an informed decision about engaging with Transcendia.

The Outcome

The design handovers resulted in impactful changes, such as a redesigned homepage that improved readability, clarity, and overall user experience. There was a significant improvement in the understandability of Transcendia's services following the revamping of the services page. Visitors can now quickly gather who and what Transcnedia are in minimum number of clicks.

Before

After

The Approach

Although the client brief seemed simple enough, as is often the case, the website’s contents and the target market quickly highlighted that the challenge at hand was research-heavy. We needed to understand their current target persona (C-suite executives, HR managers, and People and culture leads) and how their existing branding and voice can better engage with their customers.

CASE STUDY

Discover

User research and

Understanding the problem space

To understand the users and identify critical areas of success of the app, we undertook research across 3 key methods:

Competitor Analysis
Heuristic Evaluation
1:1 Interviews

Competitor Analysis

Observations & recommendations :

Sevices: Flexible mode of delivery

Competitors: Offered diverse program offerings cater to varying customer needs such as online programs vs of in-person sessions.

Transcendia can tailor its offerings to a wider audience. The flexibility to offer both online and in-person programs reflects competitors’ ability to adapt to changing customer preferences and market demands.

Trust Building: Success stories

Competitors: Showcase real-life examples of clients who benefited from their programs, they build trust among potential customers.

Transcendia can establish its credibility assuring clients of the quality of its programs through compelling success stories.

Customization: Tailored programs

Competitors: A customized guidance program guarantees that clients receive personalised support from professionals who understand their corporate ecosystem, challenges, and ambitions.

Transcendia can focus on tailoring relevant expertise to its clients.

Heuristic Evaluation

A heuristic evaluation was conducted to assess the usability of the app, focusing on 10 usability heuristics.

The evaluation concentrated on onboarding, creating a card, and sharing flows.

The heuristics showed the app needs could be improved in the following areas:

Standardising the website's iconography
Create consistency with branding and info architecture
Incorporating error handling (FAQ,support/help)

Personal Interviews

Interview Objectives:

Identify user delights and areas for improvement.
Evaluate user experiences when sharing details, creating and styling business cards, and searching contacts.

What did we hear from the participants?

It is hard to understand what Transcendia’s actual service/product is
What are the expected outcomes of Transcendia’s programs?
Testimonials, case studies, and clear communication are trust-building factors and essential when deciding on a service provider
We are open to external providers who can offer specialized support
We don’t know who Transcendia are

Key insights from the research:

Focus: 75% of respondents said focus and distraction were a major issue. How can we position and market this effectively?
Transcendia website: Improve website’s readability, provide clear messaging, services catalog, CTA’s, and consistent branding
Industry Standards: Customised programs are industry standard and need to be marketed
Building Trust: Users value transparency with costs and outcomes achieved via case study results

8 Personal Interviews

10 Heuristic elements Inspected

4 Competitors Examined

" I can see how the informality of the website would dissuade people in my field "

" Easy navigate site, but not clear what they’re selling "

" Maintaining positive mental health is a key challenge for the business, affecting productivity "

Define

Synthesizing the research

to generating actionable insights

Affinity Map

The key groupings in our affinity mapping were

PainPoints
Service opportunities
Decision making
ROI and business outcomes
Website feedback

Empathy Map

User PainPoints

The user research uncovered shared behaviors and frustrations among research participants, which proved to be of great value to drive our design decisions, these included:

Culture:

Employees experience performance pressure, and our company culture tends to be risk-averse.

Mental Health & Well-being:

The high-pressure work environment leads to stress and burnout. Employees may be hesitant to report elevated stress levels due to concerns about hindering their professional growth.

Focus & Distraction:

There is no standardized measure for identifying causes or establishing a direct relationship with focus and distraction.

Trust:

There is reluctance to engage with third-party organizations without complete trust and tangible proof of return on investment (ROI).

Transcendia Website:

There is a level of confusion regarding Transcendia's services, stemming from unclear language and an indistinct value proposition.

Persona

Gaining insights from various personas provided valuable understanding into the distinct goals that Transcendia's users aimed to achieve. This information enabled us to adopt a highly targeted strategy during the website redesign process, ensuring the incorporation of features that catered to the diverse needs of all user types.

This revelation was crucial for the client, as their initial perception primarily focused on the user base being comprised of C-suite executives. Contrary to this assumption, our findings revealed that individuals in HR and People & Culture (P&C) roles played a pivotal role as decision-makers in engaging with Transcendia’s services.

Customer Journey Map

We mapped the customer journey for Samaira accorss each of the main flows or tasks and the key insights derived from mapping the customer journey are here:

Decision-makers exhibit a reluctance to partner with a supplier unless there is substantial social proof to validate the credibility and effectiveness of the services.
The current website lacks clarity and conciseness in presenting Transcendia’s offerings, potentially discouraging engagement and turning away potential customers who are merely browsing.
Noteworthy opportunities for improvement lie in straightforward design enhancements to the existing website, presenting an avenue for positive transformation and user engagement.

Develop

Building, Testing and Delivering the Final Solution

How Might We?

As asking the right questions is always one of the key factors to successful solutions we curated a number of 'How Might We' statements and prioritised the top four to fit the scope.

Information Architecture

Here we mapped out a new site map for your website to improve navigation efficiency, reducing cognitive load for users and consistency throughout the website. This was a direct result of the website audit we undertook and addresses HMW1

Key changes made:

Dedicated services home page to differentiate between offerings and outcomes

Consolidated pages have more intuitive navigation for better content discovery
Information phrased appropriately to appeal to both the individual and group services

How Might We more effectively communicate Transcendia’s services and foster engagement with their target market?

How Might We create greater trust amongst decision makers through Transcendia’s messaging and website?

How Might We provide clarity on Transcendia’s value proposition and ROI for better customer engagement?

How Might We inspire customers to engage in contact with Transcendia?

Deliver

Building, Testing and Delivering the Final Solution

High Fidelity Prototype

Key Design Changes

Simplified Navigation: Streamlined navigation and reduced number of pages for visitors to quickly access what they need

Clear Services Catalogue: Clearer understanding of Trascendia’s full range of services

Enhanced Trust: Incorporated trust signals to convey reliability and effectiveness of services

Improved Reachability: Enhanced reachability methods to increase likelihood of inquiries and interactions.

Enhanced Design Aesthetics: Revamped website aesthetics to resonate with the target audience.

Home page:
Considering the target audience of Transcendia, it was important to craft the home page in a manner that offers concise information required to motivate high-level decision-makers to take the next step. To ensure this we have added the following new features i.e

1. An engaging Hero Section with a compelling tagline

2. Quick introduction to Transcendia's vision and mission to set the tone for the rest of the website.

3. We then have a section to breifly convey the overall outcome i.e focus, growth and tribe giving visitors an understanding of the company's purpose and values.

4. Next inorder to build credibility and authenticity from the very first page we've included a module for testimonials in written and video format from satisfied clients.

We made tweaks to existing features which are minor but significantly uplift the first impression.

1. A clear branding and header for intuitive navigation

2. Clear Call to Action Buttons to encourage visitors to explore more.

3. Multimedia elements like videos to increase credibility and authenticity.

Services:
One of the key user frustration was the lack of clarity on Transcendia's offerings. It was paramount to make Trabscendia's value proposition it crystal clear.

We created CTA from then home page that leads to services catalogue where the visitor browsers each offering. The services are briefly presented in list view which expands to a new page offering detailed insights.

About Us:
Transcendia's About Us page previously provided an overwhelming amount of information about the founders. We redesigned this page to provide only relevant information and trust building imagery like badges and certification to

Our changes designed to elevate user engagement and interaction by implementing interactive form and schedule a meeting by calendly . This form make it easier for visitors to express their needs and queries.

Feature Recommendation for Product Launch

Interaction Design: Finalise the transitions and interactive elements you prefer for your online services

User testing: Undertake user testing to validate designs and gather feedback on the new website’s usability and perceived value by users
Marketing Strategy: Analyse key in-person events your target audience will attend and showcase offering. Other digital marketing campaigns to support this and extend brand awareness

Additional Designs/Feature: Consider future implementations covered in the previous MVP matrix not included within this current design

Before

After

Home Page

Services

About Us

Conduct user testing to validate design efficiency

“I can see how the informality of the website would dissuade people in my field”

Users expressed concern that the fundamental user experience and interface elements were frustrating. The redesigned website has improved readability and userflow.

Focus on SEO and digital marketing campaigns

“I was looking for something like this why didn't transcendia show up in my search?”

Focus on search engine optimization and use other social media platforms to endorse the brand and its services known.

Key Learnings

Navigating the C-Suite Landscape

I always perceived the research, especially the interview process as straightforward, relying on my empathy and analytical skills. However, navigating Transcendia's target audience taught me a crucial lesson – engaging with a diverse audience requires a nuanced approach. Each segment, from C-suite executives to HR teams, demands a tailored and psychologically astute interview strategy. This realization emphasized the need for heightened psychological skills to extract meaningful insights from a range of senior professionals with distinct perspectives and expectations. Crafting effective interview questionnaires for these high-ranking individuals presented a great learning experience that I never thought was essential.