A Business Transformation to Reach a Wider Audience in The Current World

5 min readSep 30, 2020

To comply with my Non-Disclosure Agreement, I have obscured confidential information in this case study. The information in this case study is my own and does not reflect the views of the company.

CX Insight is a consulting company that offers corporate training service, they have worked with many locals and global enterprises like Google, Spotify and Grab. Currently, they wanted to expand the business to enter the digital transformation segment in Australia.

Key Challenges

Redesign the online experience of the website to increase the right engagement from the target audience that converts to clients.

Some problems communicated to me were:

Received high call volume for wrong service inquiries.
Received a common question from customers around what training to start with, because there were too many training options.

How I Started

I approached this project with the Design Thinking framework.

Talking To People in Business

I spoke to the customer and target users consisting of people in business, who are currently:

running a fintech startup,
transforming offline system operation to cloud,
marketing products online,
designing products.

I also spoke to the internal stakeholder– event manager to understand the types of customers and the common questions customers would ask.

Deeper Field Analysis

I wanted to understand user behaviour when browsing on the existing website via contextual inquiry. The users are overwhelmed with information that is not in business language, and the keywords they are seeking are not available.

They are methodical, not business centric.
I want to see case studies to help me relate to my situation.
Training has too many option. What training should I go for?”

I also wanted to know what people think we are to them, so we can understand what purpose we fill in people’s lives.

I reviewed competitors and more importantly, looked at other corporate training providers that offer the similar or same training and certifications. I also reviewed user activity on social media platforms to look at the content, trends and culture.

Key Research Learnings

I collected lots of research notes & insights. After many conversations and analysis in the synthesis process, I extracted the following:

The copywriting is not using business language and spoken in the methodical language.
No distinctive message to set the company apart from competitors.
Users wanted to see case studies to enable them to relate their stories to how the company could help them succeed.
There are too many options for training, users don’t know where to start.
Because of this– users are struggling to find a connection with the company.

It is clear that CX Insight’s website needed to provide succinct service offering in business language and simplifying the training options. This was also an opportunity to showcase their portfolio.

HMW

How might we help users to make informed business decisions?
How might we empower users to sign up for training with confidence?

Meet our Persona

From the research data, I identified sufficient behavioural variables to segment our target market. These variables categorised into needs and challenges.

I developed two key personas to facilitate discussions around users’ expectations, motivations, cultures, needs, and varying contexts of challenges.

Primary: Manager of a financial company
Secondary: Professionals who are curious about UX; working for companies that are transitioning to the digital environment.

For this case study writing, I focus on supporting Sebastian, the manager of a financial company that aligned closely with the business goal.
Sebastian’s motivation is to change the company’s culture.

In the as-is scenario, I mapped out the findings into user journey maps to visualise the challenges and identify opportunities at different customers touchpoints.

Design and Test

I brainstormed solutions and designed mid-high fidelity wireframes in Figma, using Google’s design system — Material.IO

I have a few ideas ready to be tested with customers, especially clients who want to transform their services online and grow the team. From these test efforts, I learned:

Users want instant information to help them make informed decisions. It is unlikely they will take extra steps or wait for information (i.e. training syllabus) to be made available to them.
Bank transfer was listed as one of the payment options that is only preferred by a certain community but not for Australian users.
Users want to read testimonials from global customers in the mix of the local ones.

Bank transfer

In the payment flow, I included the bank transfer in the payment options because the founder informed me that their clients prefer to pay with this method. After the users chose this option in their preferred currency:

they will be taken to the confirmation page and the user dashboard will be created automatically.
The invoice will be generated and emailed automatically to the customers.
After customers made the payment, the administrator will update the user account, and email the receipt and training information to the customer. This manual process will be addressed in the future sprint.

The payment confirmation page (left) • View the invoice in a user account (right)

Final Concepts

My design efforts eventually validated something we had actually discussed and observed from the contextual inquiry sessions. That is training personalisation where users can build their own learning path, which may be well-suited in this context. It is something we need to keep further testing and fine-tune because users’ needs and expectations are diverse and dynamics at all times.