WEBSITE REDESIGN FOR BUGISU PROJECT
for the efficient online onboarding experience
PROBLEM
Bugisu Project needs a way to improve their online on-boarding experience. Currently, it is time-consuming and has less of conversions with the current onboarding system
SOLUTION
Bugisu need to make their website more intuitive and user-friendly by having plenty of information and clear call to action buttons
PROJECT BRIEF
Website redesign for Bugisu Project to increase the conversion rate through a better online on-boarding process
DURATION
3 weeks in April 2019
TEAM OF THREE
Nura Lim X Cecilia Zhang
MY ROLE
UX Lead which including below:
- Identifying Problems and Defining Phase:
Conducting interviews with SME’s, Conducting surveys, Doing Contexture Inquiry, Research Synthesis, Defining Users, Building Personas, Creating Customer Journey and User Flow, Prioritising features
- Design Studio Phase:
Creating Information Architecture, Wireframing, prototyping for Secondary Persona, A/B Testing, Usability Testing, Iterating Design
TOOLS
Google Forms, Paper Prototype, Sketch, InVision, Miro, UXPRESSIA
INTRO
Bugisu Project is a not-for-profit coffee supplier which started the business as a university project and now turned into a fully functioned company. Bugisu Project directly resources the green beans from Uganda and roast here in Sydney. They supply the quality coffee to workplaces and collect the waste to repurpose at the community gardens. Every 6kg of selling profits are reinvested to empower women in Uganda.
INTRO
Bugisu Project is a not-for-profit coffee supplier which started the business as a university project and now turned into a fully functioned company. Bugisu Project directly resources the green beans from Uganda and roast here in Sydney. They supply the quality coffee to workplaces and collect the waste to repurpose at the community gardens. Every 6kg of selling profits are reinvested to empower women in Uganda.
INTRO
Bugisu Project is a not-for-profit coffee supplier which started the business as a university project and now turned into a fully functioned company. Bugisu Project directly resources the green beans from Uganda and roast here in Sydney. They supply the quality coffee to workplaces and collect the waste to repurpose at the community gardens. Every 6kg of selling profits are reinvested to empower women in Uganda.
INTRO
Bugisu Project is a not-for-profit coffee supplier which started the business as a university project and now turned into a fully functioned company. Bugisu Project directly resources the green beans from Uganda and roast here in Sydney. They supply the quality coffee to workplaces and collect the waste to repurpose at the community gardens. Every 6kg of selling profits are reinvested to empower women in Uganda.
FINDINGS FROM THE KICK-OFF MEETING
Despite their massive growth as a business, the current customer onboarding system is time-consuming for both Bugisu and customers because of lack of information on the website and it causes fewer conversions. Now, since Bugisu is about to launch their rebranding on the 10th of May, they needed a new website which helps them improve the on-boarding process and its consistency.
PROJECT PLAN
After having a kick-off meeting we created a project plan with a user-centred thinking process and it included the following phases — discover, analysis, ideate, and design iteration
RESEARCH OVERVIEW
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KEY TAKEAWAYS
(+) High in satisfaction (4/5)
( - ) Inspired with the fact that Bugisu's sustainability(37%), and women empowerment(28%)
( - ) Want to see more of measured impact(30%) and get more training for upskilling(28%)
“What kind of service do you think Bugisu offer?”
“If you are a culture manager, what kind of information, you expected to see?”
“How was the experience when using the website?”
KEY TAKEAWAYS
(+ )Great storytelling about Bugisu through the video
( - )Confusing business model - B2B? Or B2C
( - )Lack of information about the service Bugisu offers and how it works
( - )The price information is missing
( - )Lack of guidance to the on-boarding process
( - )Looking for the measured impact Bugisu made
KEY TAKEAWAYS
(+) High in satisfaction (4/5)
( - ) Inspired with the fact that Bugisu's sustainability(37%), and women empowerment(28%)
( - ) Want to see more of measured impact(30%) and get more training for upskilling(28%)
RESEARCH FINDINGS OF THE CURRENT WEBSITE - 1. USABILITY TESTING
KEY TAKEAWAYS
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84.9% are new visitors
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52% of the users didn’t go to the second page
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61% of users only spend 10 seconds then exit
2.GOOGLE ANALYTICS
KEY TAKEAWAYS
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Customers bounced during onboarding because of the existing contract, coffee test preference, and the facilities
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Currently contacting customers start from Bugisu but it would better be another way around.
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the onboarding process, it should be made easier and saving time for both Bugisu and customers by providing plenty of information to help them make a decision
RESEARCH FINDINGS OF CURRENT BUSINESS SITUATION - 1. SME'S INTERVIEWS
2.SURVEYS WITH EXISTING CUSTOMERS AND THEIR EMPLOYEES
AFFINITY MAP
KEY TAKEAWAYS
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More information about the coffee itself, the story especially the aspect of youth-led entrepreneurship, how the service works for the workplace, and the packages and price list
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Tangible impact measurement
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Clearer call to action, infographics, and relevant imagery
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Consistency
After we have got all the raw data, we created an affinity map to find out insight by categorising the research results based on their relationships. From this, we were able to get key takeaways about the area of improvement for the new website
PROBLEM STATEMENT
Bugisu Project needs a way to improve their online on-boarding experience. Currently, it is time-consuming and has less of conversions with the current onboarding system
PERSONAS
PERSONAS
After we made the two personas, we started to dig deep into the primary persona as it is more relevant to the Bugisu's main target customer. Then we created a value proposition map for Jasmin to find out her pain points when she is trying to onboard through the website
SOLUTION STATEMENT
Bugisu need to make their website more intuitive and user-friendly by having plenty of information and clear call to action buttons
MOST VIABLE PRODUCT
MSCW chart was used to help us define what we need to build our MVP for the website just before we begin to design
KEY TAKEAWAYS
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More information on each main pages i.e. coffee, story, packages and how it works
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Visually explained Bugisu’s value
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Clear contact and inquiry form
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Intuitive call to action
DESIGN STUDIO
BUT FIRST, INFORMATION ARCHITECTURE
We start our design studio from structuring the top navigation bar including:
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Two main menu — distinguish into 'For workplace' and 'For home' to separate the primary and secondary persona
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For workplace — information about how Bugisu provides the service to office and the package plans for primary persona
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For home — information about the coffee itself and link to shop for secondary persona
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About us — the story about how Bugisu began and the team
CARD SORTING
KEY TAKEAWAYS
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5 Card sorts were conducted to get the user-friendly information architecture
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User placed the “shop” menu aside as a seperate category
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All the drop down menu under “For workplace” made sense for users
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No cards placed under “for home” menu.
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User didn’t expect any other information under the contact menu.
FINAL TOP NAV DESIGN
KEY CHANGES
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Change the menu name from FOR BUSINESS to 'For Workplace' to help users understand intuitively
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‘How it works’ and ‘Packages’ menu added under 'For Workplace' for detailed information
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Under the 'About Us' menu, ‘Our story’, ‘Our coffee’ and ‘Our team’ menu added for educational information about Bugisu
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Contact information with the free trial form to lead more action from users
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Added an ‘Arrange a free trial’ button at the top to encourage signing in
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‘SHOP’ changed to ‘Buy beans’ to give more context and placed as a separate menu
USER FLOWS
Created user flows to overview how each persona would interact with the new website and to ensure each page has correct information and links in between pages to lead personas to achieve their goals
LO-FI
We went seperate for the lo-fi designs to shape the construct of the MVP. I took ownership for designing ‘Our coffee’, ‘Our story’, ‘Our team’ and the ‘Buy beans’
INSIGHTS FROM THE USABILITY TESTING:
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some information seems duplicated over the pages (4/5)
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Need to make the package plans clickable to arrange the free trial week directly from there(4/5)
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Need clear heading and sub-heading to help users understand better (3/5)
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Wanted to know more about the coffee bean itself in detail(2/5)
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Need more grind size options when shopping(2/5)
MID-FI
We applied changes and made it to mid fidelity. With the mid-fi prototype, users seemed like they understand the information and layout better. It also helped us find more pain points to solve just before we move onto the hi-fi prototype
INSIGHTS FROM THE USABILITY TESTING:
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Still, some information seems duplicated over the pages (3/5)
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Need a different pop-up message when the package plan selected (3/5)
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Need numbering when explaining ‘how it works’ to make it easy to follow (3/5)
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Few icons are confusing (2/5)
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Impact measurement is missing (2/5)
HI-FI
SUMMARY
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Information about the package options with the price is given
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Clear confirmation message after submitting the form and tells users what will happen next.
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Easy to use navigation, and visual content about the product and service are provided
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Impact calculator is added as a way of engaging users
FUTURE RECOMMENDATIONS
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Test the prototype with users and keep tracking the Google Analytics
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Support FAQ and testimonials from existing customers
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More options on the package plan and make it arrangeable online
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Online drop and pick up a scheduling system
THE OUTCOME
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Bugisu Project has successfully launched its new brand name, 'Kua' on the 10th of May 2019
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See the live site: https://www.withkua.co/
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Kua utilised many components from our final design for their new website
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we’re proud to continue our partnership with Kua