Reinvigorating the workplace by EMPOWERING our workers.

TRANSCENDIA

CLIENT PROJECT 01 // OCT - NOV 2023

ROLE

Project Lead
UX Researcher
UI Designer

OVERVIEW

Transcendia is a transformative partner for individuals and organisations seeking profound growth and well-being within the workplace. They offer services in the form of immersive workshops that improve concentration, wellness retreats that nurture self-care, and peer support initiatives that foster an inclusive and supportive workplace culture. Their ultimate mission is to empower leaders, teams, and individuals to transcend their limitations and unlock their true potential.

WELCOMING THE CHALLENGE AS PROJECT LEAD

I took on the role of Project Leader for Transcendia's project, an experience that has been invaluable in my journey through UX/UI. This experience not only honed my ability to adapt and collaborate within a team, but also fostered my growth as a leader responsible for guiding others. I was fortunate to work alongside a dedicated team and under the mentorship of a supportive project supervisor, whose guidance was invaluable throughout the project.

ACHIEVEMENTS

  • Project led both strategic UX and UI redesign of Transcendia’s customer-facing website. I developed skills not only as a leader, but to also work as part of a team coming from different backgrounds that values everyone’s opinions and ideas.
  • Managed communication with clients during weekly meetings, organised weekly goals for research/design team to ensure an efficient workload from ideation through to development.
  • Pitched our UX research findings and step-by-step process which supported our designs and reinforced Transcendia’s vision through their newly revised customer-facing website.

UNDERSTANDING

MEETING TRANSCENDIA
To ensure the team was headed in the right direction, a meeting was set-up with the co-founders of Transcendia where we utilised this time properly scoping the business and problems they were facing.

This was chance not only to explore the problem space, but to really understand the hypothesised problem space from Transcendia’s perpective.
CONSTANTINE GEORGIOU
Co-founder
DAVID TITEU
Co-founder
We identified the following key takeaways that Transcendia aimed their services to improving for medium/large tech businesses:
  • Productivity: Distraction destroys an organisation's collective ability to achieve peak performance.
  • Wellbeing: Most workplaces are the leading cause of mental and emotional health issues.
  • Culture: Most leaders are ill-equipped in meeting the needs of highly engaged 21st century cultures.
FOUNDATIONAL RESEARCH
Our findings from Heuristic evaluation and SEO analysis revealed a lack in clear messaging, language and design of intent and goals. There was no consideration for SEO, backlinks, blog articles, internal links, most of which were fake links that did not lead to the desired page.

The general understanding of Transcendia’s offering through their website was also confusing for the team, a pain point that was observed through Competitor research of other websites within similar markets.
We identified the following key takeaways that Transcendia aimed their services to improving for medium/large tech businesses:
  • Refining and optimising Transcendia's messaging and communications.
  • Conducting a full website audit to ensure content/language/design is resonant with target market
  • Mapping out the customer journey to inform go-to-market and customer acquisition strategy
TARGET MARKET INTERVIEWS
Being their target market was specifically C-suite/HR managers and People and Culture leads in tech businesses, sourcing interviews with our connections proved to be difficult. As such, we proposed to spread the scope of our interviews to include execs in other fields of work as ultimately their goals for productivity, wellbeing and culture would similarly align.



From the 6x Senior Managers and 2x HR/People & Culture Managers, we heard 5x main concerns with Transcendia’s current messaging:
These concerns allowed us to focus on opportunities that could help validate Transcendia’s website and improve future opportunities with potential customers.

The team chose 4x main opportunities to closely reference when we developed the solutions:
  • 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 catalogue, CTA's and consistent branding.
  • Customised programs are industry standard and need to be marketed.
  • Transparency - Users value transparency with costs and outcomes achieved via case study results
TRANSCENDIA'S PROBLEM
After gathering the findings from our research, I closely worked with the team to generate problem statements, later synthesising what we liked in each into one combined statement:

DEFINE

APPROACH
As this was a monthly sprint, I needed to optimise our time and work allocations efficiently in order to stay on task. Therefore, the team was split into 2, the research team and the design team.

I first worked closely with the research team to generate insights into the problem we were ultimately trying to solve. Methods we used included:
  • Refining and optimising Transcendia's messaging and communications.
  • Conducting a full website audit to ensure content/language/design is resonant with target market
  • Mapping out the customer journey to inform go-to-market and customer acquisition strategy
RESEARCHERS
The research team synthesised our extensive research from the user interviews and closed card sorted them into themes shown in our affinity and empathy maps.

The interviews helped validate Transcendia’s services were indeed needed within the industry, but it was not communicated well in their website. 2x User personas were ultimately created to help direct our focus on answering their needs and shaping the customer journey through 3 different stages; Journey to Transcendia, Journey with Transcendia and Journey after Transcendia.
Persona 1 - Alex Rollis is an experienced Tech CEO whose goals include:
  • Driving innovation and create cutting-edge solutions in the tech industry
  • Leading her company towards exponential growth and global recognition in the tech industry
  • Fostering a culture of creativity and collaboration within the organisation
She requires:
  • The retention of a highly skilled and hardworking workforce
  • Tools that facilitate team collaboration and maintain a positive work environment
Persona 2 - Samira Hadid is a People and Culture Manager whose goals are to:
  • Create and maintain an inclusive culture that values employee wellbeing
  • Implement effective training programs that align with the organisation’s growth and career aspirations
  • Encourage open communication between employees and management
She requires:
  • Stress management tools that effectively help employees
  • Resources and tools that facilitate personalised learning paths and continuous professional development
DESIGNERS
I also worked with the Design team to begin creating templates for the personas, as well as creating a branding/style guide and local component library of Transcendia’s existing website on our shared Figma file.

The goal was to get all the design systems ready for development once the research team was finished with defining the problem space and customer journey.

FINALISING THE PRODUCT DEVELOPMENT STAGE

The development stages would be the most crucial time for the team to optimally develop the final product. During this period, I organised daily workshops sessions with my research team to explore potential solutions using an extensive list of iterative approaches.

This involved:
  • Crazy 8's: Sketching the user experience using Transcendia's services sand navigation of the website.
  • How Might We statements: Ideating How Might We statements and website actions that support/solve these issues.
  • Information Architecture: Mapping out Transcendia's dedicated services and reimagining their front facing website and navigation.
  • User Flow: Using our user personas to target specific needs of Transcendia's market and provide human-centred solutions.
  • MVP: Mapping important features to consider based off importance/ease to unimportant/difficult
During this time, the designer team would create templates and graphics to replace what was existing on the website, as well as ideate a more aesthetic and easy-to-navigate UI in order to make the overall experience for potential customers better.

DEVELOP

HOW MIGHT WE
With clear outlines for our focus, I directed the team to gather research on how Transcendia's target market felt about their proposed services and understanding what their needs were. The team first open card sorted ideas onto our shared FigJam board, and later categorised based off similar traits.

Our ideation created four key categories that were to be addressed during the development of Transcendia’s front-facing website: Communication, Trust, Value and Contact/Engage.
  • HMW 01: How Might We more effectively communicate Transcendia’s services and foster engagement with their target market?
  • HMW 02: How Might We create greater trust amongst decision makers through Trasncendia’s messaging and website?
  • HMW 03: How Might We provide clarity on Transcendia’s value proposition and ROI for better customer engagement?
  • HMW 04: How Might We inspire customers to engage in contact with Transcendia?
INFORMATION ARCHITECTURE + USER FLOW
With close reference to Transcendia’s initial website, a few changes were made to the Information Architecture to ensure an improved experience for potential users seeking Transcendia’s services.

The key changes made:
  • Dedicated services home page to differentiate between offerings and outcomes
  • Consolidated pages
  • More intuitive navigation for better content discovery
  • Information phrased appropriately to appeal to both the individual and group services
STORYBOARDING
With close reference to Transcendia’s initial website, a few changes were made to the Information Architecture to ensure an improved experience for potential users seeking Transcendia’s services.
Where we focused:
  • Clarity of services and delivery format
  • Consistent branding
  • Images and format aligned to corporate audiences
  • Building trust and credibility
  • Greater interactivity
Future considerations:
  • Chat Bot
  • Measurable impacts/guarantees
  • High engagement social media strategy
  • Downloadable brochure/lead capture

DELIVER

With only a few more days before the final presentation of our proposed animation pitch to Lifeblood, I had the pleasure of working with fellow team members Kaustubh Deshpande, Evie Smalley and Kate Kachel as part of the animation team to bring approved storyboards to life.



From writing the script for our characters, working together on animating each segment of the storyboard, creating the background imagery through to making AI-generated voiceovers thriving with emotion, it would not have been possible without meeting up everyday and working together tirelessly to perfect the vision the entire team worked so hard to bring to life.
HOME SCREEN
Considering the home screen was the first point of contact between the brand and potential client, several primary new features were integrated and adjusted from the previous website.
Primary New Feautures:
  • Engaging Hero Section with a compelling tagline to draw potential clients in.
  • A Vision Section to convey a quick overview of Transcendia’s values.
  • Key outcomes section to convey Transcendia’s value proposition.
  • A combination of written testimonials and video testimonials from satisfied clients to build trust.
Future considerations:
  • Clear branding and header for intuitive navigation.
  • Clear CTA buttons to encourage visitors to take the next step.
  • Use of multimedia elements like videos to add credibility.
SERVICES PAGE
Since it was difficult to understand Transcendia's goals from their initial website, focus and attention was placed on making easy navigation and understanding of the services clear. Especially with the intended customer market being CEO's and HR managers, trust needed to be transparent.
Primary New Feautures:
  • Separate side by side service cards view for quick understanding of offerings.
  • Drop down expansion for each service for easy comparison.
  • Success stories to build trust and showcase real world results.
Future considerations:
  • Visuals and icons to enhance service representation.
  • Clear description of each service and expected outcomes.
  • Prominent CTA buttons to encourage enquiries.
ABOUT US
Trust would also need to be built on the transparency of the people leading Transcendia. A dedicated page to show who the leaders were was equally as important to show an extensive level of expertise and trust, as well as their accreditation towards helping improve workplace mental wellbeing.
Primary New Feautures:
  • Engaging storytelling about Transcendia’s history and values.
  • Expert profile for information on Transcendia’s team of experts.
  • Badges and expertise certificate showcase to build trust and reliability.
Future considerations:
  • Organised visuals in a scannable format.
  • Consolidated team profile view to provide only relevant information about experts.
CONTACT US
Finally, a smooth and easy-to-use contact us page would be the dedicated form of contact between potential clients and Transcendia, so making all information clear to understand was important.
Primary New Feautures:
  • Clear and easy-to-find contact information.
  • Dedicated form to encourage enquiries and feedback.
  • Available bookings/meetings directly with Transcendia via Calendly.
Future considerations:
  • Clearly communicated booking/meeting process.
  • Alternative contact methods for preferred communication.

TRANSCENDIA - FINAL PROTOTYPE

NEXT STEPS

Moving forward, more design implementations that Transcendia could make to their customer-facing website were included in the final report documentation handed off to them.

This would serve as the next step in adjustments that could further improve the navigation and customer retention of Transcendia's brand.
  • Interaction Design: Finalise the transitions and interactive elements Transcendia prefers for their 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 Transcendia’s 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 current design.

Let's connect!

Get in touch for opportunities or just to say hi! 👋🏻
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