Livity is a youth-led creative network and marketing agency with an unmistakable culture.
They needed a UX focused website to clarify their business offering; to delight key audiences with very different user needs, journeys and experiences - clients and young talent.
I collaborated with tech partners Cohaesus, working alongside two UX designers to research, redesign and rebuild the site UX from scratch in under 6 weeks.
This needed to be delivered on time and on budget - done in a design sprint manner (cue: Lots of colourful Post-its, Sharpies and an oversized timer!). Continuous feedback was used to iteratively shape the solution. We always kept senior Livity stakeholders in the progress loop of every stage.
We kicked off the project by brainstorming - thoroughly dissecting the brief and our audience profiles. Using 1-5 minute time-boxed sprints, we defined research objectives, recruitment criteria and questions in a discussion guide.
With our interview guide as an outline, we conducted interviews with stakeholders and young people (face-to-face and over the phone). For client views, we drew upon customer survey responses compiled by Livity.
We wanted to find out:
- What have previous Livity clients shared about their experience?
- What are they looking for when they’re on the site?
- What touchpoints are currently used by youth to find information about Livity?
- Why do youth get involved with Livity? What’s their outcome?
- What does Livity do according to stakeholder?
- What should the new site do?
We collected and wrote out interview results on post-its, and organised them by user types - Livity client, youth or stakeholder, ensuring no idea was missed. Here's a summary of some key findings:
- Youth don't currently discover Livity through the website, or actively use it.
- Clients are unclear of what Livity is? Is it a charity? Is it a marketing agency? Is it a talent agency?
- Stakeholders felt strongly the current site wasn't doing Livity's cutting edge work justice.
- The Livity team and its unique, open social culture are its biggest USPs to both clients and young people.
Using the technique of affinity mapping, we identified recurring themes from interview findings. This gave us a clearer understanding of what different users wanted from the site. Although this was mostly attitudinal research, it helped us get straight to the pain points that needed to be addressed.
Using insights we'd learned from our research, we came up with the concepts of 'Design Principles', 'People Profiles' and 'Audience Lenses'.
- Design Principles are thinking guidelines that would apply to the entire site and published content to ensure its relevancy for users.
- People Profiles act as the main source of social proof for clients and youth. They display team members’ and young people’s experiences with Livity projects/programmes.
- Audience Lenses would act as the viewing filter - so for example, if youths and clients were on the same landing page or case study, they could discover content contextually displayed in a way most relevant to them.
Livity chose to move forward with the lens idea.
Armed with feedback from Livity, we created content ontologies of users' revised need states - outlining the programmes, products, content required for each.
We then developed the content ontologies into user flow diagrams - what are users' current thought processes/actions?
Wireflow mapping helped us see how pages could relate to each other.
Low Fidelity Wiremapping
We invited youths at Livity and new clients in Old Street to test the Marvel prototype. Our priority was to see how users navigated the interface and uncover any serious usability issues to be fixed.
Learnings and Iterations
- The hamburger nav didn’t seem to satisfy what people wanted - they wanted more options
- People were not particularly inclined to use the in-page drop-down nav
- Otherwise people were quite receptive to the programme description and associated case study approach
- Found wording too confusing - don't like jargon
- They just click around, don’t read
- They want to scan something, make a decision quickly
Iterations following feedback:
We changed the UI for in-programme navigation, removing the in-page drop down and simplified the menu.
Livity has signed off our wireframes and prototypes. They are in the process of designing the pages and creating sample content based on our UX recommendations. Cohaesus' coding team will build the website, expected to launch in Spring of 2017.