Project Length: 6 weeks | Project Date: 2016 | Team: Audrey An, Zoe Madden-Wood, Sam Brock and Alexa Roman
The Smart Talk Team approached Carbon Five with low conversion rates off their homepage. It was our job to help them identify problems with conversion and design solutions to help users through the site.
What is The Smart Talk?
The Smart Talk is an online tool designed to help parents empower their children to become smart digital citizens in an increasingly connected world. It’s the result of a collaboration between LifeLock and The National PTA.
1. Improve conversion by iterating on the site's features.
2. Design and implement new features when needed.
Time Time Time! This was a short project with a tight turn around. We were constrained to design features that could be built and tested quickly.
During usability testing, a few insights were uncovered. The team spoke to five adults and three children.
1. Zero people understood what the site's purpose and function was.
2. Two people understood how the site was relevant to them, and that the site prompts people to have potentially uncomfortable discussions.
Our key takeaway after doing user testing was that people could not quite understand what the product was or what they were going to do with it. This was a problem we already knew about, so what to do?
Besides a visual refresh, we took inspiration from other features people responded well to and understood. This included selecting topics and seeing the completed contract, which were all shown later in the flow. The final page includes a topic chooser smack dab in the middle and a way to get started placed neatly below. By placing the topic chooser on the homepage, it made the entire flow less cluttered. The page also includes a visual three step explanation and a link to a useful PDF generated by the client. Additionally included is a button that reveals a modal, which shows a sample contract for users who need to learn more about what they will get in the end.
There were several share experiences and prompts at different points in the experience. In order to help users share and make a more cohesive site, we updated share. Two big changes occurred. One was adding email integration. Several users stated that they did not feel like they wanted to share the site with a large user base.
Share is now a modal that exists everywhere on the site in the same way. The new design only lets users select what and where they want to share, instead of allowing them to choose what graphic they want to share.
Animations & Interactions
The product posed an interesting challenge in that it is very text heavy by nature. In order to keep our users engaged during the contract building process, we implemented several animations. The animations were inspired by slinkys and other motion found in kids toys. The spring and pops are also vital to the user's recognition of what they have selected. I was very happy with how these were implemented. They really were the icing on the cake for the product. Without these I imagine that the product would not have much personality.
Moving Forward and Looking Back
Because of our short time frame we were not able to see the full statistical significance of our updates. But, because of the awesome research we were able to do upfront, the qualitative significance of our changes were clear to us. From a visual design point of view I think we did a great job of giving the site an evolution rather than a revolution.