HiveQuest is a social networking and online learning platform that provides challenges to individuals and company teams to help develop their key values and personal skills. HiveQuest hopes to be a trustworthy resource for their users to enrich their lives by participating in personalized challenges and to ensure they receive support during and after the completion of them.
We were tasked with redesigning HiveQuest’s web platform to have a more appealing information architecture and a navigable website for their end users to discover content easily.
HiveQuest is still in its early stages of building their brand and increasing the number of customers, thus they seek to improve their digital platform to encourage users to want to click through their website and purchase a challenge that suit their needs.
As a content strategist and user researcher, I assisted the project team by generating ideas and providing suggestions that could lead to potential solutions. I also helped synthesize the various amounts of data from user research and testings to make sure the solutions we’ve designed are centered towards HiveQuest’s users.
Research and Discovery
I worked with my team, doing a competitive analysis on HiveQuest with other similar learning platforms to see the advantages they have and how well they compare to their competitors in this type of business.
Some of the key takeaways were that HiveQuest is the only online platform that has a social feature where users can share what they learned and got from working with HiveQuest. Another key takeaway was that HiveQuest would have a more competitive edge on establishing their business-to-business branch.
I also helped with conducting user interviews where we found some great insights along with having a better understanding of what team managers do and the struggles they face when managing a team.
Some of the key takeaways were that team managers stress the importance of communication among all members of the team. Moreover, productivity and accountability between members are also key in making the work place amicable and to help keep retention in the company. Another key takeaway was that small to medium-sized companies, remote teams, and shift workers experience more difficulty involving participation in team building activities and they are unable to share their thoughts and ideas at the appropriate time due to lack of resources and geographical limitations.
I worked with my team to develop our personas, and our primary persona is Emilia. Simultaneously, we synthesized the new information we collected which led us to create a more concrete idea of what our problem and solution was for this design project.
My team and I ran a design studio and came up with various wireframes to embody our initial design decisions.
After our first round of user testings, we’d saw a key problem with our design. The users needed to know how HiveQuest works before they feel comfortable in accessing the content. Also, explaining how HiveQuest works is different for Business to Business and Business to Consumers. More importantly, we've realized that content strategy at this point was crucial in pushing us forward towards the next steps in our design process. If the content was not clear, the users could not comprehend what they were seeing and using, thus they were unable to continue through the website. Consequently....
At this point, my team and I went through agile design process. We mainly focused on our homepage where our primary persona will land after a web search online. We wanted to ensure users understood what HiveQuest was offering and how it would work for them, but we were extensive in defining the process. As a result, user testings showed that there was too much of a cognitive load in terms of text, especially since they are so busy and just do not have the time to read all the way through.
We then iterated again and incorporated infographics which turned out a lot better for users. However, there were still too much to process.
With this final iteration, we were able to get to the solution. We brought back HiveQuest mandala, which is part of their brand. More importantly, we were able to design the information architecture where users are able to comprehend the core purpose of Hivequest, visually and textually, through short and concise wordings, and also have the option of reading more if they choose to.
By simplifying HiveQuest’s navigation and increasing the discoverability of the challenges, users are able to click through the web platform easily and see contents that are more engaging for them to want to see more of what HiveQuest offer and thus would want to purchase a challenge.
We would like to observe the conversion rates of users going onto the website and would users continue clicking through the website.
Some of the next steps we've considered were designing for mobile, as seen...
...and if we were to continue with this project, we would want to design for the business-to-consumers branch of HiveQuest's business and to make the designs consistent with that of the business-to-business one. Also, we hope to continue by conducting more research and testing our prototypes.