VoiceTown

Enhance your American English pronunciation and listening skills with our scientifically unique program.

"How might we enhance the platform's user experience to boost subscriptions?"

Within this case study, I'll provide a detailed walkthrough of my approach to redesigning the VoiceTownUSA.com homepage.

Overview

My client is a professional accent training instructor who worked on creating a second version of her website to offer her students the flexibility of learning at their convenience. However, despite her efforts, the website hasn't generated any profit. As a UX designer, I'm keen to understand what's stopping people from subscript for her courses on the site.

Research

& Interviews

Identify problems and areas for improvements.

I've set up a meeting with the stakeholders to brainstorm and identify potential reasons why the website isn't attracting any subscriptions.

After synthesizing our findings, we found a few 🔑 takeaways from our brainstorming.

Users are uncertain about the website's purpose and services.

Users may find it challenging to understand what the website is doing and what it can offer them.

The website's navigation and flow are disorienting and unclear.

The website's navigation and layout are confusing, making it hard for users to move around and find what they need.

The website lacks visual appeal.

When users visit the website, they do not find it visually appealing, which can affect their perception of the site and potentially discourage them from spending more time on it or engaging with its content.

an interview question

“What might stop you from signing up for these courses?”

I conducted five remote video interviews, each running for approximately 30 minutes, with participants whose native language is not English. The interviews focused on what would make them enroll for a prescription.

Interviews

Here's a summary of what these users expressed they want to see on the websites.

They are looking for courses and information that are easy to understand, straightforward, and directly relevant to their goal. They want the courses to be well-structured, not overly complex, and focused on teaching them the skills they need to enhance their American English pronunciation.
Authentic Testimonials & Success Stories.
They want the entire learning process to be smooth, efficient, and free of unnecessary hurdles, enabling them to focus on their goal of enhancing their pronunciation and comprehension.
They want the opportunity to get a glimpse of what the courses are like before committing.

Synthesize

& Analyze

After the interview insight, So, I put together a persona and a journey map to help me and the stakeholders get on the same page and head in the right direction.

After researching and analyzing the data, I was ready to address the challenges. I've managed the problems users mentioned and worked on solving issues.

I organized my ideas and sorted the main features and functionalities through a sitemap. This was created to get a high-level overview of the screens and to visualize the navigation structure and hierarchy of the screens.

Sitemap

Competitive

Analysis

I wanted to explore how other competitors used to get users to subscribe to their courses. This information will help me improve our features and attract more subscribers.

I began exploring other apps and websites that help users make connections based on both personal & professional criteria.

I conducted a feature inventory to examine how other pronunciation learning websites structure and organize their courses and features.

I identified some key features and inspiration that could be used to improve the website.

This feature is designed to highlight and address the areas where users face difficulties, enhancing their engagement and understanding of what they would benefit from the course.

This feature tracks and displays the time taken to progress in language proficiency improvement.

"A feature designed to verify and ensure the credibility of user reviews."

A feature for straightforward and detailed pricing.

A feature showcasing the website's unique qualities that aid users in reaching their goals.

Sketching &

Wireframes

I wanted to explore how other competitors used to get users to subscribe to their courses. This information will help me improve our features and attract more subscribers.

Next, I began sketching the homepage to incorporate these features.

I designed the homepage with lists of section benefits for the user, courses with short details, testimonials, and prices. This was done to assist the user in understanding what they will receive from the website and to ensure intuitive navigation.

Branding &

Prototyping

I've presented these low-fidelity wireframes to the stakeholders, and they expressed satisfaction with them. Consequently, I'm moving forward to the next phase, which involves developing high-fidelity wireframes and prototypes.

I took the time to gather preferences from my client, and she expressed a desire for a timeless website with green as the accent color.

I specifically chose this shade of green and navy blue to achieve a fresh, reliable, and minimalistic look for the website.

I selected Open Sans for readability and Nunito for a modern touch on the website's design.

Hi-fi wireframes

View Interactive Prototype

Next steps

The plan is to let my client and product manager create the texts, wording, and marketing promotion. Later on, we will conduct usability testing on my clients’ existing students to increase intuitiveness and address pain points.

Learnings

I learned that working on real-life projects is not a linear process. It can be back and forth to develop to any stage of the work.

In addition, I learned that language learners like to see the instructor's teaching styles and testimonials the most.