Shifting the change in culture

Overview

The Client
Culturev8te was established by Andy Gallimore who has spent over 20 years within the Human Resources service. The company offers Culture change to the Health Sector and Corporate Organisations throughout the UK.

 

The Project
I was tasked with the design of a new website to reflect the shift in service delivery from HR to Culture Change, this also needed to be appropriate for the newly redesigned brand identity allowing the sales team to approach a new type of client, in line with the company's business model.

 

Outcome
The final design was fit for brand and assisted heavily in the sales process by offering a solid and on-brand solution, ultimately, allowing Culturev8te to work with more of the clients they had planned to.

 

Role within the project
Lead UX Designer (Research, Flow Design, UI Design)

 

 

Research

Research goals
To define the challenges faced by a company looking to use the services offered by Culturev8te.

1. To understand what a target audience would need to see to ascertain buy-in to the level of services offered by Culturev8te
2. Understand why a client would seek culture change over HR

 

Initial Research
Initial High-level research included investigating key market competitors to familiarise myself with the specialised ‘Culture Change’ marketplace. As the services offered by Culturev8te are varied, this included companies that offered Consultancy, Service Delivery, Training and Coaching. Although Culturev8te’s core service is and always will be coaching and mentoring.

 

Follow up Research
Secondary research was carried out on 3 key competitors

 

 

From the research carried out, the following insights were formed:

• There is a clear divide within the Culture Change marketplace, between HR focussed services and a more Psychological approach. Although there is a market for each variant, there doesn’t seem to be a clear way forward at present and the message is a broad one.
• Each of the competitor websites have clear and recognisable differences in terms of offerings, all based around HR but none of them actually mentioning industry terms and instead favouring on discussing benefits to companies and clients.
• Video is coming more into the foreground for each of the key players, this is a medium that needs to be utilised to focus on Culturev8te’s unique placement within the market.

 

Initial Research - Interviews
Empathizing and understanding the choices made with the target audience is a crucial step in the design thinking process, so it was essential to gain the insight of potential clients. I spent some time speaking to Culturev8te’s potential client base, to understand their thinking.

From the time spent, the following assumptions were concluded:

• Customers aren’t looking for HR services, they are looking for solutions to their problems.
• Culturev8te work on an 8 step success plan, the feedback on this was good and should form the basis of the site’s key offering.
• Key feedback was that stories were asked for regarding each of the key services offered by Culturev8te, to show that they could deliver and that each product offered value for investment.

 

Defining the Solution

Using the feedback and information to date, I was able to start to work on the key insights, needs, Points of View and ‘How May We?

 

 

Finally, I sat down and brainstormed as many solutions as possible to the HMW questions I had developed.

 

 

 

Now that I had connected with target users and identified their needs, I needed to define the flow of the final solution. I reflected on the business goals, user goals, and technical considerations to find a happy medium for all stakeholders. Once I had identified common areas, I could decide on the flow of the solution as well as key factors to include.

 

 

Based upon this information, I set up a Site Map of the key pages required on the website. This was kept as concise as possible.

 

I began the process of wireframing with sketches of variations of the website landing page. During this process, I considered how the layout and content could be structured to satisfy both user and business goals in a technically feasible way that would also deliver an aesthetically pleasing end solution.

 

 

Second Round - Interviews
Each wireframe was discussed with a number of key stakeholders, the merit and issues each layout would face were discussed and as a result, a final landing page layout was chosen.

Visual Design
As Culturev8te had recently undergone a redesign of their logo we had our primary colours and logo already selected for us, these were utilised to create the final visual designs of the solution.

 

 

 

Further development
The usability of the site and increased brand visualisation has allowed the client to approach new prospects with the confidence that their online brand and key message is in line with their company ethos and value proposition