A private education consultant's website, used to deliver messages about credibility
While word-of-mouth referrals have driven business for years, the client seeks to address wariness regarding trust, credentials, and success rate for a wide range of potential students.
I created a Typeform survey to get numerical ratings on factors important for trust and the final decision to hire a consultant.
I left an empty field for more insight and no user brought a new factor to my attention (perhaps due to bias from the survey, but with limited time, I will address this in a future iteration).
I combined features that the client specifically wanted to include with sections users considered important to create a list of possible sections and subsections using Optimal Sort.
I divided users into three categories: high school students, transfer/other students, and parents. I found that transfer students cared the most about price and parents cared most about success.
I created a persona for the most likely seeker of Susan's services. A rising high school student who would benefit from a non-formulaic approach
I used a user journey to organize how common pain points can be addressed.
If literature reveals that poor design and concealment of information creates distrust, then a trustworthy website should make information easy to find and remove unnecessary distractions. A parallax website, if done well, can narrate a story in a specific order and emphasize the most crucial information.
I am currently in the process of creating an mp4 visual to embed.
While the parallax design was easy to navigate, having a static navigation at the top of the website was later added because users make decisions in seconds. Especially when comparing several consultants at the same time, some may prefer to get right to the specific information.
This case study emphasized how much clients and their respective users care about establishing trust. Within the user experience literature, there is a lot of support that trust is built by social factors while distrust is created by poor design (failure to be upfront about price).
This project demonstrated the value of clean single paged scrolling websites in organizing hierarchical information. I also learned that while "less is more" in creating a good user experience, this quest can lead to removing essential information if decisions are not made carefully.