Austin TX Based Website Marketplace for Childcare
JuiceBox Hero (JBH) was created to simplify the process of finding childcare for working parents. JBH was founded in 2017 by Austin native, Laurie Felker Jones. As part of my last group project for General Assembly’s UX Design Immersion program, I along with two other fellows UX Designers were assigned JBH as our project company.
When we first met with Laurie (Founder) and Breck Baig (Head of Operations) they were in the process of transforming the JBH website from an information website to a subscription-based pricing model.
Screen Capture of Original Homepage
- Company expressed a desire to increase conversions from 1% to 5%
- On initial review of original JBH website, Home page did appear scrollable
- There were no visible incentives to sign-up or to buy premium subscription
- Lack of information & images on provider's page did not instill trust
My role as Lead UX Researcher was to help guide the JBH UX team with the Initial Research Phase, which focused on establishing a benchmark to understand how much of the previously gathered by JBH's user feedback had been incorporated in current site iteration. The second phase of research was to validate most frequent search path done by users, to investigate value in services as perceived by to increase the conversation rate from simple account creation to a monthly user subscription. Lastly, identify any gaps to turn these into opportunities for the company.
Steps taken to the development of a solution were the following:
- Synthesized all previously gathered JBH's user feedback by organizing an affinity map session to establish a benchmark of how much of user input had been incorporated to the existing website.
- Conducted usability testing of existing website to have a better understanding of user flow and identify existing pain points.
- Updated user personas, to be more representative of JBH's users.
- Constructed a journey map for both user personas, where pain points were identified but also demonstrated how to mitigate these.
- Prepared, conducted and documented usability testing findings for prototype to include: Creation of test plan, formulating interview guide, and conducting user interviews.
- Identified areas of opportunities for the company to offer as premium services, thus creating a pathway to facilitate an incentive for the user to go from account creation to monthly subscriber.
Initial Research Phase
To begin our project the UX Design Team looked at all the data and information previously gathered by JuiceBox Hero. Some of the preexisting artifacts included user interviews, usability testing of first website version and wireframes.
We read through all the information and began making individual post-its to account for insights, thoughts, and quotes and we used these to carry out an affinity mapping session.
Affinity Mapping (Previous Interviews)
We synthesized all the data by creating an affinity map to see emerging themes. We used this information as a benchmark to understand how much of the user feedback had been incorporated in current site iteration.
Jazmin working on affinity mapping
Identified Pain Points
- Account creation workflow did not align with user expectations or competitor sign-up.
- Fractured experience of providing compulsory information with no insight as to what the user inputs will inform.
- Filter mechanism was not functional which made users distrust the system.
- No Call To Action: no prompt to potential upgrade to more robust service offerings.
- Limited provider information, resulting in researching on external sites.
- Identified educational needs of users
- Identified goals of user for using website
- Noted target's feelings regarding brand
We conducted usability testing of the website and gathered insights from test participants. This allowed us to construct a user journey mapping for website.
Usability testing of website
User Journey Mapping
Once we had insights from the usability testing, we created a user journey map of the site to identify pain points.