Child-Safe
Website Redesign
Nurturing trust and building legitimacy as a children's safety trainer.
The brief
ChildSafe is an harm prevention charity offering a variety of trainings and services, to help create safer environments for children.
They have a wide customer range from sports clubs, schools, churches and private businesses.
Their website had a 60% bounce rate within 2 clicks.
To reduce it, we needed to understand:
What do users want from Child Safe?
What are the limitations of the current design?
My role
I took ownership of the research.
Which included:
Preparing and running interviews and user testings
Competition analysis
Compiling & analysing data
Creating data assets (affinity map, customer journey map, MVP…)
I was involved in the designing phase, by designing the new Information Architecture.
The cherry on top
A team of 8 designers working remotely.
Having 8 brains can be a super power but only if used properly.
Also, we had a limited time of 4 weeks stretching over Christmas and New Year.
Therefore, we needed to be able to make quick and decisive decisions.
Interviews
Learning "How" and "Why" users choose their current providers.
We interviewed professionals that were undergoing child safety training.
They were involved in sport clubs, education or children psychology.
Interview Template
Usability Testing
Using the same professionals, we assessed the current design to point out pain points
We wanted to find out the “what is wrong” with this website.
The Problem
From our UX research, users struggled with:
Finding the course suited to a customer was not made easy, structure was
all over the place.User’s found the “legitimacy” of the website was important to them and somewhat hard to find in the website.
Users found the website hard to navigate with the Information Architecture not well structured.
Customer Journey
Find The Right Course
How might we?
Make finding the right course easier & faster.
Providing clear information about courses, ensuring that users are well informed about ChildSafe's offering and their suitability for any given organisation.
Therefore, a filtering tool was built to isolate relevant courses.
The filters includes:
Courses specifications
Users needs, desires and limitations
Filter Tool
Building Relatability
How might we?
Build trust from the user towards ChildSafe.
We believed we could enhance trust by presenting on the landing page:
Customers testimonies from various industries
Present the training team with their experience to demonstrate professionalism and legitimacy
Testimonies & Trainers
Intuitive Navigation
How might we?
Reduce frustration and bouncing rate.
We believed we could improve the navigation with 2 actions:
Restructure the Information Architecture through card sorting.
Redesign the Homepage, adding our findings to it.
New Information Architecture
New Navigation Bar
New Homepage
The gains
From our iterations and user testing of our prototype we can confirm that:
The new information architecture makes information accessible and less confusing.
The course finder help customers find a suitable course right from the landing page.
The endorsements & meet the team section on the landing page strengthen legitimacy and trust towards ChildSafe.