Chatterbox approached us, seeking improvements to their current booking process. They were hoping to improve conversion and enable users to make multiple bookings easily. Another key aim was for them to reduce customer service calls related to the booking form.
We conducted user interviews with existing Chatterbox users and non-Chatterbox language learners and usability testing on the existing site.
The usability testing showed some key functionality missing from the site; in particular, users could not edit or reschedule an existing booking, and the booking form itself was time-consuming to complete.
We performed a competitive analysis of several different companies providing language training on-site in London or online. The most popular language offered at Chatterbox was Arabic, so we focused mainly on language services offering Arabic tuition.
We discovered that the competitors generally featured a detailed onboarding process, allowed students to book more than one class at a time, and, unlike Chatterbox's current system, could all be done on one platform.
We conducted user interviews with existing Chatterbox users and non-Chatterbox language learners.
We found that it was important for students to select a tutor that they felt comfortable with, this often meant they looked online for more information on the tutor. One interviewee even said that he would search on Facebook for his prospective tutor. In the Chatterbox system, students were reaching out to tutors via a comment box placed on the booking form or by contacting the tutor directly via email.
The company had previously researched customer satisfaction and usability. They provided Google Analytics Data, Hotjar screen recordings, and input from a comment box that allowed learners to reach out to tutors before sessions.
Daphne is a Photojournalist providing impartial and honest imagery to various news media outlets. She travels to the Middle East regularly and wants to take her professional practice to the next level by improving her communication skills. She is an excellent photographer but feels limited by her inability to communicate in the native language.
Using the insights we had gathered from the different sources, we presented this to the client and suggested the points in the user's journey we could address to have the biggest impact. Through a design workshop we collaborated on which features might help to address the current paint points, then working with the team I developed these concepts and prioritised the work that we could achieve on a tight time scale.
Following this we drew out an experience map to help us identify the opportunities that we need to focus on to create the best journey for our persona Daphne and ultimately the users of Chatterbox as a whole.
Daphne is going to Syria on a work assignment and wants to practice conversational Levantine Arabic to help her communicate with co-workers. She buys a session from Chatterbox and wants to book a meeting with her tutor.
We conducted six rounds of testing and iteration, from paper prototypes through digital wireframes of increasing fidelity. We realised that we could save the user time and cognitive loads by reducing the information they need to add each time they book a session. Providing a guided onboarding process to allow the user to give all the required information about their targets and goals would reduce the need to add this into each lesson booking, making it quicker and less stressful.
We held an ideation workshop to come up with some different ways that we may be able to show these features on the interface. We used the time-boxed Crazy 8s method and then voted on the most robust ideas before moving on to refining them.
With several rounds of testing and iterating at each stage, we slowly built the fidelity allowing us to gain more detailed insights and test the copy used in our designs.