Fitch Learning

A revamp and refresh of their current site in order to move over to a new CMS
This work is owned by Cyber-duck, and so will be a high level case study regarding my contributions.

Project Summery

My role as a UX designer led me to embark on a dynamic journey with Fitch Learning, aimed at enhancing their digital presence and user experience. This multifaceted project encompassed rigorous user research, comprehensive usability testing, the orchestration of strategic stakeholder workshops, an in-depth audit of the existing website, and the creation of wireframes and sitemaps. The outcome is a testimony to my ability to drive user-centric design and align it with an organization's goals

Research

I spearheaded the project by leading extensive market research and user interviews. This research uncovered valuable insights into where Fitch Learning sits in the market purely from a user experience perspective, which shaped the project's direction.

Workshops

I organized and facilitated stakeholder workshops with the marketing team and executive team to align project objectives, understand the companys USPs and gain insight into their current thoughts and opinions of the website. These collaborative sessions were instrumental in fostering understanding and buy-in among key decision-makers.

Audit

A meticulous audit of the existing website allowed me to identify strengths, weaknesses, and opportunities for enhancement. This audit served as the foundation for our strategic redesign efforts.

Usability testing

To ensure a seamless user experience, I conducted usability tests on the current site, identifying areas that required improvement. These tests provided actionable feedback for refining the website's design and functionality.

Some insight we got included

Pain point

The site feels upside down and is laid out in the order, of who we are, how we do it, and what we offer. Whereas it would be more beneficial to them if it was what we offer, how we do it, and who we are.Pain point

Behaviour

They skim-read and are looking for specific pieces of content if they can’t find it they will send an email.

Pain Point

Pages are text-heavy, with a massive amount of information to get through and can feel like hunting.

Needs

Users typically want to find a relevant course as quickly as possible

Wireframing

Translating research and insights into practical solutions, I crafted detailed wireframes with a minimal amount of custom blocks which would translate well to their chosen CMS and sitemaps that provided a clear roadmap for the redesign. These visual representations guided the project's development phase and helped maintain alignment with the project's objectives.

A collection of quotes from testing the wireframes

“I think it would be useful to know if the course is delivered by MS teams, zoom or webex”

Test Participant 1

“I don't use their website frequently, but when I do it hasn't been easy to navigate. This looks great. I mean I'm straight into exactly what I would want to find for our business”

Test Participant 3

“Good, great i can easily find everything I need from this menu”

Test participant 2

“I find that first page quite cluttered and, from a sort of natural train of thought, where do I go to find things, I'm already a little confused about whether I should be clicking at the top or scrolling down in something underneath.

Test participant 4

Conclusion

Once the wireframes had iterated they were tested via a platform called Userfeel followed by another round of iteration, and finally signed off for development.

My final thoughts are Fitch Learning, should be wary of how much content they have and refrain from adding new pages for individual pieces of content as it will cause their new site to trickle back into old territory.