Workplace Wellness Solution Business Page

UX/UI Design Desktop

Brief

For this final project on my intensive training at IronHack, my objective was to conduct a freelance project for one of the partner companies. All along the process, I was using design thinking and iterative methods to best anticipate the company’s needs.
Client: NewDay Care
Timeframe: 4 weeks
Device: Desktop Web
Tools: Figma, Trello, Google Forms, Google Meetings, Zoom, Freeform, Pages
Deliverables: Hi-fidelity prototype, Presentation, Case Study

Overview

Challenge: Design a new business offer page, improve information architecture and user flow in order to generate new leads and improve the conversion rate.
Analyse: The design has to correspond to brand personality and technological constraints in order to produce a suitable solution to be developed.
Research: Market competitive analysis followed by qualitative and quantitative user research.
Prototype: User Interface which represents the Brand personality and validated desirability tests with users.

The company

NewDay Care, a digital company based in Lyon, was founded in 2022 with the vision of enhancing employee well-being, driving social change within workplaces, and minimising costs associated with corporate social performance. Their platform provides diagnostic tools, development resources, and ongoing support services to empower individuals in their self-improvement journey, strengthen team unity, and elevate job satisfaction and engagement.

Brand DNA

Values: Innovative, think differently, caring, cisruptive, daring, ambitious, fresh, dynamic, useful
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Vision: To be world wide company providing the best advices and the best tools for people to be who they are at the workplace, to be happy and fulfilled
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Culture: Performance, bienveillance, open-minded, kind
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Not's: Not doing what's existing in the market, not a startup
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Business Need

Newday Care needs to find a suitable, business-user-oriented flow on their website in order to generate more leads and improve conversion rate of companies accessing the Newday Care Plan.

One of the key areas of Newday Care website is their business page where visitors can find information and statistics about employees well-being.
The client expressed his wish to redesign the business offer page into a more modern, interesting, inviting and convincing one for the decision makers.
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Next, I needed to find the design opportunities that are strategically important for NewDay Care, we collaborated a clear and realistic business need, then I jumped into the UX Strategy and UX Research.

Research

I started by heuristic evaluation of the existing business offer page, followed by competitors analysis and finally market positioning.
Four bigger competitors of the Newday Care are: Calm, Super Mood, GoalMap and MindDay. The business offer page differs on each of the websites. Supermood is funny, colorful and uses a famous witty quote. Goalmap is concentrated on advantages of their platform, their offer is very broad though. MindDay is interactive and quite modern and Calm is eye-pleasing, almost duo-tone with their blue and white design, it is also the most popular one.
Thanks to the CSD matrix I could prepare qualitative fallowed by the quantitative research.

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Heuristic evaluation

Layout - avoid lengthy description
Content - break into topics, add hierarchy, keep the data and benefits as well as prevention advices, present understandable information
Tone of voice - keep the official business tone of voice
Clutter - wordy descriptions hide the most important information
CTA - provide visible call to action buttons that let's user recognise it's state
Contact form - provide visible instruction to the user

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Competitive analysis

In order to discover areas where the Newday Care's experience could improve, I compared a couple of important components of UI and product in general among the leaders of the market:

Large images
CTA's
Free content
Cearly defined benefits
Responsive design
Simple form

Research outcomes

User interviews and survey results allowed me to discover the motivations that would encourage business decision-makers to take advantage of Newday Care plan, as well as the biggest pain points and habits they observes in professional environment. Here are the main outtakes.

MOTIVATION, WORK ATMOSPHERE and ENGAGEMENT. Overall motivation and taking initiatives are judged as the most important aspects of employees engagement. Other underlined objectives is evolution, followed by respect and visibility.
IMPORTANT TURNOVER is the first obstacle to the performance of the company, followed by difficulty in recruitment as a second factor.
LOSS OF PRODUCTIVITY is seen as the effect of ill-being at work, impacting company's performance.
GROUP COHESION. Low sociability level and insufficient communication about well-being are considered as important aspect of improvement.
QUALITY OF LIFE AT WORK is being judged the most important aspect of company’s social performance (73%).
95% of responders are involved or willing to be involved in their Company’s Corporate Social Responsibility, the letter 5% are not involved because of time constraints.
70% of responders considered providing well-being services to their employees because of the turnover costs.
84% considers WORK ATMOSPHERE as crucial for employees well-being

Need: Focus on content adressing these needs, engaging and underlining the pain points.

Right after the discovery, I tried to define my findings, first by creating a persona, then I created an Empathy Map in order to collaborate visualisation to articulate what we know about our user.

By this mean I managed to externalise knowledge about user in order to create a shared understanding of users needs and help in formulating the problem statement.

Tests

After defining the main user task and flow, I attempted to create the first set of lo-fi wireframes to run some preliminary testing with the actual users. That allowed me to gather some initial feedback and save time later in the process before I started the high-fidelity prototype.

Prototypes

Low fidelity

The first round of testing I decided to make a couple of iterations that included: Making the main topics info more prominent. Switching images placement to guide the user towards the CTA's. Updating overall information hierarchy to make the critical info stand out.

Style tile

I created a simple set of icons, buttons and elements, and a colour palette using an aubergine tint of purple as a primary colour and I complemented it with this aqua as a secondary. As an accents colours I used different shades of the logo. I wanted this page to represent more approachable, inviting business but official and clear at the same time.
For the typography I choose to propose few variants of Aristotelica,