Equus Partners / Growth Team
Project Overview
Project
As part of my boot camp client project, Equus Partners, a business advisory in Melbourne reached out to Academy Xi to rebrand & revamp their website. In order to do so, the cohort was divided into 2 groups, and 4 students were appointed as admins. We worked collaboratively to deliver our solution.
Research
We conducted 1 survey, 18 interviews, and an analysis of 11 competitors to understand the major trends and pain points.
Key Findings
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Customers trust reviews and recommendations when choosing a business advisory
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Expect clear communication without industry jargon
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Want assistance beyond financial guidance and want to seek multiple services
Problem
Through research, it was discovered that "Small & medium businesses feel that they have limited knowledge and expertise to grow their business and reach their goals. They are faced with a lack of support from standard accounting advisories and are unsure what help they need or how to find the right services for their unique needs."
Solution
Our final solution is aimed at rebranding the business from Equus Partners to Growth Team and revamping the website by providing a memorable experience for potential clients. This led to enhancing the user experience by strategically placing the services, testimonials, a community section for clients, and a referral reward program. Additionally, the website with optimized content, CTAs, and imagery would garner relevant leads.
Result
After 2 rounds of testing, iterated the designs based on user feedback and the solution elevated the desirability of the website experience by 40%
Role
I was involved in the end-to-end design process but mainly in:
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Survey: Leading the survey. However, this method did not yield desired results, so a team was deployed to conduct guerilla interviews in Melbourne.
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Competitor Analysis: Co-leading the analysis of 11 competitors' websites.
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Synthesis: Synthesizing the data generated from guerilla and existing client interviews.
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Customer Journey Map: Creating journey maps for 2 personas; one for existing clients and another for potential clients.
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Ideation session: Co-leading an ideation session with 4 participants on Figjam to discover solutions for the pain points.
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Storyboard: Creating a storyboard using illustrations to depict a seamless journey interacting with Growth Team.
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Content Optimization: Researching Keywords & lead generation strategies.
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UI Designs: Co-leading the design team from mid-fi to hi-fi by using the brand bible provided by Equus Partners.
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Presentation: Along with 2 other designers, presented the final solution and provided a walk-through of user test results.
Glimpse of Designs
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