Understanding the Problem

Maija West was transitioning her consulting business to a service-based brand, Matriarch Makeover, that offered online courses as well as in-person retreats. Her original site was a Canva site and did not offer any check-out options.

The original site was disorganized, had unclear wording, and was overwhelmingly colorful. Overall, it was clunky and not user-friendly.

Findings of Objective 1

The first key objective was learning how Matriarch Makeover could attract the target audience, which was women. Findings included clearer wording, placing the mission of the brand above the fold, and highlighting how the courses could transform lives.

Findings of Objective 2

Findings of Objective 3

Question

The second key objective was finding how to market the courses and reduce buyer uncertainty. I found that key information such as dates, location, and how to enroll, would reduce buyer uncertainty, and was best placed near the top of the dedicated course page. Another finding included that text-heavy pages would perform better by sectioning the information and including an anchor menu at the top of the page to help users quickly find the information they needed.

The third key objective was how to create a seamless checkout and product experience, especially for email courses. I found that by setting up email triggers and integrating it with the client's third-party email platform was the best user experience that required little to no effort on the client's side.

How could we build awareness with the target audience and encourage people to enroll in courses?

Solution

By incorporating clearer wording, informative course pages, and an easy checkout process, Matriarch Makeover is now user-friendly and is better positioned to serve clients and customers.