SCOTT WIGLEY LEADERSHIP DEVELOPMENT

Redesigned the company's entire website, enhancing user engagement by 30% through market research, A/B testing, and rapid prototyping, creating a comprehensive Information Architecture and a new digital focus for the brand.

Duration: 4 Months

ROLE

Independent Product Designer, UX Researcher, and solo Graphic Designer

DESIGN METHODS

Market Research, Design Studio, Content Strategy, Rapid Prototyping, Collaborative Design with CEO

TOOLS

Figma, Adobe Photoshop, Google Drive, Squarespace

OVERVIEW (SUMMARY)

Working as a solo Product Designer on a contract, I collaborated with Scott Wigley to create an entirely new website. Scott wanted a fresh take on his existing website with the goal of adding more clients, explaining the company’s 3 core services, and highlighting past client testimonials. The initial design used A/B testing and rapid prototyping to develop a new comprehensive Information Architecture. The second iteration built a digital focus for the brand to look more cohesive and ensured all pages were pixel-perfect.

DESIGNERS TASK

Redesign the existing Scott Wigley Leadership Website prioritizing the 3 core services (Executive Coaching Methodology and ROI, Leadership and Development, and Equine Assisted Leadership and Learning) but also creating a place for frequently asked questions and make all pages cohesive.

END-USER

Scott provided me with analytics about the users being;

  • Adults ages 34-55

  • Leaders of their industry who trained managers at a variety of companies.

  • Through my research, these individuals are also college-educated (some with master's degrees)

  • Digital learners

  • Use their mobile phones on the go and desktops at work.

At the beginning of the project inception, the CEO, Scott Wigley explained the task and company background he had a very strong view of what the company was and how this next faze needed to streamline this next website iteration. Two major tasks that Scott asked for were, a more cohesive website and a testimonials page. I did some market research on companies that achieved this framework and found some great groundwork to start from.

THE DIVE IN (PROCESS)

SOLUTION

My first task was to synthesize the Information Architecture and create a clearer user flow, which ended up giving the potential customer interactions that were more focused and met the business goals. Next, I created two different mock-ups, one whose primary focus was a “sign up“ flow, the second was a more ‘informational’ flow that gave the potential customers an understanding of the company before any “sign up“ or information was exchanged. The latter was the final design we decided on. Through user engagement, it was the more focused, less intrusive, “happy feeling“ website each potential customer resonated with.

NEXT STEPS

Scott and I had discussed having a testimonials page which would help potential customers understand the legitimacy of the company more and give potential customers the understanding that the Scott Wigley Leadership Development programs work. Scott had reached out to his past clients for testimonials style quotes once we have enough, I will create a testimonial page with real client quotes/ ratings.