The Common Purpose Collective
The Common Purpose Collective (CPC) is a social innovation consultancy driven to support clients with projects by applying and leveraging the process of social innovation to help clients build social, environmental, and economic value. They focus on projects that require them to design, develop then deliver program service or experiences that create triple-bottom-line value.
Here’s the thing…
The company is suffering from an extremely high website bounce rate of 76%. Although they’ve had a handful of well-known clients in the past, the underlying issue is that the CPC has always had to find their own clients, the clients have never sought them.
The Project
Scope
End to end process from research, prototyping to outcome.
Role
UX researcher, remote user testing, and High fidelity wireframing.
Time
14 days from research to outcome
Involvement
Stakeholder management, interviews, user testing, wireframing and prototyping, and final steps after.
The Primary Objectives
footage below is of current website
Make it more visual
Communicate their values more clearly
Make it easier to navigate
Research
Competitor analysis
Desktop research
23 survey responses
22 Usability tests across low to high fidelity prototypes
Key Insights
Out of 8 individual user tests on the current website:
67% said the website was easy to use
50% strongly disagreed that they would be confident using the website for its full purpose
50% agreed or strongly disagreed that the website was inconsistent
50% could not find the information they wanted
Pain points that we realised
Lack of knowledge in sustainable trends and products
Critical information needed does not stand out
Website is not clear enough
There is still a clear gap in the website to see how the CPC can really help its clients.
Speaking to the people in the know
“I am willing to take that profit margin cut in order to choose a product that’s more sustainable”
Mark
“I work with Darren because of his passion, philosophy, view of the world and background”
April
“I like that they are selling their values, it builds trust between the community and the customers”
Frank
Our client gave us an opportunity to speak to some of their existing and previous clients, as expected they had nothing but wonderful things to say about Darren and his company, but most importantly they choose the Common Purpose Collective for their values. We also had a chance to speak with people who ran businesses that chose a more sustainable path over profits, or explained how their daily business practices are intrinsically a reflection of their core business values. Ultimately, that is what the CPC is all about; bringing sustainability to companies through the lens of the 17 United Nations Sustainable Development Goals (SDG).
NOW
let’s solve some pain points
Low Fidelity Prototype
Usability Testing Round One
Things they liked about each page
Home Page
They like the bold background and how the bold text contrasts it keeps the user engaged with the large visuals
Our Approach
The call to action is clear
Case studies
Good layout with lots of upside potential to be refined and improved
Blog
Lots of room to have a lot of information in news article format
Things to work on
Home Page
Consistency in spacing text and titles
Show the white ‘above the fold’ to prompt scrolling from the landing page
Our Approach
Show that the business values are interactable
Break down the process into even more steps
Find a more visually efficient way to separate information graphically
Case studies
Have a back button at the top of the page
Imagery is confusing
“Doesn’t feel intuitive”
Blog
Break up the text and make it more legible, right now it’s one big paragraph
What did the users have to say?
“The images are very pinteresty”
“This new site makes it feel more boutique than the original website, less corporate”
“I get what it does, I think the purpose is clear but some of the imagery is inconsistent”
“Your titles feel a bit preemptive”
“I love the case studies, I love the flow, it just feels more polished”
“Is there a way to go the other sections from the home page? “
Medium Fidelity Prototype
User Testing Round 2
Our users loved
The website is going well, feels more polished.
The layout is more informative
Good to have a more informative blog section
Having a map in ‘contact us’ is good
However, we need to work on this
Too much info on the home page
Still not clear about what the company does
The approach page is not clear enough
Categorized case studies would be nice to see
I want to see more videos and evidence of problem-solving
Need better use of spacial ‘real estate’ on the blog page
Need to add a space for writing messages on contact page
Quotes from our users
“I’m picking the case study most relevant to me”
“If I like what I see then I would just go contact, I wouldn't read the blog”
“Can’t relate for a small business”
“I want to see some tangible outcomes”
“I feel like I’m scrolling too much to read the stages”
“What is social innovation?”
High Fidelity Prototype
Bringing the objectives to life
Make it more visual and easier to navigate
A seamless user interface is at the forefront of clear communication. With our centralised logo and easy to access tabs on either side, I allowed users to easily access all the information that the Common Purpose Collective has to offer in a seamless manner. The choice of imagery was purposefully ambiguous and not too leading as a reflection of our previous user feedback.
Their purpose must be straight forward
Throughout the two usability tests, users were still unclear about what the CPC actually does. To combat this, I used clear titling like “what we do”, “how we do it” and “why social innovation” to remove any notion of confusion for the user as soon as they land on the homepage.
Visualise their case studies
The case studies on their current website are not given the attention they deserve. I created a colourful and interactive way for users to easily navigate their four existing case studies highlighting the services that they bring to their clients.
Engagement
Marketing
Growth
Workshops
Communicate their values more clearly
Their logo of the rainbow stag is reflective of their close commitment to the 17 United Nations SDG’s. My team and I sought a solution to bring forth this amazing aspect of their business model by creating a vibrant and interactive section to highlight their core values.
