Stallions Club

Analysis

Who are our users?

• Students planning to study abroad.
• Teens interested in American culture.
• People who are sure if they are interested in American culture or English improvement, but willing to know more.
• Chinese and foreign young people who are willing to participate in large-scale activities as volunteers.

What problems my design needs to solve?

• Help stakeholders organize the business framework.
• Show the features of Stallions Club in the most intuitive way - rich activities and participation opportunities.
• Page layout & brand style
• Designed to match the style of the main user group (teenagers)
• The page is concise and in line with the aesthetics of stakeholders.
• Page layout is simple for all groups (including people who do not use the Internet frequently, such as some parents), and information is easy to find.

What is the goal of my research and how do we do it?

Provide data support for design

• Research and analyze Stallions Club's past activities to help stakeholders to be clear about Stallions Club’s target business direction.
• Research and analyze popular trends in the overseas education market (profitable projects and website styles).
• Understand user needs and preferences using quantitative and qualitative research methods such as surveys and interviews.

What are the things that I need to consider based on the known situation?

• The balance between stakeholder opinions and user needs.
• Limited budget.
• Excess items that need to be trimmed (so that we can focus user attention and Stallion Club resources on Stallion Club's most important projects, It also contributes to the branding of Stallions Club).

Research

Goals

• Understand our target personas’ task flow when browsing and using Stallions Website.
• Understand the layers of validation & feedback from our stakeholders and potential users in order to know their expectations for the website.
• Empathize with users who may use this website to take into account the needs of different groups.

Methods

Conduct contextual inquiries

During the questioning process, we observed the interviewees check the Stallion Club WeChat official account, felt their emotions, understood the reasons behind them through questions, formed empathy, and recorded important discoveries and flashed design concepts.

Survey

In order to get a more complete understanding of the students' feedback, I did a survey and obtained more accurate survey results based on the data.

Users Persona

We conducted interviews with end-users including the business founder, project manager, and project specialists who were responsible for marketing strategies and content development, to find out the problems they encountered and the needs they had for their users.

Design

Information Architecture

Wireframe & Drafts

Brand Colors

UI Element

Learn

Crucial Insights

Problems

• Lack of organized systems.
• The classification of activities is not clear.
• Lack of clear explanation and guidance to customers.
• Limited budget.
• The limited engagement of stakeholders.

Potential Solutions

• Help Stallions organize and categorize past events.
• Drive interest of Stallions potential customers with event display column.
• List and subdivide the training course items separately, refer to the popular models in the market for promotion.
• Communicate with stakeholders frequently and focus on the parts they care most about, simplifying other parts or adding them later as needed.
• Add membership subscription system.

Research Impact

• Through the survey, we learned about the pain points and needs of users.
• Through the interviews, we understand the specific thoughts and expectations of users.
• Stakeholder personas help designers understand stakeholder expectations and find common pain points and needs with users (potential customers for stallions club).
• Through collaboration, designers are able to quickly pass research feedback and incorporate it into designs.

My Learnings

• The requirements of stakeholders do not necessarily align with the needs of users.
• Persona is not the result of a simple interview, but an example that best represents the opinions of most users.
• Before and during the research, the user group of the product needs to be considered at any time in order to select the most suitable research methods.