CASE STUDY
The Client
Floral & Decor Design School is a small business based in Bay Area, specializing in hosting engaging online decoration workshops and classes for the Persian community worldwide. The business goal is to provide a platform for individuals to easily find their favorite course and enhance their decoration skills.
The Challenge
The registration process currently involves sending direct messages on Instagram and emails, which require a significant amount of time and interaction for both students and business owners. Unfortunately, many students abandon the registration process that leads to business failure.
Target Audience
The Floral & Decor Instagram page boasts an impressive following of approximately 150k, mainly Persian followers, with an estimated 95% of them being women aged between 25 and 45.
This devoted community relies on the page as a source of inspiration for decorating ideas, discovering local shops to purchase unique decor items, staying informed about upcoming workshops and classes, and accessing design services.
User Research
Quantitative Data:
The research team designed an online survey with the aim of identifying the following key aspects:​
Most of the responses to "other" pointed to: The class was full.
Qualitative Data:
Through interviews conducted with five individuals currently in the registration process and two participants who attended the classes, several important insights were revealed:
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Users encountered challenges accessing class information prior to registration.
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Pain points that users encountered during the registration process.
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The reasons for giving up the registration.
Users in Iran didn't get a confirmation after the payment.
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The registration process was time-consuming.
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Time zone differences posed difficulties for individuals, leading to missed classes.
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Some users discovered that the class had reached its capacity after submitting their payment, leading to disappointment and frustration.
Empathy Map
Persona
Competitive Analysis
Goals:
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How do competitors introduce their courses and provide information?
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How do they build trust with potential users?
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3. What is the registration process like?
4. Do they offer online support?
Affinity Mapping
Understanding the Problem
After card sorting, I identified the common problems that most users encountered before, during, and after the registration process.
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The information users need to know includes:
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Class details
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Displaying local times
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Capacity of each class
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Online payment and confirmation
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People residing in Iran are unable to utilize online payment services such as PayPal or Venmo
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Instructions on using the Zoom platform and adhering to virtual meeting etiquette
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User accounts - allowing users to maintain a record of all class materials in their accounts and receive notifications about upcoming classes.
Problem Statement
Potential students need a fast and reliable registration method to enroll in classes because they wants to participate in one or multiple workshops and gain a significant amount of information within a short timeframe.
Task Flow
Wireframes
Prototype
Reflections
What have I learned during this project?
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We can not rely on user research results. Many insights are revealed during the user testing process.
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Users may not express their happiness when they complete a task successfully, but you see their frustrations when they encounter a problem. I called these moments of frustrations as "golden moments" that need me to improve my designs.
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My goal as a UX designer is to design experiences for users that ultimately align with the business goals.
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Next Steps
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The next step will be designing the mobile application since a majority of users follow the business on Instagram.
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Designing the remaining pages of the website and application.
