Future academy africa-

How can we create brand trust  to encourage user retention in website solution?

01.

Project
-Overview

DELIVERABLES
Web reDesign
User Research
Information Architecture
Wireframing
Usability and Accessibility
Visual Design
The inception of Future Academy Africa (FAA) aims to proactively ready the African workforce for the challenges of the future job landscape. By imparting essential technical proficiencies such as AI, UI/UX, Data Science, and other pertinent skills, FAA endeavors to empower and unveil the latent talents within the African continent. The central objective of this initiative is to cultivate user trust, thereby fostering prolonged engagement with the website of one of Africa's largest technology academies. Additionally, the project entails incorporating insightful design perspectives, orchestrating a comprehensive product development approach, and iteratively refining the end product.

01

Discover

Problem statement

In our quest to fortify brand trust, our team embarked on a transformative journey utilizing the Double Diamond framework. This structured methodology enabled us to meticulously identify and address the underlying challenges eroding our brand's credibility and user experience. This case study highlights the steps taken to reinvigorate our approach and restore customer confidence.

Discovered Problems:

We identified engagement and retention challenges and addressed them through research and testing.

It became clear that low trust in our brand was a major issue that was negatively affecting website retention and overall engagement.

62%

According to Microsoft Clarity, only 62% of users signed up at a stretch, leading to a major drop in users signing up.

77%

During our quest for a solution to improve brand trust, I identified problems with accessibility using Light House analytics, which was negatively affecting some of our users.

02

Define

Solution

To enhance brand trust, we brainstormed potential solutions that were not included in our initial design. During this process, we identified a crucial element that our competitors possess - an "about us" page that clearly communicates our mission and vision. It became apparent that this was missing from our website and we had been relying solely on word-of-mouth to convey this information.

Unified ReBranding and Redesign: Implementing consistent branding guidelines across all platforms to enhance recognition and build a stronger brand image. This also addressed our color contrast issues.

Establish "About Us" Page: Creating a comprehensive "about us" page became a priority to communicate our company's mission, values, and history transparently.

"As we couldn't reduce the extensive registration form, we tried caching but faced issues when users switched devices. To overcome this, we added a sign-up option to enable users to save their data and resume later."

Enhanced Engagement Strategies: Develop strategies to actively engage with our audience on social media and encourage customers to leave reviews.

Improve Website Performance: Optimize the website's loading speed and navigation to ensure a seamless user experience.

03

Develop

Executing Solution

In the development phase, I transitioned from ideation to action, focusing on translating our solutions into tangible design elements. This phase encompassed brainstorming creative ideas, crafting wireframes, and visualizing the enhancements that would elevate brand trust.

Infusing Consistent Branding: Crafted a brand guideline for uniform visuals across platforms. 
Unveiling the New "About Us" Page: Designed an immersive page to convey our brand's story and values.
Captivating Engagement Initiatives: Launched interactive campaigns for social media engagement and reviews. 
Optimized Website Performance: Collaborated with developers to enhance loading times and navigation.
3.2

Low fi

With a pool of ideas at hand, I moved on to building wireframes—a crucial step in envisioning the redesigned solutions. Wireframes served as the blueprint, outlining the layout, content placement, and user interaction flow. This visual representation allowed us to experiment with different design approaches, ensuring alignment with our redefined strategies.

User Reviews
and Testimonials:

This Include snippets or screenshots of user reviews or testimonials to highlight positive feedback and trust-building elements.

Navigation Improvements:

Before-and-after visuals of navigation menus or user pathways illustrating how we've optimized the user journey.
The initial design was a one pager landing page where the buttons on the nav bar takes users to section on the screen and 'about us' takes user to the footer.

WHAT’S NEXT
FOR FUTURE INTEGRATIONS?

Our integration of social media on the website has been met with positive feedback, and we're excited to share that it's already enhancing user engagement. With an NPS of +85% for this feature, we're committed to further enriching the user experience.For our upcoming features, our team is focusing on facilitating seamless interactions with our audience on both Twitter and Instagram. This integration will allow users to access our latest content and updates directly from our website's social links. While we're eager to implement this feature, due to its complexity and to ensure a smooth user experience, it has been slated for the next release cycle.This enhancement will not only foster greater user engagement but also help us connect with our community more effectively across different social platforms. We look forward to the positive impact it will have on our website's usability and overall user satisfaction.

Key Takeaways,
Learnings, and Insights

Aligning our values with those of our users was a key lesson. When users resonate with an organization's values, it forges a deeper connection and trust, ultimately enhancing user retention and engagement.

The project underscored the importance of integrating user feedback into the design process continually. This feedback loop was instrumental in addressing issues and enhancing the user experience.

Through Microsoft Clarity user interaction recordings, we identified a critical issue with the sign-up process. The absence of a close button on a particular screen made it difficult for users to navigate back to the previous page, resulting in an alarming over 80% exit rate.

This discovery reinforced the importance of a user-centric approach in design and the value of tools like Microsoft Clarity for real-time user feedback. By catching this issue early, we prevented further user frustration and website abandonment.

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