A UX friendly website for finance and HR consultants that support NGOs
Help design a website for Studio I Terzi that's user-friendly, easy to navigate and is tailor-made for supporting NGOs in the management of their finance and HR.
I Terzi is a Rome-based consultancy firm in the field of finance and HR. It was founded in 2013 by a group of specialized young professionals who are particularly committed to support the no-profit sector. Since its foundation, the company outreach has mainly been established and maintained through personal networks. Noawadays, I Terzi wants to strengthen its digital communications infrastructure and, launch a website to further expand its outreach. While the Milan-based agency Creative Company is in charge to create a stronger brand identity for I Terzi, I’m responsible for the design research, design process and the content strategy of the website. In this context, I am making use of a mixed methodology using Lean and Design Thinking tools, and Marketing Analytics.
REMOTE USABILITY TESTING
1-1 USER INTERVIEW
USER JOURNEY MAP
BUSINESS MODEL CANVAS
USABILITY TEST FINDINGS
After UX research and a first round of usability test, I identified and highlighted 4 main insights:
Make I Terzi's strengths more visible through a strong value proposition
Show the different services offered for each fiscal entity
Dedicate a space to focus on the diverse fiscal entities included in the no-profit legal framework and give advises on business opportunities
Focus on support in times of covid-19 through news items and a business counseling section.
I translated the insights into strong value proposition and two “How might we..?” to reframe the challenge, set priorities and clear guidelines for the ideation phase.
"How might we design a website that supports NGOs in issues related to finance and HR in times of covid-19?"
"How might we design a website that supports NGOs in understanding their dynamic legal and financial position?"
Through the empathy map I could better understand how I Terzi could alleviate the pains as well as and create gains for their prospective clients. Not only, this empathizing methodology also prompted the identification of core problems and concerns that the no-profit sector has been facing starting from the current pandemic.
The personas are fictional characters created to represent archetypes of users. After drawing the emptahy map, in order to better understand the prospective users’ needs, experiences, behaviours and goals as well as share my findings with the business stakeholders, I designed a persona. This persona will be later used to make a scenario and deliver a storyboard.
Business Model Canvas is a strategic management and lean startup template for developing new or documenting existing business models. This is a fundamental step I needed to understand and spark questions around the business context, as well as uncover areas of strength I could lean into when designing the website sections and copy.
Before I was appointed, the Creative Company designed a first hi-fi prototype that I tested. Besides a Usability report, I used a user map to translate the usability testing and visualise user pain points, as well as to externalise chances for improvement with the other stakeholders.
I translated the content of the user interviews in an empathy map, a persona ( Carlotta The Activist) and three scenarios and I used information I collected during the workshop to design a business model canvas too.