Case Studies

Research in express mode, i.e. design of new sales subpages for the Mamo Pracuj portal

Client:
Mamo Pracuj - portal for moms and employers
Goal:
Design of two sales subpages
Collaboration period:
October 2020
Number of sprints:
2
Number of people in the project:
2

Project context:

 

In October 2020, we had the pleasure of creating the design of two sales pages for the renowned Mamo Pracuj brand. Intended primarily for moms and entrepreneurs, the portal supports women in their professional development and connects them with employers.

The work was carried out in 2 sprints and included desk research, user research, preparation of mock-ups, and the final graphic design.

Sprint 1: Kick-off, research and information mapping

 

Kick-off workshop 

Project: People has worked with Mamo Pracuj in the past – both in the area of graphic design and research. As with most of our projects, at the very beginning, we used a tool called Team Canvas. This time, it allowed us to get to know each other better, establish the principles of collaboration, and understand the goals and values of Mamo Pracuj founders. The conversation about the team members’ goals and values allowed us to verify whether everyone was still guided by the same mission and vision.

To gather all the necessary information about the business and the target audience, we applied Lean Canvas, which enabled us to work on two user groups – the readers (to establish a broader context for the main activities of Mamo Pracuj) and business customers (i.e. the main users of the sales pages). The information gathered and the compendium of knowledge accumulated over the years by the creators of the portal served as the basis for further activities.

Research – interviews and desk research


Despite a very short time allocated for the research process (3 days), we decided to conduct quick exploratory interviews with Mamo Pracuj’s former and current clients to ask questions related to their cooperation – from the first contact with the brand, until the end of the project or its current stage. Thanks to the involvement of Mamo Pracuj, we were able to contact the respondents very quickly and conduct 5 exploratory interviews. The information gathered allowed us to determine which values presented by Mamo Pracuj are most important to their clients. We decided to communicate these values on the website. Additionally, the interviews provided a lot of feedback related to the most appreciated actions performed by the founders of the portal, and ideas for new tools that could improve our collaboration (which was already at an incredibly high level).


Although the exploratory interviews are usually very limited in terms of duration (in this case they lasted a maximum of 15 minutes), we always try to extract as much information as possible, both for the purpose of our project and for further actions undertaken by the client. Therefore, we devise research questions individually in each project, based on the main objective and research hypotheses.

In the meantime, we conducted the desk research, analyzed available reports and competitive websites. One of the methods used was the SWOT method which helped to identify good practices worth implementing in the UX design and the text layer. All these activities were aimed at providing a broader perspective and gathering the most important information that should be included in the subpages but had not been identified in the workshop or validated during the interviews.

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    Personas and their values


    Based on the information we gathered, 3 main proto-personas were developed and initially validated in the exploratory interviews. Although they were very similar in terms of demographics and behaviors, each persona was characterized by a different goal of the activities they wanted to conduct in collaboration with Mamo Pracuj. Even a very simple description of the target audience allows for a better understanding of their needs and points of view, which is essential when designing sales pages.

     

     

     

    The interviews provided a wealth of information concerning the values. Combined with the knowledge from other research activities, this allowed us to work out the hypotheses about the values, and real needs that customers report to Mamo Pracuj. We matched each value and need with actions that would enable the company to fulfill them successfully.

     

    Architecture and mock-ups


    Developing the information architecture and mock-ups enables initial validation of the project before proceeding to graphic design, which saves time that would be necessary for corrections. We began with creating a simple content architecture using the sticky notes in Miro. Based on the conclusions, we identified the most important elements that should be included, and then we workshopped different layouts to find the most appropriate one.

    After the architecture had been approved and validated with other members of the team, we proceeded to mock-ups. The fonts and colors used on the website allowed us to quickly create mock-ups of high visual quality which, despite the short preparation time, made it possible to present the arrangement of elements and the initial graphic concept. This makes it easier to imagine the final effect and significantly speeds up the work in short projects.

    Sprint 2: Sales subpage design

    Graphic design

    Thanks to the creation of a full database of materials and information in the first sprint, in the second sprint we could focus on creating the graphic concept. As we were creating only two subpages on the existing portal, it was necessary to stick to the general style (e.g. in terms of colors and fonts). Nevertheless, the requirements were not limited to new elements and graphic solutions.

    To focus the viewer’s attention on the presented content, the top navigation bar was simplified – all the elements that could distract the target audience and were intended for a different group (e.g. moms looking for a job and not for cooperation in terms of advertising) were removed. 

    Summary in numbers and beyond

    5

    exploratory interviews

    3

    proto-personas

    3

    days of research

    Tools used in the project

    • Exploratory Interviews
    • Competition Canvas with SWOT analysis
    • Team Canvas
    • Lean Canvas
    • Proto-personas
    • Information Architecture
    • Mock-ups

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    Project team, i.e. who was responsible for what

    Author of the Case Study

    Agnieszka Zygmunt Lean UX Researcher, Industrial Design & Service Designer
    Agnieszka performs analyzes, conducts research, and experiments. She specializes in Product Discovery research and helps create solutions focused on the real user needs.

    She takes a holistic view of the design process accounting for t all factors that may affect the final user experience. In her work, she combines her analytical skills with a high level of empathy and love of science.

    Co-creator of the Proste Rozmowy podcast. Privately involved in non-profit projects supporting those who need it most.