Overview
eSYM offered evidence-based Motivational Interviewing (MI) training through online training courses, in-person and group training programs, delivered by subject matter experts (SME’s). eSYM needed a full website redesign to better show their expertise and increase visitor conversion rates.
Role
Responsibilities
Tools
UX Researcher & Designer
Website Redesign & Development
Figma, FigJam, GoDaddy Website builder
🚨
Problem
eSYM’s website lacked a sense of professionalism and credibility. They struggled to clearly convey their value proposition, resulting in site visitors rarely converting into inquiring or paying learners.
✅
Solution
Use research-driven insights to create a more professional, visually credible experience that clearly communicates course delivery, SME expertise, and learner benefits.
🔄
Process
To understand user needs and barriers, I conducted a mixed-methods study that included stakeholder/SME interviews, a competitive analysis, heuristic evaluation of the existing site, user interviews, personas and journey maps. Developed the information architecture using sitemap creation, followed by sketches, implementing and iterating based on stakeholder feedback.
01 Understanding
To understand eSYM’s structure, audience, and business goals, I conducted both primary and secondary research. This helped to show where the site was lacking in communicating value, establishing credibility, and converting visitors into learners.
Stakeholder Alignment
I began with stakeholder interviews with eSYM’s SMEs to define business objectives. Of these conversations, three priorities came to the forefront:
🤝
Build trust and professionalism into the site’s presentation
📚
Clearly articulate the value proposition of MI training
📈
Increase conversions from site visitors into inquiring or purchasing learners
Research Goals
Using these three priorities, I defined research goals that kept the project on track and ensured the study aligned with stakeholder objectives.
💎
To evaluate perception of professionalism and quality
ℹ️
To understand the informational needs of potential clients seeking MI training
🚚
To identify essential information and delivery preferences for potential users considering MI training
User Interviews
To understand learner and organisational needs, I conducted user interviews with clinicians and training managers.
- Participants included a mix of 6 male and female, between 30–55, recruited and provided by eSYM
- The interviews were 30–45 minute sessions via video call and were audio-recorded and transcribed
- The main focuses were the criteria for choosing CE training, expectations for professionalism, and barriers to adoption
02 Analysis
Competitive Analysis
Before speaking with users, I wanted to understand the broader landscape. I began with a competitive analysis of Continuing Eduction (CE)/EdTech platforms, focusing on how they communicated credibility and value.
🎓
Prominently displaying CE accreditation
🎖️
Showcasing SME bios and professional credentials
💬
Using testimonials
🗂️
Presenting information through clean layouts
Analysing the broader view of the industry helped define benchmarks for trust and professionalism, and provided a way to evaluate where eSYM’s site was falling short.
Affinity Mapping
Next, I analysed insights from stakeholder and user interviews through affinity mapping. Identifying themes and breaking down each theme into individuals components to get a clear understanding of the users needs and solutions. Lucky for me, the interview data and competitive analysis findings were harmonious, reinforcing and validating key themes and insights.
Key Insights
🔎
The need for content clarity and operational transparency
🔒
The importance of trust through credibility
🎨
The power of visuals and user-friendly design
Personas & Journey Maps
These insights produced two distinct user archetypes.Through journey mapping each archetype, I was able to identify friction points and found opportunities for improvement that aligned with the research insights.
Archetype 1: Individuals engaging in personal, self-driven learning
Design Considerations
🎯
Clear program details and easy navigation
Need organised, accessible course information with smooth navigation to easily explore the different options.
🚀
Emphasis on course benefits and value
Needs to understand the course benefits, with a heavy emphasis on what they’ll gain and why it’s worth their money and time.
Archetype 2: Individuals seeking company-sponsored training
Design Considerations
📣
Clear value proposition
Needs to clearly understand the value for businesses and team training, while emphasising benefits for large organisations.
📩
Transparent offerings & simple contact options
Present training options clearly, highlighting benefits and features, with easy ways to contact or schedule a meeting.
03 Design
This section will show how the designs were implemented and shaped directly through the reserach insights illustrate how the final design was shaped by research insights and user requirements.
Homegpage
🔎
1. The need for content clarity and operational transparency
The ’What We Do’ section clearly presents the value and unique aspects of eSYMs MI Training, detailing how it’s conducted, who it benefits, and what learners gain.
🔒
2. The importance of trust through credibility
- The ’Who's Behind eSYM’ section highlights the founder’s expertise, while testimonials use job titles instead of names to emphasise the training’s relevance across careers.
- The Client Samples showcase diverse companies, demonstrating eSYM’s experience with large group training.
🎨
3. The power of visuals and user-friendly design
The ’Who We Train’ section, with clear imagery and CTAs, immediately communicates who the courses are for and what’s offered.
Individual Trainings
This page is tailored to meet the needs of User Archetype 1: Leah.
🔎
1. The need for content clarity and operational transparency
- Course infographics clearly outline who each course is for, what they’ll learn, and what to expect, addressing Leah's need for detailed program information.
- ‘Skills You'll Gain’ section and CEU details emphasise the practical benefits of each course, aligning with Leah's focus on clear value.
🔒
2. The importance of trust through credibility
‘Why Choose Us’ section, crafted with input from SMEs, reinforces eSym’s expertise, emphasising that the training is research-based and led by specialists.
🎨
3. The power of visuals and user-friendly design
The course infographics use principles like visual hierarchy, balance, and Gestalt, ensuring information is structured and easy for users like Leah to digest.
Group Trainings
This page is tailored to meet the needs of User Archetype 2: Alex.
🔎
1. The need for content clarity and operational transparency
‘How We Do It’ and ’Why Choose eSYM’ sections offer a concise overview of course features and benefits, meeting Alex’s need for a clear value proposition.
🔒
2. The importance of trust through credibility
‘Why Choose eSYM’ section highlights features like customisability, scalability, and cost-effectiveness, all identified as priorities in research interviews for users like Alex.
🎨
3. The power of visuals and user-friendly design
The page uses visual design principles, pairing large images with clear titles and subtext to effectively convey eSYM’s value proposition.
About Us
🔒
2. The importance of trust through credibility
It highlights the SMEs who are both founders and training course writers, showcasing their credentials, experience, and mission to reinforce eSYM's reputation as a trusted MI training provider. Additionally, the page includes profiles of other trainers, detailing their education and expertise.
04 Results
I’m pleased to say that the results speak for themselves.
Site Visitors
8,849
2664
(from previous 5 months)
Email Inquiries
71
37
(from previous 5 months)
Trainings Purchased
107
50
(from previous 5 months)
Total Conversion of Visitors to Email Inquiries
45%
comparing 5 months pre re-design to 5 months post re-design
Total Conversaions of Visiorts to Trainings Purchased
31%
comparing 5 months pre re-design to 5 months post re-design
05 Reflection
The client recognised that this approach provided visitors with an engaging, educational experience, leading to higher visitor-to-client conversion rates.
I faced some limitations in this project due to the restricted functionalities of GoDaddy's website builder. To work around these, I designed elements in Figma and uploaded them. I would have preferred a platform without constraints, allowing for greater creative freedom.
Overall, I thoroughly enjoyed this project with eSYM. I gained valuable insights into MI practices and had the opportunity to make a positive impact on learners and managers seeking to expand their knowledge.
