WHAT IS NESsT'S I2E?
NESsT is a non-profit organization that incubates social enterprises in developing countries. For this project, NESsT has asked my team to redesign the user experience of their I2E tool. The tool is for entrepreneurs to assess their strengths and weaknesses as a business leader, and the next steps they must take to improve their success.
CREATE A USER FRIENDLY TOOL FOR THE BUSY SOCIAL ENTREPRENEUR
In its current state, the tool does not have a clear navigational hierarchy and is loaded with text that is not readable for the web. Our goal is to improve the information architecture of the site, and provide an engaging UI for the entrepreneur. We also want to increase user engagement with the self assessment tool itself.
We were given access to the data from NESsT's pilot run of the tool. This included qualitative feedback from mentors and entrepreneurs who used the tool. We also did some usability testing on our own with entrepreneurs we found online and around coworking spaces in San Francisco.
1. There's too much text.
2. People don't know what the website's purpose is.
3. Entrepreneurs didn't think this tool would help them.
1. Redesign layout: task-driven landing page
2. User flow: HOME > SELF ASSESSMENT > RESULTS > ACTION PLAN
3. Condense "home," "our approach," and "using the tool" onto the new home page
4. Break up self assessment into parts
5. Separate page for mentor guidelines
6. Put tool creators and resources in footer
1st iteration of our design
More iterations of our design
Final design structure
LANDING PAGE DESIGN
The user can see right away that the purpose of the site is to take the self assessment.
HOW TO USE THIS TOOL
We condensed the paragraphs of text from the original home page and "our approach" to a visual flow.
12 CORE COMPETENCIES
The tool is built around the core competency model, so we featured it on the home page so the user can understand what to expect from the scoring system.
From usability testing, we found that entrepreneurs want to see other people's success stories directly on the home page. This helps them make a decision whether they think the tool is credible or not.
The self assessment is the core of the tool. From initial usability testing (and even just looking at it ourselves), the first thing that entrepreneurs said is that the self assessment is too long. They want to give up in the middle of the assessment because the questions never end.
In order to tackle the visual mountain of text, we decided to break up the assessment into 4 pages. This gives the user an idea of how far along they are in the assessment, which increases the likelihood of survey completion.
SELF ASSESSMENT RESULTS
The original results page is once again, just a wall of text. From our user interviews, we found that the idea of a visual breakdown resonates with the needs of most entrepreneurs - a quick and easily digestible snapshot of their results. Mostly, they just want to see their low scoring core competencies instead of all of them.
To address this pain point, we decided to create a visual chart that orders their competencies from lowest to highest. In addition, we ordered the results themselves from lowest to highest.
In the action plan, we placed 1 recommended resource for the entrepreneur at the top of the page. From usability testing, we discovered that nobody actually wants to interact with a resources page that is really just another wall of text. If we provide just 1 resource that is directed at the entrepreneur based on their weakest core competency, they are more likely to find out how the resource can help them.