GetAboutAble: Enhancing website engagement for B2B tourism consulting
UX Design client project
Project Outline
GetAboutAble is a leading Australian accessible tourism consultancy, supporting tourism businesses to improve their access and inclusion practises. The team at GetAboutAble offers services to both travellers with access needs and tourism business, recently changing their main focus from travellers services (B2C) to services aimed at businesses (B2B), focused on consulting. With the hope that it could provide revenue stability and long term scalability for the the business.
Our task was to lead a product pivot which provided clarity for the user about the shift in focus and expand the qualified customer connection for GetAboutAble through an optimised online website presence.
Duration
6 week design sprint
(part-time)
Team
Jeffrey Clarke
Kristy Fon Sing
Leandro Coelho
Roles
Research
Accessibility Auditor
Ideation
Sketching
Wireframing
Usability Testing
UI Design
Prototyping
Tools
Figma
Figjam
Trello
Notion
Slack
The Problem
The existing website was not portraying clear messaging about the purpose of GetAboutAble’s offerings and the value of their B2B services.
Project Scope
Working with the Product Development team at GetAboutAble we established the project objective of realigning for improved customer engagement.
How might we…
Showcase on the GetAboutAble website that the specialised services provided will have tangible outcomes that align with Charlie’s organisation’s needs?
Research Plan
Mapping our early assumptions revealed focus areas to pay close attention to when conducting user research.
Are users aware of the benefit of to their business of the “disabled dollar.”
Do users want to provide a culture of inclusion for customers/staff?
What are users motivations when seeking out consultancy services?
Are users overwhelmed by the amount of cost, time and change it will take?
Are users overwhelmed by the amount of cost, time and change it will take?
Validating with users in the tourism industry
Interviews with decision makers within tourism businesses revealed insights that would provide opportunities and shape our solution.
Defining our target audience
The needs of persona informed the direction of GetAboutAble’s new product focus towards accessible and inclusive consulting services for tourism businesses.
Charlie is an access and inclusion senior coordinator at a prominent heritage theatre, who is highly engaged in cultural development, through research and attending industry events and conferences.
After receiving feedback from patrons with autism about the need for a quiet space and increased staff sensitivity, it became apparent that the business needed to improve through specific guidance and education. Through peer networks and online research Charlie sought out specialised consultant services with lived experience to visit the site and provide an expert lens regarding recommendations and technical advice, as well as support to write funding request documentation for stakeholders.
Charlie’s story
Charlie needs specialised information to help advocate for accessibility and inclusion practices so that the business can see the tangible value that these services provide.
Charlie’s touch points
Planning out the Charlie’s journey experience provided context to her situation and allowed us to identify opportunities around providing clear communication of B2B business consulting services.
Design Workshops
Workshopping with product management team to convey a clear shift in focus, a way to build connection between the user and the business and highlight the value of the services provided.
Our Idea
Provide clarity about the purpose and value of GetAboutAble’s consulting services through refocused messaging on the landing page and a navigational restructure.
Site mapping
Check listing and compartmentalising key content through information architecture exercises and understanding our users needs.
Conveying a shift in focus
Navigational restructure was formed from IA standards, site mapping, competitor research and the needs of our persona. With the goal to validate our structure and gain qualitative feedback in usability testing.
Landing Page
Addressing the needs of our persona and establishing clarity around the shift in focus toward B2B consulting.
Brand Guidelines
Creating a style guide that reflected pre-existing brand guidelines and adhered to WCAG guidelines, while elevating brand personality.
Iteration based on feedback
Establishing clear messaging up front about GetAboutAble’s business consulting services, approach and value was effective in sustaining the interest of users. With iterations made reflective of user feedback and increased impact for the user.
Our proposed solution
A website refresh to convey an updated approach to GetAboutAble’s Service offerings
GetAboutAble Website
Project Outcomes
Conveying a refocused approach to GetAboutAble’s offerings we were able to address the needs of the persona, which in turn could have significant potential for increased engagement, qualified connection and eventual sales of services for GetAboutAble.
For the user
For the client
Next Steps
Although we were confident we addressed the personas needs and our solution could provide positive impact for the client, these updates are an ongoing journey for GetAboutAble.
