This is the written version of Tes.com redesign

Brief: Turn a traditional business into SaaS. Redesign the homepage journey to better illustrate the new company goals and put a higher focus on B2B, and the further internationalisation of the business.

Roles: Lead Designer + Product Manager

Direct Reports: CPO, Head of Product Design, Digital Marketing Manager + Head of Marketing and team [5 Engineers].

Duration: 2 months~

Understand

There are really two parameters to this; we need to balance the business goals and user needs. From the get go it was clear what was required from the business perspective, but less so on the users side. We know our home page isn't perfect, but to what extent does it require an upgrade?

Below I've outlined some hypothesis and what the business goals are, along with a measure of success.

Business goals:

• Higher focus on B2B

• Internationisation

• Conversion to SaaS

  Success metric

  • generate more leads
  • reduce bounce rate

Hypothesis of Users needs

• International schools do not know who we are (brand) or the products and services we offer (value)
• We are a recruiting company
• We come across as a UK centric business
• We are too expensive for the independent schools

Research

At this stage we have a decent understanding of what is expected from this project and what success looks like. So I started (what I call) the 4S process; Sourcing Scripting, Speaking and Sifting.

1. Sourcing

Next I needed to source a wide range of users, to do this I accessed multiple avenues:

I. We have a database of teachers we rotate through as and when we need user research.

II. Leon, our overseas correspondent who sourced me two teachers in Hong Kong. One Senior Leader and an English teacher.

III. My manager had some friends who working in schools, in an academy and public, one special ed primary and one secondary.

IV. Spoke to the sales team to gain qualitative insight into the 100,000s of customer they've spoken to.

2. Scripting

Now I set off to form a questionnaire to use as a bases for my conversation, considering the business goals and testing the validity of my hypothesis. Making sure it allows for open ended questions; whereby the interviewees are encouraged to speak freely.

These were the question I led with: