Challenge: 

Determine what content these users find most desirable, including the tone of writing and delivery formats (i.e. videos, articles, webinars, email, podcasts).

Key Finding:

We identified two primary personas and designed a site that catered to both of their preferred methods of finding and consuming information.

Tools & Methods: Sketch, Axure, InVision, Competitive Audit, Directed Storytelling, User Interviewing, Persona Creation, Content Strategy, Site Mapping, Usability Testing

 

background & Goals

Our client Mike Finger has sold multiple businesses. His approached my team with the concept for an online platform that caters to small business owners who need help improving the value of their companies. We were tasked with determining an appropriate content strategy, designing a concept for the overall platform, and investigating models for revenue generation.

     
     

    DISCOVERY RESEARCH

    We began with interviews of potential Exit Oasis users. Through this research we found that our users shared three key values. All of them wanted:

    1. To quickly find brief, digestable, relevant nuggets of valuable information;
    2. That came from a trustworthy and credible source;
    3. Who could also help with personalized assistance for their specific needs.
     
     

    Site content

    The final site is designed to address the goals and concerns of both personas. Articles are cross-referenced and categorized in different ways to support their individual needs.

    Novice Ned visits the About page early to learn who is running the site. He wants to feel encouraged before venturing to learn more about the details of the overall process. As a less-experienced user, Bill appreciates the structure of a step-by-step process that walks him through each step sequentially.

    Bullet-Point Betty has a better idea of what's she's looking for and needs to find immediate value. She will make use of the search feature to seek actionable next steps for current problems. As an advanced user she wants content that deals with her specific industry and company situation that may only be possible in an individual consultation.

       
       

      Recommendations

      The site tested well with our users and is ready for implementation. However, I would recommend additional work in the following areas to improve the success of Exit Oasis:

      • Testing with different articles to determine the best traffic drivers.
      • Further research on subscription models for monetization.
      • Adding background information on the business to boost credibility.

      As a business owner, this was a fun project to work on. I enjoyed meeting with other entrepreneurs and learning about the particulars of their businesses and their stories. Hopefully, Exit Oasis will become a valuable resource for small business owners and a successful business for our client.

      client Testimonial

      "I was especially impressed with Andy's ability to synthesize the team member’s research insights and translate them in a way that made sense to me. The user personas Andy developed were unquestionably the most valuable element of the entire project. Not only did that insight transform how I looked at the site, they dramatically changed how I’m looking at my users daily." -Mike Finger, Exit Oasis