How did we create a new sales platform for a client from sports training industry in a month?
Do you recognise a situation where you start a cooperation with a company, which completely doesn’t understand your business and, what’s worse, the problem?
To work efficiently and provide real value for the client, we always begin the work with learning about his business and needs as in-depth as possible. How do we do that? Learn the whole process on the example of project implementation for Sports Training Centre.
Sports Training Centre is a team of experts and enthusiasts focused on passing knowledge based on their own experience and scientific research. They deal with organising and conducting training in the field of sports and nutrition. In their activity, they focus on quality, authenticity and atmosphere.
STC came to us with an idea for creating a new website. In connection with expanding his training offer, the main motivation of our client was to provide intuitive in operation website for his users and create a place, where the user will have access to the full offer of the Sports Training Centre.
Sprint 1: Get to know the client’s business. – Workshop with the client, secondary data analysis and individual interviews with training participants
When we begin working with a new client, the first and most important step for us is to get to know the client, his business and vision – that’s why we started our project with workshops with the Sports Training Centre team. Two people from our team, the company owner, two training instructors and developer responsible implementing the new website participated in the workshop.
What did we want to learn:
- who performs what role in the team and what kind of knowledge he can provide us with for the project
- what are individual and common goals for this project
- what is our target group
- what is a unique proposition for our client’s values
- how will we cooperate
- what is important in the project for our client and for his target group
- what will be our further action plan
Which tools did we use to learn that?
- Team Canvas
- Lean Canvas
Do you want to use these tools for yourself? You can find them in our library: http://bit.ly/leanowa-biblioteka
Summary of the workshop
Thanks to working together with our client and the developer, we were able to answer the questions necessary for our further efficient work in one day. We clarified the scope of activity and planned further steps. The next stage was an analysis of secondary data in order to broaden the information collected during the workshop.
Secondary data analysis
Since our client came to us in order to change his current website, we had an opportunity to browse the existing version data. To check the demographic data of recipients and conversion of making purchase, we used Google Analytics, while for tracking the traffic on the website and the user’s path we chose the Hotjar tool. We learned about what subpages and elements generate the highest traffic – we were also interested in what makes the users move in such a way through the website and what can be done to broaden the motives of their activity.
Based on the knowledge collected from workshops and during the data analysis, we decided to conduct individual interviews with the users. Why do we even need such studies? We must remember that until we verify collected data with our target group, they remain to be just an assumption, which shouldn’t be taken for granted, because it carries a huge risk for our project.
During the workshops, we determined the following target groups:
1. Professionals – people professionally connected with sports or nutrition
2. Hobbyists – people who have basic knowledge and are interested in the topics offered by Sports Training Centre
We knew that our client is in contact with participants of his training, so in order to conduct recruitment for the study as quickly as possible, we asked for contact details of people, who:
1. participated in an STC training more than 3 times,
2. participated in only one STC training,
3. signed up for an STC camp.
What did we find out?
Thanks to the interviews, we learned about what is important for our users, what motivates them to choose a training and when do they use the website. We also obtained information that the level of advancement of the participants in the subject matter of the training didn’t actually have any impact on how many times they decided to take part in the training. Which is why we wanted to create the whole website communication so that it meets the needs of both the professionals, who make progress in order to improve the quality of their services, and enthusiasts who are not professionally connected with the industry.
Sprint 2: How to lead the user to a cart quickly? Or why the User Experience is important. – Information architecture, RWD mock-ups
The most important conclusion from the interviews: the target group comes to the site from social media, in order to purchase a specific training.
What can we do with that knowledge? An intuitive path to purchase! That’s why we decided to design a training search engine on the main page and use redirection to this section as the main „Call To Action” of the whole website. It is a section which allows us to both add a ticket for a training directly to the cart, as well as go to the full training description.
In the whole process of designing mock-ups and website responsiveness, we focused on:
1. Path to purchase
2. Creating a network of redirections and packages
3. Using the recognisability of the training instructors
When the mock-ups are accepted by the client, we move to the visual design of the website.
Sprints 3 and 4: Be fit. – Visual design of the website adapted to the client’s profile and recipients
What sets Sports Training Centre apart?
Strong personal branding is one of many things that is on a high level at Sports Training Centre. Considering the recognisability of the training instructors, we decided to create a design that will present them in a natural way that highlights authenticity – how are they received by training participants. Because of that, we focused a lot on using the instructors’ photos in the design. Wanting to present the quality and atmosphere, we decided to use parts of recordings of our client’s training. After the interviews with the users, we knew what is important for them during the training, thanks to which we chose suitable parts of the recordings.
While working on the design, we were able to highlight the most important characteristics of our client.
Understanding business, the client’s needs and aim of his target group, in one month we developed a product highlighting the characteristics of our client and providing real value in the form of intuitive path to purchase for website users.
And what does our client think about the cooperation?
“If I had to say, what do I think of the cooperation with Project People, I would say one thing – PHENOMENON.
A company, where the CLIENT is at the top and taking care of his standards are at the highest level. Before they begin any activity, the girls “get in” the company’s life and check its DNA in‑depth. It allows to choose accurate methods and tools, with which satisfactory projects are created.
Above all, the work system is focused on listening, thanks to which the created content is carefully selected based on the company’s activity. In addition to the high-level work itself, they are great people.The smile and energy are the aspects that I immediately associate with this brand.
I’m also happy that it’s not just the work for them, but above all passion, which is why they constantly develop their competences.”
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