Imagine 3,000 new users visit the MidShift homepage from search engines like Google, seeking a UI/UX Mentor.
Out of these, 2,800 visit our mentor search page and find a UI/UX mentor they might like and visit their profile.
Despite the option for a free introductory call in the Services section, only 1,000 users choose to try it.
From those 1,000, only 110 go through booking process, register, schedule and attend to the session.
Only 10 out of these 110 returns to use the platform further or try another mentor.
Based on the provided scenario, what do you think is the first and most important change the booking journey needs and why? (we're interest in the way you think, break down the problem and reasoning, suggest one change)
Despite the Introductory Call package being free, why do you think only 1000 users go one step further and only 110 users finalize a session with the mentor? What part of the user journey needs improvement? (Identify two pain points causing this)
(Optional) Why do you think only 10 users, who had a free session, return to the MidShift site? Based on your observation, what could be improved in the one-to-one online session experience?
As a first time user trying to achieve a goal of booking a mentorship session on Midshift, I need to be able to navigate through the website with ease. As someone that have visited and seen a lot of mentorship platforms, I needed to first trust and value a brand before I can try to use their services. The profile of the mentors I am booking matters a lot. I expect to see reviews and testimonials from other mentees which will make me build trust and expectations from the mentor.
Also, I need to see something similar in the interface and layout of the new website i am visiting.
I have my aim - TO BOOK A SESSION, now i need to do that with ease with the use of a clear Call-to-Action button.
Suprisingly, I could not locate the CTA to continue to the next step of booking but I found another thing
This caught my attention and I decided to try it out but i was confused due to the choice of colours used for the availability calendar
The poor usage of colours made it difficult for me to book a session as there was no indication for unavailability and availability. It got more trickier as I was trying to book a session on a Friday evening therefore I didnt notice the mentor was not available. This would be the same for some users that are trying to book a session at the close of a week and will find it hard to understand the choice of colours.
I was able to finally book my session but one thing turned me off, the mail i got was without a sender. Even though, I got a follow up mail, I wasn't quite impressed by the mail I got.
I also waited to get a reminder for my session atleast 30 mins before my session and I couldn't get any and I could have forgotten about the session.
During the session, I was having some difficulty hearing the mentor and I had to get off the call, unfortunately, when i was back the session was ended and I could not continue the session. I got disappointed as I could not speak with my mentor and I could not book another session immediately.
Another thing I noticed was I didn’t get a follow up mail after my session which was quite another turn off. The only thing I noticed was i got a review screen which was a good way to express my thoughts and experiences.
Another thing I noticed was I didn’t get a follow up mail after my session which was quite another turn off. The only thing I noticed was i got a review screen which was a good way to express my thoughts and experiences.
During the session, I was having some difficulty hearing the mentor and I had to get off the call, unfortunately, when i was back the session was ended and I could not continue the session. I got disappointed as I could not speak with my mentor and I could not book another session immediately.
The first and most important change the booking journey needs is to build trust around the brand by enhancing the mentor’s profile. According to reports, only 1,000 users moved to the next step after viewing the mentor’s profile and this is because they lack trust in what the mentors are offering. The best approach to this is to Add a Review section where users can see the reviews of previous mentees. The profile section contains every detail of the mentor except the mentor’s ratings/reviews. This will give the users a better impression of who they are to engage in the session and keep them prepared to get what they want.
The marked spaces can be utilized for reviews as it would be easily accessible.
The main reason why 2800 out of 3000 viewed a mentor’s profile is because they see the value created in the Landing page and this should be replicated in the Mentor’s profile to keep the trust level high.
The main reason why 2800 out of 3000 viewed a mentor’s profile is because they see the value created in the Landing page and this should be replicated in the Mentor’s profile to keep the trust level high.
The reason for the low session booking is because of 2 major pain points:
No clear Call-To-Action Button
Wrong Colour choice
The Call-To-Action button for Booking a section should be prominently placed where a user can easily access it. Users will alaways find it hard to navigate a web page for specific actions without clear Call-to-Action Button that takes them to the next steps. I will suggest the adoption of a Call-to-Action Button to make booking process easier. The CTA can be placed at the bottom right of the page as shown below
The Call-To-Action button for Booking a section should be prominently placed where a user can easily access it. Users will alaways find it hard to navigate a web page for specific actions without clear Call-to-Action Button that takes them to the next steps. I will suggest the adoption of a Call-to-Action Button to make booking process easier. The CTA can be placed at the bottom right of the page as shown below
The usage of similar colours will make it hard for users to differentiate the availability of the mentor. I will suggest that a Grey colour be used for Unavailable and the main colour be used for available which would make a lot of differences and make the site more usable.
The usage of similar colours will make it hard for users to differentiate the availability of the mentor. I will suggest that a Grey colour be used for Unavailable and the main colour be used for available which would make a lot of differences and make the site more usable.
WHY DID ONLY 10 USERS RETURN AFTER THE FREE SESSION
WHY DID ONLY 10 USERS RETURN AFTER THE FREE SESSION
Inasmuch as good designs and overall site usability matters, we should not underestimate the power of email marketing. As a user, getting follow up email messages after the session would indicate that the brand really care about you. Just like e-commerce platforms work, asking for reviews after purchase and they keep sending promotional mails, it would be advisable to adopt the same method for customer retention.
Also, for the solution to the session ending if both parties leave, i’d advise that the session should not end before the time elapses as there might be technical issues which might prompt both parties to leave and want to rejoin. Keeping the session active would solve the problem of sessions ending if both parties are no more in the call.
WHY DID ONLY 10 USERS RETURN AFTER THE FREE SESSION
Inasmuch as good designs and overall site usability matters, we should not underestimate the power of email marketing. As a user, getting follow up email messages after the session would indicate that the brand really care about you. Just like e-commerce platforms work, asking for reviews after purchase and they keep sending promotional mails, it would be advisable to adopt the same method for customer retention.
Also, for the solution to the session ending if both parties leave, i’d advise that the session should not end before the time elapses as there might be technical issues which might prompt both parties to leave and want to rejoin. Keeping the session active would solve the problem of sessions ending if both parties are no more in the call.
Also, for the solution to the session ending if both parties leave, i’d advise that the session should not end before the time elapses as there might be technical issues which might prompt both parties to leave and want to rejoin. Keeping the session active would solve the problem of sessions ending if both parties are no more in the call.
