Ready Set Pivot or RSP is an organization that serves experienced women leaders who are looking to make a significant career pivot, specifically stepping off the up and up ladder of corporate workplace advancement and moving into roles that are less experienced at, which will offer them different values such as more flexibility, or more passion aligned work. As an organization they have a broad goal that they're hoping to address through a cohesive system of strategic engagements with their users.
The goals of this work are to conduct secondary research in order to understand pain points, and opportunity areas, and present design documentation that illustrates interactions within a complex problem space.
I created prototypes that address opportunity areas to support key goals. RSP seeks to guide the members through a three step change process first, uncovering what it is they want to do next. Second, determining a plan to take steps towards that objective. And third, and finally, putting an action plan into action and holding each other accountable to do the work. RSP offers classes, events and experiences that guide women through the change process centered on six key questions.
The Ready: Why am I still doing this? What makes me happy?
The Set: What do I do next? How will I get there?
And the Pivot: What do I need to get there and who will hold me to my plan?
To begin, I conducted some user interviews to understand what users were perceiving about RSP and their services. I also conducted secondary research on their online presence. Next we had a meeting with stakeholders.
There seemed to be a clear disconnect between users and the lack of clarity of the organization and what they offered the user. This lack of clarity leads to users not trusting RSP and their services. To combat this I created a calendar to inform users of when events were being held and how much the events cost, and a clear breakdown of membership plans and what specifically was offered within each plan. Additionally, I created a style guide to have consistency throughout their website and online presence.
As a group, we suggested an onboarding quiz to place users in the right phase for them, a job shadowing program as a differentiator, changes to the navigation bar, post event surveys, event recaps, testimonials, and a robust social media strategy.
“It seems like it says buy a membership... Yet it doesn't say a lot about the membership.” - Anna, 35
KEY FINDINGS
After the Strategy Map and Persona were fleshed out, I started work on my wireframes. I began with three low fidelity sketches to get the ideas sorted.
After these wireframes were created, I set a style guide in place to tie RSP’s mission into each aspect of their digital presence.
The calendar was an important addition to RSP’S website. This is a critical piece for users to gain insights on what sorts of events they would be attending. Not only that, but it gives important details such as time and location. Additionally, users can share, favorite and reserve their spot to attend whichever event they want.
The calendar page leads users to the membership page. This is important for member creation. It allows the users to make a decision about their commitment to RSP. The three tier system works in differentiating which commitment level they want. If they just want to attend one event and try it out, they can for a flat rate of $20. If they want several events in a one month span, they can get the monthly, and if they want to attend any of the events at anytime they can get the annual membership.
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As a team, we then reviewed all of our proposed features and created a storyboard for our video presentation. We wanted to highlight Cheryl, and her journey on the RSP website.
