Clever

ROLE:UX&UI designer

Company Mission&Vision

At Clever Daycare, our mission is to provide high-quality, safe, and flexible childcare that meets the diverse needs of working families across Canada. We strive to be a safe and stimulating environment where children can learn and grow.

Clever strives to be the first choice for parents who are looking for a safe, nurturing and state-of-the-art daycare for their children to grow and thrive in. We want to become a recognized leader in the industry, changing the standards of childcare across Canada. We pride ourselves on providing childcare that’s high-quality and convenient.

Problem

The design of Clever has expired, and the whole website has been developed without a designer.
In addition, no tets or user research were conducted to see if it still works in the best way or not.

Business Goal

Creating a new version of the website which is responsive and developing the user flows and make it consistent as well regarding these items:

Understand parents' needs and preferences.
Identify the main pain points in the current website.
Gather feedback on features users want on a daycare website

The process:

user research

competitor analysis

revisit the Personas and audiences
problem definition
creating design system
creating wireframes and mockups
tests (hotjar and Google Analytics)

Target audience

Who is the target audience?
First of all we needed to clarify which audience is our target for this project, as we have different type of personas

-Current parents

-Parents who have a child between 6 months and 6 years old and looking for a daycare.

-staff

-feauture staff

bussinesses

Online Survey and interviews

Insights from the Survey (65 responses)

To set the research in the right direction, we decided to choose an online survey to research the experience of people to know their insights.

The total questions:10
Number of responses: 65
Type of the questions:

Multiple-choice
Rating scales
Open-ended questions

The area of the questions:

User Demographics

What is your relationship with the daycare?

Current Website Usage

What device do you typically use to access the website?

What information do you typically search for on the website?

Pain Points

What challenges have you experienced with the current website?

Overall satisfaction

How likely are you to recommend the daycare website to others?

How satisfied are you with the current daycare website?

Interview

I interviewed 9 participants. two were staff and were well acquainted with Website and Daycare, two of them were our current parents and the rest were new parents.this step helped me a lot because I could find more pain points.

Background Questions

How often do you interact with the daycare’s website?

which daycare website did you visited before?

What are the main reasons you visit the daycare website?

Current Experience with the Website

How easy or difficult is it to find the information you need? Can you share an example?

What features or sections of the website do you use most often?

Exploring Needs and Expectations

What information do you wish was more readily available on the website?

What websites (daycare or otherwise) have you used that you think are well-designed? What do you like about them?

Users feedback base on the survay

Current satisfaction

commonly searched features

leading factors in establishing trust

Users feedback base on the user interview:

"I had to search the site for a while before I found the locations. It wasn’t easy to find."
"The locations section is hidden or hard to access from the homepage."
"There was no clear link to locations in the main menu or homepage."

Difficulty in finding the branches and locations

"I could not find a ‘book a tour’ button anywhere."
"It took me too long to figure out how to request a tour."
"The site doesn’t have an obvious button for booking tours or contacting for visits."

Difficulty in book a tour

"The site looks a bit outdated, and there’s not much about the daycare’s credibility or certifications."
"I couldn't find any testimonials from parents or reviews."
"The homepage didn't reassure me about the daycare’s safety"
"There is no real photo of the daycare and kids"

Trust issue

"I often visit the program details page to understand what is offered, but it’s not easy to find."
"The programs of the daycare is the most important thing for me"

Importance of program page

Site map

we revisited the site map and some user flows regarding accessing to locations page, program, and book a tour page. also we decided to create 3 separate landing pages for our 3 branches as well and link them to the main website so for users it will be easier to read information about each branch sepratly