Overview
This project was undertaken as part of the UX Design Lab module during my Master's program in User Experience Design at Regent’s University London. Our collaboration focused on Desborough Dragons, a Kung Fu club based in Desborough, Northamptonshire, specializing in Lau Gar. The organization offers two primary classes: a junior class for children aged 6–11 and an adult class for individuals aged 12 and above. Using the design thinking cycle, we developed prototypes for the client’s upcoming website, and our group was recognized for delivering the top prototype in the module.
Project Goals
Understand the frustrations of the existing and potential customers
Create an intuitive user experience that directs users through the service offerings using the design lifecycle
Visually demonstrate the connection the club has with the British Kung Fu Association (BFKA)
To increase conversion rate.
Problem statement
Desborough Dragons has relied on social media platforms and online directories to advertise their services. However, they do not currently have a website and are missing out on the competitive advantage their competitors have through their strong online presence.
Solution
We successfully identified potential solutions to address their frustrations and made informed choices to enhance their individual goals.
• Parents found suitable timing to harmonize their work schedules with their children's after-school classes.
• Existing customers accessed additional details about Kung-fu at the national level, including requirements and the training process.
• Potential customers obtained valuable information and the confidence to join the Kung-fu club, along with identifying suitable class timings.
• A complimentary two-week membership was incorporated to offer prospective customers a trial period before committing to joining.
Design process
Research has been undertaken into the current customer segments using Google Analytics data which has revealed three main customer groups
A mum needs a way for her children to lead active, well-rounded lives because she wants them to stay physically healthy, build meaningful friendships, explore their interests through hobbies, and develop strong self-discipline that will support their growth into confident, responsible individuals.
Rob, a driven finance professional with a competitive nature, needs accessible and effective ways to learn new skills during his limited free time because he wants to stay ahead in his career and continuously improve his professional edge.
Tom, a hardworking individual with a high-stress lifestyle, needs a structured and challenging outlet like kung fu to channel his energy because he wants to reduce stress, stay disciplined, and maintain peak physical and mental health. His deep commitment to fitness and strict diet reflect his drive for control and excellence in his personal well-being.
User need statement
They are in search of user-friendly interfaces that cater to their individual objectives, be it streamlined task management for professionals, captivating fitness tracking for enthusiasts, or flexible educational tools for students.
As a working parent, I'm looking for an after-school club for my children to help coordinate childcare with my work schedule.
I'm an average guy working in the corporate world, and as I'm getting older, I'm looking for a new hobby to help me get back in shape and improve my health.
I'm a working, middle-aged man aiming to prepare for national-level Kung Fu, so I'm looking into options for additional training.
As a working parent, I'm looking for an after-school club for my children to help coordinate childcare with my work schedule.
I'm an average guy working in the corporate world, and as I'm getting older, I'm looking for a new hobby to help me get back in shape and improve my health.
I'm a working, middle-aged man aiming to prepare for national-level Kung Fu, so I'm looking into options for additional training.
Empathy map
They are in search of user-friendly interfaces that cater to their individual objectives, be it streamlined task management for professionals, captivating fitness tracking for enthusiasts, or flexible educational tools for students.
Customer Journey map
The user journey map for the Deborough Dragon website was meticulously crafted to align seamlessly with the entire spectrum of user interactions, encompassing the journey from the initial information gathering phase to the subsequent steps of user registration and participation in classes. This comprehensive map delves into the various touchpoints and phases that users traverse as they engage with the website, ensuring a holistic understanding of their experience.The journey map meticulously captures these interaction points, uncovering the nuances of user engagement, such as preferences, challenges faced, and satisfaction levels. By scrutinizing these details, the design team can make informed decisions to tailor the platform's features to better suit user needs, fostering a more enriching and user-friendly learning experience.
Wireframing
The user journey map for the Deborough Dragon website was meticulously crafted to align seamlessly with the entire spectrum of user interactions, encompassing the journey from the initial information gathering phase to the subsequent steps of user registration and participation in classes. This comprehensive map delves into the various touchpoints and phases that users traverse as they engage with the website, ensuring a holistic understanding of their experience.The journey map meticulously captures these interaction points, uncovering the nuances of user engagement, such as preferences, challenges faced, and satisfaction levels. By scrutinizing these details, the design team can make informed decisions to tailor the platform's features to better suit user needs, fostering a more enriching and user-friendly learning experience.
Prototyping
The user journey map for the Deborough Dragon website was meticulously crafted to align seamlessly with the entire spectrum of user interactions, encompassing the journey from the initial information gathering phase to the subsequent steps of user registration and participation in classes. This comprehensive map delves into the various touchpoints and phases that users traverse as they engage with the website, ensuring a holistic understanding of their experience.The journey map meticulously captures these interaction points, uncovering the nuances of user engagement, such as preferences, challenges faced, and satisfaction levels. By scrutinizing these details, the design team can make informed decisions to tailor the platform's features to better suit user needs, fostering a more enriching and user-friendly learning experience.
