Project 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.

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.

Timeline

October - November 2022

Role

UX Researcher, UX Designer & Tester

Team

Collaborated with two UX Designers

Tools

Figma, Adobe, Illustrator, HTML, CSS, Miro

Figma, Adobe, Illustrator, HTML, CSS

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

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

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.

Empathy map

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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.

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