Dynamic Speaking

Project: Redesign Dynamic Speaking Website

Skills: Content inventory, personas, usability testing, (five-second test, click test, preference test), content strategy
Tools: WordPress, HTML, CSS3, Usabilityhub.com, Xtensio.com, Google Spreadsheets

The Problem: 

Dynamic Speaking is a communications coaching business for small businesses, contractors, lawyers, and entrepreneurs. The company is very small and wanted to update its website to attract new customers. Their old site was hard to navigate with no clear calls to action, dead links, bulky content, a heavy color scheme, and zero mobile friendliness:

Screenshot of Old Dynamic Speaking Homepage

Old Dynamic Speaking Homepage

The Goal:

Publish a new mobile-friendly site with updated visuals, and more relevant, succinct content that touches the hearts and minds of their target audience groups.

UX Strategy:

  1. Conduct a content inventory to see what each page of the site offered in terms of content, calls to action, and SEO. Then determine which issues need to be resolved and make recommendations for relevant changes.

    Screenshot of Content Inventory

    Content Inventory

  2. Run usability tests to gauge how users process the visuals, content, and navigation of the old website.

    Benefits Test – What benefits does Dynamic Speaking offer?
    Click Test – Where do users click to request Dynamic Speaking’s coaching service?
    Preference Test – What homepage design do users prefer?

  3. Create personas to target language and content that moves the target audience. Gaining an understanding their clients’ specific goals, motivations, and challenges as they relate to public speaking is the best way to strategically update the content of the site.

    Screenshot of Persona for one of Dynamic Speaking's Target Market

    Persona for one of Dynamic Speaking’s Target Market

  4. Streamline the Content. With a stronger grasp of the most relevant content, the next step was letting go of some of the words.

    Screen Shot 2015-11-05 at 2.44.15 PM

    “So the writer who breeds more words than he needs, is making a chore for the reader who reads.” – Dr. Seuss

  5. Build prototypes on WordPress, test, iterate. This process happened throughout the lifecycle of the project. Take a look at how it evolved!Screen Shot 2015-11-03 at 4.16.03 PM

The Final Product: 

A responsive, user-friendly WordPress website with updated visuals, colors, content, and a new blog. Voila!

Screen Shot 2015-11-05 at 1.32.17 PM