Who is Transcendia?
Project Timeline: 3/10/23 - 26/10/23
Main Role: UI Designer
Team: 8 people
Transcendia offers a range of services that can transform corporate teams, leaders, and individuals. These services include workshops, keynotes, and retreats that focus on productivity, mental well-being, and community building.
They approached our team to optimise their website to target C-suite and HR managers in medium to large tech companies. However, I found that the language and content used spoke to a very different target market. This created initial difficulty in understanding Transcendia's purpose, brand target, and legitimacy.
Through our interviews, we were able to translate our insights into a re-designed website that successfully spoke true to C-suite Managers and gave brand identity to Transcendia.
Problem Statement
Transcendia faces a significant challenge in understanding its current target market (C-suite executives, HR managers, and People & Culture leads) and how its existing branding and voice can better engage with their customers.
Is ‘focus’ truly a problem in workplaces?
During our initial meeting with the client, they shared that their company aimed to increase productivity by improving focus. They supported their claim by citing statistics that suggested that humans now have the same attention span as goldfish.
I was sceptical about this statement, as their website was filled with "facts" that were often backed by questionable sources.
During our interviews, we discovered that the target market, which comprised of highly educated and critical thinkers, was also sceptical about these facts. They found the language and content used on the website to be forceful.
How do we restructure their whole business idea to appeal to a market with a problem that does not exist?
Following the interviews, we found that ‘lack of focus’ was not a significant workplace issue. This ultimately challenged Transcendia’s value proposition, seeking to improve focus. The biggest challenge for me in the development phase was uncovering how to turn such a discovery into an opportunity.
Aha! Transcendia's website places excessive emphasis on the problem rather than the solution.
During my analysis, I came across a comment made by one of the interviewees: "Feels like they are forcing a problem that does not exist." Their website fails to explain who they are and what they offer, and instead, focuses heavily on issues supported by questionable studies. This approach leaves users feeling confused and distrustful.
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Messaging should be about providing a solution to focus and growth rather than the problem
Remove services “learn more” and integrate drop-down tab
Landing page- on service offer rather than “Gone Beyond.”
Video introduction where the creators of Transcendia talk about what they aim to achieve.
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Remove the statistics - unless academically credible
Better choice of graphics- more aligned with corporate audience
Clearly defined and visible branding consistency
Partners with industry recognised businesses list
Facts and figures that speak directly to decision makers and the problems their industries are facing- make it relevant to a post-covid audience and current HR trends/needs
Clear and captivating home screen explaining who Transcendia are and what they do
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Dedicated Services overview page explaining how Transcendia works with clients, customised programs, etc
Explanation on what companies can expect from their team after they’ve engaged Transcendia for ‘Focus’ or ‘Growth’
Graphics/ charts - depict journey with Transcendia - outcomes
Focus on outcomes of services rather than perceived problem Transcendia aims to solve
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Provide an open calendly meeting that allows the customer to book in an available time
Provide an easy enquiry process form that allows them to answer very simple close ended questions
Provide overview of how the engagement process works with Transcendia
FAQ page
Ideation: How Might We’s
I developed key personas.
Three key personas: the CEO, the People & Culture Manager and the Employee. The CEO and People & Culture Manager are the direct consumers of Transcendia, while the Employee is a direct benefactor of Transcendia’s services.
Giving Voice
to Transcendia
I developed Transcendia’s visual identity by providing two more neutral tones to their bright-coloured branding to soften their palette and create a greater sense of calm.
This is Transcendia
Informed by our research, we transformed Transcendia into an intuitive and user-friendly website digestible to their target market.
Before
After
Incorporated Transcendia’s logo into their header to improve brand identity and user trust.
Immediately stated Transcendia’s vision and purpose to remove user confusion on what Transcendia is.
Altered the content and language to be more opportunistic rather than problem-centric to address what users felt was forceful.
Final Thoughts:
In this project, I was challenged in my ability to problem-solve the value proposition of this project. I felt stuck as Transcendia claimed focus was an issue and based their business model on it, while our interviews directly opposed this idea. I had to switch my way of thinking to turn the content into an opportunity.
We presented our interview and research findings in our mid-way meeting with the client. I could sense a level of resistance to our critique from the client.
In our final presentation and handover, the client said, “You don’t realise how wrong you’ve got it until you see this, and it makes so much sense”.
Developing a high-fidelity prototype to compare the before and afters of the websites visually helped us communicate our ideas. This was an incredibly fulfilling moment as a UX designer, allowing the client to realise the full impact their website could have with the improvements we made.
Introduced a key outcomes section to convey the company's value proposition.
Created simple Call to Action buttons to encourage next steps.
Introduced success stories and multi-media to build trust and interest.
Included icons as affordances.
Included Events section to provide more pathways to Retreat events.
Swapped images for more professional photos that speak to businesses.
Clearly defined outcomes for Transcenda’s services on one page, as users were not following through multiple pages.
Altered how we communicated the source facts to present itself more credibly.
Made sure header was accessibility friendly.
Swapped background image to enhance contrast and improve accessibility.