The Process

Pairing site data and site content analysis with subject-matter experts and couples insights allowed our team to spot patterns and pain points within the First Things First website to provide a more customized and interactive e-commerce experience.

DATA ‘Red FLAGS‘

Methodology: Leveraging Website Analytics Data, Heuristic ANALYSIS, & COMPETITIVE AUDIT

Sometimes during the dating process, you discover ‘red flags’ about your potential mate, our team first set out to learn about the ‘red flags’ lurking in the First Things First (FTF) website by compiling Google Analytics, Heuristic analysis, and looking at competitive sites.

RESEARCH HIGHLIGHTS

• FTF calls-to-action were repetitive and did not clearly connect content to meaningful next steps

• While FTF new users spent time reading popular blog pages, they did not move forward with other site actions; showing they read blog pages then bounced from the site

• Adding items to the cart proved problematic and hard to accomplished traditional eCommerce tasks

• Competitor site provided testimonials, easier shopping experiences, and stronger calls-to-action

Now that we knew the ‘red flags’, we needed to dive into the mindset of a couple seeking relationship resources to better understand user needs.

SWIPING RIGHT WITH USER INSIGHTS

Methodology: SubJECT-MATTER EXPERT (SME) INTERVIEW & COUPLES SURVEY

Conducting a couples survey allowed us to better understand how couples sought information and what information they looked for. We paired this with conducting a SME interview with a Clinical Social Worker who specialized in families, couples, and adolescents 13 and up.

INSIGHTS:

• 70% of respondents liked doing relationship quizzes

• On average, many respondents had not attended a relationship class or done couples workshops, but they would be open to it

• On average, many couples will seek relationship help when starting a family or when couples combine children from other marriages

• Many couples will seek professional help when children enter adolescence or when big life events occur like the death of a loved one

From these insights, our team was ready to concept solutions.