NICROS - CLIMBING TO NEW EXPERIENCES
OVERVIEW:
Nicros provides custom out-of-this-world rock climbing walls and high-quality equipment; however, there is a large opportunity space to elevate the overall client experience while working with Nicros and streamline the internal workflow for the Nicros team.
Role: Researcher, Data Analyst, Content Strategist, Low/High Fidelity Designer, Remote Interviewer, 2021
Tools & Methods: Secondary Research, User Surveys, User Interviews, Competitive Audit, Low-fidelity Wireframing, Architecture Diagram, High-Fidelity Wireframes, Affinity Diagramming, Sketch, Drawing Paper, Invision, Zoom, Otter, QuickTime Player, Miro, Google Docs, Canva, Keynote, Typeform, Figma
Take a look at the final prototype!
The Process
Using the double diamond method allowed our UX team to work strategically with research, learn, test, measure & repeat format that allowed checkpoints with user groups and Nicros team to ensure project alignment. This ensured users’ needs were met throughout every phase of the project.
Reaching For Insights
Methodology: Affinity Diagramming USER & Stakeholder Interviews & Leveraging Website Analytics Data
Our team discovered that Nicros works with 3 unique client groups but has limited software tools to help track the sales pipeline from our stakeholder interview. Additionally, Nicros clients need ways to be educated and inspired by Nicros unique product lines and ways to navigate the website better.
RESEARCH HIGHLIGHTS
Nicros Client Groups range from contractors needing a quick bid, Educational Clients building large-scale gyms, and Climbing Enthusiasts who build rock walls within their homes
From affinity diagramming our client interviews, we found consistent patterns that site navigation and improving the quoting process would be key priorities
Clients were unsure of all the different products Nicros had to offer and needed ways to identify with product lines based on their climbing preferences
The internal workflow at Nicros was bogged due to a lack of CRM and project management software tools
Website analytics data revealed client hot spots that helped us better understand where needed content should be located within the site
Now that we knew more about the problem space, we needed to focus on finding solutions that meet the needs of Nicros and their clients'.
Above shows the 3 key problem spaces Nicros faced
DEFINING our Research
Methodology: Competitive Audits, CONTENT INVENTORY, CLIENT JOURNEY MAPPING
Now that we had more insights into the problem spaces; now it was time to research competitors, understand the client journey, map pathways for the site content, and synthesize patterns.
INSIGHTS:
Competitor audits of other climbing sites allowed us to compare and contrast Nicros site taxonomy
User interviews and interviews with Nicros Project managers allow our team to map the client journey and understand the internal workflow pain points within the Nicros team. We then conducted a competitor audit of CRM and Project Management software to help streamline the Nicros workflow.
From these learnings, our team was ready to tackle low-fidelity wireframing and concept evaluations.
Affinity diagram of user interview patterns
Large scale research notes, themes, and content mapping
The next few slides show visuals of our research findings.
Here is an overview of our competitive Audit
Client and Project manager insights allowed us to build a user experience diagram that can also be used as a sales pipeline map for the Nicros team through user interviews.
Here is a look at the Nicros site taxonomy.
This is our recommendation for updates for the Nicros site taxonomy.
This is our recommendation and things to consider when implementing CRM and Project Management software.
Watch our presentation to see the whole Process
Watch our client presentation detailing our team’s process, research insights, new touchpoints and next steps, or read our findings, and recommendations report below!
A VERY SPECIAL, THANK YOU!
Thank you to Nicros for allowing our UX teamwork in such a fun problem space and welcoming us to find solutions to each of your unique client groups! Additionally, this project would not be possible without the hard work and talents of Lila Gilbert, Kong Meng Vang, Zoë Mangum-Herriage, and Ton-Hy Pha!