The Problem
Updated 06. 07. 2023
Low engagement on the website of a photography business led to a user experience audit of the website to increase engagement by identifying the user’s goals.
Project Timeline November 2022 – March 2023
The Problem
Updated 06.07.2023
Low engagement on bethanyjphotography.com led to a user experience audit of the website to increase engagement by identifying the user’s goals. This is a website that is used to sell photography services via my personal brand.
Project Timeline November 2022 – December 2022
Problem Statement
- An audit revealed users rarely engage with the website resulting in low bookings and a misguided marketing approach.
- The brand needs to identify the target user and what their goals are on the website to create a user-guided approach to branding, the website, and marketing.
The Goal
- Identify the goals of users and obstacles in the UI to these goals on the pages.
- Increase return visits to the website.
- Use research to improve the user experience across the brand including the website.
Problem Statement
An audit of the website revealed users rarely engage with the website resulting in low bookings and a misguided marketing approach.
The Goal
- Increase return visits to the website.
- Use research to improve the user experience across the brand including the website.
The Design
- Updated website
- Simplified color palette
- Classic font text that is legible and versatile
Research Summary
- Users value ease of access and low-friction processes for booking a photo session.
- Observing users’ online behaviors through Google Analytics revealed slow-loading pages, a lack of headers, and a confusing sitemap.
- A client analysis revealed users favor a personal branding approach to language and navigation.
New brand colors emphasize simplicity and luxury like high-end brands. It emphasizes the artist which is key for a fine art portrait brand.
Updated Core Values and Strategy
These are the initial solutions that were implemented as a first prototype.
- Shifted to artist focus from service focus by emphasizing how unique skills create unique value.
- Focused on 3 values that communicate the brand.
- Specialized and narrowed down the offer.
- Shifted language to communicate value.
- Create additional value through newsletters and podcasts.
User Feedback
3 Month Results
- Shows direct email marketing and social media are the biggest drivers of users to the website. With a strong interest in the home, contact, and blog page.
- Increase in Instagram following since launching on February 17th
- Currently in a 6 month testing period
- Watching inquiries, email subscriptions, and social media metrics to see a 50% increase in activity
- Collecting qualitative data
Competitive Analysis
First I conducted a SWOT analysis of the current brand values and image through UI to identify what was currently communicated across the photography and experience based on data from social media, email, and website analytics.
- Colorful and playful
- Clients come back
- Strong relationship investment in my life
- The reputation of consistent high-quality work
- Working with families
- Prompt responses
- No limit problem solving
- Flexibility
- Relatable
- 10 years of photography
- Flooded market- MD has a ton of family/ portrait photographers
- Indoor studio costs
- Limited time
- Having to handle marketing, booking CRM, and products by myself
- The ceiling of spending within $200-$300
- Money for advertising
- Lower cost competitors
- Peers are currently having kids, getting married, and doing big first
- My peers will most likely recommend me to other people I went to highschool with
- Untapped email list
as long as social media is a thing people will want portraits - Specialization would maximize my time and quality
Referrals are still a strong
- High competition
- Recession (less luxury money)
- Customers from small social circle
- Lower priced photographers
- Competition
- Bigger clients
- studios/ physical locations
- Stylists
- MUA
The Design
- Updated website
- Simplified color palette
- Classic font text that is legible and versatile
Research
- Users value ease of access and low-friction processes for booking a photo session.
- Observing users’ online behaviors through Google Analytics revealed slow-loading pages, a lack of headers, and a confusing sitemap.
- A client analysis revealed users favor a personal branding approach to language and navigation.
The Original Brand
The original brand was broad. Users experienced frequent delays with communication, file delivery, and schedule as I attempted to address many different types of work. The website was rarely used. Users preferred to contact me directly. The business reputation was friendly and low costs. This didn’t fit the reality of the cost of operation on my end and profit was affected.
The Original Brand
- Users experienced frequent delays with communication, file delivery, and scheduling.
- The website was rarely used. Users preferred to contact me directly.
- The business reputation was friendly and low costs. This didn’t fit the reality of the cost of operation on my end and profit was affected.
Qualitative Survey Pain Points
By conducting a qualitative interview I identified these pain points.
Pain 1
The user had expectations for quick service and provision of a wide variety of services.
Pain 2
The users were not familiar with the website and wanted a streamlined way to book a session.
Pain 3
The user wants flexibility with final product delivery.
Pain 4
The user wants thought put into the final product timeline in relation to the session completion.
Survey Pain Points
interviewed a current user who was in the target demographic I wanted to increase in the business.
Pain 1
The user had expectations for quick service and provision of a wide variety of services.
Pain 2
The users were not familiar with the website and wanted a streamlined way to book a session.
Pain 3
The user wants flexibility with final product delivery.
Pain 4
The user wants thought put into the final product timeline in relation to the session completion.
Persona
Nikki
is a business owner and family woman who loves her community. She appreciates customized art and a tailored photography experience. She is not technically savvy and prefers a call over an online sign-up form.
Goals:
- To fill her home with art
- To support the black community
- To have custom art made of her and her family
Frustrations:
- Confusion on how to sign up for a session and limited options for delivery.
- Relies on mobile phone for communication
Age: 38
Education: Masters
Hometown: White Marsh MD
Family: Married with 1 child
Occupation: Experienced Nurse
Persona
Nikki
is a business owner and family woman who loves her community. She appreciates customized art and a tailored photography experience. She is not technically savvy and prefers a call over an online sign up form.
Goals:
- To fill her home with art
- To support the black community
- To have custom art made of her and her family
Frustrations:
- Confusion on how to sign up for a session and limited options for delivery.
- Relies on mobile phone for communication
Age: 38
Education: Masters
Hometown: White Marsh MD
Family: Married with 1 child
Occupation: Experienced Nurse
User Journey
Request Booking
Users can access a simple form via my website or social media when they inquire about a commission. I starting price is on the form so users do not have to sign up to see pricing.
Answer Questionaire
Users receive an interesting link to a brochure-style website that gives full details on booking. Users fill out a questionnaire if they are interested in booking.
Receive Invoice
Users confirm the booking by paying the invoice.
Schedule Call
During the invoice process users can select a date for their 30-minute intro call.
User Journey
Request via form
Users can access a simple form via my website or social media when they inquire about a commission. I starting price is on the form so users do not have to sign up to see pricing.
Fill Out Questionnaire
Users receive an interesting link to a brochure-style website that gives full details on booking. Users fill out a questionnaire if they are interested in booking.
Receive Invoice
Users confirm the booking by paying the invoice.
30 Min Call
During the invoice process users can select a date for their 30-minute intro call.
Defining the Problem
- I used context maps, defined the value stream, and created a business case to thoroughly understand the problems and the solutions.
Family Photography
- Interactive Prototype Design
- Organic, Vibrant, Casual Location
- Spontaneous poses with a lot of experimentation
- Quick planning by confirming location and clothing
- Family portraits, events, weddings, and more. (Spreads my focus thin)
- 30-1 hour session
- Candid photos
Fine Art Portraits
- Luxury, Vibrant, Custom,
- Curated, Historic Mansion or Studio
- Collaborative poses with professional guidance
- Celebrate accomplishments or milestones with a one-of-a-kind portrait. (I focus more on you!)
- Unlimited session time depending on your needs
Composed photos
Programs
- Figma
- Adobe Photoshop
- Adobe Premiere Pro
- Final Cut Pro
- Adobe Lightroom
- Adobe InDesign
- Google Suite
Defining the Problem
I used context maps, defined the value stream and created a business case to thoroughly understand the problems and the solutions.
The Rebrand
- This new logo is simple and classic and serious. I sought to emphasize professionalism.
- This logo communicates luxury and trustworthiness values important to users seeking to hire a photographer.
Below are the new brand colors.
Updated Core Values and Strategy
These are the initial solutions that were implemented as a first prototype.
- Specialized and narrowed down client offer
- Shifted language to new brand standard
- Create additional value through newsletters and podcasts due to users wanting more personal interaction
Home Page
- The Home Screen immediately identifies the purpose of the website through high-contrast text and a large image.
- A single-column layout is used to reduce cognitive load as users interacting with the website are most likely using a mobile web app.
- The mobile version features a Hamburger menu to reduce page density while the desktop page features a sticky header that is always accessible.
- The responsive design accounts for the haptics of scrolling with a finger on a mobile versus scrolling with a mouse on a desktop.
- Consolidated sections and removed repeat information.
Commissions Page
- Users visit this page to learn more about how to schedule a session. I address this using a Question and Answer format.
- By using high-contrast color blocks and proximity users can easily skim and focus on the header with the information they are looking for.
Family Photography
- Interactive Prototype Design
- Organic, Vibrant, Casual Location
- Spontaneous poses with a lot of experimentation
- Quick planning by confirming location and clothing
- Family portraits, events, weddings, and more. (Spreads my focus thin)
- 30-1 hour session
- Candid photos
Fine Art Portraits
- Luxury, Vibrant, Custom,
- Curated, Historic Mansion or Studio
- Collaborative poses with professional guidance
- Celebrate accomplishments or milestones with a one-of-a-kind portrait.(I focus more on you!)
- Unlimited session time depending on your needs
Composed photos
Programs
- Figma
- Adobe Photoshop
- Adobe Premiere Pro
- Final Cut Pro
- Adobe Lightroom
- Adobe InDesign
- Google Suite
The Rebrand
This new logo is simple and classic and serious. I sought to emphasize my professionalism to every person who visits my website. This logo communicates luxury and trustworthiness values important to users seeking to hire a photographer.
Moving Forward
- Currently examining week by week what users are responding to with plans to review the methods after 3 months.
- Users like the artist-centered brand approach and are excited about a new approach.
- May need to find new ways to fine-tune where the target demographic is with branding.
Updated Core Values and Strategy
These are the initial solutions that were implemented as a first prototype.
- Shifted to artist focus by emphasizing how unique skills create unique value
- Focused on 3 values that communicate brand
- Specialized and narrowed down offer
- Shifted language to communicate value
- Create additional value through newsletters and podcasts
New brand colors emphasize simplicity and luxury like high-end brands. It emphasizes the artist which makes user feel like their work is customized.
Updated Core Values and Strategy
These are the initial solutions that were implemented as a first prototype.
- Shifted to artist focus by emphasizing how unique skills create unique value.
- Focused on 3 values that communicate brand.
- Specialized and narrowed down offer.
- Shifted language to communicate value.
- Create additional value through newsletters and podcasts.
Updated Core Values and Strategy
These are the initial solutions that were implemented as a first prototype.
- Shifted to artist focus by emphasizing how unique skills create unique value.
- Focused on 3 values that communicate brand.
- Specialized and narrowed down offer.
- Shifted language to communicate value.
- Create additional value through newsletters and podcasts.
Home Page
- The Home Screen immediately identifies the purpose of the website through high-contrast text and a large image.
- A single-column layout is used to reduce cognitive load as users interacting with the website are most likely using a mobile web app.
- The mobile version features a Hamburger menu to reduce page density while the desktop page features a sticky header that is always accessible.
- The responsive design accounts for the haptics of scrolling with a finger on a mobile versus scrolling with a mouse on a desktop.
- Consolidated sections and removed repeat information.
Commissions Page
- Users visit this page to learn more about how to schedule a session. I address this using a Question and Answer format.
- By using high-contrast color blocks and proximity users can easily skim and focus on the header with the information they are looking for.
About Page
- Users can learn more about my personality and preferences and understand the values of the business as they scroll the page.
- Photography is a personal service and can be uncomfortable. Here users are getting a feel for who I am as an artist creating familiarity for the user while delivering important information.
Reviews Page
- The contact page is organized to prioritize important information such as email and hours above the fold.
- As users scroll they can get information on how far in advance to book a session and the minimal cost.
Contact Page
- The contact page is organized to prioritize important information such as email and hours above the fold.
- As users scroll they can get information on how far in advance to book a session and the minimal cost.
Podcast Page
- Users can see recent videos, links to podcast host websites, and a detailed description of what the podcast is about.
- This page serves to offer value immediately to the user regardless of if they decide to book with the company or not. It allows the user to have a reason to continually visit and further engage with content.
- The design is slightly different than the other pages because podcast listeners will engage initially with this page and it serves as a second entry point into the art practice.
New brand colors emphasize simplicity and luxury like high-end brands. It emphasizes the artist which is key for a fine art portrait brand.
Updated Core Values and Strategy
These are the initial solutions that were implemented as a first prototype.
- Shifted to artist focus by emphasizing how unique skills create unique value.
- Focused on 3 values that communicate brand.
- Specialized and narrowed down offer.
- Shifted language to communicate value.
- Create additional value through newsletters and podcasts.
About Page
- Users can learn more about my personality and preferences and understand the values of the business as they scroll the page.
- Photography is a personal service and can be uncomfortable. Here users are getting a feel for who I am as an artist creating familiarity for the user while delivering important information.
Reviews Page
The reviews page allows users to verify my qualifications via others’ experiences.
Users can also visit links to published works and a link to the google my business page to build trust in my reputation via third-party sites.
I use columns to continue the experience of skimmable content that is easy to navigate by reducing page density and eye strain with the simple color palette.
Contact Page
- The contact page is organized to prioritize important information such as email and hours above the fold.
- As users scroll they can get information on how far in advance to book a session and the minimal cost.
Podcast Page
- Users can see recent videos, links to podcast host websites, and a detailed description of what the podcast is about.
- This page serves to offer value immediately to the user regardless of if they decide to book with the company or not. It allows the user to have a reason to continually visit and further engage with content.
- The design is slightly different than the other pages because podcast listeners will engage initially with this page and it serves as a second entry point into the art practice.
New brand colors emphasize simplicity and luxury like high-end brands. It emphasizes the artist which is key for a fine art portrait brand.
Updated Core Values and Strategy
These are the initial solutions that were implemented as a first prototype.
- Shifted to artist focus from service focus by emphasizing how unique skills create unique value.
- Focused on 3 values that communicate the brand.
- Specialized and narrowed down the offer.
- Shifted language to communicate value.
- Create additional value through newsletters and podcasts.
User Feedback
- Shows direct email marketing and social media are the biggest drivers of users to the website. With a strong interest in the home, contact, and blog page.
- Increase in Instagram following since launching on February 17th
- Currently in a 6-month testing period.
- Watching inquiries, email subscriptions, and social media metrics to see a 50% increase in activity
- Have had several users comment on how they enjoy the website and content.
Moving Forward
Moving Forward
- My next updates will include fine-tuning the user interface in terms of animation, text legibility and looking at user behaviour based on analytics. Will review the results in August.
- Users like the artist-centered brand approach and are excited about a new approach.
- What I learned: Users spend the most time on the home page and blog page. This indicates they visit the web page to explore more of the brand and are interested in the storytelling that takes place through the blog.
- My next updates will include fine-tuning the user interface in terms of animation, and text legibility, and looking at user behavior based on analytics. Will review the results in August.
- What I learned: Users spend the most time on the home page and blog page. This indicates they visit the web page to explore more of the brand and are interested in the storytelling that takes place through the blog.