The Project: Building a new retirement home website under Sienna Senior Living corporation.
The Problem: Sienna Senior Living corporation has expanded its retirement portfolio. There is constant confusion between Long-term care and Retirement for the general public. In order to support the growth of the company's retirement portfolio and to resolve the confusion, a new brand has been established for the retirement side of the business. From there, a new website undergoes the creation process.
My role: Conducted multiple research on the current company website from heat-map to Google Analytics to understand the user journey and key personas' behavior. Working closely with an external vendor to map out the persona profiles to create a user-centric website. Managing multiple vendors to ensure clear communication of direction from the company to different stakeholders. Collaborating with different departments to prepare all relevant web assets. Supporting and organizing a balanced budget for the project.
Deliverables:
- User persona profiles and user journey
- Sitemap of the new website
- Website Assets
- A user-centered website
- User persona profiles and user journey
- Sitemap of the new website
- Website Assets
- A user-centered website
Desktop and mobile view of Aspira Retirement Living's corporate website
User research process
A group of key stakeholder from the company and the vendor had a few UX workshops to map out the key user experience for the new website that align with the personas needs and wants. The main goal for this website is not only to differentiate the two different portfolios of the business, but to provide a user friendly tool for the end-users to support their journey of finding a perfect retirement home for their loved ones.
Each stakeholder state out what the project goals are
Understanding different user personas and key influencers
Brainstorm different user questions
Brainstorm solutions to user questions
Map out the user journey
Brainstorm the main nav of the site
Persona profile
Persona questions and decision process
Persona's user journey
User Persona Exploration
Children of the seniors are the key influencer in the process of choosing a retirement home. Based on the 4 key personas, we also explore the key influencer that corresponded with the key persona type.
Based on the survey result we conducted in the earlier year, most of the residents in our current retirement residences can be categorized into 4 different groups: Active Achiever, Supportive Spouse, Grieving Gracefully, and Shift Happens.
John, Debbie and Sheryl are the key influencer for Grieving Gracefully persona type. Their father passed away and now they are worry about their widow mother's both mental and physical state. John is the local son who wants to take on a new job away from his current location. But his sisters, Debbie and Sheryl are distant daughter who rely on John to look after their mother. They want to find a new home for their mom, so that the weight of the responsibility shifts.
Based on such scenario, we map out their user journey. From there we can explore the opportunities for the website to enhance their user experience. For things like provide a platform that allow them easily share info, or even booking a three way zoom call.
User research and persona development artworks are credited to i3Digital.