Skills: Wireframing, Video editing, Scripting, Google Analytics Timeline: 2 weeks
Objective:
To make the purpose of the Empire members site clearer to users and explain how the content on the site differs to Empire's parent site.
Step 1. User Research
I completed a survey where 5 men and women between the age of 20-64yrs old where asked how they found using Empire's members site. These were two comments which were made:
I don't really see the difference between the branded site and the members site. Is the members site going to replace the branded site?
I don't really know the purpose of the members site, what's the content meant to be?
Step 2. Wireframing and Scripting
Below are the lo-fidelity wireframes which were created for the video. The script was created to align with what was being shown in each slide and to make sure the content of the video provided the user a clear idea of the purpose of the site.
Slide 1 - Introduction
Slide 2 - Purpose of site
Slide 3 - Free stories
Slide 4 - Become a member slide
Slide 5 - Access
Slide 6 - Benefits list
Slide 7 - VIP list
Slide 8 - Features: Bookmarking
Slide 9 - Features: Listening to articles
Slide 10 - App
Slide 11 - Blurb
Slide 12 - Become a member
This was the script, included in the text boxes in the wireframes, for the video:
Step 3. Decide which software to use to create the video
I researched into using various software such as making it from scratch using Google Web Designer, After Effects, Powtoon and coding the video in HTML, and decided the best in allowing me what I wanted to achieve was FlexClip. Each page required various iterations of the design and wording to make sure it was perfectly clear to the user.
Step 4. Implementation onto the site
Once the design and wording was agreed upon, the video was shown to each anonomous user once in their lifetime via a popup on the homepage. At the end of the video there was a link to an HTML page which contained the video if the user wanted to see it again.
Step 5. Results
This was the final version of the video which was used:
This is the video being shown live on the homepage:
Those same five users were contacted after the implementation of the video onto the site and felt this was an improvement in establishing the purpose of the site. I could also analyse Google Analytics data which allowed me to see how many views and clicks the video received. There was a 20% increase of users who continued to stayed on the site.
