Project: KidStrong Part 1

Homepage Re-Design

KidsStrong is a children’s physical activity program with locations across the US. We were brought in to decrease Customer Acquisition Cost and increase Conversion Rate.

This initial engagement set the stage for further user testing and AB testing roadmaps.
8.1%
Increase in Form Starts
9.5%
Improvement in Bounce Rate
(Scroll Me!)
Problem
KidStrong users had trouble navigating to sign-up pages and finding essential details about the program. These deficiencies in comprehension and navigation lead to low form submissions and a lack of interest in the program.
Solution
By moving the location module to the homepage (thereby removing a confusing step) and cleaning up the design, copy, imagery, and information hierarchy, we significantly improved the homepage and engagement rate.
My Role
With the help of Mavan’s creative director and head of data, I co-led the initial analysis, test planning, design execution, user testing, and subsequent next-step planning. I also worked hand-in-hand with the client through all the project steps.

Part 1: Analyze and Plan

GA Review & Conversion Mapping
We analyzed KidStrong's behavioral flow and found that users were not following the ideal path of homepage -> find a location -> sign up.

We observed that most users went from "Find a Location" back to the Homepage or About page, indicating that users were struggling with the location module UX and finding the essential information needed before they signed up for the program.
Competitive Analysis
I analyzed three KidStrong competitors to understand their sign-up process and how they showcased their program.

I found the competitors did an excellent job anticipating user questions and answered them in an engaging, logical order. Their brands were cohesive and gave an impression of trustworthiness. This exercise helped me form insights and ideas for a testing roadmap shared with the client.
Testing Roadmap and Insights
In the following document, I identified issues with the website in detail, such as poor imagery, confusing navigation, and information flow. We presented our recommendations to the client and agreed on a plan of action.

We prioritized testing based on speed and impact and focused on creating a better homepage, moving the locator module to the hero, and removing a usability issue.
View All Assets in Figjam
These text-heavy assets can be hard to see, if you want to check them out in depth  - click above!

Part 2: Making the Design

Wireframing
I created a wireframe of the homepage to provide high-level direction to the copywriter and context to the client. This step helped align the internal team and client on what the page will look like and what information and assets would be needed.

This step was essential to bringing the abstract testing ideas to life. Before design hours were invested, we wanted to make sure the client understood the direction and plan.
Crafting the Design
We improved the design by ensuring consistency in hierarchy, typography, and spacing, and using clear imagery to showcase the program's different aspects. We wanted to ensure that parents clearly understood the program from a high level so they did not need to jump around the page and could move directly into the conversion funnel.

Additionally, we added a location module that helped users quickly reach the next step and filtered out those who couldn't join due to distance.
View All Assets in Figjam
These text-heavy assets can be hard to see, if you want to check them out in depth  - click above!

Part: Testing and Results

7.8%
Increase in Engagement
8.1%
Increase in Form Starts
9.5%
Improvement in Bounce Rate
This was an AB test ran over 4 weeks and 33,752 users. The new homepage significantly improved engagement, form starts, and bounce rate. Because of this, it was determined that the new homepage was a winner.

An interesting takeaway from the data, however, was that while form starts were improved on the new variant, form submissions (on the location page) were similar between variants. This suggested that the homepage was effective, but the next page in the flow would need to be improved.

Part 4: Next Steps

User Testing
After the AB test, we conducted a few user tests - a set of user interviews and a set of user surveys. We went through the whole experience with users and used that information to form further testing ideas that were shared with the client.

This was a more significant endeavor that deserved it’s own case study. To see that, click below.
View User Testing Case Study

Full Design

Contact me