A new direction for a teacher wellbeing startup

Strategy

Product

Welbee new homepage on a mobile phone held by a hand

Welbee were planning to expand into new markets and verticals (public and private sector companies). They felt it was time to refresh their sales website strategy and worked with Louise from Futurelabs to prototype options for a way forward.

Welbee helps schools to systemise their staff wellbeing through digital products including tailored surveys, direct anonymous feedback tools and monitoring dashboards, so that senior school leaders can check in regularly on staff happiness and make improvements; fast. Their products are currently used by 200+ schools in the UK. Welbee’s primary target audience were senior school leaders and headteachers but they now needed to appeal to business leaders and international schools too.

  • —  Market research
  • —  Accessibility audit
  • —  User experience audit
  • —  Customer research
  • —  Information architecture
  • —  Strategy prototyping
  • —  User interface design
Two Welbee posters on a brick wall . One says "Welbee for educators. Happier staff = better exam results" and has a smiling teacher on it. The other says "Welbee for business. Happier staff = higher retention" and has a smiling business-person in it.

Louise held a workshop and filled in a project kickoff canvas with the client to collect all assumptions, identify knowledge gaps, and plan and structure the research approach and ensure expectations were aligned.

A kickoff canvas, covering  key categories: history / background; problem to solve; Motives; Fears; Users / Customers; USPs; the build; key risks; how could success be measured; competitors

Louise conducted a UX audit and ran some user testing sessions to monitor the performance of the current site's usability and content and help to prioritise the focus of the strategy prototype. Louise interviewed local and international headteachers and business leaders to understand their staff wellbeing needs and track down new opportunities.

The main issues identified were:

  • The pricing structure was confusing for testers
  • None of the testers understood Welbee's new Voice product
  • Testers felt there was too much information on the homepage
  • Information was not displayed on the pages they expected
  • Terminology was better-suited to school employees
  • Visually the site wasn't always consistent
Before and after colour contrast scans. Before shows how the old Welbee colours faired. 6/8 fail on AA and AAA standards. After shows all 8 colours passing AA level.

Louise ran some tests on the accessibility of the site and created a more accessible colour palette and typography system, passing WCAG AA standards.

The previous Welbee menu bar and the three menu bars for the new designs. The previous design shows categories: "Home, Welbee, Pricing, Learning centre, About us, Contact", plus a login button and a button saying 'Get Welbee'. The new designs have the categories: "Home, Products, Industries, Pricing, Resources, About us, Contact", plus a sign in button and a button saying 'Book a free demo'. The first new menu bar has a secondary menu for 'Products'. The categories are: "Welbee Survey, Welbee Voice, Welbee Insight Platform". The second new menu has a secondary menu for 'Industries', the categories are: "Education, Business, and Public Sector which is fainter and has a note - coming soon". The third new menu has a secondary menu for Resources. The categories are: "Articles, Press and 2020 Welbee Report".

Louise used clear terms like ‘Products’ and ‘Resources’ to cater to a broader audience, plus separated out ‘Industries’ so future USPs could be pitched to their appropriate audiences. Each product had its own dedicated page and Louise added a notification bar above the navigation menu to highlight new product updates.

New designs for the pricing page - a clearer comparison table and packaged pricing options next to the legacy Welbee pricing page

Louise suggested a package pricing model with clear visual differentiation on additional benefits available as price increased. This would be more scalable as the business expanded into other industries.

Welbee new homepage design showing a breakdown of each Welbee product and its key features.

Louise streamlined the site's content, focused strongly on the products and their USPs and kept client logos and testimonial quotes that testers responded well to. The result was a prototype to present to the board and to use in investment pitches.

An aboard outside a Detox Kitchen store saying "50% off from 5:30pm"; "saving food that is too good to waste" with some vegetable drawings

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Brand

Strategy

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