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A new direction for a teacher wellbeing startup

Product

Strategy

Overview

Welbee was 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 me to prototype options for a way forward.

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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.

Skills used

Market research
Accessibility audit
User experience audit
Customer research
Information architecture 
Strategy prototyping
User interface design

Team size

I was the dedicated designer, plus Welbee team

Project length

1 week

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

Research phase

I held a workshop with the Welbee team and filled in a project kick off canvas. This helped to quickly collect all assumptions, identify knowledge gaps, and plan and structure the research approach and ensure expectations were aligned.

I interviewed local and international headteachers and business leaders to understand their staff wellbeing needs and track down new opportunities and inspiration.

I also 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.

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 than business people
Visually the site wasn’t always consistent

Woman head teacher with brown hair in a classroom smiling at the camera. She is wearing a suit jacket and brown jumper. She has her hands in her pockets.

"We regularly run surveys through our MIS (School Management Information System) and we have won Staff Wellness awards. Staff wellness is so important to us"

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Headteacher

Secondary school

Accessibility improvements

I ran some tests on the accessibility of the site and created a more accessible colour palette and typography system which then passed WCAG AA standards. I also paired down the amount of colours to make the brand more subconsciously identifiable.

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.

Navigation improvements

I used clear terms like ‘Products’ and ‘Resources’ to cater to a broader audience, plus separated out ‘industries’ so future unique selling points could be pitched to their appropriate audiences.

Each product had its own dedicated page and I added a notification bar at the top of the page, above the navigation menu to highlight new products and updates.

Pricing

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

The result

I streamlined the site’s content, focused strongly on the products and their unique selling points; key client logos and testimonial quotes that testers responded well to. I delivered a prototype to present to the board and to use in investment pitches.