Behavioural science meets discovery

The Brief

Confusing user experience

The VTCT Group houses three separate brands.

Following the more recent acquisition of Skillsfirst, as well as feedback from customers regarding negative experiences on the sites, OrangeGrove entered discussions with VTCT on how we could work with them to advise on optimisation solutions to improve user experience and ultimately their success.

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The services included in this project

Heuristics audit

The heuristics audit marked the website against a checklist of 12 best practice principles broken down into further points, to find opportunities to improve the user experience

Heuristics audit

Analytics Review

A quantitative approach alongside a qualitative one was important in this project. Gathering data from page analytics uprovided us with many insights which we analysed and sorted into opportunities for improvement.

Analytics review

Persona workshop

Using behavioural science to discover and prioritise their audience groups, their goals, concerns and drivers in order to make recommendations based on science.

Persona workshops

User Journey Maps

Uncovering key opportunities in a persona's digital journey using a neuro-focused approach, highlighting their problems, tasks, questions and emotions.

User journey maps

In depth discovery phase

Due to the complex nature of the three brands coming together, we recommended that an in-depth discovery phase was necessary in order to understand their target audience better.

Heuristics audits for each of the sites helped with familiarisation as well as provided some guidance on quick wins to help immediately with user experience.

This and the Analytics audit guided our recommendations and focus, which led into the Persona Workshop and User Journey Map work. Using behavioural science, we were able to understand each of their audience groups on a level that was then able to inform a hefty document full of enhancements and recommendations. Some of those recommendations were on a content and structural level and some with wider business-enhancing opportunities.

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"OrangeGrove brought an intellectually rigorous, dispassionate approach to our website review, helping us to see beyond existing thought-biases to understand more clearly our audiences’ needs. They were professional, challenging and great fun to work with"

Collette Lux

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