Wabya Booking Journey Initial UX Design Audit
Context
Wabya have been working on the development of their website, which will include video conferencing and payment capabilities, as well as coach and client dashboards. However, the project has taken much more time than Wabya anticipated.
To promote the legitimacy and uptake of their services until the completion of the full website, Wabya elected a few months ago to launch a 'lite' version of the site. This 'lite' site has been live for a few months, while the full version keeps being built in the background.
Problem
The company is currently facing a challenge with its website, wabya.com, as potential customers who visit the site are not converting to sign-ups or trial users, despite excellent paid marketing performances. This issue is hindering their start-up efforts and requires a prompt resolution. Upon analyzing the data, it has been determined that the problem is most likely with the landing page (home page) and the number of steps required for clients to book their first discovery call and connect with one of the coaches.
Additionally, the company is facing difficulties in properly tagging its visitors, which is making it difficult to re-target or create lookalike audiences. However, it is suspected that this may be a backend problem.
Approach
After speaking with Craig, I reviewed the user journey for Wabya to see if I could identify any blockers. In the brief, the booking journey is defined in two parts:
Step 1: Sign-up
On the homepage, the user navigates to the “Start Your Journey” button, this produces a form for them to fill out
Step 2: Trial
Once the person has received the welcome email, filling out the questionnaire it contains, and booking in their first discovery coaching session.
Wabya’s research indicates that the users are dropping off before part 1 of these steps, there preventing the on-ramping of these journeys.
Not currently having access to Wabya’s marketing data, some of my decisions in the research will be based on trend data rather than Wabya’s own. This study will focus on a mobile-first experience.
To begin we’re going to approach Wabya as a New User actively seeking the Personal Coaching that Wabya offers. To best emulate the experience of an active user I have created a temporary Instagram account and have searched and interacted with content hoping for it to trigger a Facebook Ad directing me towards Wabya.
Searched meta terms:
Coaching, Personal Coaching, Personal Life Coaching, Online Coaching, Virtual Coaching, Career Coaching, Coaching Expert, Relationship Coaching, Stockwell, Discover Coaching, Happiness, Jean-François, Craig, Ciara, Hayley, Khai, Self-Realisation, Personal Brand Coaching, Personal Life Coaching, Coaching Life, Self Development, Self Help, Selfhelp, Life Coaching 101, Career nudge, Relationship Boost, Life's Purpose, Life Purpose, LifePurpose, Goals, Life Goals, Coaching Goals, UK, Caoching, Coching, Coachin, Coaching, Personal, Entrenamiento, England, London, Clapham, Personal Growth, Personal Development, Coaching Life, Mind Set, Mindset, Mindset Coaching, Coaching Tips, Coaching For Women, Coaching For Men, Coaching For Business, Coaching For Professionals, My Development, Guided Self-Discovery, Self-discovery, Self Discovery, Guided Coaching, GuidanceUX Review
Assessment Symbol Key
Pre-Website: From Instagram
Starting at the Instagram screen, the account Links off to two Journeys, the Wabya homepage and the “Find Your Ideal Coach Form”
User Flow (Simplified)
Two journeys can be appropriate for capturing more users, but this does make it more difficult to maintain. The Wabya homepage route seems to require additional steps.
UX Review of Wabya Homepage
Mobile
✅ Consistent Presentation and Styling ✅ Obvious (burger) menu navigation ✅ Level-2 Accessibility passed ✅ All Browser Readability
🟠 Moderately good resizing for mobile 🟠 Inconsistent text styling 🟠 Large section of body copy 🟠 Lack of capitalisation makes line reading difficult
❌ Call To Action (CTA) hidden out of viewport ❌ No Indication of Next Steps
Desktop
✅ Consistent Presentation and Styling ✅ Simple site navigation ✅ Level-2 Accessibility passed ✅ All Browser Readability
🟠 Poor resizing at larger sizes 🟠 Large section of body copy 🟠 Lack of capitalisation makes line reading difficult 🟠 Lack of imagery
❌ Uneven text blocking ❌ CTA not present enough ❌ No Indication of Next Steps
UX Review of “Discover” Flow via Hompage
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UX Review of “Find Your Ideal Coach”
Mobile View
✅ Good resizing for Mobile ✅ Good title messaging ✅ “Goodish” branding ✅ Focused on information input ✅ Highly Accessible
🟠 Inconsistent text styling 🟠 No imagery 🟠 Poor Type Hierarchy 🟠 Inconsistent tone of voice
❌ Too much reading ❌ Links that direct away from the journey ❌ No Indication of how long this will take
Desktop View
✅ Good resizing for Desktop ✅ Good title messaging ✅ Focused on information input ✅ Highly Accessible
🟠 Inconsistent tone of voice 🟠 Too much reading
❌ Hard to follow text blocks ❌ Links that direct away from the journey ❌ No Indication of how long this will take
UX Review of “Find Your Ideal Coach” questionaire
Conclusion
I have managed to identify multiple blockers in the “sign up/booking” process which is causing friction for parties interested in Wabya’s services.
Some of these are partially down to development, I believe this site has been designed and built with a Desktop experience in mind which, although a fine decision to make it neglects mobile users who are more likely to enquire via the channels I presented today.
As outlined in the initial brief statement [left] the “booking” journey has too many steps and lacks the signposting required to drive user conversion. Wabya has eye-catching and enjoyable branding which is simple and easy to interpret, these qualities should be present throughout the booking process.
Copy changes are required as well as existing journeys being broken out into more manageable chunks for the user to process. Much of the copy lacks intention or reward and the choice to avoid capitalisation, although friendly, makes it difficult for us to identify new lines.
Wabya boasts some high-quality and exceptional video testimonials alongside written ones, I think these should be presented sooner and would aid greatly in user conversion.
I believe that all the elements for user-sign-up are present in what Wabya has today, having experience assisting companies like Wabya with sites built in React, I am confident we could collaborate to deliver designs that address the blockers we’ve explored today and increase the conversion traffic, all the while keeping development costs to a minimum.