Cafe Bookkeepers (CB) initially focused on bookkeeping for cafes Australia wide though has now grown to service the hospitality industry. CB would like to increase quantity of leads and would like to improve their chances of closing them. They’d also like to work with more clients in hospitality beyond the cafe’s.
Cafe Bookkeepers need their website to better reflect their services so they can capture more leads and sign on customers more easily.
Lead the entire UX process, using findings to drive website design decisions.
Graphic Design by Juliana Bridi.
For this project, we broke the process up into two distant phases.
Understanding the Audience - Using research to understand and represent the audience, to create actionable KPI’s.
Developing the Solution - taking the definitive KPI’s and using lean design techniques develop, test and iterate solutions.
Currently it takes too much time and engagement for Cafe Bookkeepers to communicate their core service offerings to new prospects even though it results in a high chance of winning work.
Based on what we knew about Cafe Bookkeepers business, challenges and customers, I developed the below research plan to validate what we knew, and find out more about what was preventing prospects from enquiring via the website. Based on the below plan, I interview 6 participants, including business owners of cafes, restaurants and bar.
Stage of Purchase
A few insights were expected, however the most surprising was that, if users didn't have any indication on Cafe Bookkeepers service price, even if it was a ballpark cost, they wouldn't enquire at all.
“If I don’t know the price, I wont bother enquiring”
Below are the key insights extracted from the affinity map of the user interviews and website tests.
This persona is a summary of the key insights and user testing findings. Andrew is a reflection of the key design considerations required in the websites development.
Jared needs to work with a bookkeeper he can trust, because although his current bookkeeper is doing a good job he suspects he could be getting better value for what he is paying.
We believe by showing Jared the clear benefits to a specialist bookkeeping service, he’ll see the advantages beyond his current bookkeeping service.
We’ll know this to be true when Jared visits Cafe Bookkeepers website and either calls or submits an enquiry in regards to Cafe Bookkeeper’s services.
Get in touch
We included Typeform to directly integrate with existing lead capturing and nurturing programs.
Pricing, a non negotiable.
Through insights from user interviews and testing, a key consideration to our persona was knowing pricing before enquiring. This was a non negotiable and incredibly important piece of information to Business owners and they wanted to know very early in engagement.
No matter how good the service sounded to each target user, they wanted to know if CB’s service was affordable to them before spending any more time on it, or even enquiring to discuss CB’s service further.
Championing our personas needs of having little time, requiring transparent pricing, and clear expectations of what’s included in the service, I included copy here that could stand alone without users having to read or visit any other pages of the website.
Cafe Bookkeepers new website tested substantially better with customers and prospects, including better task completion and a higher chance of engagement.
This has resulted in a substantially higher number of leads received via the website.
Monitor website analytics for leads and engagement statistics. Review most and least visited pages, refine content as required.
Cover Photo mock up located here.