Cafe Bookkeepers

Website Re-Design

Project Background

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.

Objective

Cafe Bookkeepers need their website to better reflect their services so they can capture more leads and sign on customers more easily.

My ROLE

Lead the entire UX process, using findings to drive website design decisions.

Graphic Design by Juliana Bridi.

The Process

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.

Discover

The Problem

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.

Old Website

Research Plan

User Research

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.

Research Objectives

  • Understand the decision making process of users when considering to work with a bookkeeper
  • Understanding the role of the website when considering a bookkeeper
  • Understand the positioning of CB and any perceptions people might have based on their current brand and website
  • Understand how much consideration users give rent/coffe/cost calculators
  • Create a list of actionable design objectives for the site

Target Users

  • Small to medium sized hospitality businesses with 5 – 20 employees. E.g Cafes, bars restaurants.

Stage of Purchase

  • Looking for a bookkeeper
  • Actively use a bookkeeper

Methodology

  • User Interviews
  • Test current branding & website
  • Test competitors websites

Some Key Findings

Key Insights

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”

Key Insights

Below are the key insights extracted from the affinity map of the user interviews and website tests.

Transparency in what  bookkeepers do and charge for is incredibly important.
Without first understanding the approximate costs for the bookkeeping service, I wouldn’t get in touch as I don’t want to be hassled.
I like to know who the person  is I’m working with, so I can reach out for support if needed. It also helps me trust and build a relationship with them.

DEFINE

Persona

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.

Scenario 1
  • Im happy and comfortable working with my good friend who is a bookkeeper, as I trust them and they make my life easier. They help when needed and are cheap and affordable for me.
Scenario 2
  • My bookkeeper is great and reliable, yet sometimes I’m not sure what call I’m getting charged for. They sometimes base my estimates and taxes off last years results yet their fees tend to stay the same or go higher. Although its getting easier, I’m not sure I’m getting better value the longer I stay with them or if they are becoming complacent.
Jared
30 years old and Married.
Has had a few corporate careers, yet drawn to hospitality.
Likes
  • I like to know who I’m working with, so I can reach out for support if needed. It also helps me build a relationship with and trust them.
  • I’d like to see quickly, easily and clearly how services could help my business.
Dislikes
  • Without first understanding the costs of new services, I don’t get in touch as I do not want to be hassled.
Needs
  • Transparency in what bookkeepers do and charge for is incredibly important.
  • I need someone reliable that makes my job easier.
  • I need feedback, experience and direction relevant to the hospitality industry.
  • Pricing and return on investment is a key consideration when choosing a bookkeeper to work with

Problem Statement

Problem
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.

Hypothesis
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.

Website Design Criteria

Key Design Criteria

  • I’d like to see quickly, easily and clearly how specialist bookkeeping services could help my business.
  • I want to know what they do differently beyond my bookkeeper
Clean and clear format
  • I need someone reliable that makes my job easier.
Features and Benefits of specialist bookkeeper
  • Without first understanding the costs of new services, I don’t get in touch as I do not want to be hassled.
  • Pricing is a key consideration when choosing a bookkeeper to work with.
  • Transparency in what bookkeepers do and charge for is incredibly important.
Price estimate for specialist bookkeeper services
  • I like to know who I’m working with, so I can reach out for support if needed. It also helps me build a relationship with and trust them.
I’d like to ‘Meet the team’ to understand who’s doing the work
  • I need feedback, experience and direction relevant to the hospitality industry.
I’d like ‘tips’ and direction on what I can do within the industry

DEVELOP

User Research revealed the key pieces of information users wanted to know about the company and service before enquiring. The below is the Information Architecture that made most sense to users.

Information Architecture

Home

  • Summary of Website

Services

  • What we do
  • What is Bookkeeping
  • How we help
  • how it works
  • Benefits
  • How we work
  • Pricing

Clients

  • Testimonials
  • Instagram

About Us

  • Meet the team

Get in touch

  • Enquiry Form
  • Contact Details

Industry Insights

  • Calculators
    Calculators (Helpful tools for the trade)
  • Coffee
  • Rent
  • Net Profit
  • Tools & Tips

Social Media

  • Instagram
    Facebook

  • FAQs

User Flow

User Flow

DELIVER

Upon rounds of testing we reiterated button formats, home page design, and the copy arrangement on each page to make for quicker and easier reading for users.

Lead Capturing

Usability Feedback

Technical Opportunities

We included Typeform to directly integrate with existing lead capturing and nurturing programs.

Content and Copywriting

Championing User Requirements

Testing Feedback

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.

Pricing Page
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.

the outcome

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.

The Solution

Outcomes

Next Steps

Next Steps

Monitor website analytics for leads and engagement statistics. Review most and least visited pages, refine content as required.

Cover Photo mock up located here.