Company Name: Santa Fe Business Incubator
Research Challenge:  Increasing User and Stakeholder Engagement

Introduction

This project focused on improving engagement of two types of Users: User Advisors and User Startup Clients, at a southwest US-based business incubator. I was the UX Consultant working directly with a Program Manager and Website Developer, under the supervision of the CEO. 

The Incubator team wanted to facilitate easier and timely advisory, mentoring and coaching services between the 80 User Advisors and 20+ User Startup Clients. This had the potential to accelerate Startup growth and lead to more deals, jobs, and economic benefits in the region.

My activities included: 

• user research in the form of user interviews and developing personas;
• informal heuristic evaluation and interviews to improve the onboarding process
  ​
  

Based on the user interviews and evaluation, I streamlined the website’s information architecture and made recommendations regarding design, navigation, wording, accessibility and content (i.e. user flows, FAQs, emails) to increase User Engagement, interaction and retention.

US-Southwest Business Incubator

This revised logo uses an orange backdrop to reflect Southwest origins, and the red, white and blue dots are for the US. The design and font has a clean, modern look and feel. 

Personas

It was very important to conduct discovery research about the two user groups: (1) User Advisors; and (2) User Startup Clients to understand their needs and motivations, pain points and business goals. Advisors wanted to increase their profile and visibility, while Startup Clients wanted greater choice and access. 
​
The Personas were created after interviews with 10 people in each User group. I transcribed my notes, analyzed the data and came up with composites based on the data. The Personas were created and validated before proposing UX designs.

Personas - Advisor & Startup Client

Generate Potential Designs

The screenshot below shows low-fidelity sketches of potential responsive web and mobile design options. ​

A progression of design ideas to improve User Advisor engagement.

Creating Wireframes & Low-Fidelity Designs

Wireframes and low-fidelity designs were created after the assignment was completed, to visually show how I would have designed these screens had I had the opportunity. I believe that had we included these designs as part of the consulting engagement, the quality of the result would have been significantly improved.

Advisors (A-Z list), headshots and Linkedin profiles increases access.

Improved Advisor Signup Web Page and Biographical Data Collection Form

The goal for the Advisor web page was to foster a sense of community and shared experience, and enable Advisor networking, specifically:

• Enabling the Incubator to obtain Advisor biographical data to make easier, faster and better matches with Startup Clients; 
• Providing context for the Advisor role and networking with colleagues, as Advisors assist the startups in small teams. 

Before the redesigned webpage, there was scant background information; no prominent CTA button, no easily-findable contact information for Incubator staff.  Advisors were identified by name only in a list format, without indicating their company affiliation, role / position and LinkedIn profile.

Redesigned Advisor Signup Web Page 
​Linked with CTA Button to Data Collection Form

Redesigned and Improved Advisor Signup Webpage

The revised User Advisor webpage now benefited from a linked Call To Action button. When users clicked on "Become and Advisor", they were brought to to a Google Form that prompted them to provide data about themselves. This data enabled the Incubator to easily make matches with Startup Clients. (displayed below). 

User Insights + Surprises

Hit the target with the right Advisor information.

User Advisors:

• Did not understand the importance of providing their biographical data and its connection to effective matchmaking with Clients via the website.
• Did not know what was expected of them, because the website did not do an adequate job of communicating those expectations.
• Were uncertain about how and where to share their Client successes on the website or anywhere else.
• Wanted access to detailed information about other Advisors to refer opportunities and collaborate together. ​

Summary

WowI I learned a lot from this project!

This project began as a quest to attract and retain User Advisors. User research discovered that the bigger problem was engaging current Advisors and developing a better user experience. This problem was solved through improved website navigation, more user-centric content and User Advisor biographical information. 

The next step  would be to implement these insights including:

Additional steps to improve engagement would be to redesign hours-long roundtable meetings with Advisors and Startup Clients. Recommendations for improvement included: 

• Updating meeting expectations, structure and pacing.
  

• Providing 5-10 minute Startup Client updates and focus on startup growth challenges..
  
• Using facilitation skills (instead of moderation) to increase dialogue and collaboration.
  
• Demonstrate accountability and followup. 
  
• Communicate progress whenever, wherever possible!
  

You can never have enough communication!