BaÅŸkaKumpanya Design
Streamlining Access and Engagement for HR Professionals and Educators
Product Overview
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Company: BaÅŸkaKumpanya, an innovative HR consultancy based in Istanbul.
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Objective: Designed an intuitive website to effectively attract and engage the target business audience.
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Services Display: Prominently showcases consultancy services alongside educational content tailored for professionals.
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Design Focus: Prioritized creating a seamless, user-friendly interface that integrates multiple functionalities efficiently.
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Execution: Independently spearheaded the project, leveraging iterative feedback from the company head to ensure alignment with strategic business goals.
TIMELINE
3 Months
ROLE
Product Designer
Product Strategy, User Research, Interaction, Visual design, Prototyping & Testing, Information Architecture
INDUSTRY
HR Consultancy & Training
Problem Statement
BaÅŸkaKumpanya, a fledgling HR consultancy firm based in Istanbul, faces the challenge of establishing a strong online presence to effectively engage a professional audience while providing easy access to its services. The company needs a platform that not only highlights its consultancy and training offerings but also delivers these in an intuitive and accessible manner to differentiate itself in a competitive market.
Goal
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Primary Objective: Develop a streamlined, user-friendly website for BaÅŸkaKumpanya, integrating HR services, educational materials, and online classes.
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Design Focus: Ensure easy navigation and enhance user engagement to boost service sign-ups and course enrollments.
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Strategic Goal: Establish a strong online presence, distinguishing the firm in the competitive HR consultancy market.
Design Process
For the BaÅŸkaKumpanya website design, I initiated the project with focused research on HR consultancy needs and current industry practices. This was followed by ideation sessions that produced initial wireframes, integrating service displays with educational tools and interactive elements for user engagement. Through iterative design, constant testing, and user feedback, the final website was refined to effectively serve HR professionals and business people, making it both a functional and inviting online resource.
Understand
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User Research
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​User Interview
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Competitor Analysis
Define
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User Personas​
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​Empathy Map
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User Journey
Design
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Wireframe
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​Hi-Fi Designs
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Prototype
Ideate
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User Flow
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​Information Architecture
Test
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Feedbacks​
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Conclusion​
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Future Concept
Design Timeline
Target Audience
Ages 25 - 55
User Research
The user research for BaÅŸkaKumpanya’s website was thorough and multifaceted, beginning with a competitive analysis to benchmark against leading HR consultancy and training websites. This phase helped identify key industry trends and user expectations. Additionally, quantitative research was employed to gather data-driven insights regarding user behaviors and preferences in the HR field. This foundational research guided the strategic direction for the website design, ensuring it was aligned with the specific needs and preferences of HR professionals and business-oriented users. This comprehensive approach to user research established a solid basis for developing a highly targeted and user-friendly interface.
Competitor Analysis
In the competitive HR consultancy market, BaÅŸkaKumpanya stands out with its versatile approach. Competitors such as Origo Consulting, NBS Human Resources, and One World Consulting each offer strengths in digital HR solutions and industry-specific training. However, BaÅŸkaKumpanya uniquely integrates comprehensive HR services that are accessible to both established firms and smaller startups, covering everything from strategic consulting to niche areas like coaching and webinars. This strategic breadth and flexibility position BaÅŸkaKumpanya as a comprehensive solution provider, uniquely catering to a diverse client base seeking both innovation and adaptability in their HR services.
Unique Features
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On-Demand Video Library
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Interactive Training Modules
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Live Seminar Webcasts
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​Customizable Learning Paths
Quantitative Research
To enhance our understanding of HR professionals' needs and preferences, BaÅŸkaKumpanya conducted quantitative research focusing on their interactions with online HR platforms. Using a series of screener questions, we selected participants based on their role in HR, experience with HR tools, and their interest in specific HR services like coaching, seminars, and psychodrama.
Screeners
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Do you currently use any online platforms for HR consulting or education?
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How frequently do you seek HR training or educational content online?
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Are you looking for specific types of HR services, such as psychodrama or interactive training?
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What is your preferred method of learning new HR practices (videos, articles, interactive sessions)?
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Have you participated in online seminars or coaching sessions in the past year?
Observations
38%
of participants use online HR platforms regularly.​
81%
preferred learning through videos and live webinars.
62%
expressed a high demand for interactive training modules.
29%
had participated in psychodrama sessions, showing a niche but significant interest.
54%
sought regular online seminars to stay updated with HR trends.
Empathy Map
Pain Points
1. User Navigation Complexity
In designing an intuitive website for an HR consultancy and training company, a significant challenge lies in simplifying the navigation to accommodate various user needs effectively.
2. Integration of Dynamic Content
A website that offers educational and training resources must handle dynamic content such as videos, downloadable materials, and interactive tools effectively.
3. Consistency in Design Across Various Platforms
Given the diverse platforms through which users might access the website (desktops, tablets, smartphones), maintaining a consistent design aesthetic and functionality across all platforms presents a significant challenge.
User Persona
User Journey Map
Information Architecture / User Flow
Sketches / Wireframes
Reviews
​In this example, from sketch to High Fidelity Screen, both versions feature a well-organized header with the company logo, menu options, and a 'Contact Us' button, aligned consistently across designs. The hero section highlights the transition from concept to completion, displaying an engaging introduction alongside a calming graphic of waves hitting the beach, chosen by the CEO to symbolize the comfort provided by the company. This visual metaphor effectively sets the tone for the customer experience, reflecting the company's commitment to tranquility and support right from the first interaction. This approach is kept throughout the actualization of this project.
Simplicity & Effectivity
The mobile-optimized consultant bio page showcases a clear and engaging layout, beginning with a profile photo and direct links for professional connectivity. Concise biographical details lead into expandable sections that detail the consultant's qualifications and experiences, demonstrating an effective balance of minimalistic design and functionality for optimal user engagement.
This layout was refined through multiple iterations to emphasize clarity and user engagement, effectively marrying minimalistic design principles with functional depth, ensuring that key information is accessible without overwhelming the user.
Seamlessly Explore, Engage, and Connect
The landing page of BaÅŸkaKumpanya features a hero section with engaging text and thematic graphics, effectively using Nielsen’s Heuristics to reduce cognitive load by neatly segmenting services into four clear sections. This design simplifies navigation and boosts discoverability, encouraging new visitors to delve deeper. A well-placed call-to-action button under these sections prompts further exploration of the services, aligning with best practices for visibility and user control. The video section offers the latest educational content with an option to access the full library, enhancing user autonomy. The consultant section introduces brief bios with links to full profiles, fostering user engagement and connection. The page concludes with a mission statement and contact button, cohesively promoting the company’s ethos and encouraging user interaction.
Style Guide
Key Takeaways
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Effective User Engagement: The new website witnessed a significant increase in user engagement, validating the design's focus on intuitive navigation and user-friendly interfaces from the ground up.
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Accessibility Achievements: Strategic design choices enhanced the website's accessibility, incorporating user-friendly fonts and color contrasts, which improved usability for all users, including those with visual impairments.
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Valuable User Insights: Feedback from initial users highlighted the popularity of the interactive consultant bios and personalized service pages, underscoring the importance of personal connection in professional services.
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Future Enhancements Recommended: Ongoing analytics suggest opportunities for further personalization and adaptive user interfaces to cater more closely to individual user preferences, which could further enhance user satisfaction and engagement.
Future Projection
BaÅŸkaKumpanya is set to expand its platform with innovative features to enhance user experience. The introduction of flexible payment models will cater to diverse client needs, while an increase in video content and educational materials will enrich the learning experience. These enhancements, coupled with technological upgrades, aim to solidify BaÅŸkaKumpanya's position as a leader in HR consultancy and education, adapting continuously to user feedback and market trends.