Keen Voice Studio
— Building A Learning Community Through Technology —
Project Overview
Scope
User Research
Business Analysis
Content Strategy
Branding
Website Design
Social Media Strategy
My Role
User Research
Content Strategy
Branding
Website Design
Social Media Strategy
Teammate
Gregg Murray
Duration
2 Months
UX for Innovative Education
In 2020, educational institutions experienced some of the most profound consequences of Covid-19. The abrupt transition from in-person to virtual teaching demanded innovation. So why does this project matter? Because it demonstrates how UX research and design can change the way we teach, streamline a business’ operations, and help a company grow even during economic crises.
Client
Keen Voice Studio is a small, woman-owned vocal studio in Kentucky. The founder, Catherine Keen, is a former opera star who’s performed on the world’s most prestigious stages alongside some of the most renowned opera stars of this era. Following her opera career, Catherine opened up her own vocal studio.
Background
The founder, Catherine Keen, is a visionary in many ways, and as Covid-19 fundamentally changed the way we teach, she realized that transforming her digital presence would not only meet the needs of teaching during a pandemic but also prepare her business for a digital future.
A Before + After Snapshot
The orginal Keen Voice Studio website was problematic in numerous ways. Here’s a quick snapshot of what it looked like before. In case you’re wondering, the gray background isn’t the result of a mishap on my website… That’s how the original site looked.
The Challenge
How can Keen Voice Studio continue growing during and beyond Covid-19?
Catherine Keen not only wanted to continue growing her studio in the midst of a pandemic; she wanted to prepare it to grow exponentially post-pandemic. The challenges of virtual lessons are unique, but the technological requirements and tools aren’t going away anytime in the future. Our goal was to integrate technology platforms into the fabric of the Keen Voice Studio operation in order to streamline communication processes, manage administrative tasks, and provide extensive resources to students and parents.
Research Process
Our research process was straightforward yet in-depth and informative on every level:
(click on images to zoom)
Step One: Project Timeline
After establishing the scope of our project, we presented Keen Voice Studio with this estimated timeline.
Step Two: Client Discovery
We developed a survey to get to know our client and take a deeper look at the studio’s mission and vision.
Step Three: User Interviews
We interviewed current students, former students, parents of students, and industry professionals. In total, we conducted 10 interviews, ranging from 30-40 minutes each.
Step Four: Competitive Analysis
Our competitive analysis told us the vision of integrating technology and student platforms into her studio was revolutionary for the industry and demonstrated how we could differentiate the KVS brand.
Step Five: Comparative Analysis
Our comparative analysis included similar privately-owned, service-based companies with the need to schedule, pay, and access a library of information.
User Insights
Our research was heartwarming and consistent from every angle and source:
The testimonials of parents and students literally brought me to tears. They unanimously expressed a desire for a brand and digital platform that did Keen Voice Studio justice.
Students and parents alike were clamoring for a way to digitize and keep track of the many resources Catherine was constantly emailing, texting, or printing.
Users wanted to know where lesson updates, reminders, and important information were going to come from. Emails? Texts? Google forms? From Catherine or Keen Voice Studio?
The Solution
Use thoughtful, user-driven brand development to build a highly informative, easily navigable, and malleable website.
Clients clamored for a strong brand that truly represented the caliber of Keen Voice Studio. By analytically identifying and thoughtfully expressing the Keen Voice Studio brand, we could build a user-driven website that was able to function as more than an informational bulletin.
Solution Approach
Our solution was both client- and user-centric, leveraging low-maintenance technology solutions to let learning be the priority:
Leverage the insights gained from user research to build a strong, representative, and enduring brand for Keen Voice Studio.
Create a single go-to place for event information, scheduling, payment, educational resources, and lesson content.
Inspire community interaction by developing a digital platform where student videos and accomplishments are highlighted.
Design Development
The design development began with research-based branding:
(click on images to zoom)
Step One: Client Discovery
We gamified the discovery process, having Catherine take quizzes and choose from multiple images, colors, and words to gain a holistic understanding of how Keen Voice Studio operates.
Step Two: Branding
Through extensive interviews with Catherine and her clients, it became clear that Catherine herself embodied Keen Voice Studio in a special way. View the full brand standards package.
Step Three: Information Architecture
Putting users’ needs first, we developed information architecture that catered to the most sought after information.
Step Four: Website Design
A brief look at some of the website pages. Visit the Keen Voice Studio website.
Step Five: User Testing
Users expressed confusion regarding the various contact forms for new students, and general inquiries. Our solution involved creating separate buttons for forms for new students and general questions.
Visit the Keen Voice Studio Website
Next Steps
Student
Portal
Users’ long term goals included a digital portal for: Lesson notes for parents and students, sheet music downloads, and a searchable library of student’s performances.
Migrate
Acuity Scheduling
We are currently in the process of migrating Keen Voice Studio’s current scheduling process (My Music Staff) to Acuity Scheduling.
Monitor
Key KPIs
Track key KPI’s including: percentage of clients scheduling and paying through the website, website impressions, and overall website traffic statistics.
Personal Growth
Project Timeline
Throughout the process, I realized that exchanging information with a client who works full time extends the project timeline. Extending the project timeline just slightly allows clients time to provide more thought-through, meaningful, and thorough information. It’s well worth the extra time, because it results in a much more representative and richer end product.
Business Operations
Working with Keen Voice Studio highlights that when UX research and design is done thoroughly, it can transform a business’ operations. By leveraging easy to maintain technology and systems, it leaves more room for the business to focus on what it does best, rather than expending time on keeping things running.