Young Leader Project
The Young Leader Project is an interactive app that leverages screen time in order to build leadership skills in children so that they can be happy and successful in life, professionally and personally.
Tasks
User Research
UX/UI Design
Wireframing + Prototyping
Visual Design
Timeline
June 2019 - August 2019
Team
1 Product Designer (me)
1 UX Researcher (me)
BUSINESS OVERVIEW
The Young Leader Project aims to cultivate the next generation of global leaders by providing comprehensive training and development opportunities. This initiative includes a series of structured training modules focusing on key leadership skills such as management, communication, and digital literacy. Additionally, the project features practical missions that allow participants to apply their learning in real-world scenarios, fostering a hands-on approach to leadership development.
While the project plans to launch a dedicated mobile application in 2020 to enhance the training experience, the app is not yet developed. To secure the necessary funding for this app, YLP is currently relying on its website to garner support and donations. The website serves as a platform to provide information about the project, engage potential supporters, and demonstrate the value and impact of the training programs.
THE CHALLENGE
Parents are hesitant to pay for an app designed to help their children learn leadership skills, favoring tangible options like journaling and exercising. The Young Leader Project (YLP) faces the challenge of assuming that users will sign up and pay it without knowing the price, fully understanding what they are getting and when, or seeing any evidence of a successful product. This lack of transparency and proof of efficacy makes it difficult to build trust and convince parents of the app's value, posing a significant barrier to the project's adoption and success.
“We’re so deeply immersed that we can’t see the forest through the trees! We need someone outside with consultation for guidance. Also, in terms of the website, it was at the perfect time [to have you help us] - we need extra hands to help with onboarding because we can’t necessarily focus on that right now.”
-Eleni Vasdoka, Founder of YLP
GOALS + EXPECTATIONS
Improve website landing page and onboarding
Clarify that YLP is in beta testing pre-launch and full product does not yet exist
Grow the waiting-list/database leading up to the launch
Educate parents on leadership; make it more accessible
The new landing page needs to make it very clear that gaming can be just as productive and valuable for a child’s learning
PROJECT CONTRAINTS
Nailing down exactly what the product is without getting distracted by long-term product goals
10 week time-frame; after hours + every team member is in a different part of the world
The project does not currently have enough funding. They do not yet have an app to test on the app store and show potential investors. Thus, they will need to fully rely on a website to assist with any potential crowdfunding.
TIMELINE
June 14th-24th, 2019: Review and create new designs for both website and onboarding
Beginning June 24th, 2019: User testing the new designs
Mid-July, 2019: Implement feedback and create updated designs
End of July, 2019: All preliminary testing completed; content testing on app and website to confirm we are headed in the right direction
August 6th, 2019: Final UX Designs handed over
Remainder of August: Launch of new, really clear website + grow the database to a reasonable number (~10,000 sign-ups via email + Instagram)
September, 2019: Developers begin building out the first “galaxy” of the mobile app and integrating all UX feedback
2020: Soft launch of the mobile app
THE WEBSITE: PREVIOUS LOOK
CUSTOMER PERSONAS
Parent/Caregiver
concerned and nervous about her child’s inability to connect with other children his age
frustrated because she doesn’t know how to help her child
heavy hearted and at a loss: wants to give her child the world, but has tried so many avenues to help him, and none have worked thus far
Child/Young Leader, age 7-11
struggling socially; unable to form meaningful bonds with others
feels left out and alone on the playground
trouble understanding interpersonal social situations, and lacks the skills to adapt in uncomfortable situations, resulting in easy frustration
upset and confused when not invited to after-school activities with the other children
IDEATION
USER TESTING
Objective: compare/contrast the 3 designs
Questions to be addressed:
Do you understand what the product is?
Is the statement compelling enough to sign up and pay?
Would you let your child use your cell phone for this purpose?
Did the NSF detail provide more confidence in the product?
General thoughts/opinions about the landing page
WHAT USERS SAID
“I still don’t get what ‘lead’ means. What are these skills?”
“Is YLP a space program? Is space camp going to solve my problems? Why is my leader in outer space?”
“I still don’t get enough information without playing it. I need real examples before I join anything.”
“I don’t like ‘Join the Mission’ - it makes me think you want something from me.”
USER FINDINGS
Still unsure what qualifies as “leadership skills.”
Confused by “Join the Mission.” Some were also hesitant to the term "Sign up,” because they're still not entirely sure what they're signing up for.
Want to get a tutorial of the game before exposing their children to it. Are there examples of what the games will look like?
Want an easy-to-digest, couple of lines to quickly describe the program (without having to extensively search the website)
Confused why everything is space themed, especially compounded with the information regarding the NSF.
Is the audience children, parents, or both? Who’s the target demographic?
Do I have to pay for this?
How time consuming is the program? How quickly will my child gain these leadership skills? What level of involvement does the parent need to have?
Are there guarantees? What if my child doesn’t improve? Is there evidence that this works?
FINAL DESIGN
