The Human Sound Project helps businesses and organisations team-build through music making. Their offer was not well understood and they wanted to shift perceptions from being a social impact project to a credible business service. We've Pivoted from a basic website content strategy and design brief to a full-service design strategy with Experience Journey, website and service gaps and opportunities as the project outcome.

1. MICHELLE, JOSH & JAS
25 JANUARY 2017

2. 2
The Human Sound wants to focus on
connecting people to make a positive social impact.
The song-making experience unlocks powerful connections
and collaborations, enabling diverse people to come together,
create meaningful songs and let their stories be heard.
BUSINESS GOAL

3. 3
Not enough workshop sign-ups
the business is not growing.
•
Challenging to understand the website offer
is it a business or a social impact project?
•
Difficult to locate information
needed to make a purchase decision.
PROBLEMS

4. 4
SOLUTIONS
Define and highlight key service opportunities.
•
Focus on the business offer
with social impact as secondary message.
•
Restructure and prioritise contents
on the key touch point, the website.
•
These solutions will enable audiences to better understand the service outcomes,
its relevance to them and navigate to the information they need.

5. 5
OUR APPROACH
DEFINE STRATEGY
Understand Why & Define How
REFINE
RE-DEFINE
DISCOVER
• Guerrilla Testing
on Current Site (11)
• Competitor
Analysis (9)
• Surveys (28)
• Interviews (10)
• Card Sorting
DEFINE
• Affinity Mapping
• Synthesising
• Empathy Mapping
• Persona Creation
• Experience Journey
• Pain points &
Opportunities
• Service Blueprint
• MVP
DESIGN
• IA
• Content Strategy
• Group Ideation
• Design Studio
• Wireframing
• Prototyping
• Usability
Testing (4, 5, 4)
• 3 rounds of
Iterations
DELIVER
• High Fidelity Content
Focused Prototype
• Next Steps
• Service Blueprint
• Program Lifecycle Map
EXECUTE SOLUTION
Ideate, Validate & Bring to Life

6. 6
RESEARCH
YOUR BUSINESS
YOUR COMPETITORS
YOUR CUSTOMERS

7. 7
Build a Global Village
through
song-making
Increase product
awareness &
business profit
UNDERSTANDING
YOUR BUSINESS & ITS PURPOSE

8. 8
Analysed
9 competitors
UNDERSTANDING
YOUR COMPETITORS

9. 9
COMPETITOR ANALYSIS

10. 10
TO LEARN FROM
Clear, easy navigation
Targeted programs
Well branded engaging design
Chatbot for easy enquiry
Imagery immediately
conveys business offerings

11. 11
TO BE AWARE OF

12. 12
TO BE AWARE OF
Inconsistent designs
Poor stand-out of navigation bar
Oversized ‘shouty’ headlines
Text and information overload
Repeating information
without a purpose
The use of stock imagery

13. 13
29 respondents
UNDERSTANDING
YOUR CUSTOMERS
Current site
11 people
(non-THSP users,
could be potential users)
8 Corporate
2 Teachers

14. 14
GUERRILLA TESTING
First impression of website
The purpose of the website
How would you go
about booking a workshop?
What are the advantages
of THSP workshop?

15. 15
Good logo, clear
navigation bar.
Sharing stories
and sounds
around the world
Scientific
exploration of
sound?
What is global
song vision?
Difficult to find why.
Looks like there is
not a lot of funding
First impression of website
The purpose of the website
How would you go
about booking a workshop?
What are the advantages
of THSP workshop?

16. 16
Is this a blog?
Social impact
project?
Sounds nice but not
sure what it means
I need to know
what it is before
watching the
video
First impression of website
The purpose of the website
How would you go
about booking a workshop?
What are the advantages
of THSP workshop?

17. 17
I need to know
when and if they will
get back to me.
I haven’t got
time
for videos
I am still not sure
how this workshop
works
First impression of website
The purpose of the website
How would you go
about booking a workshop?
What are the advantages
of THSP workshop?

18. 18
People learn to sing
and write their own
song?
Individual or team
learn to write and
sing songs?
It might be too
intimidating for my
staff to sing / write
a song.
First impression of website
The purpose of the website
How would you go
about booking a workshop?
What are the advantages
of THSP workshop?

19. 19
PERSONAS

20. 20

21. 21
JAMIE, 29
SCHOOL TEACHER
“I tend to go through my
friends to find out about
different things. They
recommended me a couple
of team building organisation
for my upcoming school
incursion program.”
SCENARIO

22. 22
DESIGN OPPORTUNITIES
STAGES EXPLORE
“I want
something
unique – an
activity where
everybody is
engaged and
having fun.”
THOUGHTS
• Communicate USP
• What it does
• What are is the
final outcome
JOURNEY MAP
EXPLORE
EMOTIONS
unsure
tired
excited

23. 23
DESIGN OPPORTUNITIES
STAGES EXPLORE DISCOVER
“I want
something
unique – an
activity where
everybody is
engaged and
having fun.”
THOUGHTS “I don’t have
much time for
research. I need
to find the key
info quickly in
order to make
a decision.”
• Communicate USP
• What it does
• What are is the
final outcome
• Highlight key
benefits and
information
JOURNEY MAP
EXPLORE DISCOVER
EMOTIONS
unsure
ecstatic
tired frustrated
excited
overwhelmed

24. 24
DESIGN OPPORTUNITIES
STAGES EXPLORE ENQUIREDISCOVER
“I want
something
unique – an
activity where
everybody is
engaged and
having fun.”
THOUGHTS “I don’t have
much time for
research. I need
to find the key
info quickly in
order to make
a decision.”
“How much does
this workshop
cost? Can it
accommodate all
year students?”
• Communicate USP
• What it does
• What are is the
final outcome
• Highlight key
benefits and
information
• Transparency
on price bands
• Communicate
the ability for
Customisation
JOURNEY MAP
EXPLORE ENQUIREDISCOVER
EMOTIONS
unsure
ecstatic
surprised
tired frustrated
excited
frustrated
overwhelmed

25. 25
DESIGN OPPORTUNITIES
STAGES EXPLORE ENQUIRE BOOKDISCOVER
“I want
something
unique – an
activity where
everybody is
engaged and
having fun.”
THOUGHTS “I don’t have
much time for
research. I need
to find the key
info quickly in
order to make
a decision.”
“How much does
this workshop
cost? Can it
accommodate all
year students?”
• Communicate USP
• What it does
• What are is the
final outcome
• Highlight key
benefits and
information
• Transparency
on price bands
• Communicate
the ability for
Customisation
• Assure
outcomes
• Easy, convenient
payment system
JOURNEY MAP
EXPLORE ENQUIRE BOOKDISCOVER
EMOTIONS
unsure
ecstatic
surprised
relieved
happy
tired frustrated
excited
frustrated
overwhelmed
“I need my team
to be happy with
my decision. I am
time poor this
week, hopefully I
can pay online!”

26. 26
DESIGN OPPORTUNITIES
STAGES EXPLORE ENQUIRE BOOK ATTENDDISCOVER
“I want
something
unique – an
activity where
everybody is
engaged and
having fun.”
THOUGHTS “I don’t have
much time for
research. I need
to find the key
info quickly in
order to make
a decision.”
“How much does
this workshop
cost? Can it
accommodate all
year students?”
“Everyone is very
engaged and
challenged!
Maybe there can
be more breaks
for the students.”
• Communicate USP
• What it does
• What are is the
final outcome
• Highlight key
benefits and
information
• Transparency
on price bands
• Communicate
the ability for
Customisation
• Assure
outcomes
• Easy, convenient
payment system
• Check-in with
customer during
breaks to see if
their needs are
met or if they
have any feed
back.
JOURNEY MAP
EXPLORE ENQUIRE BOOK ATTENDDISCOVER
EMOTIONS
unsure
ecstatic
surprised
relieved
surprised
wondering
unsure
happy
tired frustrated
excited
frustrated
overwhelmed
“I need my team
to be happy with
my decision. I am
time poor this
week, hopefully I
can pay online!”

27. 27
DESIGN OPPORTUNITIES
STAGES EXPLORE ENQUIRE BOOK ATTEND DEPARTDISCOVER
“I want
something
unique – an
activity where
everybody is
engaged and
having fun.”
THOUGHTS “I don’t have
much time for
research. I need
to find the key
info quickly in
order to make
a decision.”
“How much does
this workshop
cost? Can it
accommodate all
year students?”
“Everyone is very
engaged and
challenged!
Maybe there can
be more breaks
for the students.”
“So many
compliments for
my choice! The
students love it too,
I am going to book
another one next
year!”
• Communicate USP
• What it does
• What are is the
final outcome
• Highlight key
benefits and
information
• Transparency
on price bands
• Communicate
the ability for
Customisation
• Assure
outcomes
• Easy, convenient
payment system
• Opportunity to
leverage positive
sentiment and
build a relationship
to ensure repeat
business.
• Check-in with
customer during
breaks to see if
their needs are
met or if they
have any feed
back.
JOURNEY MAP
EXPLORE ENQUIRE BOOK ATTEND DEPARTDISCOVER
EMOTIONS
unsure
ecstatic
surprised
relieved
surprised
wondering
unsure
happy
tired frustrated
excited
frustrated
happy
relieved
overwhelmed
“I need my team
to be happy with
my decision. I am
time poor this
week, hopefully I
can pay online!”

28. 28
SURVEY DEMOGRAPHICS
4%
7%
21%
29%
39% EVENT
ORGANISER
TEAM LEADER
OTHER
EDUCATOR
HR

29. 29
ONLINE SEARCH
85%
WORD-OF-MOUTH
78%
REPEAT CUSTOMER*
35%
OPPORTUNITY
Easy to understand key information on website
Good end-to-end service to make a lasting impression.
*Dig deeper into why people are or are not buying
into the same company in order to learn from it.
APPROACH OF BOOKING A GROUP ACTIVITY

30. 30
ACTIVITY
CONTENT
89%
DURATION
57%
FACILITATOR’S
EXPERIENCE
53%
ABILITY TO
CUSTOMISE
57%
RECOMMEND-
ATIONS
46%
OPPORTUNITY
Must be able to communicate these factors clearly
on website and other key marketing touch points.
i.e. website, digital / printed brochures
IMPORTANT FACTORS WHEN BOOKING A GROUP ACTIVITY

31. 31
EMAIL
71%
WEBSITE
(PHONE / DESKTOP / LAPTOP)
39%
IN PERSON
21%
DOWNLOADABLE
DOCUMENT
32%
OPPORTUNITY
Content and information should be effectively
designed so that it is both emailable and printable.
PREFERRED METHOD OF RECEIVING
ACTIVITY CONTENT AND INFORMATION

32. 32
EMAIL
67%
PHONE
25%
OPPORTUNITY
Fast response to emails to avoid
losing customers to competitors.
i.e. Hidden Door – reply within 2 hours.
PREFERRED METHOD OF CONTACT

33. 33
OPPORTUNITY
Build relationship for repeat business
Enable testimonial and rating request
Shows pride and care for business and people
Find out what went well or needs improvement for better service
IMPORTANCE OF FOLLOW-UP POST ACTIVITY
WOULD LIKE
FOLLOW UP
78%
A personal touch,
to take in any
feedback, to keep in
touch for future events
VERY
IMPORTANT
14%

34. 34
OPPORTUNITY
SPECIAL
OCCASION
35%
ANNUALLY
50%
Reconnect with customer to build relationship, uncover
potential occasions and to encourage repeat business
i.e. Festive season promotion.
FREQUENCY OF BOOKING A GROUP ACTIVITY

35. 35
“Despite its reputation for being lame, team building
is an important investment to make for your people.
TEAM BUILDING FOR ORGANISATIONS
Happiness and learning are tied very closely together.
Trying new things with employees can generate good vibes
among employees, which in turn benefits the business itself.
FORBES ARTICLE, MARCH 2016
http://www.forbes.com/sites/brianscudamore/2016/03/09/why-team-building-is-the-most-important-investment-youll-make/#3838bba47f02

36. 36
YOU ARE IN THE
EXPERIENCE
BUSINESS

37. 37
“The team building and corporate training industry is very competitive.
Good service, a simple booking process, good facilitation
and having a great time are key to my decision as a return customer.
GRACE, EXECUTIVE ASSISTANT
George Weston Foods

38. 38
CURRENT SERVICE BLUEPRINT

39. 39
SERVICE OPPORTUNITIES
Strategically increase presence
of THSP in the market.
• Actively reach out to new clients
through cold calling, networking,
social media, etc.
• Actively connect with previous
clients every 6 - 12 months
through social media / promotions
/ seasonal greetings.
• Be clear about service offerings
on touchpoint communications.
• Invest in creative print / digital
marketing materials to engage
with new and current clients.
PROPOSED FUTURE STATE

40. 40
SERVICE OPPORTUNITIES
Succinctly communicate business
offerings, service outcomes and
contact methods.
• Enable customers to access the
information they need easily
through different touchpoints
allowing them to understand the
benefits they are receiving.
• Empower stakeholders to
prioritise their time on more
critical tasks.
PROPOSED FUTURE STATE

41. 41
SERVICE OPPORTUNITIES
Allow multiple booking methods.
• Accessible, convenient booking
and payment methods help
simplify the booking process.
PROPOSED FUTURE STATE

42. 42
SERVICE OPPORTUNITIES
Deliver good and passionate service.
• Reconnect to align, make and answer
clients’ final requests.
• Alternatively, a reminder and
‘looking forward to seeing you” email
when a phone call is inappropriate.
PROPOSED FUTURE STATE

43. 43
SERVICE OPPORTUNITIES
Show that you care.
• Follow-up with a ‘thank you’ note
and allow customers to feed back.
• Actively look for opportunities
to be better.
• Make a last positive impression
before the end of the service for
relationship building and future
business opportunities.
• Opportunity to capture quotes,
testimonials and reviews from client
for marketing touchpoint.
PROPOSED FUTURE STATE

44. 44
PROPOSED FUTURE STATE

45. 4545
• Communicate business
offering and purpose
• How THSP works & their
approach
• Clear contact details,
phone, email, etc
• Benefits upfront
• Responsive service
• Rename THSP while still
communicating the greater
idea of social change
MUST
SWEET
SPOT
SHOULD COULD WON’T
• Communicate the ability for
a customisable workshops
• Cost & duration of workshop
• Engaging appropriate images
• Book through phone (25%)
• Client testimonials
• Downloadable document (32%)
• Print or downloadable
brochure
• Offer free services
• See facilitator’s availability
on website
BUSINESS’S NEEDS CUSTOMERS’ NEEDS
• USP
• Clarity on workshop specs
• Communicate the ability
for customisable workshops
• Previous experience
• Create a hook to entice
video view
• Engaging appropriate
images or videos
• Fast confirmation
• Email booking: 76.9%
• Would like follow-up: 78%
• Easy payment methods
• Organised well planned
• Confirmation email prior
to workshop
MVP FOR THE BUSINESS

46. 46
INFORMATION
ARCHITECTURE

47. THE HUMAN SOUND PROJECT
SONGS WHAT IS HSP CONTACT
Phone
Contact
Form
About the Project
• Introduction Video
• Description
• Past Experiences
Who We Are
• Human Collaborators
(images, job title,
hyperlinks)
• List of Names
(hyper links)
Organisation
• Introduction Video
• Description
• We Support
• Case Studies
• Benefits
• How it Works
• Ask Qns /
Request a Quote
Schools
• Image Banner
• Description
• Co-create songs for
• How it Works
• Benefits
• Case Studies
• Enquiry Form
• Request a Quote
Communities
• Image Banner
• Description
• Co-create song
• How it Works
• Benefits
• Case Studies
• Enquiry Form
• Request a Quote
Events
• Image Banner
• Quote
• Presentation
• DJ
• Productions
Partners
• Partners
• Client List
• Experience List
HS Circle (Syd)
Opens up
Facebook page
How it Started
• Filter by
country
• Videos &
descriptions
• Map of Songs
ABOUT WORKSHOPS
CURRENT SITE MAP

48. THE HUMAN SOUND PROJECT
HOME CONTACT OUR PROJECT
Enquiry Form
Contact No.
Email
Introduction
How It Works
WORKSHOPS
ORGANISATIONS
SCHOOLS
COMMUNITIES
INDIVIDUALS
Introduction
Ideal for
Benefits
Case Studies
Enquiry Form
ABOUT
How it Started
Simon’s Profile
Who Is It For?
Success Stories
Impact Statistics
Impact Map
Courses
THSP Circle
TBD
TBD

49. 49
DESIGN,
TEST &
ITERATE!

50. 50
DESIGN & VALIDATION OVERVIEW
PROTO
TYPE 5
PROTO
TYPE 3
PROTO
TYPE 4
IDEATION
PROTO
TYPE 2

51. 51
TEST IT!
USABILITY TEST GUIDE
FIRST IMPRESSION
What is the first impression?What do you think HS does?What do you think is the purpose of the business?
Where would you look for to know more about what HS does?NAVIGATION BAR
What do you think is in ‘About’, ‘Workshops’, ‘Contact’,
‘Support the movement’ button?
TASK DRIVEN (FROM LANDING PAGE)You want to find out how the workshop could be suitable for your organisation, what do you
look for?
Where would you find that?What else would you consider before booking a workshop for your organisation?
Do you think it is a set and stone program or can you customise it?
In organisation page: What do you think ‘case studies’ means?
How would you go about booking it?Is the contact form useful?
SOCIAL IMPACT
What do you think the ‘Support the movement’ does? (prompt if they have no idea: Ie. help
someone in need? donation? Social cause?)What do you think you can do to support the movement?
GENERAL
If they don’t click on the videos – what do you think those are (images / videos)?
What do you think the videos is about?Would you click on it? Why?What would you do to improve the website communications? (ie, copywriting, visual, content
structure).
RATE 1 - STRONGLY DISAGREE to 5 STRONGLY AGREE
I found this website unnecessarily complicated.
Do you think this website is easy to learn in a short time?
BEFORE SHOWING PROTOTYPEWhat do you think the name The Human sounds means to you?
What name would you give it to describe social change?
USABILITY TEST GUIDE
FIRST IMPRESSION
What is the first impression?
What do you think HS does?
What do you think is the purpose of the business?
Where would you look for to know more about what HS does?
NAVIGATION BAR
What do you think is in ‘About’, ‘Workshops’, ‘Contact’,
‘Support the movement’ button?
TASK DRIVEN (FROM LANDING PAGE)
You want to find out how the workshop could be suitable for your organisation, what do youlook for?
Where would you find that?
What else would you consider before booking a workshop for your organisation?
Do you think it is a set and stone program or can you customise it?
In organisation page: What do you think ‘case studies’ means?
How would you go about booking it?
Is the contact form useful?
SOCIAL IMPACT
What do you think the ‘Support the movement’ does? (prompt if they have no idea: Ie. helpsomeone in need? donation? Social cause?)
What do you think you can do to support the movement?
GENERAL
If they don’t click on the videos – what do you think those are (images / videos)?
What do you think the videos is about?
Would you click on it? Why?
What would you do to improve the website communications? (ie, copywriting, visual, contentstructure).
RATE 1 - STRONGLY DISAGREE to 5 STRONGLY AGREE
I found this website unnecessarily complicated.
Do you think this website is easy to learn in a short time?
BEFORE SHOWING PROTOTYPE
What do you think the name The Human sounds means to you?
What name would you give it to describe social change?

52. 52
TESTING WIREFRAME DESIGNS
Difficult to test just the content
structure without visuals.
It is all about selling the
experience of THSP!

53. 53
LANDING PAGE
PROTO
TYPE 3
PROTO
TYPE 4

54. 54
ORGANISATION PAGE
PROTO
TYPE 3
PROTO
TYPE 4

55. 55
ORGANISATION PAGE (CON’T)
PROTO
TYPE 3
PROTO
TYPE 4

56. 56
FINAL PROTOTYPE

57. 57
PREVIOUS FINAL
LANDING PAGE

58. 58
PREVIOUS FINAL
ORGANISATION PAGE

59. NEXT STEPS & RECOMMENDATIONS
WEBSITE DESIGN
Less is more, be concise with your message.
Implement designed content structure on other pages.
Determine content for ‘Our Project’ page.
Develop responsive website for desktop, laptop and mobile.
Feature ‘well-being’ article as an image rather than a link.
BUSINESS NAME
Explore and further validate name without ‘project’.
SERVICE & EXPERIENCE
Be proactive when connecting with customers.
Open up target customers to everyone.
Go the extra mile with the service to build
a long lasting relationship with your customers.
Sell a unique end-to-end experience not just workshops!

60. 60
THANK YOU.
BY MICHELLE, JOSH & JAS