Outsmarting Human Mind
A project at Havard University
Brand Strategy Consultant
Achievement
The new website has increased:
About
Outsmarting Human Minds (OHM) is a media series that explores human biases and help people make a better decision using science.
Problem
Although OHM has excellent products such as high-quality videos and podcasts, its website does not target the right audience. The first-time visitors have trouble understanding the purpose of the organization and, therefore, do not have the motivation to stay on the site and engage with the content. Moreover, the organization does not have any long-term branding strategy, such as how to target audiences through social media.
Therefore, as OHM’s branding strategy consultant, I help the organization redesign the current website to increase its visitors’ experience.
I. Website development
Iteration 1
For the first iteration of the design, I mainly focus on the homepage design. The objective is to increase the clarity or get new visitors to understand the purpose of the site immediately.
After designing the website, I conduct a randomized experiment with a group of targeted users to evaluate the impact of the new design.
Report:
First design:
Iteration 2
In the second iteration of the design, I focus on improving: (1) the clarity, (2) average session duration (how to make the visitors stay longer on the website) and (3) the subscription likelihood (how to nudge the visitors to subscribe to a weekly newsletter from OHM).
Like iteration 1, I also conduct a randomized experiment with a group of targeted users to evaluate the impact of the new design on three objectives.
Report:
Second design:
II. Brand evaluation report
For the first iteration of the design, I mainly focus on the homepage design. The objective is to increase the clarity or get new visitors to understand the purpose of the site immediately.
After designing the website, I conduct a randomized experiment with a group of targeted users to evaluate the impact of the new design.