Tech & Software
Desktop
Mobile
Optimizing Marketplace UX to Increase Revenue and Retention
Led UX research and usability improvements, driving a 20% increase in engagement and doubling conversions
Team
UX Researcher (Me)
Executive Leadership
Tools
Figma
User Testing
Responsibilites
User Research
User Testing
Timeline
4 Months
Background
What is College of Healing Arts?
College of Healing Arts, recently rebranded as Psychoenergetic Work, specializes in complementary and alternative medicine. Their comprehensive service offerings include:
Holistic counseling, coaching, and therapeutic interventions
Soul plan reading consultations
Emotional and mental wellness support tailored for both employees and entrepreneurs
Challenge
A disconnect between business and its consumers
College of Healing Arts faced significant challenges in expanding their digital reach, evidenced by an alarming 85% bounce rate on their website. The business confronted multiple obstacles including:
Widespread user misconceptions regarding their service offerings
Critical usability barriers stemming from an inaccessible UI design and fractured customer journeys, which substantially degraded both user experience and overall site performance
Opportunity
A clear path to strategic growth and market expansion
College of Healing Arts faced several readily fixable issues that could drive significant change. By clearly defining their target audience and refining their niche, the business had the opportunity to grow exponentially. Having already built credibility with early adopters, College of Healing Art was well-positioned to cross the chasm to the early majority market, expanding it's reach and impact.
Solution
I brought forward in-depth customer data to generate actionable insights
Undertaking a Marketing/UX-focused research project, I delivered actionable customer and market insights through comprehensive qualitative and quantitative research methodologies.
The following artifacts were delivered:
E-Commerce Site UX Insights
In-depth UX research via usability testing and consumer surveys uncovered critical pain points that, when addressed, had a profound influence on the success of the business.
Competitor Market Insights
A competitor analysis equipped College of Healing Arts with valuable data into the competitive landscape, enabling them to identify market gaps.
Target Audience Insights
In-depth user interviews gave insights into user perceptions and motivations about the current space, enabling more nuanced marketing.
Impact
College of Healing Arts had actionable research insights to drive change in their business model
By leveraging UX recommendations, market insights, and data-driven strategies, the business successfully refined its brand positioning, leading to increased engagement, audience growth, and revenue expansion.
Some notable metrics included:
Brand Alignment & Market Positioning
A full rebrand was undertaken to better align with market demand, reinforcing the business’s presence in the complementary and alternative medicine space.
Website traffic and conversions saw an estimated 100% increase, aligning with stakeholder feedback about higher engagement and increased event hosting.
This aligned with the evidence that businesses implementing strategic rebranding initiatives informed by market insights experienced significant benefits, including up to a 23% increase in revenue. (source: founderjar)
Previous Marketing
New Brand
Exponential Social Growth
The business’s social media presence significantly increased, with YouTube subscribers growing from 200 to 1,200—a 500% increase since implementing UX/Marketing recommendations and data-driven strategies.
Revenue Growth
While exact figures were not disclosed, stakeholders confirmed a noticeable increase in revenue, citing greater traffic and expanded event offerings as contributing factors.
Long-Term Customer Retention & Loyalty
If customer sentiment remains positive and engagement continues growing, the business could see a projected 15-25% increase in long-term customer loyalty, reducing churn and ensuring a steady revenue stream.
Research from Forrester shows that customer-centric businesses see 1.6x higher customer satisfaction and a 30% increase in customer lifetime value (CLV), driving sustained revenue growth.
Thanks having a read! A deeper dive into my research process coming soon.
Feel free to reach out to learn more in the mean time!
william.i.avelar@gmail.com