To identify leverage points for how to frame the ROI for prospect job partners, we conducted a series of interviews with current Education Directors, the stakeholders responsible for selling the internship program and onboarding new partners. Even when there isn’t a budget for user research or testing, we prioritize both in the discovery phase of the project.
One of the key website goals was to build a user experience that supplemented Education Director’s sales efforts when pitching the internship to prospect job partners. However, we had little insight into what talking points were the most effective in convincing prospect job partners to adopt the program. Additionally, we needed to find out what questions the job partners were asking throughout the sales cycle, and how to address these issues and concerns through the website.
We set up a series of four, 30-min phone interviews with each of the Education Directors from Chicago, Baltimore, Washington D.C. and Virginia. Through these interviews, we gained a better understanding of the sales cycle, pain points, and opportunities the ED’s faced in selling the ROI of the internship program to prospect job partners. We found what data and social proof were the most effective “conversion tools” and used these themes to highlight on the “job partners” page of the website.
Beyond the emotional excitement that the new website design needed to generate lies a rational and pragmatic justification for job partners. The website content and design needed to speak toward the trust, credibility, and operational excellence of Urban Alliance.