Keep>Going First Aid 

Case Study

Overview of Case Study

This case study is an overview of a prototype project created for a certificate program completed at Full Sail University. The client, Keep>Going First Aid, is based in Orlando Florida. Keep>Going creates and sells first aid kits geared toward moms, nurses, and teachers. These kits are durable and fun! They provide great contents in an organized bag with fun fabrics! For this project, the objective was to create a new landing page for a brand new target market audience. This case study walks through my process of determining who the new audience would be and then creating a new landing page. During this process, I not only developed a new audience but created a new product idea for Keep>Going to add to their current line of products!


Tools

Adobe Illustrator
Adobe XD
Figma



Timeline

Overall: 10 weeks
Discovery & Research: 4 weeks
Design & Evaluation: 6 weeks




My Design Process

Define Stage

Keep>Going First Aid has done an excellent job thus far at providing quality products for their current market. Moms, nurses and teachers alike can benefit from having stylish first aid kits that they will actually want to  carry around. Gone are the days of bulky, ugly and unorganized kits as these kits are ones that buyers will want to show off! During the define stage, I identified three new target users for the first aid kit. In doing so, I also determined a new product idea for the company to include in their line of products. I created a design proposal that outlined the methods of research and design as well as the deliverables that would be created for the client. The purpose of this proposal was to define not only what I would create for the client, but also to inform them of the design and research processes used. From there, I continued into the research stage to further develop the new users and the journeys that these users would take in their search for first aid kits.


Jessica_Rider-Smith_ProjectProposal.pdf

Research Stage

Keep>Going First Aid found the need to expand their current market. A How Might We research method was conducted to ask questions and begin thinking about my process in expansion for Keep>Going. By asking these thought provoking questions. It has beendetermined that new personas are needed to create new market targets. These personas will then be used to create new landing pages and products that can be shared on social media and search engines.

A SWOT Analysis was conducted to determine strengths weaknesses, opportunities and threats for the current product. The strengths were determined to be that Keep>Going’s first aid kits provide a well organized kit with fun designs and a convenient carry size. These kits provide first aid items that help in most situations and are stylish, sturdy and durable. Despite the incredible strengths of the product, there are some weaknesses with the current market. The current market is limited to moms, parents, and nurses. Current products also do not include some items that are beneficial to specific industries. This leads to the possible new opportunities. The market for this product can be expanded to include new target market audiences. New products can be added to the current market to include personalized kits with a person’s or pet’s name. New items can be added within the kits to include things that other industries find beneficial. The company social media can also be used to expand awareness of the product. Increase in materials cost, competitor over marketing, and pricing do pose possible threats to Keep>Going.

New personas were given consideration. What new audiences could be determined to expand Keep>Going’s market? Three new personas were identified as “The Dog Mom”, “The Family at the Beach”, and “The Food Truck Owner”. A Point of View research activity was used to help to create an initial view of the user. The POV for the food truck owner is included in this evaluation. User personas were created to further develop and understand these new market targets. The dog mom is woman who dearly loves her pooch. She loves to spoil her dog with the best products and even days at the spa! She only wants the absolute best for her dog! She loves to take her dog wherever she goes! The family at the beach enjoys spending time together and being adventurous! Sand and salt water seem to be part of their DNA! They enjoy riding the waves and building sandcastles. At the end of a long day at the beach, they like to stop off for a bite to eat or dessert! The food truck owner loves being his own boss! He works on his own schedule and loves the freedom to run things his own way. He loves to travel and meet new people, making new friends along the way.

A user journey map was created to assess the steps that the food truck owner would take in purchasing a first aid kit that was created specifically for his industry. This journey map also captures the thoughts, feelings, touch points and barriers he would be experiencing while making his purchase. This journey map walks through the stages of awareness, consideration, decision, service and loyalty.


Rider-Smith_Jessica_Define.pdf

Prototype Stage

Using the findings from my research, personas, and user journey map, I created a plan for new landing pages for the new target market audiences. I started with sketching out ideas on paper. Then I used those sketches to create a wireframe. My idea was to create a page that showed photos and features of the product. The user could then click each picture to see an enlarged version of the photo. I created graphics to showcase the features. I also wanted to incorporate graphics that were created by the company. I used these to include sections for testimonials and social media links. I wanted to give the look and feel of the company brand with their original graphics along with new graphics created for this project. I wanted to create a landing page that wasn’t a coolie cutter site. I wanted to have people view it and think, “oh that’s different”. Because of this, I put the graphics in the center with the photos on either side. I kept the design in the trend of having a hero banner with a hero picture. I was hoping to capture attention with a catchy phrase, give some information about the product and then get them to the page where they could purchase the product. My thought was to get them interested in the product enough, then get to make a decision quickly to purchase the product. As the same as the company landing page, I wanted to present the backstory for the company. I love that they share this to tell why they began the company! I wanted to create a fun space to showcase this story! Below this, I wanted users to be able to read testimonials as a way to get customer reviews of the company’s product. The idea of the social media section was that it would link back to the company Facebook page and instagram.


Evaluation Stage

Design Feedback

After completing my prototype, I received excellent feedback from my instructor as well as from friends and family. This feedback included my not having much information about the product. It was mentioned that while my design was fun, it was hard to tell the purpose of the page. Was I trying to sell first aid kits for dog lovers? Was it for the “dog mom” or for the dog? The users couldn’t understand my main point, that I was intending to sell a first aid kit for pets. One person even stated “what does the first aid kit have to do with being a dog mom?”

My instructor informed me that a landing page should give more information about the product and that the idea should be to keep them on the page as long as possible. In keeping the user on the page longer, they view more about the product instead of just quickly going back and searching other sites. She suggested moving the view product button to another section so the user lingers on the page. Other feedback I received was that the graphics were hard to read. It seemed it was confusing on how to get back to the main page once clicking on the photos to enlarge them as the users couldn’t tell that they could click the photo again to go back.


Prototype Redesign

After receiving this feedback, I went back to the drawing board, but my original thought was to add more graphics to convey the message of who this kit was for. But doing this, I found that the page still didn’t say what this kit was all about because it didn’t let users know that this is a pet first aid kit. My next step was to add more content versus more graphics. I added a headline title that states “One of a Kind Pet First Aid Kit”. I wanted it to be clear from the get go just who this kit was intended for. This particular kit is not for the dog mom herself with just fun print of dog paws or bones on the bag. This kit instead is for her dog in case of injury. I wanted the page to be clear on that point.

Within the hero banner, I added content that conveys further the message that the company understands that many dog owners treat their dogs like family and that this company cares about dogs as much as this dog mom! I also created a slideshow of photos with dog moms and their dogs. One of my early design ideas included this slideshow but I had decided to eliminate that idea. This time around, I wanted to put that idea back into the design. Instead of one photo that covered the entire hero banner, I wanted it to cover only half while quickly changing to other photos. My thought was to showcase the “dog mom” in different activities with her dog next to her. The purpose of the rest of the hero banner was to gain the user’s trust by conveying the message that the company cares so much about your dog, they created a first aid kit especially for him!

The product features section below the hero banner was changed to incorporate more context about the actual kit. I eliminated the hard to read graphics, opting instead to place the information in paragraph form. I wanted to state not only the features but what the kit could be used for so that the user didn’t question what was actually in the kit itself. I also created a slideshow of the photos instead of having the user being confused by the photos enlarging and not being sure of how to return to the main page. I wanted this section to not only state the contents of the kit, but to also let them know that this kit is durable and easy travel with. I also wanted to further gain the user’s trust by instilling the message that the company wants the best for his or her pet! I changed the “view product” button to a “buy now” button and placed it below the product information. I placed it in the middle of a photo of happy dogs to add some fun elements to page! I also created a coupon to give users a discount on the kit to further encourage them to purchase the product.

I wanted to keep the story section as well as the testimonials and social media sections. I did change the story section to create simpler section that focused more on the story itself versus the graphics. I also changed the background from white to alternating between a light and medium gray to give a break from the white background as well as a little separation and dimension to the different sections!



Conclusion

I learned a lot on this journey of completing not only my certificate program with Full Sail University but also in completing this project! I learned that sometimes first ideas aren't always the most conducive to a design and that feedback is vital. Had I not received the feedback, I may not have come to understand that the message I was trying to convey was not coming across very clearly. I'm grateful to have received such excellent feedback as this aided in my redesign of the landing page. Moving forward, I want to gain more feedback on my latest design of this page. My mindset is that a design is never truly finished because we can always improve upon what we created to make it even better for the user! While I can be proud of how far I've come in my journey and with my designs, I'm always questioning how I can refine those designs to make them even more user friendly and fun! I don't want to ever have the idea that I'm done and have learned all I can. I want to grow and become an even better designer!


Thank you for reading my case study!