Analyze "About Page"
Determine key areas where video testimonials would be best integrated into this page.
Sketch & Wireframe
Create 3 different possible options that are distinctly different.
Provide reasoning for 3 directions and final UX recommendation.
Finalize with Creative
Finalize mobile and desktop wireframes with new copy for visual design handoff.
Second choice recommendation as it is easiest to integrate additional videos.
More traditional and recognizable video gallery format.
Customer name labels add a touch of humanity to messaging and focuses on client experiences.
Easiest to execute from a development perspective, but not ideal for adding more videos.
Videos assets are further down the page and create a longer scroll.
Videos & pulled quotes are utilized to capture user attention with statements that are relatable and relevant.
Wireframing all options and providing UX point of view & recommendation.
Phase 1 of Site Refresh: Leverage existing video testimonials of teachers who are current AXA 403(b) clients to provide inspirational and engaging content on the Learning Lab's "About AXA" page. Provide 3 wireframe options and final recommendation. Once decided, provide final mobile and desktop wireframes for visual design handoff.
AXA's Learning Lab is an online resource for educators to learn about the 403(b). Site's content is meant to educate and engage prospects with easy-to-digest information about the basics of a 403(b) plan, what it is, how it can help in retirement planning, and why AXA is right for them.
Increase page traffic & user engagement
Provide credibility & product information
Result in increased user conversation, such as a request for information, a phone call, or appointment.
Two Areas for Video Placement:
1. Underneath "We work to turn an educators salary..." section
Videos can serve as further information on how AXA creates a comfortable future for educators.
2. Underneath "what financial professionals do..." section
Videos can serve as testimonials on what AXA financial professionals actually do.
As a team we felt that not all provided 4 videos were necessary or strong in messaging and initially designed for 3 vidoes.
Wireframing Video Integration
Recommended as ideal location and video format.
Deprioritizes any one video as it automatically transitions between each video.
Leverages video assets as evidence on how it's never the wrong time to add to your 403(b)
Uneasy with video content being under the fold as they assumed that users did not and would not scroll.
Felt Direction 2 would not be ideal for responsive design. Felt Direction 3 placed videos too far down the page.
Settled on Direction 1, but wanted us to present all 4 provided videos with the option to swap out should they decide to add other videos in the future.
How We Addressed:
Provided 2 copy options to alert users of video content and moved it slightly above the fold, but avoided making changes to the hero content. Provided research data to prove that users do indeed scroll.
Created mobile designs to reflect responsive design for video assets.