Pretzel Kids
Robyn Parets, a serial entrepreneur and former yoga teacher, founded Pretzel Kids to address the demand for children's yoga. Beyond training instructors to lead engaging classes, Pretzel Kids offers extensive post-training support in marketing, branding, and teaching, cementing its reputation nationwide.
Project Summary
Robyn is transitioning Pretzel Kids from a direct parent communication approach to a B2B model, focusing on collaborating with schools and teachers to offer kids yoga classes.
The Ask
Redesign the Pretzel Kids website to clearly communicate the new B2B model.
Find out why Pretzel Kids doesn't have as many returning users.
How Do we Know its a Problem
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"It would be nice if there wasn't so many different pages/apps/websites for communication, classes, resources, etc."
Pretzel Kids user
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" Website is very focused on teachers and not about how schools can book teachers."
School admin
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"I’m a busy mom, I don't have time to click around a lot of pages to find the info.”
Prezel Kids user
Research Findings
Schools resonate with Pretzel Kids values.
Quality of programs and teachers are most important.
Schools don't use website because it sends mixed messages, unclear where to go.
Schools were confused on where to find information pertaining to them.
Competitive Analysis
After conducting marketing research, I analyzed Linkedin’s strengths and weaknesses compared to its top competitors. I explored other platforms that allowed users to showcase their portfolio but focused on how it encourages users to connect to other members and whether they offer career opportunities.
The Solution
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Reorganize
Reorganize homepage, global navigation and main site pages for teacher, schools and parents.
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Consolidate
Consolidate information on main pages and streamline processes.
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Redesign
Redesign the home page and per the CEO request, keep the main circular clickable buttons but change copy.
User Flow
After analyzing the current Information Architecture of the Pretzel Kids website, I saw a lot of gaps. I created this user flow below so that it would better enhance the users experience and help the user more naturally progress through the flow.
Sketching and Flow Development
Information Architecture
Our client at first did not want to make the changes so we went through several rounds of trying to figure out the best possible solution that meets her needs as well as users needs. After further usability testing, we proposed the last option that users understood better and fit Pretzel Kids' goals.
Visual Design
We collaborated with the Pretzel Kids teams to figure out the best way to rebrand the Pretzel Kids website. We used their main colors, condensed fonts to using only two fonts and created clear CTA buttons for users to follow.
Our main goals:
set the tone for how users are being addresses, how pages sound
build out all the pages on the website
build brand consistency that all buttons, titles and fonts are consistent
Usability Testing
Main Takeaways -
Global navigation hard to navigate for all three users
Secondary navigation not obvious for users
Newsletter sign up wasn’t obvious
New implementations on Feedback -
Reassessed organization of the global navigation
Redesigned the newsletter pop-up
Did you feel finding the pages was intuitive?
Final Prototype
In Conclusion
I learned that content design as well as user experience design was the key to making Pretzel Kids information relevant and easier to access so Pretzel Kids could retain their users and even get users to come back.
Balancing business goals and user goals were a challenge because there were some elements Robyn wanted to keep on her website that users did not understand so we problem solved and found new ways to design them. For example the three main pink buttons on the homepage were a must have so we redesigned to make it more clickable for users. We added the "start here" so it was obvious to users where they should navigate to.
I am very lucky that I really liked collaborating with my team, with Robyn and the developers. My team and I just completed our contract working with Pretzel Kids team and we handed off our our final prototype to the developers to implement the new website.