Prosfata Expert Review

Role: UX Expert and Consultant

Duration: 2 weeks

Prosfata is a service aimed at helping individuals seeking employment within Canada by connecting them with industry-specific career mentors. These mentors guide users on the skills and requirements needed to enter their field, leveraging previous work experience and education. Users can access Prosfata’s website to learn about the service’s offerings, making effective promotion through the website essential. To address this, Prosfata’s CEO, Norman Musengimana, initiated a website renewal to enhance promotional effectiveness. By analyzing the existing website, he aimed to identify areas needing improvement and commissioned a UX review to make the site more user-friendly and aligned with users' needs.

Overview:

In this document, I reviewed and covered everything from the design to the purpose of the website taking into consideration the small UX elements. Overall, there seems to be a lack of content on the website. I think the color looks professional, However, there is a lack of visual details.

Business objective:

The typical business goals of a job coaching website include Helping individuals with career development and employment placement, thereby leading to client acquisition, revenue generation, and brand building. Websites with these business objectives should provide users with reliable, professional-looking designs and layouts and clear information delivery.

1. First impression of the Landing page:

X Full of negative messages, images, and texts: It uses a negative image and occupies an extensive area. Since the information on the main page is insufficient, it is difficult to inform the user of which website it is.

e.g. Mistakes We See Recent Graduates Make / Do you Make Similar Mistakes?

X More than 30 unanswered job applications? Impactful but negative!

X It is recommended that the Hero image should not be dimmed as much as possible. ①

X The introductory explanation is grand, but there seems to be a lack of evidence to support it in practice. ②

XX The membership recruitment process needs to be streamlined. The process of guiding a subscription to a 40% discount without an accurate explanation, finding the best coach for the customer, and scheduling a coaching session seems complicated (although not really complicated). The information provided by this website is scarce, and only the information provided is not reliable. It would be advisable to simplify the subscription process separately and provide the discount code through a banner for example. ③

2. Navigation – Main menu

X If the page is very long, the user wants to be given the option to quickly scroll to the top of the page. In that sense, it was a good choice that provided the “Back to top” button in the mobile version of the website. The main menu at the top continues to appear when scrolling down to make it easier for users to navigate the main menu on the desktop version of the website.

X The main menu configuration is simple, not complicated. However, it is difficult for a user to predict how the screen jumps and calls the content of the screen (internal link) rather than each sub-page when pressing the main menu. This method is not often used in the main menu, and it is used to call lists in the page if the page has a lot of content.

X Customers do not yet have faith in Prosfata. It is important to provide information about the program, but at the same time to inform users about the company, history, location, etc. Who will pay for it in the first place? Believe in what?

X “Contact Us” is a menu that users use to know their company's contacts, usually located in one of the main menus or the bottom menu. What appears suddenly in the middle of the screen, is different from the user's predictive model. ④

X. Contents readability

Overall, the font is too small, on a web page, headers usually start from 18pt and can go up to 30pt or more, while body text is typically between 12pt and 16pt. (Web Accessibility issue)

4. Layout

V Blue goes well with the job coaching website, is a professional-looking color and gives it a sense of security.

V It has a good centralized layout. It makes good use of the margin and feels clean and open. If you make good use of the gaps (we call them white space), you can make a good impression on the user. Sometimes there are websites where the entire page is filled with text and graphics. This makes it difficult to concentrate and confuses the user with little information that they really need.

XX The font style and sizes in all areas are different, and the alignment is not right. ⑤

XX Irrelevant image placement and recurring 40% off ad sections. ⑥

X 40% discount (it gives too commercial impression because of the repetition) phrase that repeats over and over again within the page, message and button are both different in the same image. (When each button is pressed, does it move to a different page? If so, the images should be different, and the wording can be kept as different as it is now.) ⑦

5. Consistency (related to 10 Heuristics No.6)

XX Four different Signup buttons, will each go to a different page or is it the same function button?

“ Signup Now, Start Getting Interview Calls Today”

“Now Join Prosfata”

“40% Discount Signup”

“Join Prosfata”

If all four buttons go to the same page, the text should be consistent. Functions provided in multiple places with different names cause user confusion, increasing fatigue.

X Overall, font style and size, plus icon style and size, are inconsistent in all aspects. Consistent font and icon size make the website feel well organized and affect customers' trust in the company.

6: Aesthetic and Minimalist Design (related to 10 Heuristics No.8)

XX The suddenly appearing green and gray colors are not in harmony with other colors.

X The same content was duplicated by using only different colors. ⑨

XX It seems desirable to make this content visible first when the user accesses it at the top of the screen. ⑩

XX There is no consideration for the Bottom menu at all. (Layout, Menu) ⑪

7. Mobile version

It has the same problems as the desktop version, but Layout needs to be more organized than the desktop version.

XX Usually, the main menu is placed on the top left, and the option menu is placed on the top right.

XX When jumping the screen through the menu, the Back to top button does not appear and the Main menu is not visible, so the user must scroll up to return to the Main menu.

X The “Zoho Sites” below are unnecessary information. ⑨

XX The spacing between elements, the spacing of the letter lines, and the alignment are all inconsistent. ⑩

8. Best Practices

1) https://www.noomii.com/ : Positive content and bright Hero image.

Through “About us” on the main menu, they provide the company's vision and mission to increase user trust and provide a well-organized layout overall.

2) https://www.findmyprofession.com/ : 1st place in 10 Best Career Coaching Services in America (2024)

All of these Job coaching websites provide detailed descriptions of the program and provide information such as the company's history.

3. https://www.jodymichael.com/ 3rd place in 10 Best Career Coaching Services in America (2024)

The entire screen is filled with only one message, more impactful, and all the main menus are composed of coaching program types. This makes this site look more professional.