Table of Contents

1. Introduction
2. The Problem: Designz23's Decline
3. Root Cause Analysis: The 5 WHYs 3.1 Why Have Customers Gone Elsewhere? 3.2 Why is the Portfolio Not Attracting New Clients? 3.3 Why Has the Company Not Updated Its Website? 3.4 Why Are Visitors Not Converting Into Paying Customers? 3.5 Why is the Mobile Experience Poor?
4. Developing Solutions: How Might We (HMW) Questions
5. Conclusion and Path Forward

Introduction

Designz23, once a thriving design company with over 50 employees, experienced a sharp decline in customer retention and engagement. This case study outlines how I helped them redesign their online presence to regain clients and improve customer experience using the 5 WHYs technique and How Might We (HMW) questions.

The Problem: Designz23's Decline

The main issue was clear: customers had stopped coming. Despite having a portfolio and online presence, their website wasn't effectively attracting new clients. To uncover the underlying issues, I employed a series of WHY questions.

Root Cause Analysis: The 5 WHYs

Why Have Customers Gone Elsewhere?

• Customer Perspective: The website doesn't inspire confidence in the company's ability to deliver modern, effective design solutions.
• Potential Reasons:
  • Competitors may offer a better user experience or services.
  • The website might be outdated, giving a poor first impression.

Why is the Portfolio Not Attracting New Clients?

• Customer Perspective: The portfolio doesn't showcase recent work or demonstrate versatility.
• Potential Reasons:
  • Navigation could be confusing.
  • The portfolio may fail to showcase the company's strengths and versatility.

Why Has the Company Not Updated Its Website?

• Potential Reasons:
  • Resource constraints could be a factor.
  • There may be a lack of understanding of current customer expectations.

Why Are Visitors Not Converting Into Paying Customers?

• Customer Perspective: There's no clear path for action, no compelling CTAs, or easy ways to get in touch for a quote or consultation.
• Potential Reasons:
  • The content might not be engaging enough.
  • There may be no clear call to action (CTA) leading users to take the next step.

Why is the Mobile Experience Poor?

• Customer Perspective: A poor mobile experience questions the company's technical competence.
• Potential Reasons:
  • Poor mobile optimization could drive potential customers away.

Developing Solutions: How Might We (HMW) Questions

1. How might we improve the site's design to reflect modern trends and attract new clients?
2. How might we make the portfolio easier to navigate and more visually appealing?
3. How might we use social proof to build trust with potential customers?
4. How might we optimize the site for mobile users to ensure a seamless experience?
5. How might we increase customer interaction by integrating more user-friendly contact options?

Conclusion and Path Forward

By applying the 5 WHYs and HMW frameworks, we identified that poor website design, lack of clear communication, and an outdated portfolio were the root causes of Designz23's customer retention issues.

Designz23's path forward involves:

1. Modernizing the design and improving navigation.
2. Showcasing recent projects and offering social proof.
3. Ensuring mobile optimization for all users.
4. Adding clear CTAs and interactive features to boost conversions.

By addressing these areas, Designz23 is now better positioned to attract and retain clients, ensuring their business thrives once again.