Mind Tools is an online membership business based in London. Mind Tools provides people with practical and straightforward skills to accelerate their careers. Founded in 1996 by James and Rachel Manktelow, Mind Tools’ main market is the USA.
Following the production of an industry benchmarking report by an external consultant, a number of problems were identified that included overall underperformance, low conversion rates and low sign ups compared to industry standards. I was asked to help solve these problems and increase turnover substantially.
I analysed MindTools.com thoroughly to see where website usability, user experience and communications could be improved. As part of the communications strategy review, I researched comparable websites and competitors. A persona of the target audience helped me empathise with their needs, which helped guide the production of a new sitemap, incorporating the communication strategy. Website usability, user experience, simplicity and motivational psychology principles guided the production of the wireframes during website planning. User journeys then mapped out the experiences and journeys of the persona through the wireframes. Once this work was completed, I then advised on agency selection, wrote a website brief and provided creative direction.
Increasing turnover substantially was the goal, and increasing turnover substantially was the result! Mind Tools has grown considerably since the launch of the new website, with turnover doubling from £800,000 to more than £1.6 million. Following this launch and a period of sustained growth, Mind Tools won the Queen’s Award for International Trade.
What they say?
“Stuart helped us fundamentally rethink the way that people interact with the MindTools.com website. Starting with our audience persona, he devised a new sitemap and wireframes, and then tracked the new user experience with user journeys through the wireframes.
The insights from this resulted in a much-improved user experience. In conjunction with a complete visual refresh of the interface, this resulted in a very substantial increase in turnover.
I strongly recommend Stuart for his website planning, website usability and information architecture skills.”
James Manktelow, CEO