Case study

B Corp Design Agency UI/UX Design

B Corp Design is a social media ad solution. Includes Visual Design Creation, Qualitative & Quantitative Research, USP Message, Project Analytics, Affinity Mapping, Personas, and Project Recommendations
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About B Corp Design

Under the umbrella of Berchild Design Agency, B Corp Design is a new business venture to allow companies and creatives to advance environmental & social causes through innovative & immersive
design solutions.

Teams & Roles:

This was a 5 member team project staffed by Berchild Design Agency, to develop B Corp Design.

My role was the UI Lead Designer.

• Project Manager - CEO of Berchild Design Agency
• Copywriter - Responsible for USP content
• UX Lead Researcher - Interviewing, Questionnaires, Affinity Mapping, & Personas
• UI Lead Designer - Visual Design, Prototyping, Design Specs, Style Guide, Interview note recorder
• Marketing/Secretary - Planned meeting’s, coordinated interviews, managed research documents

Duration: 4 Weeks

Key Activities

• USP Content
• Visual Design
• Style Guide
• Interviews
• Project Analytics
• Quantitative Data
• Qualitative Data
• Affinity Maps
• Personas
• Project results
• Recommendations

Tools:
  • Figma
  • Miro
  • Google Docs
  • Google Slides

The Request

How to position a USP (Unique Selling Proposition) message using social media advertisements for
 B Corp Design on Facebook and Instagram. The goal was to use UX research to understand which “Unique Selling Proposition Message” was favorable with its target market and find out why or why not, the audience was swayed by the message. This was a multi-pronged approach through multivariate testing as well as 1:1 Interviews. Research results would define actionable insight for understanding, refining the message, and the value proposition for marketing B Corp Design. Final deliverables and results are to show the best marketing message and product fit for the company.

Project Timeline, Milestones and Deliverables

4 week timeframe to provide results to stakeholders for the decision making process.

How Might We Solve?

• How to be an attractive agency for Certified B-Corporations.
• Want to focus on women’s initiatives and the environment.
• Be the desired partner for our customers, in an ever-changing market.
• Have the most attractive workplace for the best ‘up and coming’ designers.
• Make our company the go-to place for both clients and candidates.
• Identify where the target market hangs out, what they read, and interest are.

UX/UI Activities & Deliverables:

Quantitative data - multivariate tests will use the “Unique Selling Proposition Message” on Instagram and Facebook to test click-through rates, and possibly other platforms. This is a multivariate test data 
about numeric variables (i.e. how many, how much, or how often)
Qualitative data – five 1:1 interviews with potential customers to get their feedback on the messaging to understand which statements resonate best and why or conversely which do not perform well, and why.
Create graphics templates for each message and value proposition statement, for Instagram and  Facebook, using 3 different Unique Selling Proposition Messages.
Populate the UI Graphic template with the variant message for testing on social media to determine the best message to reach clients.
Post multivariate to media Instagram, and Facebook for testing.
Analyze Results from research (multivariate test & Interviews) & determine which message faired best.
Present and synthesize the project findings and suggest recommendations from the UX research.

What is a USP?

It is the unique selling proposition is often the first bit of copy you’ll see above the fold on a given company’s homepage. It’s typically a single sentence-length headline, and is sometimes accompanied by a sub-headline. The essential word in the phrase is “unique.” The USP defines your position in the market insofar as, it answers the question: What’s the ultimate point of differentiation between you and your competitors that makes your company the one worth doing business with.

The 3 USP Messages developed for this project to be tested

Message 1:
“Beyond design, BCorp Studio is making good business, your business. By aligning with your cause, we bring personality to the mission, advocating for change and pursuing outcomes that benefit people and planet."

Message 2:
“Designed for purpose, inspired by cause — an agency with a conscience. We are BCorp Studio. How may we help you?"

Message 3:
“We believe story & design matter. We believe our responsibility is to empower the products, practices, and people we work with to be the change we need in this world. Now, not later. Are you in? Join us.”

Ad Carousel & UI Graphic Concepts

3 different functional prototype graphics were designed and built to specifications to work on social media carousel ads. Each were submitted for review with stakeholders, before option 1 was chosen for its modern graphic style and focus on the USP message.

Interface Release to test (USP) Unique Selling Proposition Message

High fidelity mockups were developed for A/B Testing on Facebook and Instagram using 3 different carousel ads to determine which USP story board message resonated best with potential customers.

Light Style Guide

A light style guide was developed for accessibility, colors, font consistency, background graphics, text formatting, and then swap out USP message only. It also serves as a base for future testing on other social media platforms and the website landing page.

UX Research Highlights

Results from Project Analytics and Quantitative Data
Developing 1:1 Interview Questions (Qualitative Research)
Aim of Interviews

• Understand which message is favorable and why?
• Conversely, understand which is favorable or unfavorable and why?
Come away with actionable insights on next steps.

Recruitment Process

The goal was to reach out to 5 or more potential clients, but due to the time constraints of this project we were only able to secure 3 clients to interview. All selected clients had to be a 
certified B Corporation or a 501C3(nonprofits) associated to a B Corporation.

Survey Style

Interviews were semi-structured using open-ended questions and designed so follow up could be done on significant statements. 
Interviews were structured to last
 45 minutes to manage expectations
 and maintain participant attention.

By the end of week 1, the survey questions were developed and the content approved for gathering the intended information.

Affinity Maps

Research was organized and sorted into groups to define patterns and reoccurring themes.

Persona

Developed from the affinity mapping and the research trends discovered.

Research Summary

Highlights between two 1:1 Interviews showing reoccurring themes discovered during research.

Results & Recommendations

The business goal of this project was to come away with actionable insights and possible next steps to reach potential customers with the best possible USP message, that attract clients that are involved with B-Corporations and similar aligned organizations.