The Edify Hub

Role: Founder, Product Manager, UX Researcher

Duration: Ongoing

Industry: FaithTech | Digital Learning

Tools: Figma, Canva, Google Sites, WordPress, Android Studio, Firebase

Project Overview

The Edify Hub is a faith-based digital learning ecosystem designed to help people grow spiritually through accessible online resources, courses, podcasts, digital products, coaching programs, and community initiatives.

The project involved redesigning The Edify Hub website, creating The Edify Hub Institute learning platform, launching a mobile application (turning the website to its mobile app), and developing systems to increase user engagement and digital product adoption.

Business Challenge

The original website contained valuable resources but lacked clear visual hierarchy, accessibility considerations, compelling calls to action, and efficient resource discovery. These challenges limited user engagement and reduced adoption of available digital products.

Research & Discovery

To better understand users and validate assumptions, I conducted user interviews, surveys, competitive analysis, and secondary research.

Key findings revealed that:

• Users prefer faith-based resources that are easy to access.
• Time-saving solutions are highly valued.
• Cost significantly influences adoption.
• Mobile accessibility increases engagement.
• Users prefer multiple content formats such as podcasts, courses, articles, and downloadable resources.

Product Goals

• Improve resource discoverability.
• Increase engagement with digital products.
• Improve accessibility and navigation.
• Expand reach across multiple digital channels.
• Increase user adoption and retention.

Solution

I led the redesign of The Edify Hub website using a user-centered approach focused on accessibility, navigation, and content discoverability.

Additional initiatives included:

• Building The Edify Hub Institute learning platform.
• Converting the website into a mobile application using Android Studio and WebView technology.
• Launching and managing The Edify Podcast.
• Integrating digital products and learning resources into a unified ecosystem.
• Designing responsive experiences across desktop, tablet, and mobile devices.

Results

• Achieved close to 100 active users within three months.
• Reached users across 9 countries.
• Increased digital product adoption by 404% within one month.
• Improved user access to faith-based resources.
• Expanded distribution through website, mobile app, podcast, and learning platform.

Key Skills Demonstrated

Product Management
User Research
Product Strategy
Roadmapping
Stakeholder Management
UX Design
Product Launch
Growth & Adoption

DETAILED CASE STUDY OF CREATING THE WEBSITE FOR THE EDIFY HUB ECOSYSTEM

Redesigned a Responsive Website as a UX Researcher/Designer

Background

The initial website design was created in 2023. The decision to redesign the website came about as a result of new insights in UI/UX research and design theories, as well as the need to foster more adoptions and engagements with the hub and its digital products

Initial problem discovery with old design,

Accessibility: There were very few design considerations for accessibility in terms of contrast settings, text font and website layoutAesthetics: Although the design had relevant information, it wasn't so visually attractive and compelling and had little negative spaceObjective: The main objectives of the hub weren't clearly emphasized

Curbing Business Constraints

Even though I had found some issues with the old design that needed to be fixed, I had to do new research to further understand the end users.This would help create a better user experience on the website, ultimately leading to improved business results.

Research Methodology

Secondary Research

I conducted secondary research to understand user needs and i discovered that Presently, 8% of adults and 12% of teenagers use the Internet for religious or spiritual experiences. This application rated eighth among the eight possibilities explored. Less than 1% of all adults and just 2% of teens currently use the Internet as a substitute for a physical-church. Most people indicated that they do not expect to replace their involvement in a bricks-and-mortar faith experience with a Net-based faith experience.However, the Barna study also found that people are in the early stages of warming up to the idea of cyberfaith. When people were asked about their likely future use of the Internet to seek or engage in specific types of religious experiences, more than two-thirds indicated that they were likely to engage in such pursuits on a regular basis as the decade progresses. Among the Net-based religious endeavors deemed most appealing were listening to archived religious teaching, reading online “devotionals,” and buying religious products and resources online.In fact, if the research projections hold true, even the least appealing of the 11 Net-based faith alternatives tested (online worship) would likely attract some 30 to 35 million adults. The most attractive option (listening to religious teaching online) would likely draw more than 100 million adults.Of special importance was the finding that teenagers have a very different profile of cyberfaith interests than do their elders. Activities such as reading devotional passages online and submitting prayer requests were of much greater interest to younger people.Hispanics and blacks have a far greater level of hope and trust relative to the cyberchurch than do white adults. Other population segments that are more willing to give the Internet a try in regard to significant faith dimensions are men and people under the age of 35Extract from Barna Research Website

Primary Research

I engaged in one-on-one interviews with a few people and created surveys to empathize with users and know their pain points, some of the questions asked were; "how often do you read and study online faith tools and resources and what is your motivation when you do"? "what challenges do you face accessing these faith-based tools and resources and how does it make you feel"? "how do you think these challenges can be resolved"?From my findings, it is commonplace for people to seek the internet for knowledge and many Christians appreciate the diverse resource channels to access spiritual truth knowledge and tend to stick with the channels that suit their ease of access and convenience. Time is of the essence, especially for busy workers, therefore accessing quality time-saving faith-based resources is key for some. Also, a major player in users' choice of faith-based resources is cost, making available free online faith-based resources encourages users to use them more often than not.

Competitive Analysis

After careful analysis of the competition, I discovered that although they have similar product offerings, they don't provide faith-based resources on many digital channels. They also do not prioritise outreach efforts in a bid to foster faith to a higher degree.As regards the design and visual appeal, it is quite commendable for all of the competitors, however, I noticed a bit of cluttering on some pages which might confuse and discourage users from navigating further.

User Persona

From my research, i developed three user personas, who use faith-based online resources in different scenarios.

User Story, Journey Map, Problem & Hypothesis statement

In understanding users' needs, experiences and pain points, created a user story, problem & hypothesis statement and a user journey map for a user persona
User Persona: John LoebUser Story: As a clergyman, I want to be able to access faith-based resources online to prepare effectively for my ministrations.Problem Statement: John is a Clergyman who needs an online platform to access faith-based resources because he wants to prepare well for his upcoming ministry presentation events.Hypothesis Statement: We believe the diverse faith-based resources in the Edify hub website will help him prepare well for his ministrations

User Persona: John LoebGoal: Find online faith based resources to learn from

Design Goal

The Edify Hub website will let users access online faith-based resources which will affect Christians who need spiritual knowledge and encouragement by providing quality digital faith-based products through different channels, We will measure effectiveness by the number of digital products accessed by users and the number of people who visit the site.

Value Proposition

Stated all the product offerings of the Edify hub through mind mapping and found three common themes through an affinity diagram. I also identified the value propositions, which include free products, easily accessible, time-saving resources, availability on multiple platforms, and high quality.

Brainstorm

How might we create a website design that allows users access divers christian resources easily to increase their spiritual knowledge and faith?

Sitemap

I adopted a hierarchal website structure, considering the clutter pages I noticed in some of the competitors' web pages and the need to address the problem of accessibility and users' need for easy access to resources, i ensured the information architecture will improve website navigation and allow uncluttered pages making it simple and easy for users

Testing Design Concept

I created several paper wireframes and decided on the fourth design because I wanted an image and specific information about the site to grab users attention above the fold. I adapted the Geshalt principle to emphasize easy access to various resources for users.

Paper wireframe

Digital wireframe

Iterated design in 1.8 weeks

To ensure the site is fully responsive, created hi-fi mockup designs for three different devices, the desktop, tablet and phone respectively effecting appropriate breakpoints for each.

Comparison

Comparing the outcome of the new design with the old design, taking into account the initial problems of accessibility, aesthetics, hubs objectives and also users' needs,

I ensured the use of an image and a compelling text that states the summary goal of the hub above the fold to gain users' interest,
I utilized more white space to increase attention on text focal points and to facilitate donations
Used high contrast colour and appropriate typography variations with highlights
Also changed the layout from the Z asymmetrical layout to a box layout style creating easy access to resource
I created a new page to emphasise the hub's overall objectives

Takeaways

Although the Edify hub website achieved over 100 active users from 9 countries in less than three months, with an increase in adoption of the digital products on the website by 404% in a month compared to the last month, I learned that better website layout, visual appeal and user-focused design can help one create better experiences for users and drive business goals.

Next Project

GET IN TOUCH

Email Address: amabibitonye@gmail.comLinkedin: www.linkedin.com/in/tonyekehindeamabibi Phone Number: +2348023762685

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