Case study - Tony Robbins
Simplifying the journey with novel experiences and an updated theme.
Robbins Research International, Inc., the research and marketing arm of Tony Robbins’ personal development businesses, conducts personal development, sales, and corporate seminars that cover a wide range of topics, from mental conditioning and personal achievement systems to communication and business mastery.
Summary
Robbins Research International approached me to create a new theme for their website. However, as the project progressed, we realized it held tremendous growth and development potential. This presented an exciting opportunity for the organization.
Insights
On my first day at Robbins Research International, I was granted access to the website’s backend without issues. I requested a day to explore and understand the website’s current state, and the team agreed to give me that time. The website was built on WordPress, and upon inspecting the theme’s code, it was apparent that multiple individuals had worked on it.
I spoke with the Art Director, my direct supervisor, to gain more insight into the website’s history. She provided a thorough explanation of the website’s background. She revealed that the theme had been developed through crowd-sourcing. Additionally, two agencies attempted to make changes to the website before my hiring but never completed the project. This situation was quite surprising to me.
Problems
Once we delved into the situation and thoroughly understood the issues at hand, it became clear what our top priority should be. Considering what we had uncovered, my professional recommendation was to develop a new theme aligned with WordPress’s theme standards.
In addition, we should improve the data structure to make it more organized and introduce a user-friendly interface to enhance the overall user experience. I proposed these ideas to the team, and they fully embraced and supported this approach.
Solutions
After gathering all the insights and understanding the issues at hand, these were the recommendations I made:
Recode a brand new theme – Create a valid WordPress theme that follows WordPress themes’ standards.
Recreate data structure – Architect a more well-thought-out data structure that also follows WordPress themes’ standards.
Introduce cleaner UI – Revamp the current UI to have more user-centered patterns.
Introduce online event reservations – Create a user journey that allows users to book an event and accommodations.
Conclusion
The site survey yielded overwhelmingly positive feedback from users, who shared their appreciation for the enhanced usability and navigation of the website. Additionally, the all-new online event booking system received significant praise and feedback. Collectively, these results indicate that the changes implemented were highly successful.
Since its establishment in 2016, the platform’s architecture has proven robust and requires minimal modifications. The selected designs underwent necessary iterations, ensuring their effectiveness. I am delighted to have contributed to establishing a solid foundation and structure upon which the Tony Robbins brand continues to flourish.