ScottDikkers.com
A New Home for Scott's Public Speaking 🎤 Business
is the founder of The Onion. He is also a public speaker who
speaks about solving problems and achieving goals through creativity.
After many years on the road, his public speaking website was in need of an update.
Scott Dikkers
MY ROLE
TIMELINE
TEAM
TOOLS
UX Designer
Mar 2024 - Jun 2024
+ongoing maintenance
2 Designers
Figma
Slack
ScottDikkers.com hadn't been updated since 2015.
Scott wanted his new website to showcase his various ventures and
help his fans and customers find what they need.
Scott Dikkers:
Public Speaker
Founder of The Onion
People who look for Scott:
Booking Agents
Event Planners
Fans of The Onion
Goals for each group that finds ScottDikkers.com
GROUP
WHAT THEY NEED
WHAT SCOTT WANTS
Booking Agents
Event Planners
-
Learn about Scott's brand
-
Browse speaking topics
-
Contact/Booking information
Encourage users to:
🎯 Book speaking gig
🎯 Contact his manager
GROUP
Fans of The Onion
WHAT THEY NEED
-
Learn about Scott's current ventures
WHAT SCOTT WANTS
Encourage users to:
🎯 Sign up for How To Write Funny
(his comedy coaching service)
🎯 Subscribe to his Substack
🎯 Buy his books
The question
How might we ensure the different groups looking for Scott Dikkers find what they need?
Information Architecture!
Clips show interactive nature and captivated audience at events
Events are easy to plan and Scott is great to work with
Topics can be tailored to corporation's message
Clips show interactive nature and at events
Events are and
Scott is great to work with
Topics to corporation's message
Clips capture fun atmosphere of Scott's college events
Past events have been
engaging and well-attended
Topics are relevant and
interesting to college students
Clips capture of Scott's college events
Past events have been
Topics are and
interesting to college students
Research
WHAT DO SPEAKING CLIENTS NEED?
Scott's speaking clients are divided into corporate and collegiate, who have different desires when planning speaking events.
Corporate Speaking Clients
College Speaking Clients
Common Needs
Speaker Reel
Testimonials
Speaking Topics
Contact Information
Speaker Materials
NAVIGATION DESIGN
Contains contact form, Scott's agents' info for more specific inquiries, and social media links
A central collection of Scott's current ventures, with links available for users to subscribe or purchase.
The Upcoming Events page shows where Scott will be next. Some events are available to register/buy tickets for.
SPOTLIGHT FEATURES
Launch of new book
Ahead of the launch of Scott's new book, an eye-catching banner was placed on the front page to encourage users to join the promotional campaign.
On the Books page, links to pre-order
were strategically placed above the fold to create the quickest path to a purchase
Site Analytics and Ongoing Improvements
*Unfortunately, I do not have access to site analytics before the migration, but there still have been valuable lessons from our analytics since the launch of the new site.
NAVIGATION FLOW
Visitors tend to go from homepage to books back to homepage.
(Data since launch June 2024 - Mar 2025)
UX OPPORTUNITY
We can add more contextual navigation in the body of the Books page to lead users to explore more of Scott's offerings.
According to navigation data it seems they are next most interested in How To Write Funny, which presents a great opportunity for us to promote the coaching service.
SESSION DURATION & EXIT RATE
The page where visitors spend the most time and most visitors leave from is the Books page.
(Data last 30 days, Mar 2025)
UX OPPORTUNITY
These are good signs because this page has the most opportunities for purchases, and following a purchase link would also show as "leaving" the page.
In the future we can explore adding a store directly to Scott's personal site, that way users can stay on the site during and after the purchase.
Design
A GUIDED TOUR
Starting with our homepage call-to-action, we direct our audience toward the relevant speaker page
Corporate Speaking Page
College Speaking Page
Once in the appropriate speaker page, we give a concise introduction through Scott's speaker reel
Then, we move on to testimonials to create a sense of trustworthiness and to communicate how Scott's speaking events align with the booking agent's goals.
If the booking agent is interested, next they would need to see Scott's speaker topics to confirm his compatibility with their event.
If we have kept the booking agent's interest, it would be best to make it easy for them to inquire about Scott's availability on the spot.
