My2Be Case Study: Mentoring with quality

Written by Martin Lucas

My2Be’s vision is to totally transform the transition from education into employment. They accomplish this by focusing on mentoring, both by consulting with companies and also building a platform to help people find mentors.

My2Be recruited us to review their go-to-market strategy and the user experience (UX) fundamentals of their service and, ultimately, to help them solve what mentoring actually is vs. the way it can be misused and misunderstood, particularly when supporting young people.

Let’s start with the definition work and what we discovered:

What is Mentoring?

We love a ‘what is’ question because it is a fundamental question in Philosophy (one of the 12 disciplines that make up our How). Here is what we decided after a raft of thought, debate and research:

  • Mentoring is when you help someone without using your own bias, putting their mindset first.
  • Mentoring is not about the mentor being needed many times. The validity of a mentor is purely on the basis of the mentee’s needs; the mentee’s mindset is what matters.
  • Mentoring is about trust; if you don’t trust, then you don’t engage.
  • Mentoring is led by quality not quantity, with spirit of service being key.

Next, we looked at how to manifest this in My2Be’s service itself. A big win for us in all we do  with User Experience (UX) is Behavioural Science. The funny thing about User Experience is that what often gets forgotten is the User - the person, the real life person - who uses a service. Yes, we need to put the buttons in the right place, but we also have to consider who is pressing those buttons and whether you are helping them to do so (or not!). Understanding the user’s mindset and behaviours is key to the UX. In the case of mentoring, trust is a huge emotion when it comes to commitment to mentoring. You have to trust the service, the reviews of the service, the mentoring selection and how this simply this is connected together.

We have always had a rule when working on UX: If you can’t get anywhere within three clicks then it’s too complex.

This is a simple rule which keeps the customer journey under control. When it comes to large platforms, the UX can (in fairness) be more complex, but sign up journeys and actions should minimise complexity. Companies often get lost in what we call a ‘product manual’ mindset; they want to just tick all the boxes. But consider this, and put yourself in the shoes of a user of any online service:

Am I more or less likely to sign up for a service if it asks for too many details before I have experienced the gains?

If a service asks for my age, address, preferences, likes, dislikes and on and on then I will bounce away from the site and bounce risk is the biggest service killer around. Even worse, it is a silent killer because in the UX world they don’t understand that their data is telling them stories. People are leaving at this point; do you know why? The opportunity to find insights to positively change your outcome is endless if you hunt for it, and we are very good at interpreting data into stories. This is where we focused: on the trust needed to make the mentoring platform’s UX work effectively using behavioural science combined with human-centric design thinking.

Here is what My2Be’s CEO, Adam, had to say about the results:

“When you have a vision for a product, translating it into something physically is a real challenge. I am guilty of overcomplicating things. Working with Mastermindset and learning about behavioural science allowed us to think about the processes involved and add quality in our design and delivery.”

Sounds lovely, but did it matter?

“I'd never heard of or considered behavioural science and often considered myself as the use case for our product, our UX/UI. But through Mastermindsets guidance, I've now got a much better understanding of behavioural science that has allowed me to look at things from multiple perspectives whilst finding a common result that will work for all.”

We continue to work with My2Be and we are very bought into their vision; mentoring done well really matters and we use science to make it so:

“We're now developing a better product, and I love working with passionate, smart people that don't bullshit and that is 100% what you get working with Marty.”

Adam Mitcheson, CEO, My2BE