Design a new learning experience
Client: 24Hbusiness school • 2021 • 8 months • My role: Service designer, UX research & design, facilitator
Challenge
The challenge for 24ORE Business School was to rethink the educational ecosystem to deliver an all-around experience for the entire offering spectrum and provide a fluid use of physical and digital space.
Besides the research, we focused on redesigning the website to improve the visual identity, optimise the sales funnel, and improve the lead generation through a simplified profiling system, that helps people find the best training path.
Team
Our team included me as Service designer and UX researcher, one UX designer, one Design director
The research
Our key Research Objectives were
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Understand the experience of business school users
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Empathize with students and teachers by understanding their point of view
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Validate assumptions previously developed
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Identify any new pain points to address
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Identify opportunities for improvement
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The process​
In order to understand how to improve the current experience of 24H business school we started immediately running research with existing students and potential students and students of competitors schools.
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Research Methods
Qualitative and Quantitative research
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Screener - We selected a diverse group of individuals Students (professionals and recent graduates), teachers (both seasoned and recent), students from other schools.
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Remote Moderation - This project was started in March 2020 and so our team had to move our interviews to be conducted online using Google meet
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15 semi-structured one-to-one interviews lasting 1 hour each
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We additionally run one online questionnaire to supplement insights gathered during the interviews to enrich and validate the obtained information, with a sample of max 100 Teachers and about 300 Students.
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Outcome
In 14 weeks we completely re-designed the responsive 24ORE Business School website, integrating a new profiling and advanced search system. The onboarding process, including a Welcome kit for teachers, has been redesigned, together with the personal area, applying a new, distinctive and consistent visual identity. Now there are just two single step purchase and 20+ initiatives around teacher onboarding.
Human centred experience
With the redesign of the entire online educational ecosystem, people are now at the center of the experience, thanks to a new visual identity and engaging storytelling. Physical and digital become complementary, and advanced profiling translates into benefits for users and for sales, improving lead generation and conversion of those who choose to invest in their future.
The new experience
A clear, modular and recognizable offer
Given the large number of products offered by the 24ORE Business School, we have simplified the filter system and reorganized the offering to give the users a complete overview, guiding them through the choice of the training path closest to their needs.
The structure of the training offer has been designed according to a modular and scalable grid that summarizes the most relevant information, allowing the user to easily compare the information of the different courses and/or masters of interest.
To ease the user understanding of the different product types (e.g. full-time masters, part-time masters, etc.), we have matched each product with a distinctive color code that stands out clearly throughout the entire online platform.
Alongside the UX/UI work, we worked on a clear and straightforward storytelling that could guide, at the same time, both professionals and recent graduates.
An easier search increase the leads
In order to meet business needs, we have designed a profiling system ("Profiler") that helps people find the most suitable training course for their needs.
By answering a few questions, it is possible to view the educational paths available and the masters courses most in line with the user's needs, receive the results by e-mail and in the personal area, and therefore purchase one of the suggested products even at a later time.
Through the data collected by the profiler, it is possible to offer personalized results and purchase bundles, opening up the possibility of upselling and significantly improving the conversion potential.
Just two steps to check out
The purchasing process has been lowered down to two steps: first, the user logs in or registers (also via social login), then he pays via the main payment methods.
With the aim of guiding the user at every stage, we have introduced the product summary, accessible at any time: it allows the user to have an overview of what is being purchased, to manage and choose the starting dates and the active offers.
Some of the pictures are taken from the sketchin website, please visit sketchin if you want to know more