Role: Lead UX/UI Designer
Timeline: 2 weeks
Team: Individual Project
Tools: Figma
Methods: User Research, Heuristic Evaluation, Competitive Analysis, Prototyping, Usability Testing
Live Site
Project Overview
Prospect Path is an advanced online course designed to guide businesses through the complexities of ERP (Enterprise Resource Planning) implementation. The course targets C-level executives and project managers who are tasked with overseeing digital transformation projects in industries such as manufacturing, healthcare, IT, and retail. The objective was to create a robust, user-friendly platform that not only communicates the course's value but also drives engagement and enrollment.
Challenge Overview
Prospect Path’s previous digital presence lacked clarity and failed to communicate the critical value propositions of the course effectively. The previous design led to low conversion rates, with potential users abandoning the site due to confusion or skepticism about the course’s benefits. The challenge was to create a compelling user experience that would attract and retain prospective learners while reinforcing the credibility and authority of the course content.
Research & Analysis:
1. User Research:
Demographics: The target audience for Prospect Path includes senior management, financial officers, and project managers who are responsible for ERP system implementation. These users are typically decision-makers with the authority to invest in professional training that ensures the success of high-stakes projects.
Pain Points: Users were wary of ERP failures, which often result in budget overruns and project delays. The previous site did not effectively address these concerns, leading to hesitation in course registration.
Aspirations: The primary goal of the target audience is to minimize risks associated with ERP implementation and ensure a successful project rollout. They value clear, actionable guidance from trusted experts.
2. Heuristic Evaluation:
A thorough heuristic evaluation revealed several critical usability issues on the existing site:
Navigation Overload: Users struggled to find essential information about the course, leading to frustration and potential drop-offs.
Unclear CTAs: The site did not clearly communicate the unique benefits of the ERP Implementation Masterclass, resulting in low user engagement.
Visual Inconsistencies: There were no testimonials or case studies to build trust with potential learners.
3. Competitive Analysis:
I analyzed similar platforms offering ERP-related courses and consultancy services. Key findings included:
Streamlined Content Delivery: Competitors often presented their courses in a clear, hierarchical format, making it easier for users to understand the course content.
Emphasis on Trust: Many competitors showcased success stories and testimonials prominently, which helped in establishing credibility.
Design & Strategy:
1. Information Architecture:
I restructured the website to create a more intuitive user journey, with a focus on clear, logical navigation that guides users towards key conversion points.
Simplified Navigation: The new structure features a concise, top-level menu that directs users to the most critical sections, such as course details, instructor information, and consultation booking.
Content Prioritization: The homepage was redesigned to highlight the unique benefits of the course, with strategically placed calls-to-action (CTAs) to encourage immediate engagement.
2. Wireframing & Prototyping:
Low-Fidelity Wireframes: Initial wireframes focused on improving the user flow and ensuring that the most important information was easily accessible.
High-Fidelity Prototypes: High-fidelity prototypes were developed based on user feedback and iterative design improvements. These prototypes featured a modern, clean aesthetic aligned with the professionalism of the Prospect Path brand.
3. Visual Design:
Consistent Branding: I refined the color palette, typography, and iconography to align with the course’s professional and authoritative tone.
Visual Hierarchy: The design emphasized a clear visual hierarchy, guiding users through the site with strategically placed CTAs and information sections. The use of white space and clear typography enhanced readability and user focus.
4. Usability Testing:
Usability testing was conducted with a sample of potential users who matched the target demographic:
Task-Based Testing: Participants were asked to navigate the site and perform key tasks such as finding course details and scheduling a consultation.
Key Feedback: Users reported that the redesigned site was much easier to navigate, with a clearer understanding of the course’s value and benefits.
Key Improvements:
1. Enhanced User Flow:
Before: Users struggled with finding essential information, leading to high bounce rates and abandoned sign-ups.
After: The simplified navigation and clear, structured content layout significantly improved the user experience, resulting in a more intuitive journey from landing page to course registration.
2. Optimized Conversion Funnel:
Before: Unclear CTAs and a convoluted registration process led to low conversion rates.
After: The introduction of well-placed, compelling CTAs and a streamlined registration process resulted in a 40% increase in course sign-ups.
2. Responsive Design:
Before: The previous site had an inconsistent user experience across devices, particularly on mobile.
After: A fully responsive design was implemented, ensuring seamless functionality and a consistent user experience on all devices, leading to a 35% increase in mobile engagement.
4. Credibility Boost with Social Proof:
Before: The site lacked testimonials or case studies, which are crucial for building trust with the audience.
After: A dedicated section for client testimonials and case studies was introduced, significantly enhancing the site’s credibility and user confidence.
Results & Impact:
Increased Engagement: The redesigned site led to a 45% increase in session duration, indicating that users were spending more time exploring the course content.
Higher Conversion Rates: With the optimized user flow and improved CTAs, course registrations saw a 40% increase, demonstrating the effectiveness of the new design in driving conversions.
Positive User Feedback: Post-launch surveys and user feedback indicated a high level of satisfaction with the new design. Users particularly praised the clear navigation and professional appearance of the site.
Conclusion:
The redesign of the Prospect Path website was a significant success, with substantial improvements in user engagement, conversion rates, and overall satisfaction. By applying user-centered design principles and focusing on clear communication of value, I was able to deliver a digital experience that not only met the client's goals but also set a new standard for future ERP-related courses. The project underscores the importance of strategic UX/UI design in enhancing digital products and driving business success.