TechChange Sales Funnel Redesign - Improving the Exchange of Information
Challenge: TechChange wants to improve the experience for visitors looking to purchase a seat in an online course. Users have to navigate through a series of 5-6 pages before completing a purchase. TechChange wants to:
Significantly reduce the amount of time it takes a user to purchase a course
Continue to provide rich information about the course they are purchasing
Ensure that user feel as though they are paying for a concrete purchase.
Given these objectives, TechChange requests an analysis of their sales funnel, including the course listing page, course information page, course application and purchase process, and post-purchase experience.
Solution: Based on our research, we developed alternatives and modifications to both the existing site layout and payment/registration system allowing for:
An improved and strengthened relationship between TechChange and its students, creating a more healthy, tailored exchange of information by each side.
An increaslingly personalized customer experience, with personal and payment information saved and resused, making for a better user experience.
A more concrete feeling of a purchase made for the student, increasing their overall investment satisfaction.
A solid information structure that better serves the needs of students during their decision-making process of buying a class.
Axure Digital Prototype: http://mdm79p.axshare.com Video of Prototype: https://paulmoser.tinytake.com/sf/MTc3MDE3XzExMTkyMTk
Our first step was to spend a little time speaking with TechChange, getting to know them and their culture, and discussing what they needed.
Who IS the Competition?
We did research on the Online Course competitors but realized that apples to apples was not the only competitive analysis necessary...we were competing with anyone looking so sell a product worth approximately $450.
Best Layout Practices
How were others handling the dissemination of information on their course listing pages, and what could we learn from them?
Can We Improve the Site?
We reviewed the existing TechChange site to get an idea of what worked and what did not.
What do Users Think?
We formulated a short survey of users, focusing on their experiences with purchasing online courses. They provided us with vital details about the sharing of information between potential students and course providers.
I am Hector's Persona...
Working with feedback from the client as well as from alumni we built out three personas whose use of the system would help guide our design decisions.
The Writing is On the Wall...
Preliminary wireframes for the world to see!
Rethinking the Site Map
What would the new site look like with the changes we proposed and how would it affect the functionality?
Once we had decided on the structure of our pages, we jumped into a quick Design Studio to hammer out the details.
Is there anything better than paper prototypes? Share 'em, swap 'em, modify 'em and mark 'em up!
Does it Make Sense...
Once we had developed our paper prototypes we put them in front of people to guage the effectiveness of our ideas.
Into the Digital Realm
Once we had done several versions of paper prototypes, we began building them out into a functional digital prototype and usability testing them.