edX
edX
Re-designing the entire enterprise website and navigation to increase lead capture conversion rates. Coming Soon
Re-designing the entire enterprise website and navigation to increase lead capture conversion rates. Coming Soon
TIMELINE
JUNE 2023 - AUGUST 2023
TEAM
1 PM, 2 UX Designers, 1 UI Designer
ROLE
Product Designer for resident facing experience
BACKGROUND
edX is an online education platform owned by 2U, similar to Coursera and Udemy. They manage a variety of offerings-including enterprise level courses. Deloitte Digital partnered with them in an 8-week initiative to re-design their entire enterprise website and site navigation.
Problem
The Challenge
Website does not reflect updated sales infrastructure
edX recently transformed their sales infrastructure, where they are selling courses in packages called academies. They are also broadening their offerings to the government, university, campus, and social impact sectors.
Low user engagement
edX lead capture conversion rate was around 1%, which is below average for a typical enterprise website in their market. Low user engagement could be due the inability to effectively convey value proposition, lack of trust signals, and poor site navigation.
TIMELINE
JUNE 2023 - AUGUST 2023
TEAM
1 PM, 2 UX Designers, 1 UI Designer
ROLE
I assisted with all design deliverables but took ownership over the survey, wireflows and designed the homepage medium-fidelity screen.
BACKGROUND
edX is an online education platform owned by 2U, similar to Coursera and Udemy. They manage a variety of offerings-including enterprise level courses. Deloitte Digital partnered with them in an 8-week initiative to re-design their entire enterprise website and site navigation.
Problem
The Challenge
Website does not reflect updated sales infrastructure
edX recently transformed their sales infrastructure, where they are selling courses in packages called academies. They are also broadening their offerings to the government, university, campus, and social impact sectors.
Low user engagement
edX lead capture conversion rate was around 1%, which is below average for a typical enterprise website in their market. Low user engagement could be due the inability to effectively convey value proposition, lack of trust signals, and poor site navigation.
Solution
The Home Page
The Home Page
Users take 5 seconds to determine whether they want to stay on your site. We had to make a lasting first impression.
Users take 5 seconds to determine whether they want to stay on your site. We had to make a lasting first impression.
SOLIUTION 01
Tangible, impactful data showing edX’s unique value.
Tangible, impactful data showing edX’s unique value.
We presented measurable metrics showcasing the impact of edX on organizations, providing a swift and clear means to highlight how edX sets itself apart from competitors
We presented measurable metrics showcasing the impact of edX on organizations, providing a swift and clear means to highlight how edX sets itself apart from competitors
SOLIUTION 02
Visibility on all of edX offerings.
Visibility on all of edX offerings.
We highlighted edX offerings and incorporated a call-to-action guiding users to the relevant landing page, enhancing visibility across the entire range of offerings, and ensuring a more intuitive navigation experience throughout the site.
We highlighted edX offerings and incorporated a call-to-action guiding users to the relevant landing page, enhancing visibility across the entire range of offerings, and ensuring a more intuitive navigation experience throughout the site.
SOLIUTION 01
Improving credibility through trust signals.
Improving credibility through trust signals.
Establishing credibility is crucial for any B2B site. We bolstered edX's credibility by showcasing the prestigious academic institutions they collaborate with, and leveraging case studies as social proof to validate the effectiveness of their product.
Establishing credibility is crucial for any B2B site. We bolstered edX's credibility by showcasing the prestigious academic institutions they collaborate with, and leveraging case studies as social proof to validate the effectiveness of their product.
Solution
The Academy Page
The Academy Page
A place for user’s to get comprehensive information on how edx can solve their organization’s challenges.
A place for user’s to get comprehensive information on how edx can solve their organization’s challenges.
SOLIUTION 01
Optimized browsing experience for course content.
Optimized browsing experience for course content.
The course content is categorized according to organization size and anchor links guide users to relevant information. An interactive table enhances the browsing experience, allowing users to effortlessly explore content. To further streamline the journey, a compelling Call to Action (CTA) encourages users to visit the demo page, strategically optimizing the conversion process for lead capture.
The course content is categorized according to organization size and anchor links guide users to relevant information. An interactive table enhances the browsing experience, allowing users to effortlessly explore content. To further streamline the journey, a compelling Call to Action (CTA) encourages users to visit the demo page, strategically optimizing the conversion process for lead capture.
Solution
The Resources Page
The Resources Page
An effortless browsing experience is important for any resources page.
An effortless browsing experience is important for any resources page.
SOLIUTION 01
Enhanced content discovery.
Enhanced content discovery.
We highlighted featured articles to enhance engagement by capturing attention, signaling importance, and providing a structured entry point to relevant, visually compelling content. We implemented filtering with a search bar for a user-friendly browsing experience, ensuring quick access to targeted content.
We highlighted featured articles to enhance engagement by capturing attention, signaling importance, and providing a structured entry point to relevant, visually compelling content. We implemented filtering with a search bar for a user-friendly browsing experience, ensuring quick access to targeted content.
Research
My Process
My Process
Discovery
Design workshops and stakeholder interviews to understand our client’s business goals, set up success metrics, and gather information on their users.
UX audits to identify usability issues and competitive analyses to understand industry standards and identify opportunities for improvement
Ideate
Multiple rounds of wireframes for each page, going over different interaction patterns, page layouts, and UX copy with stakeholders.
Design
Documentation of wireframes to ensure smooth hand-off to UI
Multiple meetings around UI design
Discovery
Design workshops and stakeholder interviews to understand our client’s business goals, set up success metrics, and gather information on their users.
UX audits to identify usability issues and competitive analyses to understand industry standards and identify opportunities for improvement
Ideate
Multiple rounds of wireframes for each page, going over different interaction patterns, page layouts, and UX copy with stakeholders.
Design
Documentation of wireframes to ensure smooth hand-off to UI
Multiple meetings around UI design