Kirsten Geiger

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Enhancing the sign-up flow for a tutoring website to improve completion rates and increase customer satisfaction.

Enhancing the sign-up flow for a tutoring website to improve completion rates and increase customer satisfaction.

Team

Self, Product Designer
Bunker, Advisor

Timeline

8 weeks
Parsons School of Design
Major Studio 2

Area

Website Design

Challenge

Summit Learning is struggling to take on new clients because of the site's overall user experience, causing it to lose business.

Design Goals

My aim was to enhance the user's journey and reduce their cognitive load by breaking down each step of the onboarding quiz, highlighting the tutor's relevant skills and learning plan benefits, and enhancing the branding language.

Focus areas

Onboarding Quiz

What are the completion rates of the current onboarding?

Tutor Selection

What factors are important to users when choosing a tutor?

Lesson Plans

How can we make users feel safe and confident in purchasing?

Platform Audit

Identifying key issues in the user experience through a heuristic analysis.

I conducted a comprehensive audit of their onboarding flow to identify key issues in the user experience. This assessment enabled me to identify pain points that users might face and then prioritize which problems needed immediate attention.

Current design
Pain Point 1

Lack of aesthetic

The design system (copy, fonts, colors) must be enhanced to build credibility.

Pain Point 2

High cognitive load

Information is needed all at once, increasing users' cognitive load.

Pain Point 3

Limited user control

Missing or incorrect UI elements restrict the user's ability to move freely.

User Interviews

What do users find important when selecting a tutor?

I wanted to understand what the students' motivations would be to get tutoring lessons so that I could design an onboarding experience that catered to their needs. I conducted 4 discovery interviews with people who had experience learning with a tutor. I gained valuable insight as to why they decided to work with a tutor and the important factors they had considered when it came to selecting one.

Key insights

Students need a tutor most during high school.

Unlike middle school, where GPA matters less, or college, where students focus on their strengths, high school brings new pressures with college admissions.

"I started going to a tutor in high school to help keep up with the intense academic pressure."

Needs support achieving academic goals.

Students are especially motivated by how their performance impacts college applications and chances of getting into their dream school.

"I had a math tutor because I was worried about my grades affecting my college admissions."

Generalized class setting doesn't provide enough support.

Incorporating individual learning styles positively affected students’ GPA, while group learning styles had a negative effect.

"I liked my tutor because he really understood how I learned best and catered our lessons to that."

The design challenge

How might we create an engaging onboarding experience that considers the users' needs and encourages completion?

How might we create an engaging onboarding experience that considers the users' needs and encourages completion?

Design Solutions

Onboarding Quiz

When asked for their learning style, users are given the option to take a brief quiz in order to discover or confirm what theirs is.

Final design
Design decision

Quiz Flexibility

Learning Style Quiz Separated

Users didn't feel confident that enough questions were asked to know their learning style.

In-Quiz Option to Discover Learning Style

Give an option for users to take a 'Learning Style' quiz without leaving the onboarding process.

Refining the site map

I redesigned the site map to help users discover their learning styles without interrupting the pairing quiz.

Tutor Selection

Students are able to select a lesson time based on the tutor’s calendar availability or message them directly.

Final design
Design decision

Highlight Tutor's Qualifications

Lack of Educational Background

Doesn't indicate the tutor's qualifications to teach. The language is confusing- shouldn't they all be certified?

Include Tutor's Degree and Certifications

Highlight their academic degree or certifications to indicate expertise and skill. Focus language on subjects

Lesson Plan & Payment

Packages include information on the number of classes, subjects covered, and the plan's duration. They are geared toward varying student needs, from immediate support to achieving long-term goals.

Final design
Design decision

Easier to Compare Lesson Plans

Unclear Difference Between Plans

The information is too brief and unclear. Doesn't justify the varied pricing for packages

Emphasize Services and Benefits

List the terms and services included in each package. Slash-out pricing is used to emphasize money saved.

Looking Ahead

When would users genuinely drop off during the process?

All my interviewees were asked to review the onboarding experience, setting the expectation that they would have to complete it. However, if this site were to launch, I'd be curious to see how users would interact with the product outside of a closed environment like an interview. I wonder where they might drop off, their reason for doing so, and how the design could be improved based on these findings.

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kirstengeigerdesign@gmail.com

kirstengeigerdesign@gmail.com

© 2024

© 2024