Compare Learning Programs Seamlessly with New Flow and Structure
September 2023
Background
Based on our interview, students who intend to purchase a learning package, they face difficulties when trying to compare packages and program because we have a lot of programs and they have to navigate back and forth between screens. They will contact the SA (Student Advisor) team to further information.
This also has an impact on low funnel conversion from Program Selection to Payment Intent at around 3% and low number of 14 days conversion from NRS to Premium at around 0,11% in last 3 months.
Objective
📈 Increase the purchase of premium packages
📈 Help student to find the programs that suitable their goals
Design challenge
How might we improve the learning program info structure and selection flow easily for Cakap private students so that they can find the programs that suitable their goals and also increase the purchase of premium packages?
Ideation
Stage 1 - Select Learning Motivation
Stage 2 - View Learning Program Detail
Stage 3 - Choose Package List
Validation
We try to validate the idea with running a prototype test to gather insights, expectations or frustrations from our target audience. So here the summary results.
Participant:
3 of Private language students
2 of non-Cakap students
Finding:
The learning program available on page 1 are considered as the studies that will be obtained
The “curriculum” section is very useful as a choice for users to choose a program
Users do not capture the number of classes as the experience of teachers
Information needed: (Outside of primary information such as price, discounts, schedule/study time) Curriculum, Testimonials & About the Program
Price per session in the details and on the study package page, encourages users to see the placement test package
The “Contact Us” button is not visible on the colored header
Final Design
The Outcome
We try to track the result to get the impact of this project. So here the results after 30 days deployment.
Buy Funnel
Traction
Program detail open rate
Package list open rate
Payment intent rate
Before
55%
27%
5%
After
84%
36%
7%
Pay Journey
Traction
Self-checkout
Before
20%
After
22%
Great Achievements Never Stand Alone
These all wouldn’t be possible without the great works of
Design Team
Rizka (UX Writer)
Researcher
Rainhard
Product Manager
Christy
Product Analyst
Arya
Engineers & QA
Azmi, Fani, Bagus
and many others which I couldn't name one by one.
