Hack Your Course
A case study on improving trust and conversion rate through UX optimization
Created at RED Academy
Community Partner: Hack Your Course Tutoring and Education Ltd.
Role: UX & UI Designer
Hack Your Course Tutoring and Education is a local private tutoring service based in North and West Vancouver.
What differentiates the tutoring service from other companies, is that Hack Your Course gives majority of the tutoring fee to the tutors, hence tutors are more motivated to provide the best support.
Role - UX & UI Designer
I conduct quantitative and qualitative user research throughout the design process to ensure functionality and usability of the product.
Design Methods & Tools
Design studio, A/B testing, user testing, user journey map, feature prioritization, Adobe Illustrator, Sketch, InVision
Raising The Company's Profile
The Hack Your Course website is informational but overwhelming. The overuse of stock images and inconsistent icons are not reflective of the company's values. The company wanted to rebrand their website to build trust and online credibility, hence raise the overall profile of Hack Your Course.
Focusing on Student-Tutor Match
Through in-depth user research and competitive analysis, we designed features that address parents' (our primary user) foremost concerns.
1. On-boarding Process - Project Goal & User Need
Hack Your Course is one of the few local tutoring services that has a rigorous process for student-tutor match. Hence we chose to highlight the process under "How We Work". In addition, parents are especially concerned about getting the right tutor who is capable of teaching their child. A simple on-boarding process may promptly alleviate their concern.
2. Testimonials - User Need
Since many parents rely on word of mouth for tutor recommendations, we added photos of the reviewers to increase validity. The website also gathers reviews across multiple social media platforms e.g. Twitter and Facebook to strengthen online credibility.
3. Effective Call-to-Action Buttons - Project Goal
We included "Book My First Free Session" buttons in addition to "Contact Us" buttons. While common tutoring services do not include rates on their website for various reasons, Hack Your Course kept theirs hidden as they offer two different rates: a standard and a discounted rate for less privileged families. Our clients believes that every child should have access to education, regardless of wealth. For this reason, a call-to-action to book a free session is emphasized.
Summary & Future Considerations
Considering the timeframe of the project, we were selective with our features. For future considerations, we'd like to include:
Unlike other projects, the focus of this project is to redesign an existing website. In addition to re-evaluating the content, our design is mostly driven by the problems encountered by the users.
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