The Challenge
Capture and convert the user in first 2 scrolls
Streamlining the user journey for smoother exploration and decision-making, and boosting the product’s marketability by introducing stronger visual hooks and providing users with multiple compelling reasons to engage with individual speakers and explore other masterclasses.
Our high level goals were to:
1 -Create a separate user journey for paid, non-paid users and enterprise users for smoother exploration & decision making
2 -Increase visibility of topics and other other masterclasses.
3 -Create a platform for innovation and deeper engagement.
My role
I led the design and collaborated with other designers, stakeholders. i led the design process from analysing the existing screens, taking requirements from business, understanding the user and his needs and creating a usable solution that has a perfect balance of both user and business.
Know Thy user
1 -Working professionals, leaders, and entrepreneurs who want to learn from the experiences of top business leaders.
2 -Enterprises who want to use ETGrandMasters for Employee training and development, Leadership development, Entrepreneurial guidance and Staying updated on business trends:
KICKOFF
Picking up the pieces
After familiarizing myself with the user, I began this project by researching existing websites and reviewing user session recordings to understand how users interact with the product. I also analyzed mouseflow data to identify user behavior, including actions taken and those they ignored despite business objectives. This analysis provided valuable insights into user decision-making processes.
Concurrently, I sought input from the business regarding their website goals.
My user research involved two distinct interview phases. In the first phase, I briefed participants on the product and explored their needs and expectations. The second phase consisted of observing participants interacting with the current website, followed by a feedback session.
Competitive Analysis
To better understand how users navigate course selection within the online learning space, I analyzed the competitive landscape for ETGrandMasters. My research encompassed key direct and indirect competitors—LinkedIn Learning, Frontrow, Coursera, Mugafi (Unlu), and Udemy—evaluating their strengths and weaknesses in guiding user choice. This analysis aimed to uncover potential opportunities for ETGrandMasters to better serve its users.
The Discovery
Users are significantly more interested in the topics than in the grandmasters
Research has overturned the initial assumption that a Grandmaster’s celebrity status would be the primary driver of masterclass sales. We discovered that users are more interested in browsing masterclasses by topic than by instructor. Over 80% of users indicated that seeing the topic list was crucial in helping them decide which masterclass to take, prioritizing subject matter over the instructor’s reputation. Only after selecting a topic did they consider which Grandmaster was teaching it.
Reframing the Problem
The placement of page actions, masterclass listings, and topic lists hindered user exploration
Too many actions in the homepage did made decision making chaotic for user.
The ETGrandMasters Redesign
Introducing ETGrandMasters 2.0
The Impact
Positive results Expected and much more to do
The redesign of the ETGrandMasters will have a positive impact on the overall numbers.
- 30% Increased click rate
- 2x Visibility of other Grandmasters