Destination YOUniversity

Improving admission services accessibility for DestinationYOUniversity

Workflow

Research Interviews

Synthesis

Design

Usability testing

Team

Vidushi Bissa (UX Designer)

Cossette Rosales (UX Designer)

Beatrix Rayes (UX Designer)

Ashley Philips (UX Researcher)

Time

2023

8 Months

Deliverables

Research Interviews

Synthesis

Design

Usability testing

Workflow

Research Interviews

Synthesis

Design

Usability testing

Team

Vidushi Bissa (UX Designer)

Cossette Rosales (UX Designer)

Beatrix Rayes (UX Designer)

Ashley Philips (UX Researcher)

Time

2023

6 Months

Deliverables

Research Interviews

Synthesis

Design

Usability testing

Workflow

Research Interviews

Synthesis

Design

Usability testing

Team

Vidushi Bissa (UX Designer)

Dr Sharat Lin (Project Manager)

Time

2023

6 Months

Deliverables

Research Interviews

Synthesis

Design

Usability testing

Helping first-generation parents and students with college admissions

Destination YOUniversity, led by Dr. Cynthia Colon, specializes in providing consultation services to first-generation students, focusing primarily on crafting compelling college essays for successful admissions.

The company's online presence, particularly Dr. Colon's website, serves as a crucial gateway for prospective clients seeking guidance in the complex college admissions process. But according to Dr. Cynthia Colon, the existing website is not getting expected sales.

"Website is not leading users to services I offered such as essay bootcamp, dream college academy, etc.."

Dr Cynthia Colon

Business challenges from the website

Based on stakeholder interviews and comprehensive business research, we got these major problems faced by the platform

Problem

Dr Colon’s website is experiencing challenges in effective communication and the visitor engagement. The exceptional college essay services provided by Dr. Colon are not receiving the deserved attention.

Problem

Dr Colon’s website is experiencing challenges in effective communication and the visitor engagement. The exceptional college essay services provided by Dr. Colon are not receiving the deserved attention.

Problem

Dr Colon’s website is experiencing challenges in effective communication and the visitor engagement. The exceptional college essay services provided by Dr. Colon are not receiving the deserved attention.

Solution

Understanding the target audience

User Persona (of Parent) - Created by: Ashley Phillips

Goals

Identifying Priority Goals

Based on the analysis done for the business requirements and user frustrations, following goals were set

#1

Fostering Meaningful User Engagement

#2

Improving Navigation System and adding Intuitive Labels

#3

Optimizing Conversion rates(High Sales)

Brainstorming ideas to connect user needs with business goals

Initial sketches

Strategic approaches to convert ideas into deliverables

#1 Fostering Meaningful User Engagement

Testimonial Page

Implemented Community Engagement Strategy: Addition of testimonials and success stories to build the trust and credibility of the user

Implemented Community Engagement Strategy: Addition of testimonials and success stories to build the trust and credibility of the user

College Essay Bootcamp Package

Diversification for Affordability: Addressing affordability concerns through tiered pricing was crucial for business diversification

Diversification for Affordability: Addressing affordability concerns through tiered pricing was crucial for business diversification

Introduced tiered pricing: Introduced tired pricing for college essay bootcamp, offering different levels of engagement to cater diverse financial capacities

Introduced tiered pricing: Introduced tired pricing for college essay bootcamp, offering different levels of engagement to cater diverse financial capacities

#2 Improving Navigation System And Adding Intuitive Labels

Worked collaboratively with fellow designers and stakeholders to enhance navigation at a broader or elevated level. Developed various iterations of a sitemap through joint efforts, ultimately finalizing one based on the favorable results from tree testing, ensuring user-friendly navigation.

Sitemap

User journey optimization of "College Essay Bootcamp" service

To delve into a deeper, more intricate level, we opted to focus on individual service user flows—from the user's homepage to the actual purchase. I focused extensively on refining the user journey for the 'College Essay Bootcamp' service.

The company's online presence, particularly Dr. Colon's website, serves as a crucial gateway for prospective clients seeking guidance in the complex college admissions process.

But, According to Dr. Cynthia Colon existing website is not getting sales.

User Flow Diagram of "College Essay Bootcamp"

Clear Navigation Paths: Implemented streamlined navigation structure, ensuring a logical flow from exploring services to enrolling in “college essay bootcamp”

Clear Navigation Paths: Implemented streamlined navigation structure, ensuring a logical flow from exploring services to enrolling in “college essay bootcamp”

Progressive Disclosure: Gradual presentation of information, guiding users through each step, reducing overwhelm and enhancing comprehension.

Progressive Disclosure: Gradual presentation of information, guiding users through each step, reducing overwhelm and enhancing comprehension.

#3 Optimizing Conversion Rates

Suboptimal conversion rates were significant concern for business. Low conversion rate implies low sales.

About Page

Call-To-Action Optimization: Placed a compelling CTA (Schedule a call) strategically throughout the website just above footer. The decision was made to prompt users to schedule first call with either Dr Colon or her team which would be the leading step to conversion.

Call-To-Action Optimization:Placed a compelling CTA (Schedule a call) strategically throughout the website just above footer. The decision was made to prompt users to schedule first call with either Dr Colon or her team which would be the leading step to conversion.

Call-To-Action Optimization: Placed a compelling CTA (Schedule a call) strategically throughout the website just above footer. The decision was made to prompt users to schedule first call with either Dr Colon or her team which would be the leading step to conversion.

Product Promotion: Need for more effective way to showcase the offered products and their promotion

Product Promotion: Need for more effective way to showcase the offered products and their promotion

Product Promotion: Need for more effective way to showcase the offered products and their promotion

Shop Page

Addition Of Shop Page: Dedicated “shop page” added in site map to showcase the products offered for sale by Dr Colon such as New Book, Essay Templates, etc..., emphasizing their values and benefits.

Addition Of Shop Page: Dedicated “shop page” added in site map to showcase the products offered for sale by Dr Colon such as New Book, Essay Templates, etc..., emphasizing their values and benefits.

Addition Of Shop Page: Dedicated “shop page” added in site map to showcase the products offered for sale by Dr Colon such as New Book, Essay Templates, etc..., emphasizing their values and benefits.

Thank you for reading! 🧠

For more work inquiries, or to grab a coffee do email me at vidushibissa.24@gmail.com ☕️✨

Mantis

Lead UX designer for health insurance aggregator webapp (Techfleet project), overseeing a team of 5 and collaborating cross-functionally

View Case Study

Made with ❤️ and chai