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Armed with my international relations knowledge, I wanted to
Armed with my international relations knowledge, I wanted to
Armed with my international relations knowledge, I wanted to
RevoU UX Research
For my summer internship in 2019, I was tasked with conducting user research on how to improve conversion, and what features could be added to enhance user experience. RevoU is an e-learning platform that allows individuals to go through a rigorous 12-week online course to gain a job afterward. After re-analyzing my gathered information, I wanted to present it in the form of a story/case study. This is my exploration.
Prompt
How can we improve user experience for the RevoU customer in order to increase conversion rates?
Market Research
I called 5 people by phone and interviewed 10 people on Facebook/LinkedIn to ask them about their experience. While on these platforms, I would ask about specific website functionalities. Some of the questions that were asked, included:
Try to remember the last time you took a class on a MOOC (Coursera, Udemy, what were factors that motivated you to finish the course?
1.
2.
As a first time-student, how would you typically navigate through this website?
Rank information about payment, the program itself, successful testimonies, and from 1-3. Which did you prioritize and why?
3.
After collecting data, some of the results included:
Jun
20, college student
FRUSTRATIONS
66%
were unsure of what the program entailed just by looking at the website.
60%
were worried about the cost of the program.
80%
were worried about finding a guaranteed post-program finishing.
We then looked at 8 individuals that came from Politekniks (finishing school instead of universities)
75%
100%
thought the website did not have clear information distribution and did not know how to navigate the website.
were worried about cost justification.
With this feedback, I constructed three different personas to reflect upon the types of individuals that wanted to utilize this program but faced several pain points in the process.
SAMUEL
understanding how to finance costs
job guarantee
good mentorship and guidance
FRISCA
understand how the program works
job guarantee
ability to complete the program with friends and network with like-minded individuals
​
RANDY
FEELINGS
23, university graduate,
unemployed
46, dad,
Uber driver
RANDY
understanding how to finance costs
job guarantee
good mentorship and guidance
FEELINGS
dream-seeker
looking to change his lifestyle
job safety
not concerned about salary
21, college dropout,
cashier
FEELINGS
determined job seeker
looking to find the best job
wants selection from lots of jobs
concerned about salary
family-provider
looking to find job stability
wants a job to reflect past skills
concerned about salary
PAIN POINTS
PAIN POINTS
PAIN POINTS
After choosing two centralized customer segments (Randy and Frisca), the three central pain points were:
Lack of information about mentorship and how that works with the program
Lack of information about job securitization post completion of the program
Lack of information about payment
Current Site Map
Home
Apply
Programs
How it Works
Journal
Form
Program Context
Steps
Apply
User Journey
SCENARIO 1: clear-cut, Randy
Search for program
Apply to program
How it works
Searches for pricing
Dead stop
The user ends up unable to search for the price of the program, fatigued from search process.
SCENARIO 2: more deliberation, Frisca
goes back to step 2 from 6, creating negative loop
Search for program
Digital Marketing read syllabus
Journal
How it works
Applies
Searches for job guarantee
purchases
The user ends up uncertain and loses time by searching for possible job guarantees after the program, delaying application.
Competitor Analysis
I then decided to do some competitor analysis with 13 different schools across Indonesia to see how they fared in terms of mentorship, job security post-completion and payment information.
Lack of information about mentorship and how that works with the program
1.
The mentorship program is critical in these programs, and are highlighted in the websites. However, UX wise it was difficult to find these ratios on the homepages of these companies.
2.
Lack of information about payment
To look at other costs, because RevoU is priced at Rp 15,000,000, we can see that it has the highest cost compared to other competitors selling online. RevoU needs to find a way to acknowledge its prices clearly as UX wise, the other competitors put heavy emphasis on the price on the central page as they partake in income sharing agreements.
Job securitization
3.
Competitors partake in heavy refund policies to ensure job security in case students drop out and have a "refund" section, especially those that have an income share agreement feature.
Furthermore, RevoU does not offer any scholarships compared to other schools, hurting the chances of the customer wanting to learn via this platform.
Takeaways are that RevoU can capitalize on is building exposure on its, mentorship model, employing possible scholarships and greater emphasis on payment as well as building a refund policy and contract to ensure job guarantee.
These are all aspects that can be highlighted in the strategies below.
Strategies
I identified four possible UX elements that could be improved on the website to help with customer acquisition and retention. This will drive up conversion rates and hopefully increase the percentage of students to participate in the program.
1.
FAQ Creation on Homepage
The FAQ will help answer questions regarding job security and payment.
Purpose
Addresses lack of payment info
Benefits
Decreases dead stop, provides greater certainty to individuals that have low-effort decision making. Helps with unanswered questions.
2.
Contract on Apply Page
Users must sign this before applying. Recruiters must also sign the contract guaranteeing their placement.
Purpose
Addresses job security
Benefits
It provides greater certainty and prevents negative looping back to question the legitimacy of RevoU.
3.
Refund Policy/
Payments on Menu Tab
The refund policy tab will explain questions regarding payment and possible scholarships
Purpose
Addresses lack of payment info
Benefits
It will provide more clarification compared to competitors, better information flow since payment is an integral factor. Furthermore, it'll help address the 100% of politeknik students concerned with payments and increase conversion rates.
4.
Mentorship model video on Programs Page
Video detailing how mentorship works, and how RevoU will provide it.
Purpose
Addresses confusion about mentorship
Benefits
It provides clarification on how the model will work, adds further testimony on the success of the program, and builds interactivity. Furthermore, the exposure will help them gain advantage over competitors
Designs & Content
Payment Design
FAQ Design
Sample FAQ
Sample Contract
Overall, this was a thoroughly enjoyable experience that helped me dive into the UX research field and enjoy learning about what drives consumer behavior and how UX is so critical in establishing click through rates, and user journey. I hope to take this knowledge and apply it to further projects.
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