↳ Context
The Team
1x Product Designer (Me)
1x Sr. Front-End Developer
1x Head of Engineering
1x Founder
Why an Improvement?
While we were seeing traffic on our enrollment page, we were experiencing a lack of completion in:
1) Account Creation
2) Enrollment
Account Creation being a critical touchpoint for our team to follow-up with users who expressed interested, but did not complete enrollment.
↳ Defining
How might we enhance the registration process to motivate individuals to enroll in online courses?
↳ Impact
Within one month of launching the new design, we achieved a 22%* boost in enrollment. We saw a significant jump in conversion rates at the first step of the user journey—critical for our marketing team to capture leads and drive follow-up efforts.
The momentum hasn't stopped there—our team continues to see growth in both enrollment numbers and valuable lead generation.
*For confidentiality reasons, actual values for metrics have been omitted
↳ Takeaways
Less clutter & clear information
Frictionless payment process
Reassurance in privacy, safety, and quality
↳ 1. Less clutter & clear information
More than half of our traffic are from mobile devices, it was critical to examine how to improve design here.
The biggest improvement was removing unnecessary padding and prioritizing breathing room to present only key information.
Overall, improving readability, content visibility, and accessibility.
↳ 2. Frictionless payment
We are capturing payments via Stripe, so there wouldn't be any design exploration here.
However, we would implement mobile payment systems like Google and Apple Pay capabilities for a more frictionless option.
↳ 3. Reassurance in privacy, safety, and quality
When enrolling into a program, users want to feel that they are going to be taken care of and that they choosing the right program out of the dozen others.
If users were viewing from a MacBook Air or Pro (13-inch), supporting content were hidden/cut off from the screen.
Reorganizing content that emphasizes course credibility and quality throughout the checkout process can ease user apprehension and encourage enrollment completion.
↳ Behind the scenes…
↳ Impact
Within one month of launching the new design, we achieved a 22%* boost in enrollment. We saw a significant jump in conversion rates at the first step of the user journey—critical for our marketing team to capture leads and drive follow-up efforts.
The momentum hasn't stopped there—our team continues to see growth in both enrollment numbers and valuable lead generation.
*For confidentiality reasons, actual values for metrics have been omitted
