Product Page
UX Designer | iD Tech
Redesigned the course browsing experience by replacing tab-based navigation with unified course cards and a grid layout, making both on-campus and online options visible at a glance. This improved content discoverability and reduced friction in decision-making, resulting in a +53% increase in conversion rate (CVR).
Problem & Goal
Problem
Product conversions were declining, signaling friction in the course discovery and selection experience. Users struggled to efficiently browse and compare available options, leading to missed opportunities for engagement and enrollment.
Goal
Increase product conversion rates by improving the discoverability, accessibility, and usability of course offerings—ultimately helping users find and select the right course faster and with greater confidence.
Discovery & insights
Through user testing and behavioral analysis, several key usability issues emerged:
-
Online courses were difficult to find due to separation from on-campus options.
-
The list-based layout limited visibility, showing only a few courses at a time and requiring excessive scrolling.
-
Filters were positioned on the left-hand side, often pushed below the fold, forcing users to scroll to access and refine results.
-
Users experienced decision fatigue due to the effort required to explore and compare options.
"I know there are online options, but I can’t find them easily—and I don’t want to scroll through all of this just to compare a few courses."
Solution
To address these issues, we reimagined the browsing experience with a focus on visibility and efficiency:
-
Introduced a persistent, top-aligned filter bar, ensuring filtering options remain accessible at all times without additional scrolling.
-
Unified in-person and online course options within a single course card, eliminating the need for tab switching and improving comparability.
-
Transitioned from a list view to a responsive card-based grid, enabling users to view more courses simultaneously and reduce scrolling effort.
-
Designed course cards to clearly surface key details upfront, supporting faster decision-making.
Result
The redesigned experience significantly improved usability and course discoverability, leading to a +53% increase in conversion rate (CVR) compared to the previous period.
