UX Design | UI Design

Overview

The design of Stevia solved problems that had maniested since its initial entry to market. This redeisgn was aimed to modernize Stevia and help professionals with the guidance to build confidence and go after any chose filed by providing task-based learning that resonates with an ideal workplace.

Understand the problem

To understand this I explored the existing designs; from a thorough UX audit to testing several iterations. The problem Stevia had can be categorized majorly into two;

1. Bit-sized online lession and 1:1’s that’s easy to schedule and track
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2. Marketing landing page was not optimized for quick decision mkaing
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3. Facilitate productive learning by connecting students to coaches and then help these students discover intuitive and structured learning path

Result

33%

reduction in
bounce rate

52%

increase in user navigating
to course of choice

4.3%

lift in
conversion

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So, how did I do it?

UX Audit on existing designs

The goal was to improve time-to-interaction and help users discover courses easily though a more visually-pleasing design and overall perceived interface responsiveness. I observed the flows and introduced new and improved components.

Starting with the landing pages, I reviewed pages, flows and features. I aligned these to the current realities and mapped out key features that would improve decision making and ensure the right content and features is easy to find.

Stevia (previous design)

User Persona

Userflows

Building on the success: The New Design

Solution Insight

Hick’s Law: The time it takes to make a decision increases with the number and complexity of choices.

A good use case here is the use of progress bar to subtlely show user they are yet to apply to a course and it will close soon

Using overlay to highlight an option and make sure that other options don’t complete

Solution Insight

No proper guidance with CTA

Poor product proposition. It doesn’t really sell the benefit

Solution Insight

Problem: Too many CTAs.

HICK’S LAW
The time it takes to make a decision increases with the number and complexity of choices.

Solution Insight

User Retention hack:
Keep users interested and curios by reducing the amount of information available on a card; leading them to the course page.

User Retention hack:
Stevia confirmed that this hack reduced bounce rate by 33%

Solution Insight

Zeigarnik Effect
People have a high tendency to remember uncompleted task more than completed

A good use case here is the use of progress bar to subtlely show user that the window to apply is closing soon

Positive Scarcity
People want more of those things they can have less of

Using a real limited resource (enrolment limit), the redesign convinced new users to want to enrol for a course before it sells out
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Solution Insight

Hick’s Law: The time it takes to make a decision increases with the number and complexity of choices.

If you highlight one option, make sure that the other options don't compete for the user's attention.

Final steps

Stevia’s team embraced the results of my research, design process and understood how a few
changes to their design language could have a big impact in attracting more users and offering
more value to the current users.

Previous project

How Stevia was designed to improve access to learning

Overview

Understand the problem

Result

So, how did I do it?

UX Audit on existing designs

User Persona

Userflows

Building on the success: The New Design

Final steps