Masterstudies

Creating uniform structure and design for a higher education institution platform and implementing solutions that aim to increase conversion rate.
education
UX/UI Design and research
desktop/mobile
3 months

Masterstudies.com provides marketing and software automation for higher education institutions and a comprehensive database for students. During our collaboration, our goal was to create a uniform structure and design, increase the contact form conversion rate while improving user experience by eliminating friction in the user journey, and make it work in 44 languages.

Phase1
Discovery

During the kick-off workshops, we created assumptive personas and the customer journey.

We also gathered the team’s assumptions regarding their business, competition, customers (universities), and users (students), and asked them to define their vision, mission, and values so we can match the new design to these.

Team
1 Researcher
2 Designers
Client’s team
Head of Strategic Development
Marketing team
Product team
Techniques
Kick-off workshop
Phase2
Research, wireframing and ideation

Our researcher started with discovery interviews and Google Analytics reports for the existing website. We’ve collected more than 1300 observations to uncover the main pain points and the areas for improvement.

The research findings have been used to iterate the wireframes during the design process, improve user experience on the website, and create the ultimate design solution. We started with sketching workshops ideating multiple solutions for every page type while leaving the customer flow intact with the plan of changing one thing at a time.

Our two designers divided their work by platform type: mobile and desktop. This way,  both designers could work independently while keeping up with consistency.

Phase3
Design solution

Finding the right moment to ask for data
When entering a program page, users were not likely to fill out a form immediately without checking the details to see if it’s a match for them. We repositioned the form from the top right to the bottom of the page. By explaining the service better and moving the form to the bottom of the page we made the site feel more trustworthy.

Improved filtering and search capabilities
We craftied a unique filtering system instead of usual UI patterns. Starting with the high-level categories and nesting subcategories inside.

We applied progressive disclosure to make filtering easier by showing only the discipliplines (categories) first without overcomplication with the field of study (sub-category) section. At the same time, it is also possible to custom select from multiple categories which increases flexibility for users.

Universal content structure for the program pages
After several user interviews we identified the key information students are looking for when searching for a degree. Based on this we came up with a structure and made sure every university applies it to their degree program pages, the most important page types in the conversion funnel.

Localization - Supporting 44 languages without major UI modifications
From day one we anticipated this issue and planned the interface accordingly. In the UI phase, we also tested our designs in the most complicated languages (e.g. German, Arabic, and Japanese)

We are thrilled by UX studio’s process. They helped us identify where students drop out and discover what makes users stay longer and get more engaged. The improved user flow and UI is incredible and no details are left to change.

Bartolome R Bordallo
Strategic Development Director, Keystone Academic Solutions