Simple online shopping – redesign of e-learning platform for Kursy Lean
The story of lean methodologies has its roots in the processes of streamlining production lines in car factories. What needs to be done to enhance competences in lean activities and the theory essential in these methodologies? The owners of Lean Action Plan – a company that trains production plants in methodologies supporting improvement of production lines, have come across this demand. KursyLean.pl was developing in a truly lean way until the team decided to come to us for a specific purpose: to make online shopping easier and eventually, increase in sales.
In January 2020, we were approached by a client – a team of Lean Manufacturing trainers, who have been developing their platform for some time to educate people who want to develop or just acquire skills within the scope of Lean methodologies used in industrial plants on a daily basis.
Development in Lean Manufacturing is an interesting subject both for people starting working in the industry and those experienced. Kursy Lean offered courses for people taking their first steps in Lean Manufacturing and for the advanced ones. Each course was awarded with a certificate, valuable especially for those taking their first steps.
The goal of the first stage of our cooperation was to verify the usability of the course website, to explore the needs of customers and B2B partners in this matter, and to see how we can improve User Experience, thus improving the quality and value of the courses sold.
Initially, the course website was created in lean – subsequent courses were added to the database in response to the needs. Because of that, the purchasing process started to build up and finally, consisted of many steps, it pushed users away from buying products. The owners of the company then decided to contact Project: People for redesign, the result of which is a new page that has already been implemented: clear, intuitive, corresponding to the needs of the target groups. Today we are going to describe the first phase of actions with the client – the next part of the case study on redesign as well as UX and UI actions will be published in the next, complementary case study.
We divided the work process into 5 sprints (5 weeks spread over 3 months), with 4 people involved in the project at different stages. The first 3 sprints focused on research, which then led to the redesign of kursylean.pl.
Sprint 1: User path analysis, UX research and website audit
The goal of the first sprint was mainly to clarify the purpose of our efforts, mapping the challenges that can be faced by both B2C and B2B customers, as well as by the people who manage the platform on the part of Kursy Lean.
The kick-off workshop, from which we start all our cooperations, has outlined the values, vision and goals of the team. The KursyLean.pl team proved to be very open to research, experimenting and cooperating in lean methodology – in fact this was quite a natural approach for this client.
Completing Lean Canvas during the kick-off workshop enabled development of initial research hypotheses for the target groups. We gathered data about our client’s idea, pointing towards the need to analyze the user’s path.
There were many tools installed on the client’s website to collect data on traffic, number of visitors, their paths, profile and others. It was necessary to organize this information, limit the amount of analyzed data and find dependencies among them to develop research hypotheses.
In this sprint we were working on the following:
- clarifying purpose of our efforts,
- mapping potential challenges that customers may face,
- mapping customer groups of KursyLean.pl,
- desk research,
- user path audit,
- preparing B2B and B2C research hypotheses,
- preparing research scenarios for B2B and B2C.
Sprint 2: Sprint II: UX Research – B2C
In this sprint we did UX research for a group of B2C clients.
The research methods used in this sprint consisted of a quantitative survey, distributed in groups consisting of people interested in Lean Manufacturing in Poland.
Moreover, we wanted to recruit people for the interviews investigating the perception of the former UX. As a result, we were able to carry out 7 individual interviews enhanced by needs research. We have collected a number of recommendations regarding the use of the courses.
Individual interviews enable to quickly gather information about a target group, allow understanding the recipient, their needs and problems that the tool is supposed to solve. The data we have gathered include:
- factors affecting choosing a given course platform,
- perception of the website/platform,
- purchase process – obstacles, shop navigation,
- perception of courses,
- possible improvements,
- areas to build up advantage.
The interviews and surveys carried out within the B2C group allowed us to specify the target group and its profile, as well as to map users’ problems. The survey resulted in patterns that we turned into recommendations related not only to the website itself, but also to marketing, communication and business strategy of the company. More details you can hear in our Project: People Podcast – 50 twarzy wyników badań w projekcie where Joanna Ostafin and I are discussing the ability to use research and interviews to extract data beyond current needs. Feel free to listen!
Sprint 3: UX research B2B – research of the second target group
The third sprint was entirely dedicated to researching the second target group selected during the kick-off workshop. In addition to the quantitative survey we conducted 5 in-depth interviews with B2B customers.
The issues investigated within the B2B group include:
- Which companies are interested in the courses?
- When does this interest occur? What is the trigger?
- What are they looking for? Where are they looking for? What does the entire path look like?
- What do they pay attention to?
- What’s important to them?
- What are their budgets for similar activities?
- What other courses do they participate in? What companies do they choose?
- How do they make their choice?
This phase ended with another series of research conclusions, recommendations and summaries. The next stages were handed over to the UX/UI designer, who converted the research results into real functionalities that you can admire online. But this section will be discussed in the next part of the case study with Kursy Lean.
A summary of our work – in numbers and more
To sum up: while working on the redesign of the Kursy Lean e-learning platform, we focused on the highest possible value for the end user, but also on the value for those who maintain the site operationally. In the subsequent phases, the team worked on the design of the website strictly referring to the recommendations, which were based on data acquired from users and target groups we verified.
Research process in numbers:
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