Redesign of e-learning business platform – Kursy Lean
Do you know the thoughts and needs of your customers? You probably think you do. And have you ever conducted surveys with your clients to see if they understand your offer and website architecture? 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. How did user research contribute to this? Read about this and also about the results that surprised the owners themselves.
[update] The work results after implementing the e-learning platform
Before we guide you through the path of e-learning platform design, we would like to show you what you can benefit from the process based on research and target group analysis.
We returned to dialogue with our client 6 months after the beginning of our cooperation. As it turned out, the new platform allowed them to grow even more in the field of e-learning. The numbers speak for themselves!
As of December 16, 2020
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 8 sprints, with 4 people involved in the project at different stages. Case study involves the description from the first 5 sprints of our work. The first 3 sprints focused on research, which then led to the redesign of the website. The implementation itself was carried out along with the team of Network Interactive. This makes the Lean Courses platform not only functional and graphically attractive, but first of all it works just as we planned.
Sprint 1: User path analysis, UX research and website audit for e-learning business
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 for the e-learning business
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. And what does our client think about the cooperation itself?
“Working together on the website design was a great opportunity for us to bring our expertise together. The Project: People team gathered information from users and presented their recommendations. We, in turn, used our experience in running courses and working on this project to date. By combining these two approaches, various suggestions occurred on both sides, which made the project even more valuable. Through our discussions and high-level communication, we managed to work out the right solutions. We believe that our website has been adapted to both the audience and our business model, as a result.”
The results of our work in numbers
Increase in sales
Increase in the number of people paying
Increase in the number of users on the website
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