EdTech (ThinkTree)
Design Process
Client: ThinkTree (EdTech Platform for Professional Development)
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Reach the Milestone
#The Problem
ThinkTree offered high-quality professional development courses but faced low enrollment rates.
Despite investing in marketing, users hesitated to sign up due to:
- Complex navigation that made course discovery difficult, leading to frustration and high drop-off rates.
- Unclear CTAs that did not effectively guide users through the enrollment process, reducing conversion rates.
- Lack of trust-building elements, such as student testimonials, expert endorsements, and detailed course previews, making potential learners hesitant to commit.
#Drop-off
#Conversion
#Enrollment
#ResearchPlan
The platform needed a design overhaul to enhance user experience, improve engagement, and drive conversions.
Research & Understanding the Target Audience
- Conducted market research to identify industry trends and learner expectations.
- Defined learner personas, including demographics, learning behaviors, pain points, and motivations.
- Studied customer support inquiries to understand common concerns and frustrations.
- Mapped out the learner journey, from discovery to enrollment, to pinpoint areas for improvement.
Analysis & Insights Gathering
#DeepUnderstanding
Performed heatmap analysis and session recordings to identify friction points in the user journey.
Analyzed competitor platforms to benchmark industry best practices and identify areas for improvement.
Conducted user interviews and surveys with existing and potential students to understand their pain points.
Studied drop-off rates and behavior flows in Google Analytics to determine where users abandon the site.
#Solution_1
Simplifying Navigation & Enhancing Course Discovery
- Restructured the course catalog into logical categories based on user search behavior.
- Implemented intuitive filtering and sorting options (e.g., course level, price range, industry relevance, certification availability).
- Designed a personalized recommendation engine that suggests courses based on past interactions and preferences.
- Reduced the number of clicks required to access course details, improving ease of discovery.
#Progress
#Interactive
#Mobile
#Solution_2
Optimizing Conversion-Driven CTAs
- Implemented high-contrast, action-oriented CTAs such as:
- "Enroll Now" (for immediate conversions)
- "Start Free Trial" (for hesitant users needing a preview)
- "Explore Courses" (for new visitors browsing options)
- Positioned CTAs at strategic locations: homepage, course pages, checkout pages, and dashboards.
- Used A/B testing to determine the most effective button colors, wording, and placements for maximum impact.
- Introduced progressive sign-ups, allowing users to enter minimal information initially and complete registration later, reducing drop-offs.
High-contrast, action-oriented CTAs
Enroll Course
Explore Courses
#Solution_3
Building Trust with Social Proof & Credibility
- Integrated verified student testimonials and video reviews to showcase real experiences and success stories.
- Highlighted instructor credentials with detailed profiles, qualifications, and industry expertise.
- Displayed partnership logos with accredited institutions and leading companies to reinforce credibility.
- Implemented a live review and rating system on each course page, allowing prospective students to see honest feedback.
- Added an interactive "Course Preview" feature, giving users a sneak peek into video lessons, syllabus, and instructor insights.
#Solution_4
Enhancing Mobile Responsiveness & User Experience
- Ensured a mobile-first design with a fully responsive interface across all devices.
- Image compression techniques (WebP format)
- Asynchronous loading for non-essential elements
- Efficient caching strategies
- Conducted multiple rounds of usability testing, refining the UI based on real user feedback.
- Optimized site speed and performance, reducing load times by implementing.
- Redesigned the checkout process for seamless mobile payments with digital wallets and one-click checkout options.
Mobile-first optimization is crucial for increasing accessibility and retention on digital learning platforms.
Results & Impact
📈 40% increase in enrollments within 3 months due to improved navigation and trust-building elements.
📉 35% reduction in bounce rate, as users could find relevant courses faster with better filters and CTAs.
📏 User session duration increased by 50%, indicating higher engagement and better exploration of content.
💳 25% improvement in checkout completion rate, driven by a streamlined, mobile-friendly payment process.
Key Takeaways
🚀 A data-driven approach to UX and conversion rate optimization can significantly impact engagement and enrollment rates.
🎯 Simplifying the navigation and CTAs makes it easier for users to find and purchase courses.
💡 Building trust through social proof (testimonials, ratings, instructor credentials) helps hesitant users make confident decisions.
📱 Mobile-first optimization is crucial for increasing accessibility and retention on digital learning platforms.
Conclusion
By implementing these strategic design changes, ThinkTree successfully transformed its online platform into a conversion-optimized, user-friendly learning experience, making it easier for learners to discover, trust, and enroll in courses.
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Muhammad Al Mahdi
My journey began as a Front-End Developer after earning my degree in IT, where I had the opportunity to explore the world of graphics and animation with my team. That passion naturally led me to UI design, and soon after, I immersed myself in UX. To deepen my expertise, I pursued a Master’s in Interaction Design, focusing on UX/UI—shaping the career I love today.
- Brisbane, Australia
- Lombok, Indonesia
