This document summarizes a UX design challenge presented by Rachel Liu, Lead Service Designer at Beyond Learning. The objectives are to deliver a great customer experience, increase market share in emerging markets, and design a registration portal. The existing challenges include a technology-centric rather than user-centric approach and a 10-year old website with legacy systems. Opportunities include establishing working relationships and increasing UX awareness. The problem-solving strategy involves taking a detective, storyteller, and architect approach to understand user journeys through research and blueprinting.
Increase registration and revenue with a user-centric redesign
1. UXPA | March 2019
Rachel Liu | Lead Service Designer
Beyond Learning
Experiences
2.
3.
4. Design Challenge
Business objectives
● Delivering a great customer experience
● Increase market share and revenue in emerging markets
● Registration portal requirements for build to E2E experience
Existing Challenges
● Historically, technology-centric solutions rather than user-centric
● 10 years old website with legacy systems
● No UX team has been involved designing the current experience.
Opportunities
● Establish a working relationship
● Increase the awareness of UX
21. Different ways to tell stories
● ….part of a workshop
● ….journey maps
● ….show-and-tell session (recorded) and shared
● ….summary slide deck with embedded video snippets
26. PrepareBookFind out Get Ready
After TestBefore Test
Take Test
Journey Hypothesis
Get Results
Test day
I need to take
an English test
Continue with Uni/visa
process
27. PrepareBookFind out Get Ready
After TestBefore Test
Take Test
Additional Step
Get Results
Test day
I need to take
an English test
Continue with Uni/visa
process
Plan/
Decide
29. PrepareBook
Find out Get Ready
After TestBefore Test
Take Test
Alternative Journeys
Get Results
Test day
I need to take
an English test
Continue with Uni/visa
processPlan/
Decide
BookPrepare
31. PrepareBook
Find out Get Ready
After TestBefore Test
Take Test
Supporting Journeys
Get Results
Test day
I need to take
an English test
Continue with Uni/visa
processPlan/
Decide
BookPrepare
32. Supporting Roles
Provides financial
support
Test-taker Parent
Supporter
Test
provider
(TOEFL,
IELTS,
PTE-A)
Education
Agent
Legal
expert
Peers
Advisor
Language
training
institution
/agent
Test Expert
Asks for
recommendations
Takes test
Oversea
institution/
admissions
officer
Admissions
Take classes,
mock-tests
Studies
overseas
Uni and visa application
support
35. PrepareBook
Find out Get Ready
After TestBefore Test
Take Test
Repeating journeys
Test day
Plane/
Decide
BookPrepare
Get Results
I need to take
an English test
Continue with Uni/visa
process
39. Different uses of blueprint
● Visualise insights as a journey
● Alignment in cross-functional teams
● Identify gaps (more research)
● Identify opportunities (ideate, prototype)