Case Studies

Case Study an online course sales platform

to design a website with online courses
Collaboration period:
Number of sprints:
Number of people in the project:

Project context:

We have been observing the development of educational technologies in recent years, but it was the last year that directed entrepreneurs’ attention to e-learning platforms and contributed to the rapid growth of online education. The benefits of online learning are enormous and while we can point to a few leaders (e.g. Udemy), there is still plenty of room on the market for innovative solutions in the field of education and online courses.

The starting point for the project with was the question of how to build an online course sales platform that is effective, well-thought-out, and most importantly – supports sales. In this Case Study, you will learn how to design an e-learning platform based on the example of

We knew right from the start that working with Piotr Nabielec would be an interesting challenge, especially since we had had the pleasure of working together in the past. Piotr is a perfectionist. He is also big on boosting productivity. He runs a blog and an online course on efficiency, so not only the design but also the coordination of the project had to be top-notch. You can find out more about our collaboration in the podcast with Piotr, where he discusses the challenges of creating digital educational products.

platforma do sprzedaży kursów online
Kick Off Workshop. From the left: Beata Mosór-Szyszka, Piotr Nabielec, Joanna Ostafin

We started with the Kick Off workshop to define: 

  • roles in the project, 
  • goals, 
  • priorities, 
  • rules of collaboration,

and summarize the action plan. 

During the first workshop, we completed a Lean Canvas, which allowed us to better understand the project context. The workshop resulted in preliminary research hypotheses, which were prioritized according to the highest risk principle. This principle allows us to identify the factors that make it impossible to solve the problems and meet the needs indicated by the target group – which means the product is useless. Based on the information developed in the Lean Canvas tool and obtained in a preliminary interview with Piotr, we developed the first research hypotheses.

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    Sprint 2-3 – Research

    The next stage of the project was the research, which was to provide in-depth knowledge of the market trends, competition, and consumer needs.

    We conducted a competitive analysis of the existing websites in the field of education and branding. The analysis resulted in a list of specific functionalities that should be included in the website design. It also allowed us to indicate the direction and the patterns in educational platform branding. Most websites focused on a simple structure of information and presentation of training options, and highlighted the educational benefits of a given course.

    The data collected in the analysis process provided the team with additional information about:

    • the communication style of the online course audience,
    • the preferences of the target group,
    • the needs and problems of the target group.

    The analysis let us learn a lot about the previous activities of, gain insight into the characteristics of the market and understand the context of the project.

    The research process allowed us to:

    • work out a persona – i.e., a description of a model customer and recipient of the training offer. Based on the research, the team was able to identify the so-called early adopters who are more likely to purchase a new product and to whom the first marketing activities should be directed.
    • map the user paths – i.e., to develop a Customer Journey Map which structures the information about the problems and touchpoints with a customer and allows to present them in a visual form as a user path in the purchase process.
    zaprojektowanie strony sprzedażowej
    Materials developed in the research process

    Sprint 4-5 –  logo design

    The work on the logo for platform started with a workshop with the client, which allowed us to get to know Piotr’s preferences regarding the design. We used the mind map method to establish a common direction. If you haven’t heard of mind-mapping, it’s a great tool that makes it easier to start a project by organizing information visually. It’s a kind of a “map of thoughts” and associations, which helps to learn about the characteristics and emotions associated with a brand.

    The workshop with the client and the research process aim to answer the questions regarding the elements of branding, such as:

    • what emotions and associations does the brand evoke?
    • what is the communication style of the brand?
    • who is in the target group of the brand?
    • what colors and shapes identify the brand? 
    • what is the personality and archetype of the brand?
    • how will the logo be used?

    The brief was a synthesis of these activities. It’s a document that ensures that graphic designers know what to design. Based on the information gathered in the brief, our design team worked out some options in terms of:

    • color scheme,
    • symbol in the logo,
    • logotype.

    Finally, we were able to choose one design that fits the brand best.

    platforma sprzedaży kursów online

    Simultaneously to the process of designing the logotype, the design team was conducting the UX (User Experience) research. The user experience research is the systematic analysis of the target users’ requirements in order to address real problems, collect hints, and get insights in the design process. This allows for the best functionalities as the design is based on the predefined needs of the target audience. To conduct proper UX research, when collecting the data from users, it is essential to apply the methods that are appropriate to the purpose of the research and provide the clearest information.  


    Our team decided on:

    • exploratory surveys – designing a quantitative research in the form of a survey, in order to collect as much data as possible,
    • in-depth interviews – conducting in-depth interviews in a predefined target group to validate research hypotheses,
    • usability tests – going through the MVP of the website with the users in order to define the problems in the website construction.

    Based on data analysis and research, we were able to create a clear, usable, and aesthetically attractive platform with online courses that ensures effective sales!

    platforma sprzedaży kursów online

    Project in numbers


    logo designs


    designed screens


    steps mapped in the user's path

    Tools used in the project

    • xtensio
    • UXPin
    • Lean Canvas
    • Customer Journey Map
    • Quantitative research

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    Project team, i.e. who was responsible for what

    Author of the Case Study

    Paweł Nawara Product Designer w Project: People
    Paweł is definitely a person with a can-do attitude. His typical response to the craziest ideas is to ask "How much time do I have?".

    He has been involved in the design from an early age. He has experience in various types of projects - from social media and DTP, through websites, to mobile and web applications. For the last three years, he has been most comfortable with Product Design projects.

    He is present at every stage of the process - from the initial idea and discussions with a client, through the entire design process, to working with developers on the final implementation of the product. He makes sure to always combine the perspective of a user, team, and business.

    He is actively involved in various social initiatives and the organization of events (e.g. DesignWays Conf or UEK Students Days). Supports the academic environment by helping young and development-oriented students through mentoring and training. In his free time - a keen gamer.

    Other members of the team

    Beata Mosór-Szyszka Co-Owner & Managing Partner w Project: People
    Beata is a serial entrepreneur, co-founder & managing partner at Project: People and Project: Values, and CEO of Hermes & Partner cooperatives. She is also an investor at ProEco Leaders foundation, co-author of The LiGHT Book (together with et al. Phillip Zimbardo, Robert Cialdini), and the author of diverse business tools (e.g. Values Poker, Lean Marketing Sprint).

    Beata is a strategist, marketer and lean consultant with over 14 years of experience in the international market. She has cooperated with companies such as Sabre, T-Mobile and Google. She shares her knowledge and experience as a mentor in acceleration programs (like EIT Digital, Google LaunchPad), and as a lecturer at Tischner European University & WSB University in Gdańsk.

    Project: People is a lean strategy agency that Beata established together with Joanna Ostafin in 2016. The company gained more than 160 clients from 16 countries in just 4 years (2016-2020), has 18 people on board, and achieves impressive growth of 200% Y2Y.

    Beata built the females-first organizations, where ~60-75% of team members are women. She is also open to investing in the female businesses with a vision.

    As a speaker, Beata performs at Polish and international conferences (e.g. Lean Startup Days Paris, VC night by Viva Technology, Open Living Lab, Product Marketing Summit London).
    Joanna Ostafin CEO & Co-founder @ Project: People
    She starts most of her conversations by saying "I have an idea". Joanna is a serial initiator and co-founder of many organizations, brands, and communities. On a daily basis, she is a CEO at Project: People and develops the DesignWays brand.

    Co-founder of Project: People, Project: Values, DesignWays Conf, and DesignWays Hub. She has created several communities, including the Krakowska Inicjatywa Designerska [Krakow Design Initiative] and the Product Culture Community.

    She enjoys sharing her knowledge during workshops and conferences - she was a speaker at Grafconf, the UX in Business Conference, Mobile Trends Conference, ProductCamp, Bitspiration, and many others. She is a lecturer at the Tischner European University and WSB Universities. Author of the “+25 to workshop equipment” e-book.

    Totally in love with the lean approach, especially Lean Startup & Lean UX. Big fan of educational projects, workshops, Product Discovery process, and... people. Privately an amateur of street workout and obstacle races.