Case Studies

Research and strategy that increased sales by 104% – an e-learning platform for Kursy Lean

Project context

UX research – what does this mean in practice and why is it so important when designing a new website?

We discussed these issues with our client, KursyLean.pl, who decided to increase their conversion rate. The sales results generated by the previous version of their platform were not satisfactory.

One thing was clear: their website wasn’t selling. The reason was not so obvious, though.

This is the moment when UX researchers enter the game. They analyze the problem, talk to users, map their pains and challenges, and figure out how to solve their problems.

Reliable UX research guarantees that the design created based on the findings meets the predefined business goal. In this particular case, we are already sure that the goal has been achieved… or even exceeded.

Project context

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.

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    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.

     

     

    For those who would like to learn more about the graphic layout we designed, we shared it on our Dribbble channel. The original version, which is available live, can be visited on KursyLean website.

     

    Simple online shopping - redesign of e-learning platform for 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?

    104%

    Increase in sales

    27%

    Increase in the number of people paying

    30%

    Increase in the number of users on the website

    Tools used in the project:

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

    Author of the Case Study

    Other members of the team

    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.
    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.