Michael Cronin - UX/CX/UI Designer

Open Colleges CRO

Our aim on this project was to upgrade the look, feel and performance of the website while increasing conversion rates (Course Guide downloads) employing a mobile-first philosophy. Open Colleges maintains an intricate network of online marketing resources where the main website is just a piece of the puzzle.

My role
UX/UI design lead

Team scrum board outlining testing plans

Discovery

The team at OC had a very much data driven approach to decision making and refinement of the customer's experience. A 'Test & Learn' culture helped discover a great deal of new approaches to driving not only leads but higher qualified leads per subject area. Some ideas that were prioritised for the redesign were:

  1. Use data-centric research, avoiding conflicts of opinion
  2. Test & Learn philosophy
  3. The future is mobile

Tools
Google Analytics / Optimizely / Crazy Egg / Fullstory