Ed tech & E-Commerce
Project Overview
When The Cut Design Academy needed a website revamp, I stepped in as a UX Designer while also contributing to some front-end development. The goal was to create a seamless and engaging experience for prospective students and faculty.
The website had an outdated homepage, inefficient navigation, and limited search functionality, making it difficult for users to explore courses and programs. My focus was to transform the site into a scalable and conversion-driven platform that streamlined the journey from discovery to enrolment—leading to a measurable increase in student engagement and course sign-ups.
Problem Statement and UX Research
Iterative Prototyping and Data-Driven Design
To address these issues, I adopted a user-centered approach, creating iterative prototypes and refining them based on real user feedback. A mix of qualitative insights (usability tests, interviews) and quantitative data (Google Analytics) helped us prioritize the most impactful changes.
Navigation Redesign
Navigation issues led to high drop-off rates, making it harder for potential students to explore and enroll in courses. I conducted a card sorting workshop to align navigation with user expectations, improving content discoverability and retention.
Initial Challenges & Potential Areas of Improvements:
Decluttered Visual Design—Removed unnecessary elements, ensuring a clean and modern look.
Improved Categorization—Separated certificate programs from short courses for better clarity.
Standardized Navigation—Applied a consistent structure across all pages for seamless browsing.
Added a search bar—empowered users to quickly find what they needed without endless scrolling.
Search Functionality & Programs section redesign
Data showed that prospective students struggled to find relevant programs due to a lack of intuitive search and filtering. I implemented a structured, high-visibility search system with autocomplete, reducing search time and increasing program discoverability.
Redesign Strategy and Implementation:
Visibility of System Status: Added a search bar with real-time autocomplete, so users could now see relevant results as they typed, improving efficiency.
Recognition Rather Than Recall: Replaced generic icons with real images of students and their work. User research showed that students felt more connected to seeing past students and projects, rather than non-descriptive icons that didn’t communicate what each program category was about. Adding alt text also helps improve accessibility.
Flexibility and Efficiency: Introduced accordion-style menus, allowing users to preview course details without navigating away. This was the most efficient way to condense more information without overwhelming the page.
Minimalist Design: Streamlined UX copy and CTAs, making the interface cleaner and more user-friendly.
404 Page
Even the 404 error page became an opportunity for improvement. Instead of leading users to a dead-end, I integrated a search bar and clear navigation options to help them quickly find relevant content - reducing frustration and improving retention.
Conclusion
Despite tight deadlines, this project was incredibly rewarding. The redesign significantly improved site engagement, usability, and conversion rates, while also laying the foundation for future enhancements, such as integrated scheduling and e-commerce functionalities.
Outcomes
User Interaction → Engagement soared by 78%, while bounce rates dropped 20%, leading to a higher time spent on course pages and increased program inquiries.
Sales & Enrolment → A 12% increase in monthly course enrolments, proving that a more streamlined experience led to higher conversions.
Next Steps
Looking ahead, the focus will be on refining scheduling and booking features to further enhance the student experience. By continuously iterating based on user feedback, we can ensure the platform evolves with the needs of both students and faculty.
Case Study 2023
Made with •ᴗ• in Vancouver, BC
