Boosting revenue by 40% through optimizing the student enrolment process
Boosting revenue by 40% through optimizing the student enrolment process
Boosting revenue by 40% through optimizing the student enrolment process
My Role
Product Designer
User research, UX Design, UI Design
Team
Pramod Panchaguna, PM
Abhishek Srivastava, DM
Chandan, SDE
Parakshit, SDE
Timelines
2 months
Overview
The Job Bootcamp, is a 9 month learning program offered by Coding Ninjas. This product is the highest contributor to the company's revenue.
We were tasked with improving the online enrolment process for the program.
This revamp helped us discovery high impact revenue channels and create signals for sale team to quickly identify higher intent leads
Context
Job Bootcamp contributes to nearly 70% of CN's revenue
The business was growing at a rapid pace
Job Bootcamp started out as an experiment by the business team and steadily it grew to massive proportions. The teams were expanding and processes were in the midst of getting optimised.
Job Bootcamp started out an an experiment by the business team and steadily it grew to massive proportions. The teams expanded and processes were optimised.
But despite all this, several key steps in the user's journey were happening manually.
The Problem
Manual operations were becoming costly
The existing online system was creating more work for the teams on ground
A simple lead collection form paired with a payment gateway was put in place, but with the business expanding, we were looking at massive experimentation around plans, pricing and teaching methods.
An evaluation of the process uncovered a lot of issues. Among other things, the most concerning was The sales team was spending manual efforts to correct issues within the student enrolment system.
A simple lead collection form paired with a payment gateway was put in place, but with the business expanding, we were looking at massive experimentation around plans, pricing and teaching methods.
This essentially brought to light the many pitfalls of the existing system and the inability to gather nuanced data
The challenge
How might we optimise the online enrolment processes to aid our internal teams
Research
To understand the problem space better, I dived into research first
My research process involved
User interviews
Interviewed sales team, current applicants, & students who purchased the course in the past
Data analysis
Heatmaps and data analysis on existing system
Customer journey maps
Understanding user experience at every CN touchpoint
Competitor analysis
Analysis of industry standard practices for student enrolment
Insights
We were able to uncover some interesting insights
Some key findings include
Wrong enrolments cause a lot of manual intervention
Users raise requests for change of enrolment preferences that can only be solved manually
Missing out on high intent leads
Difficult to quickly identify higher intent leads from the influx of applicants
Expiring applications create high friction for leads
The current implementation of the system leads to loss of application data upon batch expiry
P0: Application Dashboard
Improving experience to minimise manual intervention
Breaking down the application process into easy milestones
During our research phase we were able to understand the procedure followed by sales team offline. we wanted to simulate the same flow in the online enrolment process as well
Once a user enters the dashboard, they would have a series of linear steps that they have to follow in order to complete enrolment
Accommodating changing user preferences
Since observing the huge number of daily requests for preference changes, we decided to provide the functionality that allows users to change their preferences on their own.
We added it as the last step in the enrolment process so that the user can take a conscious call on their preferences before payment
Since observing the huge number of daily requests for preference changes, we decided to provide the functionality that allows users to change their preferences on their own.
We added it as the last step in the enrolment process so that the user can take a conscious call on their preferences before payment
P1: High Intent Leads
Capturing high intent leads in the application pool
Creating intent signals on the dashboard
Users can take a variety of actions on the dashboard from reading FAQ to filling out the application.
We attached value and priority to all the actions that a user can take on the dashboard and these indicators would be visible to the sales team to make a call on who to approach first.
Improving the flows for our organic traffic
Users that organically discover Job Bootcamp from CN, come via our upskilling course plans section, where Job Bootcamp is marked as the most "premium" offering from CN
We observed that these potentially high intent uses are lost after this point due to the bad UX of the landing page. So we did an experiment to directly take them into the flow bypassing the landing page
Users that organically discover Job Bootcamp from CN, come via our upskilling course plans section, where Job Bootcamp is marked as the most "premium" offering from CN
We observed that these potentially high intent uses are lost after this point due to the bad UX of the landing page. So we did an experiment to directly take them into the flow bypassing the landing page
On seeing positive results we optimised it further
The experiment data suggested that leads acquired directly from this flow were converting better. So we optimised it a step further by pre-filling details and only asking the missing information.
For logged in users this process would become a single click registration
The experiment data suggested that leads acquired directly from this flow were converting better. So we optimised it a step further by pre-filling details and only asking the missing information.
For logged in users this process would become a single click registration
A huge success!
We achieved 40% hike in revenue within 2 weeks of release!!
Final Designs
Bringing our ideas to life
Clear visibility on loan approval status
Since Job Bootcamp can be an expensive program, EMIs are the preferred mode of financing the program for our students.
The new version of the application dashboard allows for clear communication and transparency on the loan approval progress and quick help incase of trouble shooting
Results
What we achieved
Exciting numbers
40% increase in revenue within 2 weeks of releasing direct webinar registration
67.3% decrease in customer tickets to change preferences
Solving for users and the businesss
This project helped me understand our business better. Working in an iterative fashion helped me realise the values of good MVPs and the role fast releases play in testing crucial hypothesis.
Next project: Designing to establish learning habits
Next project: Designing to establish learning habits
Next project :
Designing to establish learning habits
My Role
Product Designer
User research, UX Design, UI Design
Team
Pramod Panchaguna, PM
Abhishek Srivastava, DM
Chandan, SDE
Parakshit, SDE
Timelines
2 months
Overview
The Job Bootcamp, is a 9 month learning program offered by Coding Ninjas. This product is the highest contributor to the company's revenue.
We were tasked with improving the online enrolment process for the program.
This revamp helped us discovery high impact revenue channels and create signals for sale team to quickly identify higher intent leads
Context
Job Bootcamp contributes to nearly 70% of CN's revenue
The business was growing at a rapid pace
Job Bootcamp started out an an experiment by the business team and steadily it grew to massive proportions. The teams expanded and processes were optimised.
But despite all this, several key steps in the user's journey were happening manually.
The Problem
Manual operations were becoming costly
The existing online system was creating more work for the teams on ground
A simple lead collection form paired with a payment gateway was put in place, but with the business expanding, we were looking at massive experimentation around plans, pricing and teaching methods.
This essentially brought to light the many pitfalls of the existing system and the inability to gather nuanced data
The challenge
How might we optimise the online enrolment processes to aid our internal teams
Research
To understand the problem space better, I dived into research first
My research process involved
User interviews
Interviewed sales team, current applicants, & students who purchased the course in the past
Data analysis
Heatmaps and data analysis on existing system
Customer journey maps
Understanding user experience at every CN touchpoint
Competitor analysis
Analysis of industry standard practices for student enrolment
Insights
We were able to uncover some interesting insights
Some key findings include
Wrong enrolments cause a lot of manual intervention
Users raise requests for change of enrolment preferences that can only be solved manually
Missing out on high intent leads
Difficult to quickly identify higher intent leads from the influx of applicants
Expiring applications create high friction for leads
The current implementation of the system leads to loss of application data upon batch expiry
P0: Application Dashboard
Improving experience to minimise manual intervention
Breaking down the application process into easy milestones
During our research phase we were able to understand the procedure followed by sales team offline. we wanted to simulate the same flow in the online enrolment process as well
Once a user enters the dashboard, they would have a series of linear steps that they have to follow in order to complete enrolment
Accommodating changing user preferences
Since observing the huge number of daily requests for preference changes, we decided to provide the functionality that allows users to change their preferences on their own.
We added it as the last step in the enrolment process so that the user can take a conscious call on their preferences before payment
P1: High Intent Leads
Capturing high intent leads in the application pool
Creating intent signals on the dashboard
Users can take a variety of actions on the dashboard from reading FAQ to filling out the application.
We attached value and priority to all the actions that a user can take on the dashboard and these indicators would be visible to the sales team to make a call on who to approach first.
Improving the flows for our organic traffic
Users that organically discover Job Bootcamp from CN, come via our upskilling course plans section, where Job Bootcamp is marked as the most "premium" offering from CN
We observed that these potentially high intent uses are lost after this point due to the bad UX of the landing page. So we did an experiment to directly take them into the flow bypassing the landing page
On seeing positive results we optimised it further
The experiment data suggested that leads acquired directly from this flow were converting better. So we optimised it a step further by pre-filling details and only asking the missing information.
For logged in users this process would become a single click registration
A huge success!
We achieved 40% hike in revenue within 2 weeks of release!!
Final Designs
Bringing our ideas to life
Clear visibility on loan approval status
Since Job Bootcamp can be an expensive program, EMIs are the preferred mode of financing the program for our students.
The new version of the application dashboard allows for clear communication and transparency on the loan approval progress and quick help incase of trouble shooting
Results
What we achieved
Exciting numbers
40% increase in revenue within 2 weeks of releasing direct webinar registration
67.3% decrease in customer tickets to change preferences
Solving for users and the businesss
This project helped me understand our business better. Working in an iterative fashion helped me realise the values of good MVPs and the role fast releases play in testing crucial hypothesis.
Next project: Designing to establish learning habits