Boosted engagement with a fresh design system, website and dashboard, salshing bounce rates!
WEB DESIGN | FALL 2022
Revamped India's top e-learning platform
TIMELINE
5 Months
TOOLS USED
Figma
Framer
React
Illustrator
TEAM MEMBERS
MY ROLE
Design System
Service Design
Prototyping
Product Strategy
Actuate Microlearning
BACKGROUND
Actuate Microlearning is an e-learning company specializing in delivering
bite-sized, video-based learning content, used by leading companies
in India for employee training and onboarding.
Actuate Microlearning
My Contribution
I was responsible for researching the existing user journey and information architecture to identify touchpoints impacting the bounce rate. Additionally, I played a key role in collaborating with another product designer to develop design solutions and establish a new design system.
Aug
Sep
Oct
Nov
Dec
Jan
Dated Website and High Bounce Rates
In FY 2022, the company faced challenges with declining user numbers, a high bounce rate, and low course completion rates on their Learning Management System (LMS) platform. To prevent further loss of market share, a comprehensive overhaul of the web-based LMS platform
was proposed.
↓ 20,000
Users
52.8%
Bounce Rate
44%
Completion Rate
Insights synthesized after conducting user interviews with over 30 users
RESEARCH
Problems Identified at 2 Touchpoints
NEGATIVE
POSITIVE
Download Course Completion Certificate
Happy
Confused
Hopeful
Happy
Frustrated
Dissapointed
Submit Assignment /
Give a Test
To complete a course users need to complete certain assignments or give a test at the end of the course to receive a certificate.
No way for users to track deadlines for their assignments making them unable to finish courses.
Start a Course
Users can then either purchase a course or get a subscription to access all courses.
Purchase a Course
Users can then either purchase a course or get a subscription to access all courses.
Browsing Courses
Users are then showed a bunch of courses, some mandatory and some optional.
Browsing relevant courses becomes difficult due to no clear categorizations.
Account Setup Journey
New users setup their account in order to access courses.
Course Drop-Offs
Users struggled to complete courses due to a lack of motivation, overwhelming content, or a mismatch between course material and their personal goals.
Note-Taking Frustration
Switching between screens and physical notebooks disrupts focus, while manual note-taking feels inefficient. Users also lacked an integrated system for organizing and accessing notes digitally.
Choice Overload
Too many course options without clear guidance or recommendations overwhelm users, causing decision fatigue and hesitation.
Navigation Confusion
Poorly structured information architecture, unclear labels, and disorganized sections make it difficult for users to find what they need quickly, leading to frustration and cognitive overload.
Key Findings
Inconsistencies in product flows and icon style across the platform demanded a need for a design system.
70% of participants expressed their issue with finding relevant courses and finding motivation to complete courses.
Developers had strong development skills but lacked the product sense of how to make the flow user-friendly.
To improve the note-taking experience, we introduced integrated note-taking and sharing features. To boost course completion rates, we implemented a leaderboard showcasing top scorers, motivating users to complete courses and engage in friendly competition with colleagues.
Approach to Improve Course Completion Rates
LANDING PAGE
HOME PAGE
COURSE PAGE: L1
COURSE PAGE: L2
COURSE PAGE: L3
Course completion rate went up from 44% to 76% within 3 months
Bounce rate dropped to 34.51% from a high of 52.8%
NUMBERS MOVED
LEARNINGS
Conducting qualitative interviews and diary studies revealed critical touchpoints where users disengaged.
Over 20 design iterations and usability testing across six cities demonstrated the value of continuous refinement
Features like leaderboards and progress tracking increased engagement and encouraged course completion.
Partnering with developers and stakeholders ensured the implementation aligned with the design vision.
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