UP STUDY
OVERVIEW
Up-study is an educational consultancy offering specialized insights, analyses, and guidance to individuals seeking to study abroad. In the wake of the 2019 COVID-19 pandemic, prospective students were hesitant about the potential infection risks associated with overseas education. This led to a substantial decline in customer numbers. Predicting COVID’s end is uncertain, yet we must move forward. Consequently, we've chosen to develop fresh business strategies aimed at enticing people to seek out our services. .
To improve the conversion rate in scheduling consulting appointments, we developed:
Product type
Business / Blog / RWD Website
Duration
2019 - 2020
Role
Lead Product Designer
Delivery
Competitive Analysis / UX Interview / Customers Journey / Wireframe / Lo-fi Prototype / Branding / Design System
ACHIEVEMENTS
Marketing and engineering team
Pages were created
Increase in leads
Session duration increased
Bounce rate reduced
Discover
About target customers
Based on data pulled by the CRM system and results from the focus group, we noticed customers consistently turn to consultants for expert guidance in school applications because collecting school information is time-consuming, and specific application requirements vary across programs, degrees, and schools. After a day of work, they often feel exhausted and seek assistance to organize data or navigate the school application process. Limited proficiency in English also serves as a significant factor motivating them to seek a consultant.
Discover highlights
The average age of our customers is 18-30 women.
80% of customers have a full-time job or schoolwork, resulting in limited time for preparing applications.
80% of customers read study abroad information on social media, Wikipedia, or school websites before the consultation.
Having positive customer reviews and shared experiences are crucial keys in the decision-making process.
challenge 1
How do we reshape our brand image?
Solution
Consistent Design guidance
A design guidance includes color schemes, typography, iconography, UI patterns, and more, with the aim of enhancing the brand message in a comprehensive and distinctive manner.
challenge 1
How can we establish trust with customers?
Solution
Provide more than consultant service
To make customers find and aware of our service on the first page of search engine results, we decided to open a blog channel that provides updated information for customers. It is also friendly to the search engine to promote our website since it can: (1) meet search intent by introducing search keywords in the article. (2) encourage customers to visit other pages by adding internal links. (3) attract customers by providing more graphics, visuals, and illustrations in the article.
Solution
Customers reviews and success case stories
Since many customers read articles about application experience for collecting information, we believe a Word-Of-Mouth marketing strategy is the best way to build a good impression on customers. Once customers share their great experience using our service, it will encourage consumer-to-consumer communication.
challenge 1
How can we establish trust with users?
Improve the Mobile Experience
Layout revamp
I have redesigned the layout to enhance readability and accessibility on the website. On the official website, various lists and tables display different types of information. We conducted a comprehensive inventory of the information, clearly delineating the hierarchical relationships between them to improve clarity. This aligns with the characteristics of the mobile experience, allowing users to smoothly scroll through complex information.
Improve the Mobile Experience
Responsive Web Design
When creating UI components for a website, the consistent experience across all sizes of devices was a priority. We eliminate the need for users to zoom in or scroll excessively by designing an RWD website. This reduces friction and frustration, leading to a smoother and more enjoyable browsing experience.
Develop the brand image
Design System
A design system includes color schemes, typography, iconography, UI patterns, and more, with the aim of enhancing the brand message in a comprehensive and distinctive manner.
Develop the brand image
Customers reviews and success case stories
Since many customers read articles about application experience for collecting information, we believe a Word-Of-Mouth marketing strategy is the best way to build a good impression on customers. Once customers share their great experience using our service, it will encourage consumer-to-consumer communication. Thus, customer reviews and success case stories are displayed on the index page to attract potential customers to our service.
Develop the brand image
Blog
To make customers find and aware of our service on the first page of search engine results, we decided to open a blog channel that provides updated information for customers. It is also friendly to the search engine to promote our website since it can: (1) meet search intent by introducing search keywords in the article. (2) encourage customers to visit other pages by adding internal links. (3) attract customers by providing more graphics, visuals, and illustrations in the article.
Enhance accessibility
Appointment Scheduling Form
The form prompts customers to provide their basic information and preferred contact office. Upon submission, the request will sent to the consultant manager for assigning customers to a consultant through the Customer Relationship Management System.
Enhance accessibility
Articles about schools and tags
According to the report, many customers would like to gather needed study abroad information on a signal site to save time. After further observation, we learned that customers often use location, degree offered, and characteristics as search keywords when collecting school information. Based on these insights, we designed the article session to meet the needs of our customers.
Moreover, customers could retrieve information by selecting tags on some pages that aid customers to recall memory and encourage them to keep interacting with the website. By doing so, 66% of the bounce rate was reduced and impacted SEO ranking.
Optimization
Improve the Mobile Experience
Layout revamp
I have redesigned the layout to enhance readability and accessibility on the website. On the official website, various lists and tables display different types of information. We conducted a comprehensive inventory of the information, clearly delineating the hierarchical relationships between them to improve clarity. This aligns with the characteristics of the mobile experience, allowing users to smoothly scroll through complex information.
Improve the Mobile Experience
Responsive Web Design
When creating UI components for a website, the consistent experience across all sizes of devices was a priority. We eliminate the need for users to zoom in or scroll excessively by designing an RWD website. This reduces friction and frustration, leading to a smoother and more enjoyable browsing experience.
Develop the brand image
Design System
A design system includes color schemes, typography, iconography, UI patterns, and more, with the aim of enhancing the brand message in a comprehensive and distinctive manner.
Develop the brand image
Customers reviews and success case stories
Since many customers read articles about application experience for collecting information, we believe a Word-Of-Mouth marketing strategy is the best way to build a good impression on customers. Once customers share their great experience using our service, it will encourage consumer-to-consumer communication. Thus, customer reviews and success case stories are displayed on the index page to attract potential customers to our service.
Develop the brand image
Blog
To make customers find and aware of our service on the first page of search engine results, we decided to open a blog channel that provides updated information for customers. It is also friendly to the search engine to promote our website since it can: (1) meet search intent by introducing search keywords in the article. (2) encourage customers to visit other pages by adding internal links. (3) attract customers by providing more graphics, visuals, and illustrations in the article.
Enhance accessibility
Appointment Scheduling Form
The form prompts customers to provide their basic information and preferred contact office. Upon submission, the request will sent to the consultant manager for assigning customers to a consultant through the Customer Relationship Management System.
Enhance accessibility
Articles about schools and tags
According to the report, many customers would like to gather needed study abroad information on a signal site to save time. After further observation, we learned that customers often use location, degree offered, and characteristics as search keywords when collecting school information. Based on these insights, we designed the article session to meet the needs of our customers.
Moreover, customers could retrieve information by selecting tags on some pages that aid customers to recall memory and encourage them to keep interacting with the website. By doing so, 66% of the bounce rate was reduced and impacted SEO ranking.
wireframe
DESIGN REVIEW
