Education First

2017

2017

I am currently working as a product designer in EF's central creative studio, a small team responsible for transforming the future of the company through business design initiatives.

I am currently working as a product designer in EF's central creative studio, a small team responsible for transforming the future of the company through business design initiatives.

I am currently working as a product designer in EF's central creative studio, a small team responsible for transforming the future of the company through business design initiatives.

Operation Finland

Operation Finland

Led the product design of the online booking process for EF’s Language Finland market, creating a journey where users are encouraged to discover great content that makes them excited to travel abroad.

Led the product design of the online booking process for EF’s Language Finland market, creating a journey where users are encouraged to discover great content that makes them excited to travel abroad.

Explore the site in English or Finnish.

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Context

Last year more than 88,000 EF brochures were mailed out throughout Finland to convince prospective students to learn a language abroad. This year senior leadership decided to cut brochures for Finland entirely and make a team of one creative director, three designers (including me), and three engineers responsible for redesigning the product websites with a focus on online booking. We shared the role of project management among the team.

We were given four months to research, design, build, and launch the product before the sales season began.

Last year more than 88,000 EF brochures were mailed out throughout Finland to convince prospective students to learn a language abroad. This year senior leadership decided to cut brochures for Finland entirely and make a team of one creative director, three designers (including me), and three engineers responsible for redesigning the product websites with a focus on online booking.

We were given four months to research, design, build, and launch the product before the sales season began.

Discovery and research

Discovery and research

Discovery and research

Discovery and research

Discovery and research

After senior leadership gave us the short brief, we set out to understand what problems we’re actually tackling and to prioritize them according to user and business needs.

I had to understand if their assumption - that people would book an expensive language course directly online - was valid. After sketching user flows, I created wireframe prototypes and tested them with Finnish users and the sales team to better understand how users would be more likely to book directly online.

After senior leadership gave us the short brief, we set out to understand what problems we were actually tackling and to prioritize them according to user and business needs.

I had to understand if their assumption - that people would book an expensive language course directly online - was valid. After sketching user flows, I created wireframe prototypes and tested them with Finnish users and the sales team to better understand how users would be more likely to book directly online.

After senior leadership gave us the short brief, we set out to understand what problems we were actually tackling and to prioritize them according to user and business needs.

I had to understand if their assumption - that people would book an expensive language course directly online - was valid. After sketching user flows, I created wireframe prototypes and tested them with Finnish users and the sales team to better understand how users would be more likely to book directly online.

After senior leadership gave us the short brief, we set out to understand what problems we were actually tackling and to prioritize them according to user and business needs.

I had to understand if their assumption - that people would book an expensive language course directly online - was valid. After sketching user flows, I created wireframe prototypes and tested them with Finnish users and the sales team to better understand how users would be more likely to book directly online.

After senior leadership gave us the short brief, we set out to understand what problems we’re actually tackling and to prioritize them according to user and business needs.

I had to understand if their assumption - that people would book an expensive language course directly online - was valid. After sketching user flows, I created wireframe prototypes and tested them with Finnish users and the sales team to better understand how users would be more likely to book directly online.

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What we built

What we built

From user research, I learned that people are likely to book directly online if the website content is tailored to their specific age group and if they could easily have their questions answered through in-app messaging. I also learned that more people are likely to book a language course if they don't feel pressured to decide on a course right away, therefore we implemented a feature that allows you to save and compare study abroad trips over time called "My Trips". In addition, we decided users can reserve - rather than book - their course on the site with a downpayment, rather than having to pay for the full amount of the course.

After research and testing, I worked closely with the engineers to implement the website, which is still a work in progress. We continue to perform user research and testing, as well as using analytics to improve the site.

From user research, I learned that people are likely to book directly online if the website content is tailored to their specific age group and if they could easily have their questions answered through an FAQ or in-app messaging. I also learned that more people are likely to book a language course if they don't feel pressured to decide on a course right away, therefore we implemented a feature that allows you to save trips over time called "My Trips". In addition, we decided users can reserve - rather than book - their course on the site with a downpayment, rather than having to pay for the full amount of the course.

After research and testing, I worked closely with the engineers to implement the website, which is still a work in progress. We continue to perform user research and testing, as well as using analytics and A/B testing to improve the site.

Impact

We have shifted the company paradigm of what makes an online experience successful: instead of asking potential customers for their address to send a content-rich brochure, the internal conversation has shifted to creating a content-rich website that promotes booking online. Senior leadership has asked us to expand this work into other markets, which will begin in the coming months.

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