Eden Lazaness / product /  E-Commerce

Cambridge Online Education

As part of my role as Online Customer Experience Director (2020-present) at Cambridge University Press, I lead on Customer Experience, User Experience and Product Ownership for the Cambridge Online Education business unit that works in partnership with the University of Cambridge to deliver online short courses for professionals.

I am responsible for the CX strategy and managing a team of UX and Product professionals that lead on the Cambridge Advance Online marketing site and online learning platforms' design and development.

Cambridge Advance Online end-to-end customer jounrey, KPIs and ways to measure them

#1 Design startegy & customer journey mapping

End to end high-level customer journey mapping, covering multiple platforms that deliver the overall experience, including a marketing and eCommerce site and an online learning platform.

A design system that controls multiple platforms for a consistent and seamless experience, supporting UX scale-up and rapid growth.

Definition of what customer success will look like - CX KPIs and a research programme to measure these.

Cambridge Advance Online desktop, tablet and mobile designs

#2 Wireframes, prototypes and optimisation iterations

Leading on the design of the IA and wireframes for both the marketing site where users browse a catalogue of courses, enrol and pay as well as the online learning platform.

High-fidelity prototypes and user testing iterations to optimise the experience, ensuring the end to end journey works well for students and tutors.

University of the Arts London

I worked at University of the Arts London as the Academic Enterprise Digital Lead (2017-2018). I was responsible for UAL’s e-commerce section of the website and managed user experience design, search engine optimisation and front-end web development.

ecommerce initial problem

#1 Need to focus on CX and scalability

Cumbersome customer experience - very hard to find courses, navigate the system and manage bookings as the product pages, the basket and the checkout process all hosted in different environments and not designed around user needs.

This technical set up also prevented business stakeholders from tracking conversions properly as well as optimising SEO for improved digital marketing so customers can find courses easily.

ecommerce research and implementation

#2 User research and implementation

Cross-functional design workshops to understand the customer and business needs.

Creation of a new user journey and wireframes as well as validation of the design plan with usability and E2E tests.

Change management workshops with business stakeholders to ensure the solution will fit for purpose.

UAL Short Courses eCommerce Designs

#3 Fit for purpose designs and build

A new integrated B2C & B2B e-commerce system and a bespoke customers portal that supports the business's UX and SEO KPIs.

UX design plan and implementation.

Support of SEO and marketing activities by applying new infrastructure and data modelling, as well as newly built Atomic Designs, integrated seamlessly to the rest of the website.