E-commerce platform for short courses integrated to the main university website
Designed and build for University of the Arts London - Academic Enterprise.
My role - Digital Lead: Responsible for UX, SEO, system integrations and web development.
A new integrated e-commerce system and a bespoke student portal that supports business's UX and SEO KPIs
User centred design plan and implementation.
Support of SEO and marketing activities by applying new infrasctructure and data modelling as well as newly built Atomic Design templates.
UX Research and Implementation
Cross functional design workshops to understand 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.
Student experience is not great - very hard to find courses, navigate the system and manage bookings as the product pages, the basket and the checkout process are hosted in two different environments and not designed around user needs.
Business is not able to track conversions properly due to a technical set up that does not support that. Control over the technical SEO is lacking as well and not supporting digital marketing activities effectively.