How can we help Leagle BaseCamp increase conversions and completions of the course?

 

Problem:

Law school applicants need a way to understand and use Leagle BaseCamp’s online course & 1 on 1 consulting to decrease the difficulty of the law school application process.

Solution:

By designing a user centered and trustworthy website and course page, we will allow applicants to engage with Leagle BaseCamp to simplify and facilitate the law school application process.


Task:

Test, optimize and improve the current flow in order to boost conversions and completion of the program.


Role & Scope:

Three week sprint with a four person team.

My role: UX research, project management, client management

Methods:

  • Screener Survey (24 responses)

  • User Interviews (6)

  • Secondary Research

  • Affinity Mapping

  • Persona Development

  • Task Analysis

  • Journey Mapping

  • Comparative Analysis

  • Wireframing

  • Usability Testing (15)

Deliverables:

  • 6 interviews

  • 1 persona

  • Current and future state journey maps

  • Squarespace Website

  • Podia Website (Learning Management System)

  • Research Findings & Deliverables document


Finished Designs

Squarespace Site

 

Podia Course

(Learning Management System)


User Experience guide

In addition to handing off a Squarespace and Podia site with migrated content, we also created a 16 page user experience guide walking our client through each step of our design process including what we did, how & why we did it, and our key findings. Feel free to take a look!

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The Process

Research Plan:

  • Screener survey about online learning

  • Interviews with 1 dean of admissions of a law school, 4 recent law school alumni, 1 current user of Leagle BaseCamp

  • User testing of the current site (5 tests)

  • Competitive analyses

  • User persona

  • Customer journey map

Insights Gained:

  • The current Leagle BaseCamp site “doesn’t look modern,” has missing sections on elements most important to law school candidates, and has confusing course structure.

  • Direct competitors offer many more features on their website including: FAQs, blogs, testimonials, and consultant bios.

  • The current LMS (ConveYour) costs $300/month for 50 users, but many other LMS systems including Podia cost only $50/month for unlimited users.

  • In online learning, more than half of respondents enjoy going at their own pace with high quality, detailed content.

  • The biggest pain points regarding learning online were related to issues with instructional design (not enough chunking of material, not enough resources).

  • Best practices for online learning include: a course welcome, high quality content, familiar course design and layout, and instructional design that facilitates bite sized learning with interactive components.

  • One method for building engagement would be to set up an automated email or drip campaign which can be integrated into the Podia course site.

  • Components of the application represented the biggest barriers, especially the LSAT and the personal statement.

  • Interviewees also mentioned the lack of information about financial resources as well as the difficulty of making decisions.

I like small, bite sized exercises that help me focus on one concept at a time.
— Survey Response

Synthesizing Insights

Once we completed our interviews and affinity mapped our results, we then distilled those insights into quantitative representations. Our graphs help to illustrate that when people choose to take a course online, the instructional design of the course is where most users experience issues. Instructional design breakdowns include a lack of resources, lack of effective content, being able to communicate with the instructor, having engaging content presentation, and generally having difficulties with instructors themselves.

 
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Law school interviewees detailed many difficulties with the law school application process. Based on this research, our re-vamped course for Leagle BaseCamp responded to each area of concern.

 
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Persona & Customer Journey

Once we had the insights from our research and data synthesis, I created a user persona and her customer journey through the current Leagle BaseCamp site. The user persona relies on key insights from our research process in order to shed light on pain points and areas of need.

 
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Sketches & Wireframes


User Testing

Testing Tasks:

  1. What do they think Leagle Basecamp is?

  2. What are the features of Leagle Basecamp?

  3. How would you find out more about Leagle Basecamp?

  4. How do you think Leagle Basecamp works?

  5. What would you do if you wanted to use Leagle Basecamp?

  6. What would you expect from clicking “Start Learning Now”?

Insights Gained:

  • Users need clarification about services → added 1 line explanation and clear overview of course

  • Users want to see price displayed → made recommendation to client

  • Users want to understand how the consulting works and how services will be provided → Added note to contact page


Key Features

Instructional Design & Legitimacy

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Squarespace

The biggest issue for the site was the lack of clarity in services. We added content based on competitive sites and made recommendations for how to improve content based on who he determines is his target demographic.

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Podia

Based on user interviews and competitive research, we determined a new course structure and added 3 new phases of learning. Dividing content is only the first step. We made recommendations for how to create interactive, detailed content that responds to user expectations.