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Coursera
In 2020/2021, the need for upskilling has become more apparent due to the acceleration of digitalisation across multiple industries caused by COVID-19 pandemic. With the various restrictions imposed, online learning has become the go-to method to upskill and reskill.
While looking for online courses, I came across Coursera, a massive open online courses (MOOCs). While I was excited to learn something new, I noticed the journey wasn’t as easy as I thought. Our team decided to create an intuitive and enjoyable experience for learners to search for and explore suitable courses, encouraging them to begin and complete their learning journey on Coursera.
Background
This project was a self-initiated redesign completed as part of my coursework at General Assembly.
User Research
Ideation, Wireframing, Prototyping, Competitive Analysis, UI design
My Role
2 weeks
Timeline
Figma, Optimal Workshop, Trello
Tools
3 UI/UX designers
Team
Our Challenge
Tackling Course Discovery Challenges
The learning journey begins with the critical task of finding a course that meets individual needs. However, with the vast options available, we found this process to be daunting and exhausting, and felt lost as learners ourselves. To address this challenge, we aimed to explore how a redesign could enhance the search, enrolment, and completion processes, ultimately improving the overall learning experience at Coursera.
Streamlined Course
Discovery Solutions
Our Solution
Reducing Decision Fatigue
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Provide users with a streamlined overview of relevant information. This curated experience utilises tags to enable quick filtering of topics, eliminating unnecessary content. Crucial information is presented via pop-ups to expedite access, while pages are organised into sections, prioritising the most important details at the forefront, or a summary video for immediate insights.
Final Prototype
Coursera was initially founded with the mission to provide free and open access to quality education, it evolved its business model over the years to monetise its platform by offering learning products at a wide range of prices that learners can subscribe to monthly basis, or for a one-time payment access.
With Coursera’s current business goals, it continues to face these 3 key challenges:
Understanding the Business
In order to understand the challenges faced by our users, we interviewed 10 current or past users of Coursera and focused on uncovering these 5 key information areas:
Discovery & Research
Read on to explore our processes
Research Findings
These are the discoveries from our interviews:
Persona
Based on our insights, we created our primary persona, Stella, the serious learner, and secondary persona, Carl, the casual learner.
Defining the Problem
Customer Journey Map
To better understand our users such as our persona, Stella, we have mapped out their online learning experience and journey.
Based on the customer journey map, we decided that these will be key focal points for our redesign:
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Improving the user experience by addressing the decision fatigue that users face in searching and evaluating for a course
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Lack of continuity after they have completed a course.
Heuristic Evaluation
Having our primary user persona in mind, we proceeded to conduct a heuristics evaluation, using Jakob Nielsen’s 10 Usability Heuristics as our guide.
Evaluating Existing Site
Usability Testing on Current Website & App
A usability testing of the existing website and app was also done with 4 testers on the desktop and 5 testers on the mobile to find a free python course and enrol for it.
From the testing we found that most users significantly struggled with finding a free course as they failed to notice the ‘audit’ button and did not understand what ‘audit a course’ meant, similar to the pain points identified from our user interviews.
We found a number of issues but we will prioritise on fixing improving the search process, enhancing the consistency of the terms used and placement of call-to-action buttons as these were the few key insights that uncovered from the user interviews and usability testing results from the existing site.
What's Good and What's Not?
Through the competitive analysis, we have identified some of the key features that could help us in improving the search process and consistency of the site.
Task Analysis
A task analysis was done first using the same tasks, to search and register for a free python course on all four online learning platforms.
Lack of Filters
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Extends users search and may give up eventually
Inaccessible Search Bar
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Users more commonly use search bar to find
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Should be placed homepage for quicker search
What we found:
Competitive Analysis
Before we proceed to brainstorm some solutions, we conducted a competitive analysis to see how Coursera is faring among its competitors.
Information Architecture
We conducted tree testing followed by a hybrid card sorting to determine if Coursera’s existing category arrangements are intuitive for users. However, through 2 inconclusive testings, we researched more and understood Coursera's data-driven approach to derive the current homepage category tab arrangement.
Hence, we felt that it would be more meaningful to focus on ways to:
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Optimise the search process to reduce user’s decision fatigue than to reorganise the course catalogue
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Improve the content organisation within the course detail page to reduce user’s cognitive load when learning about the courses
Closed Card Sorting
We gave our users the information found in a course page and the following categories in a closed cart sorting exercise, to understand what are the top considerations users have when looking for an online course:
Based on the results from the closed card sort, we identified the top 10 information to prioritise in the course page:
Using those questions and the insights we have gotten from the card sort, we will be able to rebuild the course information page according to the content that matters most to the user.
We also used these insights to rearrange the order of our filters, and information of our course cards, ranking the information according to the level of importance.
Based on all of our findings from affinity mapping, heuristic evaluation, competitive analysis, pre-usability testing and card sorting, we incorporated some of our solutions into our prototype to tackle the decision fatigue and lack of continuity phase faced by our users.
Results' Impact on Redesign
Solution to the Decision Fatigue Phase
Improving the Search Process
Providing consistency
Proposed Solution
Solution to Lack of Continuity Phase
Reminder on Progress
Providing a Curriculum Structure
Aligning Users' Needs to Business Goals
Thinking back to the business goals and challenges identified earlier, the solutions offered above for the user needs had the business in mind as well.
TWe believe by implementing the following features, it will help Coursera in reaching its business goals of growing its user base and attaining more paying learners.
With the increase in enrolments and completion rate, these data tracked can also be used to generate the learner’s career outcome figures which will be useful to market to even more potential learners.
Search & Filters
Sketching & Wireframing
With those initial solution ideas in mind, I started brainstorming through some sketches.
Homepage
Course Page
Learning Plan
We started brainstorming on the whiteboard as a team which allowed us to work on the ideation efficiently as we bounce off ideas with each other.
It also helped to keep each other in check that the solutions offered were in reference to the insights we have gotten from user research.
Desktop Wireframe
Mobile Wireframe
Through 2 usability testings, we uncovered some areas which the users liked, and areas which further improvements are needed, and we focused on making changes to the following issues:
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6 out of 10 users felt the Learning Plan lacked clarity
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4 out of 5 users stuck at filter page as they can't apply filters
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7 out of 10 could not find any indication of the courses being free
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Prefer to receive recommendations than customise themselves
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Tracking of progress
User Testing
With changes implemented to rectify the issues met during testings, we managed to see an improvement in the success rate of the tasks, with more users giving higher ratings for the ease of use.
Looking at the summary of the System Usability Scale (SUS) from the users, we saw that the usability improved with each revision.
From our understanding, Coursera recently went through a brand refresh. Hence, we would like to articulate some of the key brand guidelines and proposed some changes to keep Coursera's brand aligned with the current digitisation trend.
Brand Guide
From our understanding, Coursera recently went through a brand refresh. Hence, we would like to articulate some of the key brand guidelines and proposed some changes to keep Coursera's brand aligned with the current digitisation trend.
Typography
In line with these design considerations, we introduced more vibrant colours from the same colour family to brighten the design interface. By adding these colours, we want to support the modern & progressive positioning of Coursera as one of the top leaders in the online learning space. Moreover, we felt that the use of gradients convey a sense of progression & continuity in learning.
Colours
Grid layout is used at the homepage for users who are in exploratory or browsing mode.
List layout is used at the search page to minimise visual stimulation and reduce cognitive load in users' search for a course.
Visual Layout Considerations
Desktop
Mobile
Final Prototype
You can explore the complete flow by clicking the prototype below:
We had daily morning stand-ups to update each other on our progress and set our priorities for the day. I found this method being really useful in keeping everyone on track with the tight timeline and ensuring that we are moving as a team in the right direction.
#1 Communication is key
I love how the team was able to bounce off ideas with each other during each discussion and share our ideas and thoughts openly which allowed us to generate more ideas. I learnt the importance of keeping an open mind while working in a team so as not to waste too much time dwelling on any issues and keep the progress moving.
#2 Keeping an open mind
Initially, it was challenging trying to balance the user needs and business goals. I learnt that while it was important to think from a user’s perspective as an UX designer, there must be a balance on both sides to produce a viable product that is meaningful for the business as well.
#3 Users Needs vs Business Goals
Takeaways
Next Steps
Provide more clarity between option to enrol for free VS pay for a certificate, such as by improving the copywriting
#1 Reduce confusion of enrolment options
Explore ways to optimise the actual learning experience for both desktop and mobile app users
#2 Optimise learning experience
Delve deeper into primary user persona’s motivations for pursuing a paid certificate, to identify ways to support them to go beyond accessing free courses
#3 Encourage conversion from free to paid learners
Gain more insights to determine what kind of progress indicators users would like to see, that would motivate continual learning and greater engagement with Coursera
#4 Identify motivators for users to continue learning with Coursera
Extend Coursera’s offerings to casual learners
#5 Address the needs of the Secondary User Persona
Enhanced Course Navigation
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Promoting clarity and efficiency in the course selection process by standardising terminology to make it easier for users to identify free courses at a glance. Filtering and sorting features have been added to allow effortless navigation through the course offerings and quickly find the ones that meet their needs.
Continuity Through Learning Paths
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We developed a simple quiz helps users clarify their objectives, allowing us to propose a tailored learning path that outline the courses and levels of difficulty needed to achieve their goals, while still offering the flexibility to customise their journey. These learning paths are prominently displayed on the homepage to encourage ongoing engagement, fostering a culture of continuous learning. This not only benefits users but also ensures that the business enjoys a steady stream of returning customers.
