Industry
Edtech, Transport
Company
EASST Academy
Interface
Website
Platform
Desktop
Industry
EdTech, Transport
Company
EASST Academy
Interface
Website
Platform
Desktop
Industry
EdTech, Transport
Company
EASST Academy
Interface
Website
Platform
Desktop
Overview
Overview
Overview
Team:
Team:
Team:
1 x UX designer & UX researcher
1 x Product Owner
1 x UX designer & UX researcher
1 x Product Owner
1 x UX designer & UX researcher
1 x Product Owner
EASST Expertise Ltd is an independent UK-registered charity. They offer several online courses, including Road Safety in the Workplace: An Online Course for Managers. This course is intended for individuals in charge of corporate vehicle fleet management in the workplace.
EASST Expertise Ltd is an independent UK-registered charity. They offer several online courses, including Road Safety in the Workplace: An Online Course for Managers. This course is intended for individuals in charge of corporate vehicle fleet management in the workplace.
EASST Expertise Ltd is an independent UK-registered charity. They offer several online courses, including Road Safety in the Workplace: An Online Course for Managers. This course is intended for individuals in charge of corporate vehicle fleet management in the workplace.
What Was the Challenge?
What Was the Challenge?
What Was the Challenge?
How can sales of the "Road Safety in the Workplace" online course for managers be increased while keeping costs of the process to a minimum? My goal as a UX designer & researcher was to optimise the user experience and marketing strategies to effectively reach potential buyers, drive conversions, and maximise sales without significantly increasing expenses.
How can sales of the "Road Safety in the Workplace" online course for managers be increased while keeping costs of the process to a minimum? My goal as a UX designer & researcher was to optimise the user experience and marketing strategies to effectively reach potential buyers, drive conversions, and maximise sales without significantly increasing expenses.
How can sales of the "Road Safety in the Workplace" online course for managers be increased while keeping costs of the process to a minimum? My goal as a UX designer & researcher was to optimise the user experience and marketing strategies to effectively reach potential buyers, drive conversions, and maximise sales without significantly increasing expenses.
Problem Statement
Problem Statement
Problem Statement
Design a User UX Strategy to achieve the general goal of increasing sales for "Road Safety in the Workplace: An Online Course for Managers" while aligning with the business goal of improving sales at the minimal cost to the budget.
Design a User UX Strategy to achieve the general goal of increasing sales for "Road Safety in the Workplace: An Online Course for Managers" while aligning with the business goal of improving sales at the minimal cost to the budget.
Design a User UX Strategy to achieve the general goal of increasing sales for "Road Safety in the Workplace: An Online Course for Managers" while aligning with the business goal of improving sales at the minimal cost to the budget.
Objective
Objective
Objective
1. Identify customer motivations, drivers and barriers and purchasing behaviour
1. Identify customer motivations, drivers and barriers and purchasing behaviour
1. Identify customer motivations, drivers and barriers and purchasing behaviour
2. Provide improvements and effective UX strategies to add value to the online course and attract more new customers
2. Provide improvements and effective UX strategies to add value to the online course and attract more new customers
2. Provide improvements and effective UX strategies to add value to the online course and attract more new customers
3. Create a customer journey map of those who buy the online course
3. Create a customer journey map of those who buy the online course
3. Create a customer journey map of those who buy the online course
Design and Research Process
Design and Research Process
Design and Research Process
Philosophical concepts
Philosophical concepts
Philosophical concepts
Include ontology (what exists) and epistemology (how knowledge is acquired)
Ontology deals with the nature of reality. Epistemology concerns the researcher's relationship with reality
Include ontology (what exists) and epistemology (how knowledge is acquired)
Ontology deals with the nature of reality. Epistemology concerns the researcher's relationship with reality
Hybrid approach: mixed methods
Hybrid approach: mixed methods
Hybrid approach: mixed methods
Interpretivism focuses on how people perceive reality
Positivism seeks to explain reality using quantitative methods
Mixed research explores subjective, intersubjective, and objective realities
Integration of qualitative and quantitative data enhances analysis
Interpretivism focuses on how people perceive reality
Positivism seeks to explain reality using quantitative methods
Mixed research explores subjective, intersubjective, and objective realities
Integration of qualitative and quantitative data enhances analysis
Research
Research
Research
Online survey: 45 participants
Semi-structured interviews: 4 participants
Market and competitor analysis
Online survey: 45 participants
Semi-structured interviews: 4 participants
Market and competitor analysis
Customer Journey Mapping
Creating Personas
Creating Personas
Creating Personas
Jack Smith
Jack Smith
Jack Smith
“Ensuring our fleet is a safe space is essential for both our drivers and the communities we serve”
“Ensuring our fleet is a safe space is essential for both our drivers and the communities we serve”
He is in early forties, boasting over a decade of expertise in logistics as an experienced Fleet Manager. He excels in managing the Fleet Park of a large corporation, ensuring optimal vehicle maintenance and performance to meet business objectives.
He is in early forties, boasting over a decade of expertise in logistics as an experienced Fleet Manager. He excels in managing the Fleet Park of a large corporation, ensuring optimal vehicle maintenance and performance to meet business objectives.
Kerry Jones
Kerry Jones
Kerry Jones
“Security is not only about my well-being; it is the responsibility I bear for myself and others on the road”
“Security is not only about my well-being; it is the responsibility I bear for myself and others on the road”
She is in her late thirties, an experienced Manager with five years in a leadership role, pivotal for her team's success and the organization's goals. As a corporate car driver, efficient transportation is vital for her professional duties.
She is in her late thirties, an experienced Manager with five years in a leadership role, pivotal for her team's success and the organization's goals. As a corporate car driver, efficient transportation is vital for her professional duties.
What Was the Solution?
What Was the Solution?
What Was the Solution?
Incorporate user-centred design principles, tailored to target audiences to drive interactions based on user motivations and goals. Enhance student engagement through interaction, collaborative learning, and chat platforms for peer support. Deliver country-specific road safety information through live lectures and social media presence, engaging the audience and aligning with marketing goals while minimising costs through effective strategies across the sales funnel.
Incorporate user-centred design principles, tailored to target audiences to drive interactions based on user motivations and goals. Enhance student engagement through interaction, collaborative learning, and chat platforms for peer support. Deliver country-specific road safety information through live lectures and social media presence, engaging the audience and aligning with marketing goals while minimising costs through effective strategies across the sales funnel.
Strategy: Insights and Future Solutions
Strategy: Insights and Future Solutions
Free educational content is provided to both fleet managers and drivers operating company vehicles, with targeted content plans designed to increase engagement and trust on social media. Traffic analysis is conducted to generate valuable leads for further engagement, while the company is positioned as an international leading online provider of practical safety training. Diverse educational content is shared across platforms to cater to various preferences, and effective calls to action are utilised to boost awareness and website traffic. Email data is collected for ongoing engagement and understanding, with feedback received post-training to enhance processes and brand loyalty. Social monitoring and analytics are implemented for informed decision-making, alongside SEO optimisation for improved search engine rankings and user experience.
Free educational content is provided to both fleet managers and drivers operating company vehicles, with targeted content plans designed to increase engagement and trust on social media. Traffic analysis is conducted to generate valuable leads for further engagement, while the company is positioned as an international leading online provider of practical safety training. Diverse educational content is shared across platforms to cater to various preferences, and effective calls to action are utilised to boost awareness and website traffic. Email data is collected for ongoing engagement and understanding, with feedback received post-training to enhance processes and brand loyalty. Social monitoring and analytics are implemented for informed decision-making, alongside SEO optimisation for improved search engine rankings and user experience.
How Did I Make an Impact?
How Did I Make an Impact?
How Did I Make an Impact?
1. Study insights
1. Study insights
1. Study insights
Examined motivations, barriers, and drivers of workplace online course participation, enhancing understanding of adult learners' preferences and emphasising the potential of online community development to improve learning. These findings inform the development of effective UX strategies for online courses and stimulate further research, enriching debates on online learning's role in professional development and road safety.
Examined motivations, barriers, and drivers of workplace online course participation, enhancing understanding of adult learners' preferences and emphasising the potential of online community development to improve learning. These findings inform the development of effective UX strategies for online courses and stimulate further research, enriching debates on online learning's role in professional development and road safety.
2. Hybrid research methodology
2. Hybrid research methodology
2. Hybrid research methodology
Provided a holistic approach to studying complex processes, involving the collection and analysis of student feedback on online learning effectiveness alongside personas studies and CJM, aiming to address individual and contextual challenges faced by adults during online learning.
Provided a holistic approach to studying complex processes, involving the collection and analysis of student feedback on online learning effectiveness alongside personas studies and CJM, aiming to address individual and contextual challenges faced by adults during online learning.
3. Implications for online educational platform
3. Implications for online educational platform
3. Implications for online educational platform
Analysed online behaviour of B2B and B2C audiences, targeting both fleet managers and drivers to enhance brand awareness and stimulate word-of-mouth promotion.
Analysed online behaviour of B2B and B2C audiences, targeting both fleet managers and drivers to enhance brand awareness and stimulate word-of-mouth promotion.
4. Strategic approach
4. Strategic approach
Improved user experience, digital branding, and marketing to create courses for a broader audience.
Improved user experience, digital branding, and marketing to create courses for a broader audience.
What Was the Final Result?
What Was the Final Result?
What Was the Final Result?
By integrating user-centred design principles and targeted content plans, this strategy increased engagement and social trust on social media, and delivered country-specific road safety information. Through traffic analysis, social monitoring, and SEO optimisation, we enhanced user experience, resulting in a 20% sales increase within six months at EASST Academy. This approach not only elevated brand awareness and word-of-mouth promotion but also enriched discussions on online learning's impact on professional development and road safety.
By integrating user-centred design principles and targeted content plans, this strategy increased engagement and social trust on social media, and delivered country-specific road safety information. Through traffic analysis, social monitoring, and SEO optimisation, we enhanced user experience, resulting in a 20% sales increase within six months at EASST Academy. This approach not only elevated brand awareness and word-of-mouth promotion but also enriched discussions on online learning's impact on professional development and road safety.
