Tutor Orial is a tutor agency for high school and college aged students that specializes in finding tutors that help students learn.
They launched their online flow and have very low completion rates becasue of the confusing onboarding process. The business is struggling and many tutors want to leave because they are not seeing enough clients.
2. PROBLEM DISCOVERY
We started defining the problem by conducting a heuristic analysis.
Each sticky note shows a potential user pinpoint. After analyzing the notes, we came up with 7 main causes for the website's bad user experiences. Then we created a chart that showcases each cause's importance level and urgency level to identify the overall priority of the problem.
3. PROBLEM Statement
How might we create a user flow that encourage users to sign up and book session with the tutors.
4. Ideation & Lo-Fi prototype
After identifying the problems, we want to provide two solutions with different focuses.
The first solution focuses Visibility of System Status. This prototype always keeps the users informed and the form was numbered to show the users where they're at in the process.
The second solution focuses on User Control and Freedom. In this prototype, users can easily go back and forth during the sign-up process, and an exit button allows users to leave any unwanted state with one click.
5. Usability tests & Iteration
We created two personas to represents different groups of target users.
Jake Williams is a 45-year-old English teacher at a local elementary school. He is looking for a tutor to help his son Dave with AP chemistry after school.
Lily is 21 years old and she is a junior in college. She is struggling with Calculus 1 and looking for help. She's looking for a tutor for herself and wants to improve her grades.
We interviewed 4 people and gathered 90+ data points and 3 main takeaways.
- Before booking a session with a tutor, users want to know more information about the tutor. Such as their educational background, work experience, and reviews from previous students.
- Users want an easy, straightforward checkout process. Most people feel overwhelmed and are very likely to leave when the task is too long and complicated.
- Users want the sign-up process to be short and simple. The sign-up form needs to be divided into smaller sections to encourage more users to complete the sign-up flow.
7. Final product
Minimal and Welcoming aesthetics
Here are a few key screens of the final product. The redesigned website features minimal interface design, a filter search bar for a faster search result, detailed information about the tutor before booking, and an opportunity to connect with the tutor before the session.
View the web prototype here.
Key Learnings & Next Step
I have learned
- Adjacent industry study helps to know the standard
- Usability tests are important
- Users feedback matters
- “Design is how it works”
If I had more time
- More usability tests
- Work on the rest parts of the website
- Complete UI design system