Educational & Learn Pages
Overview
The company sells Baby & Toddler Clothing however, also offers an educational platform on their website and social media platforms. The aim is to educate and assist future/new parents, grandparents & gift givers.
Historically, the company offered a Learn page, however a high bounce rate and little interaction with the page was reported from analytical tools.
The Problem
The website first designed with a low importance of the Learn Page required urgent attention. The bounce rate was at a concerning 75% which required further research as to why this was? how could we improve this?
With an increased demand in virtual learning due to less traffic within stores the Learn page required urgent attention and redesign.
Goals
User: Be aware and make use of company's educational platforms
Business: Increase engagement and awareness of Learn Page
Product: Decrease the bounce rate and develop higher page views
Quantitative Research
Hotjar:
Hotjar confirmed through recordings and heatmaps alarming insights of over 50% of users not scrolling past the first block on both desktop and mobile and exiting the website shortly after. These factors meant that the user was not scrolling to the relevant educational information present on the Learn page.
Competitor Analysis:
Competitors were offering similar educational pages however, they were more informative, seamless. What our company missed was also confirming with the customer that we offer not only educational articles, but also Podcast episodes, curated videos and confirm our Sustainability beliefs.
Ideation
Due to teams working remote a brainstorming session was conducted through Miro with various post-it's. Idea's were posted and discussions were had to prioritize what would be both cost effective and involve a user friendly centered design.
Prototypes
Through the ideation phase we confirmed that both a redesign of the Learn Page and a new page to be created for our Educational videos.
Prototypes were then designed and submitted to our external Developers to create. Final testing, feedback and improvements were made project prior to be deployed.
Results
Within the first week of the new Learn page going live the results have been fantastic! Hotjar heatmaps confirmed users have been interacting with the page blocks 40% more than the previous Learn Page.
20% of Users have been interacting with the newly introduced Watch Page.
An increase of engagement with the educational resources was the goal which has been a result of the user research put in place for this project.
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