HiSKIO Fund-Raising Courses Sales Pages

Crafting MVP Sales Pages for Fund-Raising Courses for an Online-Learning Platform

Type

Launched Design (B2C website)

Company

HiSKIO

Duration

3 months

My Role

UX Design
UX Research
Competitive Analysis

Tool

Figma
Whimsical

Team

1 Designer
1 Product Manager
3 Developers

Overview

User Problem

User behavior and survey data indicated that the current pricing of courses on our online learning platform was considered too high to our TA. Plus, some courses showed lower-than-expected sales and demand after they were launched.

The Goal

We decided to develop a fundraising course model, offering students early-bird discounts and exclusive access. This approach aimed to create a pre-launch buzz for our TA, while ensuring the demand meet expectations and drive higher sales.

The Impact

Launched MVP On time

Successfully launched the new MVP features within the planned 3-month timeline, enabling the platform to address user needs more effectively and provide added benefits.

↓Scroll down to view the project in detail.

Context

I started with learning course purchase rules and users' Current Experience

Current sales rules of HiSKIO course discounts are based on a quota system. The team distributes limited discount URL links via different marketing channels, such as Facebook and EDM, so users can make purchases with a discount through the links.
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Without the discount links, users buy courses at the original price.

Delve deeper into each stakeholders' needs

quickly gathered and analyzed the insights

I gathered feedback from lecturers, HiSKIO teams, website users, and the customer service team to understand their problems, needs and preference.

“The final purchase volume was not what we had hoped for after the courses were launched.”
‍“Some users noticed the discount link for the course after placing an order, then asked for a refund and wanted to place a new order using the discount link.”
‍－ Lecturers and HiSKIO teams

“I don't know where to get the course discount URL”
“I am willing to purchase courses priced around $50”
“After buying the course at the original price, I learned there was a discount link for it.”
‍－ HiSKIO User aka Students

Analyzed 3 Key Insights

Why did stakeholders & Users struggle?

Costs Outstrip Benefits

The expense is high for lecturers and teams to make production and promotion of courses. After launching the course, they found that some courses failed to achieve the expected purchase volume and the course material did not meet the students' expectations.

Unaffordable Price to TA between 25 and 34

The primary age range of users on our website are most willing to purchase courses priced between $50 and $70. However, our course prices are set higher than this range, which deterred our TA from making purchases, leading to a reduced demand for courses on the platform.

Extra Cost on Dealing with Refund and Complaints

Some users only learned after making purchases that they had missed the discount link and then asked for a refund so they could place a new order. This increased the additional team's costs in processing the refunds and complaints.

Competitor Analysis

We then compared between online-learning platforms and Documented the findings

I studied several well-developed online-learning websites and analyzed the business model and selling plans that other platforms have now.

Takeaways highlight
1. Other online learning websites usually have developed a variety of sales plans.
2. Made sure that a course has definite market demand before it is produced or launched.

How did the product direction shape?

Research helped us come up with a suitable solution

I met with HiSKIO's founder and product manager, hold brainstorming sessions with them and presumed overall develop cost and user scenarios of different sales plans and made sure the solution could solve current problem.

Finally, we decided to develop MVP fundraising courses in 3 months, providing our users with an opportunity to purchase courses at a lower price before their official release. This approach aimed to create a sense of exclusivity, ultimately enhancing user engagement and affordability.

Minimum viable product

Aligned with business goals and user experience

We believed fundraising courses would benefit in these ways:

— To Lecturers
Course production does not begin until a target threshold is reached. This reduces situations in which lecturers and teams spend a long time producing courses, but only a few students buy them.

— To HiSKIO(Platform)
Fundraising can be used to test market preferences and user needs while providing product operation strategies and directions.

— To Website Users
Users could purchase courses at a better price and not expend so much effort finding discount links as they currently do.

Structured everything

First, We Reorganized how this feature might impact the website's structure and content

After drafting which parts should Fundraising Courses would cover with product managers...

Next, I Planned how the fundraising courses rules and detailed flows work, Validating the feasibility with team members

Takeaways
‍The Fundraising rules combines a huge scope. I have to make sure it fits with the current website UI and the steps of users purchasing/refunding the fundraising courses go right.

I took charge of the design of the sales page of fundraising courses

one of the biggest challenges was utilizing limited space to present all information about the fundraising course

I displayed the design idea with wireframes and iterated them after receiving feedback from different team members. See one of the iterations we have made below.

Before

1. Data for the team when planning future courses or seeking lecturers to work with

2. The developers proposed that the horizontal layout of section 2 would limit the number of pre-class questions and the amount of content displayed

After

1. Simplified information and changed layout in section 1 and improves overall readability

2. Revised the orientation for a more flexible Q&A display in section 2 to make sure users could obtain enough information at once

Before we stepped into mockup and prototypes...

I Defined design principles to help deliver hi-fi design

Clear

The fundraising courses, which are a new things on the website, should make sure users understand how it works with clear course status and information at a glance on the sales page.

Accessible

The fundraising pattern, which is a new feature on the website, should make sure users understand how it works with clear course status and information at a glance on the sales page.

Consistent

Should follow current design style of HiSKIO website and make sure the components, color using and UI are consistent.

We faced design handoff difficulties between designers and developers...

Then we Spent a week Crafting the initial UI library

The sales page focuses more on visual presentation. I aimed to convey messages by using visuals and colors properly within the limited page space based on HiSKIO's design guideline.

This helped maintain overall visual consistency and boosted development efficiency by 20%!

Final Product

Introduce the MVP Sales Pages for Fund-Raising Courses

✨ → Click here to see our final prototype on Figma

Clear and Intuitive fundraising status

When users visit the sales page, they see the key information. A discount price timer boosts users to add a course to the shopping cart while the course is at a special price.

Different Status Of The Sales Page

When the course fundraising ends, the sales page displays different statuses.
The team and the lecturer will start producing courses if the fundraising is successful; a full refund is offered if a course does not reach its fundraising targets.

Timeline During Fundraising

Users can find the start and end dates of fundraising, the price, and the class start date on the sales page.

Boost Interaction Between Lecturers & Students

We found that students often browsed other people's comments or asked questions when interested in courses, so we placed the latest pre-class Q&A section in a prominent place on the page, seeking to maintain people's interest via two-way Q&A.

Best Price To Users

Marketing X Design

After discussions with the marketing team, we combined the upcoming coupon function with the fundraising course sales page to encourage users to place orders with more discounts.

Grab The Limited Chance

Considering marketing, the website sent emails to users who had added a fundraising course to the shopping cart at a specific time, which is also a shopping reminder function.
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I designed all the EDMs related to fundraising courses.

Feedback

Thanks to Chiu, this project and others goes smoothly with her contribution.
‍－HiSKIO Founder (Adam)

Chiu is proficient at building documents such as user-flow that helps the team communicating efficiently.
‍－Product Manager (Doris)

Learnings

Working on this project has given me valuable insights into the fast-paced environment of a startup, where time and resources are often limited. We adhered to Agile Development practices to achieve our team goals as efficiently as possible.

In developing new features, I focused on considering how each detail might impact other components and ensuring that the design aligns with our team's objectives. Regular communication proved essential for understanding business goals and the perspectives of different team.