Curated courses a marketplace experiment
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Challenge
Increase organic visits to, enrolments/registration of interest in our priority portfolio by providing a more useful, inspiring and trust-building on-site search and browse experience
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Problem Statement
Course results on our key landing pages are overwhelming, it is difficult for learners to narrow down their choice
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User Need
As a learner, I would like the option to browse courses relevant to my learning, so that I can easily select the right course
Assumption & Opportunity
We assume that if create a personalised bucket courses scannability on the course results page would improve we also assume that the majority of learners are interested in selecting courses based on positive recommendations
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Feature Goals
1. Recommend courses based on insight and strategy
2. Improve course discovery
3. Surface relevant courses to prospect learners
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Methodology
Utilise existing components to rapidly test variants.
Validate the current understanding of what a “popular courses” means
Gathering a consensus on how we would labelling “popular courses”
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The Rabbit hole
A collection of visual experiments exploring various layouts
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Utilising existing components
We want to build measure & learn fast what components could we utilise for our curated courses experiment?
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Selecting an ethical course label
The selection of popular courses is currently managed by the marketing team based on performance factors driven primarily by revenue, for example, conversion, enrollment & partner relationships. Therefore we questioned whether the course should be labelled "Popular Courses" & investigated a list of other potential labels such as Top picks, Futurelearn top picks, Best of Business & Management, Featured courses, Editor’s picks, Staff picks, Our picks, Course Suggestions & Recommended courses in Business & Management
The selection of popular courses is currently managed by the marketing team based on performance factors driven primarily by revenue, for example, conversion, enrollment & partner relationships. Therefore we questioned whether the course should be labelled "Popular Courses" & investigated a list of other potential labels such as Top picks, Futurelearn top picks, Best of Business & Management, Featured courses, Editor’s picks, Staff picks, Our picks, Course Suggestions & Recommended courses in Business & Management
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Next steps
Build measure & learn
Research what other naming options appeal to prospective learners
In parallel user test & explore other design/merchandising options
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Organisation
FutureLearn
2020
Product Designer
Patricia Ofuono
Engineers
Jamie Cobbett, Nick Fraenkel, Robert Schultze-Jena & Thao Vo
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