Optimizing enrollment through strategic user flows

I drove the growth of jobseekers converting to suitable training opportunities on Arbetsförmedlingen’s website by creating an MVP of customizable educational paths. Before this development, the experience of navigating further education of over 300 professions was misleading and time-consuming.

My Process

User Research

During the research phase of the UX project, I meticulously analyzed a spectrum of diverse career paths, aiming to understand the challenges adults face while aligning education with desired jobs. To ensure accuracy, my findings were then validated by a seasoned career guidance expert. Their input provided a crucial layer of expertise, refining our understanding of the intricate interplay between education and career choices. This comprehensive research process serves as the foundation for creating a user-centered solution that addresses the frustrations and uncertainties adults encounter in their pursuit of a fulfilling professional journey. The hypothesis I developed was that:

“We believe that by personalising education paths in our services for those who want to start a profession, we can increase the click through rate for applicable trainings.”  

Research overview (screenshot of target groups clustering)

Ideation

In the ideation stage of our UX project, we harnessed the insights gathered during research to envision a groundbreaking service. I led the collaborative brainstorming sessions, we conceptualized innovative ways to personalize education paths for diverse professions. Our goal was to create a seamless user experience that empowers individuals to tailor their learning journey according to their chosen career and background. By fusing creativity with practicality, we formulated a range of concepts ready for evaluation and iteration, setting the stage for a user-centric solution that bridges the gap between education and professional aspirations.

Concept development (screenshot of educational paths search tool)

Prototyping

In the prototyping stage, I translated our ideation into tangible user experiences. With a meticulous focus on user needs, I crafted interactive wireframes and mockups that vividly represented the personalized education service. Through these prototypes, I fine-tuned the interface, navigation, and functionality, ensuring a seamless journey for individuals aiming to tailor their educational paths to specific professions. Collaborating closely with the developers and wider team, I transformed concepts into intuitive, user-centric designs. This iterative process allowed me to test and refine the service’s usability before user testing, ultimately shaping it into a powerful tool that bridges the gap between education and diverse career aspirations.

Testing

During the testing stage of our UX project, we brought our personalized education path service to a local service office. Users from various backgrounds interacted with my prototypes, providing invaluable feedback. I observed their interactions, gauged their responses, and documented their suggestions. This hands-on approach allowed me to refine user flows, improve interface usability, and ensure the service’s effectiveness in addressing individual career needs. The real-world testing environment at the service office provided a holistic perspective, enabling me to fine-tune the service’s features for optimal user experience. This iterative testing process ensures that our final product aligns seamlessly with users’ educational and professional aspirations.

Testing dashboard (screenshot of notes taken during user interviews)

Solution

The MVP solution was launched on three professional pages available for users to test. Below the design elements which were built from the insights I derived during the project are highlighted.