Defining the problem

I started my work for defining the problem with a marketing department, which includes the Director of Marketing, Marketing Coordinator and Copywriter. On our initial meeting we defined the main challenge:

The current program pages lack a user-centric design, hindering effective communication of essential information to prospective students. This deficiency has resulted in a significant drop in lead conversions. The existing layout does not align with modern web design and accessibility standards and fails to capture the essence of the academy's diverse medical programs.

Conducted a thorough analysis of the existing program pages, identifying shortcomings and areas that needed improvement. This involved assessing usability issues (including the lack of the mobile view), outdated design elements, and content gaps.

Solutions:

Improve conversion: 1) Optimize the user journey; 2) Clear Call-to-Actions (CTAs); 3) Clear Navigation.

Loosing visitors from mobile devices: 1) Responsive design; 2) Mobile-Friendly CTA's; 3) Simplify Navigation.

Solutions

Market research

According to Bccresearch* reports Healthcare education market in the US has the surge in online learning, especially post-COVID-19, stood out. Recognizing the demand for diverse healthcare programs, I noted the significance of accreditation and the emphasis on practical training.

For the UX/UI redesign of program pages, I aimed to integrate these insights. Prioritizing a seamless online learning experience, the redesign would focus on user-friendly interfaces, emphasizing clear navigation and accessibility. Virtual simulations and interactive elements would be incorporated to enhance practical training experiences. Accreditation details and industry partnerships would be highlighted, building trust among users.

Ultimately, the goal was to create program pages that resonate with the evolving trends and preferences within the healthcare education market, offering a modern, accessible, and engaging user experience.

Internal Google Analytic Data

Analyzing Google Analytics data for program pages revealed valuable insights. High organic traffic was observed on specific program pages such as Vocational Nurse Program and Ultrasound Program. These two pages have been taken for deep exploration.

Insights:

Internal Google Analytic Data

Analyzing Google Analytics data for program pages revealed valuable insights. High organic traffic was observed on specific program pages such as Vocational Nurse Program and Ultrasound Program. These two pages have been taken for deep exploration.

Insights: