Connecting you to the perfect course
Connecting you to the perfect course
Connecting you to the perfect course
Date
2021
Role
UX Designer
Team
Product owner · Engineers ×5 · Communications ×2 · Marketing ×2
Course Search
Finding the perfect course at the dream university can be tricky, but a good decision can set somebody up for a life with a fulfilling career and priceless memories. A bad decision can lead to dropping out of university early and financial hardship, especially if another higher education route is pursued without funding. That’s why connecting the right potential applications to the right course is essential, and the initial search is critical to that exposure.
The existing University of York course search facility had several limitations which held back recruitment activities and added unnecessary friction early in the exploration phase. This project aimed to remain competitive against competing institutions and make the course finding experience a breeze.
Date
2021
Role
UX Designer
Team
Product owner · Engineers ×5 · Communications ×2 · Marketing ×2
Course Search
Finding the perfect course at the dream university can be tricky, but a good decision can set somebody up for a life with a fulfilling career and priceless memories. A bad decision can lead to dropping out of university early and financial hardship, especially if another higher education route is pursued without funding. That’s why connecting the right potential applications to the right course is essential, and the initial search is critical to that exposure.
The existing University of York course search facility had several limitations which held back recruitment activities and added unnecessary friction early in the exploration phase. This project aimed to remain competitive against competing institutions and make the course finding experience a breeze.
Date
2021
Role
UX Designer
Team
Product owner · Engineers ×5 · Communications ×2 · Marketing ×2
Course Search
Finding the perfect course at the dream university can be tricky, but a good decision can set somebody up for a life with a fulfilling career and priceless memories. A bad decision can lead to dropping out of university early and financial hardship, especially if another higher education route is pursued without funding. That’s why connecting the right potential applications to the right course is essential, and the initial search is critical to that exposure.
The existing University of York course search facility had several limitations which held back recruitment activities and added unnecessary friction early in the exploration phase. This project aimed to remain competitive against competing institutions and make the course finding experience a breeze.
The problem
The problem
The problem
Potential applicants had moved away from the traditional prospectus book, with over 72% using a website alone to make their application decision. The UoY website lacked basic search requirements including the ability to sort and filter.
Potential applicants had moved away from the traditional prospectus book, with over 72% using a website alone to make their application decision. The UoY website lacked basic search requirements including the ability to sort and filter.
Context was important. Most applicants attended a state college with minimal resources to support students in their course selection and application process. Finding the right course was down to the individual.
Context was important. Most applicants attended a state college with minimal resources to support students in their course selection and application process. Finding the right course was down to the individual.
User Research
User Research
User Research
My research journey began with competitor analysis, broadening my understanding of industry norms and user expectations. This revealed our digital toolset wasn’t keeping up with our competitors. Although it didn’t adversely impact our home students’ intent to apply, it did directly impact potential international postgraduate applications who had higher expectations.
My research journey began with competitor analysis, broadening my understanding of industry norms and user expectations. This revealed our digital toolset wasn’t keeping up with our competitors. Although it didn’t adversely impact our home students’ intent to apply, it did directly impact potential international postgraduate applications who had higher expectations.
To deep dive further I conducted my own moderated usability sessions. This was necessary to understand decision making and which features available on our competitors’ websites were must-haves versus nice-to-haves, and why. This focused on both desktop and mobile viewing to ensure all scenarios were sufficiently covered.
To deep dive further I conducted my own moderated usability sessions. This was necessary to understand decision making and which features available on our competitors’ websites were must-haves versus nice-to-haves, and why. This focused on both desktop and mobile viewing to ensure all scenarios were sufficiently covered.
Insights
Insights
After collating my research results I uncovered a number of themes.
After collating my research results I uncovered a number of themes.
Narrow the search
Narrow the search
Users had no ability to customise their search by filtering the results to their unique needs.
Users had no ability to customise their search by filtering the results to their unique needs.
Search bar
Search bar
The search function didn’t match user expectation. It often highly ranked results which had minimal connection to the original search term.
The search function didn’t match user expectation. It often highly ranked results which had minimal connection to the original search term.
Mobile viewing was poor
Mobile viewing was poor
Browsing on a mobile device was difficult. Content was difficult to read and mis-taps common.
Browsing on a mobile device was difficult. Content was difficult to read and mis-taps common.
Internal Bias
Internal Bias
UCAS codes featured heavily in the existing design, driven by internal bias regarding their importance to applicants. My data revealed less than 0.01% of search term results included a UCAS code.
UCAS codes featured heavily in the existing design, driven by internal bias regarding their importance to applicants. My data revealed less than 0.01% of search term results included a UCAS code.
Key requirements
Key requirements
Key requirements
Course Clearing
Course Clearing
Making people aware of which courses are available in clearing is essential to fill course cohorts. The current design was an afterthought, leading to a poor visual impression of the university. The design attempted to present current-year and future-year course material in the same placeholder, adding confusion. It also wasn’t mobile-friendly, with inadvertent taps taking people to the next year’s course material.
Making people aware of which courses are available in clearing is essential to fill course cohorts. The current design was an afterthought, leading to a poor visual impression of the university. The design attempted to present current-year and future-year course material in the same placeholder, adding confusion. It also wasn’t mobile-friendly, with inadvertent taps taking people to the next year’s course material.
Postgraduate courses are not presented equally
Postgraduate courses are not presented equally
For legacy reasons some postgraduate courses did not have a dedicated course information page. This was particularly prevalent for postgraduate taught and PhD studies. I needed to accommodate a direct apply link until a dedicated marketing page existed, designing for legacy and future aspiration in a singular design.
For legacy reasons some postgraduate courses did not have a dedicated course information page. This was particularly prevalent for postgraduate taught and PhD studies. I needed to accommodate a direct apply link until a dedicated marketing page existed, designing for legacy and future aspiration in a singular design.
Showing courses together
Showing courses together
The existing design never accommodated filters, resulting in separate undergraduate and postgraduate course search pages. This failed to properly accommodate apprenticeships, short courses, foundation years and online-only partnerships. My proposal was to merge into a universal search, reducing back-end maintenance and making it easier for students to find courses in a single location.
The existing design never accommodated filters, resulting in separate undergraduate and postgraduate course search pages. This failed to properly accommodate apprenticeships, short courses, foundation years and online-only partnerships. My proposal was to merge into a universal search, reducing back-end maintenance and making it easier for students to find courses in a single location.
Presenting multi-year courses
Presenting multi-year courses
The current design assumed courses would only start once per year in September. This was no longer accurate or fit for purpose. Flexibility allowed some courses to have upwards of 4 entry points per calendar year. Marketing also needed to advertise future courses and drive recruitment beyond the upcoming academic year.
The current design assumed courses would only start once per year in September. This was no longer accurate or fit for purpose. Flexibility allowed some courses to have upwards of 4 entry points per calendar year. Marketing also needed to advertise future courses and drive recruitment beyond the upcoming academic year.
Concepts
Concepts
Concepts
I started with low-fidelity concepts, exploring the various ways a filter could be implemented in a responsive design and future-proofed for a significant number of years. As I started to rule out options, the design granularity increased alongside, aiding better stress testing of the ideas and improving research feedback results.
I started with low-fidelity concepts, exploring the various ways a filter could be implemented in a responsive design and future-proofed for a significant number of years. As I started to rule out options, the design granularity increased alongside, aiding better stress testing of the ideas and improving research feedback results.
Idea 1
Idea 1
This concept integrated a side filter into the page. This version performed well in initial testing due to visibility, awareness and speed on task.
This concept integrated a side filter into the page. This version performed well in initial testing due to visibility, awareness and speed on task.
The difficulty was how information could be presented on mobile and tablet devices. Whilst the filter placement became impractical as users scrolled a long results list, excessive scrolling was needed to return to filter options. Was this design scalable, and would it meet future unknown filter options without becoming cluttered and unusable?
The difficulty was how information could be presented on mobile and tablet devices. Whilst the filter placement became impractical as users scrolled a long results list, excessive scrolling was needed to return to filter options. Was this design scalable, and would it meet future unknown filter options without becoming cluttered and unusable?
Idea 2
Idea 2
The second concept incorporated a show/hide filter bar. The advantage was consistency in presentation regardless of device screen size. It was scalable to fit unknown future needs as filter options increased, and would be sticky as the user scrolled, keeping options visible regardless of scroll depth.
The second concept incorporated a show/hide filter bar. The advantage was consistency in presentation regardless of device screen size. It was scalable to fit unknown future needs as filter options increased, and would be sticky as the user scrolled, keeping options visible regardless of scroll depth.
However, visibility was a concern, as the proposal would hide filter options by default. In user testing, lostness and task failure were high because users couldn’t find the available filters. When they did, they found it more cumbersome to change their mid-search due to additional clicks required.
However, visibility was a concern, as the proposal would hide filter options by default. In user testing, lostness and task failure were high because users couldn’t find the available filters. When they did, they found it more cumbersome to change their mid-search due to additional clicks required.
Testing with real users in the environment it was designed for
Testing with real users in the environment it was designed for
Testing with real users in the environment it was designed for
Moderated testing
Moderated testing
I conducted moderated usability testing targeting 16–17 year olds who were planning to apply for undergraduate study within the next two years. Given that participants were minors, additional measures were necessary to ensure their safety and compliance with ethical guidelines. These included parental consent and a Comprehensive Information Pack.
I conducted moderated usability testing targeting 16–17 year olds who were planning to apply for undergraduate study within the next two years. Given that participants were minors, additional measures were necessary to ensure their safety and compliance with ethical guidelines. These included parental consent and a Comprehensive Information Pack.
I also made age-appropriate adjustments to the research methodology to ensure it was suitable and engaging for the age group. This included simplifying language and instructions, allowing for more breaks and a flexible schedule to accommodate participants’ needs.
I also made age-appropriate adjustments to the research methodology to ensure it was suitable and engaging for the age group. This included simplifying language and instructions, allowing for more breaks and a flexible schedule to accommodate participants’ needs.
These adjustments ensured participants felt comfortable and understood the process, resulting in more accurate and reliable feedback.
These adjustments ensured participants felt comfortable and understood the process, resulting in more accurate and reliable feedback.
Bluesky Thinking
Bluesky Thinking
Bluesky Thinking
With a new brand direction from marketing, I further developed the concept by incorporating the new brand styling. This allowed stakeholders to envisage the future course search experience with key enhancements, including the ability to favourite courses of interest.
With a new brand direction from marketing, I further developed the concept by incorporating the new brand styling. This allowed stakeholders to envisage the future course search experience with key enhancements, including the ability to favourite courses of interest.
Research identified that visibility and speed were most important at this specific stage of the search cycle, with users expecting more detailed information on dedicated course pages. Based on feedback from previous usability testing, the side filter approach was retained for desktop and tablet views, while a mobile-friendly design was adopted for smaller screens. A key improvement was making the filters sticky.
Research identified that visibility and speed were most important at this specific stage of the search cycle, with users expecting more detailed information on dedicated course pages. Based on feedback from previous usability testing, the side filter approach was retained for desktop and tablet views, while a mobile-friendly design was adopted for smaller screens. A key improvement was making the filters sticky.
Consultations with recruitment and marketing addressed concerns about future-proofing additional filter and sort options. This reassured stakeholders that the design could adapt to evolving needs.
Consultations with recruitment and marketing addressed concerns about future-proofing additional filter and sort options. This reassured stakeholders that the design could adapt to evolving needs.
Overall, the blue-sky vision provided internal teams with a working template, helping to align key stakeholders and pave the way for making this concept a reality.
Overall, the blue-sky vision provided internal teams with a working template, helping to align key stakeholders and pave the way for making this concept a reality.
Responsive and accessibility first
Responsive and accessibility first
Responsive and accessibility first
Accessibility for all, regardless of disability or device, was used as a gateway to accessing the university’s courses. With limited tolerance, I applied best-practice WCAG guidelines and designed with a mobile-first approach before scaling upwards.
Accessibility for all, regardless of disability or device, was used as a gateway to accessing the university’s courses. With limited tolerance, I applied best-practice WCAG guidelines and designed with a mobile-first approach before scaling upwards.
Responsive mobile design · Add media
Project learnings
Project learnings
Project learnings
1. Get people on board early and don’t be afraid to stop
1. Get people on board early and don’t be afraid to stop
Change is hard, especially changing something worth doing. Course search and the interdependencies built upon legacy decision-making and divergence between departments made even the most basic changes difficult. On reflection I needed to get all departments on board wholeheartedly before progressing. I also recognised the importance of key influences and process owners who can make the ultimate decision. This would have allowed me to spend less time trying to alleviate individual concerns, which ultimately drew me away from the bigger picture and the critical cost and efficiency savings this project would have provided.
Change is hard, especially changing something worth doing. Course search and the interdependencies built upon legacy decision-making and divergence between departments made even the most basic changes difficult. On reflection I needed to get all departments on board wholeheartedly before progressing. I also recognised the importance of key influences and process owners who can make the ultimate decision. This would have allowed me to spend less time trying to alleviate individual concerns, which ultimately drew me away from the bigger picture and the critical cost and efficiency savings this project would have provided.
2. Small change, big impact
2. Small change, big impact
Sometimes UX can be most valuable behind the line of visibility. This project would enable significant administrative savings, reduce maintenance costs and improve productivity, removing the need to maintain two separate course search pages, back-end CMS and decommissioned pages built due to existing limitations.
Sometimes UX can be most valuable behind the line of visibility. This project would enable significant administrative savings, reduce maintenance costs and improve productivity, removing the need to maintain two separate course search pages, back-end CMS and decommissioned pages built due to existing limitations.
The Outcome
The Outcome
The Outcome
My concept designs elevated the ambition within the marketing and digital teams, establishing a creative north star that was used to guide conversations, challenge existing conventions and inspire the direction of the broader website redesign which had faced significant challenges to gain funding and senior management support. My work was presented to key stakeholders, including the Board of Directors, demonstrating its influence beyond the immediate project aims to improve our course search experience.
My concept designs elevated the ambition within the marketing and digital teams, establishing a creative north star that was used to guide conversations, challenge existing conventions and inspire the direction of the broader website redesign which had faced significant challenges to gain funding and senior management support. My work was presented to key stakeholders, including the Board of Directors, demonstrating its influence beyond the immediate project aims to improve our course search experience.
Although the final execution evolved, the vision established through my concepts became a foundation for the University’s wider digital transformation, extended well beyond the original brief. The visual language, design principles and ambition set influenced the wider website redesign which went live in 2024, directly helping to establish a more cohesive digital offering for prospective students.
Although the final execution evolved, the vision established through my concepts became a foundation for the University’s wider digital transformation, extended well beyond the original brief. The visual language, design principles and ambition set influenced the wider website redesign which went live in 2024, directly helping to establish a more cohesive digital offering for prospective students.
"The whole process felt much simpler than other university websites I've used. I could easily compare courses and find the information I needed."
"The whole process felt much simpler than other university websites I've used. I could easily compare courses and find the information I needed."
Participant 4
Participant 4
Project information
Project information
Tools
Tools
Maze
Maze
Google Analytics
Google Analytics
User testing
User testing
Figma
Figma
Expertise
Expertise
Website design
Website design
usability testing
usability testing