From Confusing to Clear: Redesigning UPF Barcelona School of Management Website for Improved Usability
Spain leading management school recognized for its level of excellence in teaching and research with 10.000 active students.
Client
UPF-BSM: UPF Barcelona School of Management
My role
I collaborated closely with data analysts, product owners and marketing teams to re define the new admission experience - while working closely with engineering teams.
Teams
Design, Development, Data
The challenge
BSM was undergoing a more advanced product management shift, focused on designing around user needs. One of the big problems they had was the low conversion rate on their website, so they designed a roadmap to attack each functionality of the page and redesign it.
Goals
• Improve admission flow drop-off metrics.
• Clarify BSM programs communication in product.
• Generate more insights for further experimentation.
• Shape BSM value prop.
Process
EMPATHIZE
Customers
Collaborated with research (planning, recruiting, conducting and analysing) through moderated interviews and workshops allowed us to map existing profiles, jobs to be done and pain points.
• Up to 43,3% of potential students are unaware of the details of the programs and courses
• Potential students don’t understand the current value proposition on the market
• 8 out 10 don’t consider themselves potential students
• Expect lower entry price
Benchmark
We did competitive analysis of several website of business schools in Barcelona were we could get this insights:
Website has a clean, modern design with a simple color scheme and clear navigation. Features prominent calls-to- action (CTAs) for prospective students to explore different programs and apply.
Site's search functionality could be improved to better
assist users in finding specific information.
ite's navigation is easy to use, and the homepage
highlights the school's key strengths and values.
PROTOTYPE AND INSIGHTS
Testing existing solutions
Collaborated with data and research to further understand the current experience in the product.
How might we clarify pro’s value proposition while considering the needs of a wide range of merchants
PROTOTYPE AND INSIGHTS
Hypothesis
• We believe that Offering a personalised subscription purchase experience based on programs categories will help explain BSM vp which will increase enrolled adoption
• We know we are right when Subscription admission rate increase Increase awareness of students Increase lead conversion rate
• We will test this with A/B test programs and courses purchase flow with potential students
TEST
Iterating & testing
We refined the designs through several iterations, resolving edge cases and validating usability under different driving scenarios
Search Programs
After several iterations, we translated our work into high-fidelity screens.
Evolving the design system
Iterations revealed the need for consistency across pages and devices. We translated insights into a scalable responsive design system, with reusable components and clear guidelines that ensure a unified brand experience and faster development cycles.
Results and learnings
+300%
Increase in overall click through rate
-20%
Dropoff in purchase flow
+200
Weekly leads
Working on this project allowed me to continue strengthening my skills in understanding the user and business needs. Working hand in hand with a data team helped us to be able to find solutions to problems faster
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