I was employed on a contract basis by UAL to develop wireframes, prototype solutions and test them for functionality.  They were in the process of redesigning the ‘short courses section’ the site which required constant research, testing and re-testing.

As the site was not live I used past experience to look at pre existing designs to identify potential problem areas and develop prototypes to test.

The Problem: Short courses are not cheap, they are on average £3500 per course. Users can spend weeks researching different universities and courses before deciding on the course that is correct for them. However once a user has chosen a course and has committed to booking, one of the first fields on the checkout process is to ask for a 10% off coupon number, past experience suggested that this would push people away from the site.

The Solution: Users could only get coupons by signing up for the newsletter, I created two prototypes, one with and one without a coupon, there was a 70% increase in users completing the checkout without asking or wanting to leave the site. 

The Outcome: I presented my findings to the stakeholders and I gave them a solution to allow people with coupons access to use them without displaying the coupon codes on the main checkout funnel. They agreed to change the functionality of the checkout.