Conversion optimization

Wolters Kluwer Opleidingen

Wolters Kluwer Opleidingen focuses on professional training courses in various areas. The client asked us to redesign specific areas of the website to increase usability and conversion. To do so, we first needed to understand their users’ needs, goals and motivations.
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We held multiple workshops with the client team during the kick-off phase in which we focused on answering questions like:

  • Who are our users?
  • What’s their goal? What are they trying to accomplish?
  • What do they need?
  • What’s their behavior and habits?
  • What frustrates them?

Expert review

Based on the insights from the kick-off, we performed a UX expert review of the existing website. We used a set of quantitative and qualitative research methods to collect user insights.
Quantitative data to tell us what users are doing. Qualitative data to tell us why users are doing it.

By studying user interactions and behavior, we identified usability problems, findability issues, inefficiencies and bottlenecks that prevented users from reaching their goals. We confirmed our findings through user interviews and usability testing.

We formulated hands-on recommendations to improve conversion and usability of the website. Together with the Wolters Kluwer team we prioritized the recommendations and defined a roadmap to improve usability of the website. In the first sprint we focused on improving the UX of the enrollment forms on desktop, tablet and mobile. During subsequent sprints we focused on other crucial parts of the website.

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UX Design

During each sprint, we designed possible solutions together with the team. We created low-fidelity wireframe that allowed us to make our ideas tangible and iterate fast. After a few iterations we tested our designs with actual users and improved where necessary. We delivered pixel-perfect designs to hand-off to development.

Continuous process

The initial deliverables are finished, but as UX is an ongoing process, we are continuing to optimize their website and gather user insights.

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