Client case
STF Engineering Education - concept, UX and design
Goal 1 - Find the right option in the wide range
To fulfill the first user goal - the user searches for a specific course or a specific area - we created a view with both filtering and search options
The filtering function aims to support the exploratory behavior and allows the user to browse all content
The search function is secondly intended to support the goal-oriented behavior where the user searches in a free-text field and receives suggestions that match the search terms. The suggestions are displayed listed by area, category and specific course
"We weighted and grouped the amount of information and highlighted the most important"
Goal 2 - Time to book a course
To meet the second user goal - the user wants to book a course - we reviewed the flow and landed on a two-part solution: the page for an individual course and the booking procedure. Both STF and the user share the same goal. It should be easy to understand and to book
When it came to the individual course page the challenge was to find a smart way to arrange a lot of information on the same page. We solved this by prioritizing and grouping the information and highlighting the most important. We structured the remaining information under a number of categories that the user can reach using a few clear tabs
The next step was to make the booking itself as simple as possible and to simplify the path to conversion (for users who have been convinced and decided to book). We eliminated distracting elements along the way, shortened the flow, removed unnecessary form fields and redundant information. We also made it easy to register multiple people at the same time on the same booking, since that is a common behavior among users
Design
We developed a design approach where STF's blue profile color was allowed to take a step back. In the tests we conducted, the blue hue proved to be strongly associated with the feelings "official", "conservative" and "outdated". Because it is a clear profile color, it remained in moderate amounts and in connection with the sender and functional elements. As a complement to the color palette, we also developed a photographic style featuring people in relevant environments. It was, of course, important that the images felt authentic and not staged
SEO
Like most companies today, STF relies on strong visibility in search engines. A large share of visits begin with a Google search, which is a behavior the website must support through a clear structure and navigation regardless of which page the user lands on. In addition, all areas and area categories receive their own landing pages to be found by search engines in the best possible way.
Collaboration
We held regular check-ins on the UX and design work with the product owner and the marketing department, and the work proceeded according to schedule. We coded the frontend (HTML) for onward delivery to STF's IT partner for implementation in EpiServer.
About STF
STF is owned by Sveriges Ingenjörer and offers courses, seminars and company-tailored training. STF provides education across several areas but is unique in offering specialist expertise to engineers.
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