| Company: | Gradstar Global Education | Sector: | Study Abroad Education, Design, Sustainability |
| My Role: | Entire product design from research to conception, visualization and testing | Project Time: | 3 months |
Planning a UX research project for a study abroad education website tailored to Indian students involves several structured steps to ensure the design effectively meets the specific needs and preferences of this target audience. Below, I detail a comprehensive plan that covers key components such as objectives, methodologies, participant criteria, and expected outcomes.
UX Research Plan for Study Abroad Education for Indian Students
Objectives:
- Understand the Needs and Preferences: To gather insights into what Indian students prioritize when searching for study abroad options, including academic programs, destination preferences, financial considerations, and support services.
- Identify Pain Points: To discover obstacles and concerns Indian students face during the search and application process for studying abroad.
- Evaluate Current Solutions: To assess existing study abroad websites and services used by Indian students, identifying strengths and areas for improvement.
- Develop Personas: To create detailed user personas representing the diverse spectrum of Indian students interested in studying abroad, facilitating targeted design strategies.
Methodologies:
- Surveys: Distribute online surveys to a broad group of Indian students to gather quantitative data on preferences, behaviors, and demographics.
- Interviews: Conduct in-depth interviews with a selected group of students who are actively looking into or have already experienced studying abroad. These interviews will help understand in-depth user motivations, frustrations, and experiences.
- Focus Groups: Organize focus group discussions among students from various backgrounds to explore diverse perspectives and deepen understanding of common needs and unique challenges.
- Usability Testing: Invite students to participate in usability testing of current study abroad websites to identify usability issues and areas for enhancement.
- Competitive Analysis: Conduct a detailed analysis of popular study abroad platforms used globally and locally, focusing on features that appeal to or dissuade Indian students.
Participants:
- Profile: Indian students aged 18-25, currently enrolled in undergraduate programs or recently graduated and considering further studies.
- Recruitment Channels: Partner with universities, educational forums, and social media platforms targeting students interested in overseas education.
- Incentives: Offer participants small rewards like gift vouchers or certificates to encourage participation.
Timeline:
- Preparation Phase (Week 1-2): Prepare research tools and materials, recruit participants.
- Execution Phase (Week 3-6): Conduct surveys, interviews, focus groups, and usability tests.
- Analysis Phase (Week 7-8): Analyse the collected data to derive insights and develop personas.
- Reporting Phase (Week 9): Compile a comprehensive UX research report detailing findings, insights, and actionable recommendations.
Deliverables:
- Research Report: A document summarizing research findings, insights, and actionable recommendations for the design team.
- User Personas: Detailed descriptions of user types for whom the site will be designed, based on the research findings.
- Journey Maps: Visual representations of the paths different personas might take when using the proposed website, highlighting touch points, motivations, and pain points.
- Design Recommendations: Specific design suggestions based on user feedback and usability testing results.
Expected Outcomes:
- A deeper understanding of the needs and expectations of Indian students regarding study abroad opportunities.
- A set of data-driven personas and user journey maps that guide the design of a more effective and user-friendly study abroad platform.
- Specific design recommendations that can be immediately implemented by the development team to enhance the user experience.
- This comprehensive UX research plan aims to equip the design and development teams with the insights needed to create a tailored, effective, and engaging study abroad platform for Indian students, ultimately facilitating a smoother and more informed decision-making process for studying abroad.
User Journey
Creating user journey maps for a study abroad education website tailored to Indian students involves documenting the steps that users typically go through, from becoming aware of their options to making a decision and preparing for departure. Below, I’ll outline how to create a user journey map for two personas: an undergraduate student seeking a semester abroad and a recent graduate looking for postgraduate opportunities.
User Journey Map: Undergraduate Student Seeking a Semester Abroad
| Name: Aarav Gupta | Age: 20 |
| Gender: Male | Education Level: Second-year college student |
| Major: Computer Science | Location: Pune, India |
| Tech Savviness: High; comfortable with new technologies and platforms | |
Stages of the Journey:
| 1 Awareness | |
| Actions: | Learns about the possibility of studying abroad from a university seminar. |
| Thoughts: | “This could really set me apart from my peers.” |
| Emotions: | Curiosity mixed with excitement |
| Touchpoints: | University seminar, educational blogs, social media |
| 2 Consideration | |
| Actions: | Starts researching destinations and programs suitable for a semester abroad. |
| Thoughts: | “Which countries offer the best programs for my major?” |
| Emotions: | Overwhelmed by options but determined |
| Touchpoints: | Study abroad website, university advisor, online forums |
| 3 Evaluation | |
| Actions: | Compares programs, evaluates costs, reads reviews, and attends virtual info sessions. |
| Thoughts: | “How can I maximize this experience within my budget?” |
| Emotions: | Anxiety about making the right choice |
| Touchpoints: | Website comparison tools, testimonials, virtual info sessions |
| 4 Application | |
| Actions: | Completes applications for the top three choices and applies for scholarships. |
| Thoughts: | “I hope my application stands out.” |
| Emotions: | Nervous but hopeful |
| Touchpoints: | Application portals, financial aid pages, email inquiries |
| 5 Decision | |
| Actions: | Receives acceptance letters and selects the best offer. |
| Thoughts: | “I’m really doing this!” |
| Emotions: | Joy and pride |
| Touchpoints: | Email notifications, acceptance letters, follow-up calls |
| 6 Preparation | |
| Actions: | Applies for a visa, arranges accommodation, and attends pre-departure orientations. |
| Thoughts: | “I need to make sure everything is ready before I leave.” |
| Emotions: | Stress about preparations, excitement about the upcoming journey |
| Touchpoints: | Embassy website, accommodation portals, pre-departure orientation sessions |
User Journey Map: Recent Graduate Looking for Postgraduate Opportunities
Persona 2
| Name: Priya Singh | Age: 23 |
| Gender: Female | Education Level: Recent graduate |
| Major: Marketing | Location: Delhi, India |
| Tech Savviness: Moderate; uses technology primarily for communication and education. | |
Stages of the Journey:
| 1 Awareness | |
| Actions: | Discovers potential master’s programs through alumni connections. |
| Thoughts: | “A master’s degree could really help my career.” |
| Emotions: | Inspired and motivated |
| Touchpoints: | Alumni meetups, LinkedIn, educational webinars |
| 2 Consideration | |
| Actions: | Begins detailed research into specific programs and universities. |
| Thoughts: | “Which program offers the best career support?” |
| Emotions: | Curiosity, slight confusion |
| Touchpoints: | University websites, virtual campus tours, online student reviews |
| 3 Evaluation | |
| Actions: | Narrows down options based on curriculum, faculty, and job placement rates. |
| Thoughts: | “Will this program help me achieve my long-term goals?” |
| Emotions: | Analytical and critical |
| Touchpoints: | Program comparison charts, faculty bios, career services information |
| 4 Application | |
| Actions: | Prepares and submits applications, gathers necessary documents. |
| Thoughts: | “I’ve worked hard on my application; I hope it gets noticed.” |
| Emotions: | Apprehensive yet hopeful |
| Touchpoints: | Application portals, document preparation services |
| 5 Decision | |
| Actions: | Chooses among offers based on overall benefits and potential ROI. |
| Thoughts: | “This is a huge investment; I need to choose wisely.” |
| Emotions: | Decisive, relieved once decision is made |
| Touchpoints: | Offer letters, financial planning tools |
| 6 Preparation | |
| Actions: | Secures funding, completes visa procedures, and connects with future classmates. |
| Thoughts: | “There’s a lot to prepare, but I’m excited for what’s ahead.” |
| Emotions: | Busy but excited |
| Touchpoints: | Financial institutions, visa application centers, social media groups |
These user journey maps provide a visual and narrative path through each persona’s interactions, emotions, and decision points, helping designers and stakeholders understand and address user needs effectively throughout the design and development of the study abroad education website.
User personas, Goals & Pain Points
Creating detailed user personas is a foundational step in the UX design process, especially for a website aimed at facilitating study abroad opportunities for Indian students. Below, I’ll provide comprehensive user personas based on typical goals and characteristics you might expect from this target audience.
User Persona 1: The Aspiring Undergraduate
 |
| Name: Aarav Gupta |
| Age: 20 |
| Gender: Male |
| Education Level: Second-year college student |
| Major: Computer Science |
| Location: Pune, India |
| Tech Savviness: High; comfortable with new technologies and platforms |
Background:
Aarav is currently studying at one of India’s top engineering colleges and is deeply interested in gaining international exposure. He’s active in his college’s tech clubs and is always looking for ways to supplement his education with practical experiences.
Goals:
– To find a semester-abroad program that aligns with his academic curriculum and offers advanced technology courses.
– To enhance his resume with international experience that will be advantageous in the competitive tech job market.
– To develop a global network of professional contacts.
Pain Points:
– Limited understanding of the application process for international programs.
– Concerns about balancing the cost and benefits of studying abroad.
– Difficulty in finding programs that align perfectly with his academic and professional aspirations.
User Persona 2: The Focused Graduate
 |
| Name: Priya Singh |
| Age: 23 |
| Gender: Female |
| Education Level: Recent graduate |
| Major: Marketing |
| Location: Delhi, India |
| Tech Savviness: Moderate; uses technology primarily for communication and education. |
Background:
Priya recently graduated from a university in Delhi with a degree in marketing. She’s motivated by the prospect of specializing further through a master’s program abroad that offers a blend of academic rigor and practical exposure. Priya is particularly interested in consumer behavior and digital marketing.
Goals:
– To enroll in a master’s program at a reputed university with a strong emphasis on digital marketing and consumer psychology.
– To gain practical experience through internships or part-time roles during her postgraduate studies.
– To build a diverse network of peers and professionals from around the world.
Pain Points:
– Navigating the overwhelming amount of information on potential programs and identifying which ones offer the best value and opportunities.
– Understanding the specific eligibility requirements and application details for each program.
– Concerns about the financial aspects of studying abroad, including tuition fees, living expenses, and the availability of scholarships or financial aid.
User Persona 3: The Parental Advisor
|
| Name: Anjali Verma |
| Age: 47 |
| Gender: Female |
| Education Level: College graduate |
| Occupation: High school teacher |
| Location: Bangalore, India |
| Tech Savviness: Low to moderate; comfortable with basic online tasks. |
Background:
Anjali is a high school teacher and a mother of a 17-year-old who is exploring options to study abroad for his undergraduate degree. She is supportive but cautious, wanting to ensure that her son not only goes to a reputable institution but also stays safe and receives the support he needs.
Goals:
– To help her son find a safe and reputable undergraduate program that offers good support for international students.
– To understand the financial commitment and ensure that the benefits justify the costs.
– To gather all necessary information to help her son prepare adequately for living abroad.
Pain Points:
– Difficulty in assessing the credibility and safety of foreign institutions.
– Finding comprehensive and understandable information about the application process and timelines.
– Concerns about her son adjusting to a new culture and managing on his own.
These personas highlight different facets of the target audience for a study abroad website, catering to varying needs, goals, and challenges. They provide a roadmap for creating a user-cantered design that addresses specific user requirements and enhances the overall user experience on the website.
User research and usability reports, Usability Testing
User Research and Usability Report
Project Overview:
This usability testing session was designed to evaluate the effectiveness, efficiency, and user satisfaction of a newly designed study abroad education website tailored for Indian students. The primary aim was to identify usability problems, understand user behaviour, and gather qualitative and quantitative data to inform further design improvements.
Objectives:
• To assess the navigability of the website.
• To evaluate the clarity and relevance of information provided about study abroad programs.
• To determine the effectiveness of the application process online.
• To test the overall user satisfaction with the interface and content layout.
Methodology:
Participants: A diverse group of 15 participants was chosen, reflecting the personas developed earlier, including undergraduate and graduate students, as well as parents.
Testing Setup: Participants were asked to complete a series of tasks on the website while in a controlled environment where their interactions could be observed and recorded. Remote testing tools were also used to facilitate sessions due to geographical and logistical constraints.
Tasks Included:
• Find a study program that fits a specific set of criteria (field of study, destination, duration).
• Navigate to the application instructions for the chosen program.
• Locate financial aid information relevant to their chosen program.
• Submit a mock application.
Data Collection Methods: Observations, screen recordings, and follow-up interviews were used. A Likert scale questionnaire was administered to capture quantitative data on user satisfaction.
Key Findings and Observations:
Navigation Issues: Several participants struggled with the filtering options in the program search tool. It was observed that the filters were not intuitive, leading to frustrations and increased task completion times.
Information Clarity: Information critical to decision-making, such as program costs and application deadlines, was found to be buried deep within some program pages, leading to repeated navigation back and forth.
Application Process: While most users found the initial steps of the application process straightforward, there was significant confusion around document uploading and submission due to unclear instructions.
Satisfaction Levels: Overall satisfaction varied, with an average rating of 3.5 out of 5 on the Likert scale, indicating room for improvement in user experience.
Recommendations:
Improve Filter Usability: Redesign the program search filters to be more intuitive and visually distinct, possibly incorporating a guided setup for first-time users.
Enhance Information Architecture: Ensure critical information is easily accessible and prominently displayed. Use of ‘info’ tooltips or a sidebar summary on program pages could help.
Streamline the Application Process: Simplify the document upload process and improve the clarity of instructions at each step. Consider a progress bar or checklist to help users understand where they are in the process.
Iterative Testing: Conduct further rounds of usability testing to refine improvements and re-evaluate user satisfaction.
Conclusion:
The usability testing provided valuable insights into the user experience of the study abroad website. The findings highlighted specific areas where improvements are necessary to enhance the usability and satisfaction of potential users. By implementing the recommended changes and continuing to engage in iterative testing, the website can better meet the needs of its target audience, making the process of finding and applying for study abroad programs more intuitive and less stressful for Indian students.
Information Architecture
Creating an effective information architecture (IA) for a study abroad education website targeting Indian students involves organizing content in a way that makes it easy for users to understand and navigate. The goal is to provide a seamless and intuitive user experience that guides students, parents, and educational advisors through the process of finding, applying, and preparing for study abroad programs. Here’s how you could plan the IA for such a website:
Information Architecture for Study Abroad Education Website
1. Homepage Overview
Purpose: To welcome users and provide a clear starting point for navigation.
Elements:
- Hero section with a clear value proposition and call to action (e.g., “Find Your Perfect Study Abroad Program”).
- Search bar prominently displayed for immediate program search.
- Navigation menu.
- Featured programs and destinations.
- Testimonials and success stories.
- Quick links to resources like guides, Partner programme, and upcoming webinars.
2. Main Navigation Categories
Programs
- Subcategories by continent, country, or specialty.
- Filter options for duration, cost, language, etc.
Destinations
- Country-specific pages with details on culture, visa requirements, and featured programs.
- How It Works
- Step-by-step guide on the process from choosing a program to landing abroad.
- Financial Aid
- Information on scholarships, grants, and financial tips for Indian students.
- Support
- Contact information.
- Pre-departure and on-arrival assistance.
- Student services information.
3. Secondary Navigation
- About Us
Company history, mission, and values. - Blog
Articles, tips, and news on study abroad experiences. - Events
Upcoming informational sessions and webinars. - Contact
Form, phone number, and additional contact information.
4. Detailed Page Structure Example: Program Detail Page
Purpose: To provide detailed information about specific study abroad programs.
Elements:
- Program overview (duration, costs, language of instruction).
- Eligibility criteria.
- Application deadlines and process.
- Gallery/images of the campus and past student experiences.
- Related programs and courses.
- CTA to apply or contact an advisor.
5. User Account Area
- Dashboard for registered users with personalized program recommendations, application status, and reminders for deadlines.
- Profile Settings where users can update personal information, preferences, and communication settings.
6. Footer
- Links to important but less frequently accessed content:
- Privacy Policy
- Terms and Conditions
- Sitemap
- Accessibility features
- Social Media Icons for additional engagement channels.
7. Search Functionality
- Advanced Search with multiple filters to allow fine-grained control over program selection.
- Search by keyword, program type, country, or university.
8. Interactive Tools
- Cost Calculator: Helps users estimate the total cost of studying abroad, including tuition, living expenses, and travel.
- Eligibility Quiz: An interactive quiz that suggests programs based on academic background and preferences.
Considerations for IA Development
- User Testing: Regularly test the site architecture with real users to identify pain points and opportunities for improvement.
- Scalability: Ensure the IA can accommodate additional content or features as the site grows.
- SEO Best Practices: Structure content to maximize discoverability via search engines, focusing on relevant keywords that prospective students are likely to search for.
By following this structured approach to developing an information architecture, the website can cater effectively to the needs of Indian students looking for study abroad opportunities, making the process more intuitive and user-friendly. This architecture aims to ensure that users can navigate the site effortlessly, find the information they need, and move towards making informed decisions about their education abroad.
Design specifications
Creating design specifications for a study abroad education website tailored for Indian students is an essential step in the development process. These specifications serve as a detailed guide for developers and ensure the design intent is preserved in the final product. Below, I’ll outline a comprehensive set of design specifications that cover layout, typography, color palette, interactions, and functionalities.
Design Specifications for Study Abroad Education Website
1. Layout and Structure
- Grid System: The site should be designed using a 12-column grid system, ensuring responsiveness across devices.
- Consistency: Maintain consistent margins and padding throughout the site. Standard margins of 30 pixels and padding of 15 pixels for most elements.
- Breakpoints: Define breakpoints for mobile (320px), tablet (768px), and desktop (1440px) to ensure the site adapts smoothly across devices.
2. Typography
- Primary Font: Poppins, for its readability and modern appearance. Use for body text and button labels.
- Secondary Font: Poppins, used for headings and subheadings to create a visual hierarchy.
- Font Sizes:
- Headings: H1 – 32px, H2 – 24px, H3 – 18px, H4 – 16px
- Body text: 14px
- Small text: 12px
- Font Weights: Regular (400) for body text, Medium (500) for subheadings, and Bold (700) for headings.
- Line Height: 1.5 for body text to enhance readability.
3. Color Palette
Primary Colors:
- Deep Blue (#000064) for buttons, links, and active elements, symbolizing trust and clarity.
Secondary Colors:
- Light Blue (#e4e4fd) for backgrounds to reduce strain and improve readability.
- Dark Grey (#343A40) for primary text, offering strong contrast against lighter backgrounds.
Accent Colors:
- Red (#DC3545) for error messages and warnings.
- Yellow (#FFC107) for cautionary notes and highlights.
4. Imagery and Icons
- Quality: High-resolution images should be used, especially for program highlights and gallery sections.
- Icons: Use FontAwesome for consistency and scalability. Icons should be used sparingly and only to aid comprehension.
5. Interactive Elements
- Buttons:
- Primary buttons: Blue background with white text.
- Secondary buttons: White background with blue text and blue border.
- Hover effects: Slight elevation with shadow for primary buttons, and color fill for secondary buttons.
- Form Elements: Ensure forms have clear labels, are accessible, and include focus states to indicate active fields.
- Loading States: Use spinners for loading states on buttons and page transitions to indicate processing.
6. Functionalities
- Search Functionality: Auto-complete suggestions while typing in the search bar.
- Filter System: Filters should apply dynamically without page reloads using AJAX.
- Comparison Tool: Enable users to select and compare up to 3 programs side by side in a modal or new page layout.
- Interactive Maps: Use embedded Google Maps for destination pages with custom markers for universities.
7. Accessibility Standards
- Compliance: Ensure the design meets WCAG 2.1 AA standards.
- Keyboard Navigation: All interactive elements must be navigable via keyboard.
- Screen Readers: Proper ARIA labels and roles must be defined for all interactive elements.
8. Documentation and Code Samples
- Provide HTML/CSS snippets for common components like buttons, navbars, and form elements to ensure consistent implementation.
- Document JavaScript functions and libraries used, especially for interactive components like maps and filters.