Organise around the learner
Structure discovery by experience, objective and available time. Keep comparison criteria consistent across programme pages.
EDUCATION & TRAININGILLUSTRATIVE CASE STUDY
Help the right learner find the right programme.
A programme discovery and admissions journey that answers the questions behind an enquiry.
Software & AI + MarketingThe business challenge.
A training provider offers several programmes with overlapping names. Visitors want to compare prerequisites, learning format and time commitments. The admissions team repeatedly explains information that is already somewhere on the website.
How could programme discovery become easier while giving admissions a better starting point for a conversation?
The insight behind the approach.
Course selection is a fit decision. A long catalogue is less useful than a clear explanation of who a programme is for, what it requires and what the learner will actually do.
The proposed solution.
Answer before asking
Put prerequisites, schedules, assessment format and fees where the visitor makes a decision. Add a guided enquiry for questions that need a person.
Support the handoff
Pass the selected programme and stated goals into admissions. Use an assistant only for approved programme information, with clear escalation when it cannot answer.
Proposed scope
- Programme information architecture
- Comparison experience
- Admissions enquiry flow
- Knowledge assistant concept
- Content guidelines
What success would need to show.
These are proposed measures, not reported results. A real engagement would establish a baseline and agree targets before implementation.
- Discovery success
- Whether test participants can identify a suitable programme and explain why.
- Enquiry quality
- Enquiries with enough context for a useful admissions response.
- Repeated questions
- Volume and themes of questions that the site should answer directly.
THE TAKEAWAY