Straighterline LLC
Overview of impact
StraighterLine’s student experience had friction in both finding courses and moving through them, while the support staff worked across fragmented tools. I helped to improve the student journey from course search to completion and to simplify workflows for internal teams.
Redesigned the course search experience
Drove a 30% increase in course purchases.
Redesigned the LMS navigation
Improved completion rates by 15% and made repeat purchases more likely.
Designed an internal admin portal that unified support tools
Simplified workflows, consolidated platforms, and reduced customer service
Led the rollout of a research and testing tool
Allowed design and marketing to validate work before final delivery, reducing costly rework.
Course Search Redesign
Separated and redesigned functional search from SEO driven pages, producing a 30% increase in course purchases.
Problem
StraighterLine’s course search page was hard for students to use and did too little to help them choose and buy a course, which held back the company’s primary revenue channel.
Goals
- Improve the searching experience
- Increase the SEO value of the page
- Give users the information they need to decide directly from the search page.
Details
Hotjar analytics showed students struggling to use the search tool when looking for a course. The page also had very little information on it, so it gave no SEO benefit and did the bare minimum to compel a purchase. I ran usability testing to understand where students got stuck and what they needed to see before buying. I partnered across departments to turn those findings into a redesign that made search easier to use and gave students enough information to decide directly from the search page. The redesign drove a 30% increase in course purchases.
Updated Search Pages
SEO Page Templates
Admin Portal
Customer support platform unifying fragmented tools, simplifying workflows and reducing onboarding errors.
Problem
After migrating to SL+, StraighterLine’s learner support team lacked the tools to resolve issues on its own, so fixes depended on engineering and took far longer than they should have.
Goals
- Centralize and streamline learner support operations
- Provide accurate and efficient management of learner information
- Simplify administrative tasks so support could resolve issues faster.
Details
The migration to SL+ limited what the support team could fix themselves. Anything they couldn’t resolve went to engineering, and the software they used for the rest was spread across multiple platforms. I led research sessions with support staff to understand their problems and needs, and used task analysis to map how they worked day to day. I partnered with the product owner to turn that research into requirements, then tested the designs with internal users. The portal unified the fragmented tools into one place, simplifying workflows and reducing onboarding errors.
Customer Service Portal
Student Profile
Course Details
