Jaime Fowler

Case Studies

Desert Curls Studio

Lead UX/UI Designer
January 2022

Goal:

Develop a second online course and user purchase flow for a well-known curly hair expert and educator.

Target Audience:

People with naturally curly hair who are interested in learning from an expert stylist how to care for and style their curly hair.

Challenges:

Purchase flow must differentiate this course from the first, original course.
Must appeal to users of the first course and new users
Easy to use across all devices

User persona

Research:

This project is the continuation of work I did in 2020 which provided me with the unique opportunity to utilize both research I conducted at that time and feedback that was received from users during and since the original project.

To collect that user feedback for this project I analyzed the Google Analytics of the website, read through all of the user comments submitted via the website, read comments from followers on the social media pages, and interviewed the client about feedback she had received through other channels including in person.

During this research I identified the following areas of opportunity:

Strong need to clearly explain how this second course is different from the first course
Users consistently ask for product recommendations
Users want to know which curl type is being demonstrated in each video

Ideation:

This project started with building the online course so my first task was to determine the information architecture of the 10+ hours of video content that was provided by the client. To do this I made paper wireframes of the course structure and content.

Once the course component was built, I moved on to ideating the purchasing user flow. For this I did a Crazy 8's exercise to think of different types of questions or resistance that might come up for users who landed on this sales page.

After completing that exercise I moved onto paper wireframing and created a low fidelity prototype within the website platform before moving onto fully developing the high fidelity prototype to share with my client.

Wireframe within Kajabi

Paper wireframe to final screens

User Testing:

To test the high fidelity prototype, I conducted an unmoderated study of five participants. Each participant was asked to view the purchasing user flow and provide feedback. Three of the participants were also asked to work their way through the online course and identify any issues they encountered along the way.

During the user testing, I determined even more detail needed to be added to the purchasing user flow to differentiate the original online course from this new course.

Published user purchase flow

Conclusion:

The user experience of this second course benefited heavily from my experience and feedback received from the first course. This project fully utilized my UX design, research, and content strategy skills.

Inside the course, I provided more written detail that complemented the videos provided by the client. For the purchasing user flow, I developed a more comprehensive picture of what was inside the course and the value it provides. And overall, the project was much more detailed on the exact topics that were requested by the users.

This project was a great representation for me of how my UX skills have grown and improved since 2020. I am very satisfied with how this project turned out and the client was as well. She is on her way to make her next 100K of passive income through this online course.