Education Technology · 2023

Simplifying Course Discovery Across Diverse Learning Journeys

Led UX discovery and experience optimisation for a School of Lifelong Learning storefront serving both individual learners and corporate customers. Through research, persona development, and journey mapping, the redesign streamlined course discovery, filtering, and enrolment experiences while establishing a stronger foundation for future platform enhancements.

⚠ NDAUX ResearchJourney MappingB2B & B2C ExperienceSalesforce Commerce CloudInformation Architecture

RoleUX Designer

Timeline2023

PlatformWeb · Desktop

Project Overview

Challenge

A shared storefront served two audiences (individual learners and corporate buyers) with fundamentally different goals, decision journeys, and information needs, creating friction for both.

Objective

Improve course discoverability, simplify enrolment journeys, and create a more intuitive experience for both audience types without disrupting the Salesforce Commerce Cloud ecosystem.

Solution

Research-led personas, current and future-state journey mapping, restructured information architecture, and streamlined enrolment flows, all scoped to platform capabilities.

Outcome

Improved discoverability, reduced enrolment friction, stronger audience alignment, and a scalable framework for future storefront enhancements.

The Challenge

Understanding the problem

The platform served two distinct audiences: individual learners searching for professional development opportunities, and organisations seeking training programmes for employees. While both shared access to the same storefront, their goals, decision-making processes, and information needs differed significantly. The challenge was to improve discoverability, simplify enrolment journeys, and create a more intuitive experience, without disrupting the underlying Salesforce Commerce Cloud ecosystem.

Research & Discovery

What we uncovered

Stakeholder interviewsUser research sessionsPersona developmentCurrent-state journey mappingContent & navigation analysis

Key Findings

Course information was difficult to compare and evaluate across programmes

Users struggled to navigate between programmes and learning paths

B2B and B2C users followed fundamentally different decision journeys

Enrolment flows contained unnecessary friction points that interrupted conversion

Strategy & Approach

Design principles

Simplified Discovery

Streamlined course exploration through improved navigation, search, and filtering, reducing the effort required to find and evaluate relevant programmes.

Information Hierarchy

Restructured content presentation to support faster comparison and evaluation, giving users the right information at the right stage of their journey.

Dual Audience Design

Balanced B2B and B2C decision-making journeys without fragmenting the shared storefront, one platform, two coherent experiences.

Platform Alignment

All recommendations scoped to Salesforce Commerce Cloud capabilities, ensuring proposals were implementable within existing infrastructure constraints.

Process

How we got there

Research & Discovery

Stakeholder interviews, user research sessions, content and navigation analysis

Personas & Journey Mapping

Audience-specific personas and current-state journey maps for both B2B and B2C users

Opportunity Identification

Synthesised research into prioritised friction points and experience gaps

Information Architecture

Restructured navigation, search, and content hierarchy to support both audience journeys

Flow Optimisation

Redesigned enrolment and registration flows to reduce unnecessary steps

Wireframes & Prototypes

Low and mid-fidelity prototypes validated against user needs and platform constraints

Stakeholder Validation

Iterative reviews with product, marketing, and Salesforce Commerce Cloud implementation teams

Solution

What we built

Research-Led Personas

Developed audience-specific personas representing individual learners and corporate decision-makers, grounding every design decision in distinct behavioural and motivational differences.

Journey Mapping

Mapped current and future-state journeys for both B2B and B2C users to surface pain points, identify opportunity areas, and align stakeholders around a shared understanding of user needs.

Optimised Course Discovery

Improved navigation structure, search functionality, filtering options, and content hierarchy, making it significantly easier for users to find, compare, and evaluate relevant programmes.

Streamlined Enrolment Flows

Reduced friction across critical registration and enrolment journeys by eliminating unnecessary steps and clarifying decision points that caused user drop-off.

Salesforce Commerce Cloud Alignment

Ensured all recommendations were scoped to platform capabilities and implementation constraints, creating a realistic, actionable blueprint rather than an aspirational redesign.

My Role

Contributions & ownership

Research

Research planning
Stakeholder interviews
Persona creation

Analysis

Journey mapping
Behavioural analysis
Opportunity identification

UX Design

Information architecture
Flow optimisation
Experience recommendations

Collaboration

Product teams
Marketing stakeholders
Salesforce implementation teams

Outcomes & Impact

Results that speak

↑

Improved discoverability — users identified relevant programmes more efficiently

↓

Reduced enrolment friction — optimised flows simplified critical conversion journeys

2×

Stronger audience alignment — coherent journeys for both B2B and B2C users

∞

Future-ready foundation — scalable framework for ongoing storefront enhancements

Reflection

What I learned

Understanding behavioural differences between audience groups is critical when designing shared experiences. Journey mapping became one of the most valuable tools on this project, not just for uncovering friction points, but for aligning stakeholders around user needs in a way that abstract research findings rarely achieve.