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Euni

Studying abroad made easy

Introduction to the Project

PROJECT SUMMARY

Euni is an education consultancy that provides a reliable advice and educational products. It saves time for students from Russian-speaking countries who would like to study in Germany or attend a German language school. It removes the pain of searching for a useful information or an appropriate a study program through a seamless user interface. My role was to research, redesign and test all UIs related to the project. I collaborated with a Web Developer. 

 

PROBLEM

As the interest in a higher education in Europe is raising, the competition among education consultants is growing rapidly. With a new design concept, we aimed to achieve the following goals: 

  • Increased conversion

  • Increased number of sold service packages

  • Improved operational efficiency

 

SOLUTION

  • Discover what users currently do, think, and feel 

  • Conduct an evaluative research 

  • Develop a clear strategic vision & create a customer value 

  • Identify hiccups and usability issues in a workflow 

  • Find and fix issues that could hurt the user experience

 

TOOLS

  • Adobe Illustrator, Adobe Photoshop

Introduction to the Project

What I learned

ABOUT THE MARKETPLACE & COMPETITORS

In education online services, the usability is generally very poor:

  • The most common homepage pattern does little to educate. 

  • Too much text = unscannable. 

  • Overall, testimonials feel overly curated = suspicious. 

  • Form usability is particularly poor. 

  • Daunting decisions around plans.

 

ABOUT THE CUSTOMERS

From the research, I learned that users of euni are broad and conventional.

  • Russian-speaking 

  • Age range: 18-54

  • Mostly female

  • Mostly likely to have a higher education or strive to get one 

  • Most likely to use a desktop as well as a mobile version of the webiste euni.ru 

 

I ALSO TALKED TO THE CUSTOMERS DURING THE USER RESEARCH 

  • They trust the testimonials from other users. 

  • They rely on word-of-mouth (even online) for a lot of choices.

  • They skim (and don’t read) and are easily overwhelmed by detail.

  • Influenced by deals and savings.

  • Online, their satisfaction was low and frustration was high. 

  • They strive to avoid negative experiences of the past.

  • Strive to avoid hassles and bureaucracy. 

Workflow

wf1.png
wf2.png

Users are motivated by their hearts,
but make decisions with their head.

So how do we create an experience
for this person?

natalie_user1.png

This is her journey...

natalie_user2.png

And here's where it starts

natalie_user3.png

But on Google, everything looks the same

natalie_user4.png

And users are forced to compare.

But what do you compare...?

natalie_user5.png

“Value”
=
Cost
Coverage
Dependability

Cost...

123.png

Coverage...

1234.png

Dependability...

1235.png

Since the value is hard to assess...

Screenshot 2023-05-28 225055.png

Our Vision:
Be the most valuable choice as an education service. 

Since the value is hard to assess...

Conclusion

WHAT I LEARNED 

  • You can have the best ideas in the world, but only when validated during tests with potential users, the idea can be proven to work or not.

  • I learned that paper prototyping can significantly reduce the time to create new visions and ideas to be tested, validated, and developed.

  • That was also a valuable experience to work in a multidisciplinary team and to find compromises considering the points of view of all participants.

  • I also learned that under the time pressure, you may generate very creative ideas.

 

CHALLENGE

The most challenging thing about this project was the limited time for each part of the process. So, instead of creating a lot of features, I focused on the main points. 

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