Product Offering:
Bundled Courses
GetSmarter, an online short course company, aimed to introduce a new product offering to their portfolio of courses: bundles. This offering allowed students to purchase and enrol in 2 to 3 courses from a single university partner at a discounted rate. Not only does this strategy enable GetSmarter to gain pre-commitment and upfront revenue from students, but it also provides opportunities to up-sell and cross-sell to existing leads and past students.
My Role and Responsibilities
I was tasked with designing a bundle-specific product page for the marketing website; a bundle-specific landing page for paid marketing; and an online prospectus to share comprehensive information.
Credits
UX Research and Proposals: Joe Vogel
Goals and Objectives
The overarching business objective was to accelerate repeat student activity and increase revenue by attracting new students who pay upfront for multiple courses, committing to a learning path. To achieve this objective, the product messaging needed to clearly differentiate its offerings from those of single-course products. The vision was to offer professionals an expertly curated, university-validated learning path for career advancement. Therefore, it was crucial to highlight the following benefits to students: reduced total price; a focused learning path for career advancement; multiple certifications; and additional networking opportunities.
Research and Discovery
The need for this product offering arose from organic repetition in GetSmarter’s course portfolio, as well as from a course selection perspective aimed at choosing topics that would build on existing courses and appeal to returning students.
Designs Solutions
User Flow
Final Designs
Individual Course Pages
To reach new and existing students, the method of upselling bundles on short course product pages that form part of a bundle piques interest by introducing students to a deeper learning journey.
Final Designs
Bundles Product Page
The bundle product page on Titan serves to capture leads and facilitate registrations. Upon completion of the lead capture form, users are directed to the Info Pack page, providing them with additional information.
Final Designs
Bundles Landing Page
Similar to the course page but accessible through Paid Ads. Upon completion of the lead capture form, users are directed to the Info Pack page, providing them with additional information.
Final Designs
Info Pack
Accessing the lead capture form takes students to the info pack, which shares an extensive detailed overview of the bundle product and the individual courses that comprise it.
In Conclusion
This project has emphasized the importance of effectively communicating and showcasing value-added benefits to a product, especially when marketing at a higher price point. It has been enlightening to examine the customer journey from a single product view in organic discovery to the paid journey, enabling me to understand how these marketing assets contribute to the bigger picture for prospective students.
