Project Summary

Tech Elevator sought to streamline the Student Online Application experience and decrease the time of applicant lifecycle. With the goal of enhancing innovation, efficiency, accountability, and customer service, the client desired an overarching evaluation of a multi-step application process and optimization of each step.

By conducting extensive research, defining the conversion funnel, investigating alternative software solutions, designing user flows, and implementing new solutions, I was able to cater a new process for the organization demonstrating a +40% increase in key online conversion rates. The outcome was a unified process and service strategy that completely transformed customer service operations while ensuring effective governance and program/project support for infrastructure and admissions teams.

The results were staggering…

Using organization KPIs, we found the impact of the changes I implemented to the student conversion funnel led to dramatic improvements in conversion rates including:

Defining the Student Funnel

First and foremost, I worked with the organization to gain a wholistic understanding of the full student lifecycle in order to identify potential gaps or areas for improvement. Here, I held a collaborative workshop session using Miro where we walked through every stage of a student’s process before, during, and after attending the bootcamp. I conducted a website content audit, and we identified gaps in content to help drive content calendar creation for the coming months and collateral creation for top and middle of funnel student leads.

Conduct Competitive Research

Next, I conducted a thorough evaluation of the competitive landscape of Coding Bootcamp Admissions Processes. Design is important only if it is unique or makes a user’s life easier. A competitive analysis would allow for clear understanding of how Tech Elevator stacked up to other companies in the space.

My work involved outlining the variances in processes, (i.e. number of steps, complexity, qualifiers, etc.) to understand the impact of Tech Elevator’s current process on the users. Here, I identified strengths, areas for improvement, and key recommendations for next steps.

Key Areas for Improvement Identified:

• Change online testing software tool
  Testing Software tool did not allow for custom redirects post test completion. This rendered the client unable to track completions, nurture users to the next step, or apply to the program.

• Shorten the Online Application
  Tech Elevator’s Online student application was 7 pages and 44 questions long - a staggering 5 pages and 2x longer than all other competitors. I wanted to work with the organization to shorten the application to only necessary questions.

• Configure Student Interview Scheduling in same web experience
  Users were unable to schedule their student interview until after they were emailed a scheduling link. This was complex and allowed for drop-off - I was determined to change this process to prompt users to schedule their interview in the same web experience.

Optimization Of Key Process Components

In order to make key changes, I documented the userflow the organization had been using and outlined an “ideal” flow using a prototyping tool for visualization. This was used to communicate with key stakeholders. Once there was executive buy-in, I began working on all three areas of improvement to make it happen. These improvements required my documentation, project management, and collaboration capabilities.

Implementation Process

Outlining the ideal state of UX changes to the Tech Elevator Admissions process involved three key work areas.
Once documented, I built each of the following components of the admissions process and implemented/tested in 2-4 week phases.

Changing Aptitude Testing Software

I first defined the key needs for testing software to allow for a one-for-one swap. I rebuilt the test myself and conducted testing of the software for all userflows. This new software was revolutionary as it allowed for tracking of a user post-test and custom redirection to the student application - a solution which was previously never possible. This evaluation was then put into a summary document for executive team review.

Shortening the Student Application

I conducted internal workshops with Tech Elevator’s Consumer, Admissions, Operations, and Platforms teams to quantify what the structure of our MVP Application would look like. Those questions which were not essential on the application were simply moved to be asked in the 1-on-1 Interview. Once agreed upon, I compiled my findings and recommendations in a summary document for executive use.

Enabling On-Screen Interview Scheduling

After the application was completed, I wanted users to be able to schedule their student interviews in the same experience. Using Calendly, I was able to propose a solution where I would embed the scheduling widget on the corresponding “Thank You” page with custom interview types based on product selection by the user on the application. I then prepared a summary document for use by full-company.

Web Design & Software Build

Project Build & Ownership

Once the organization agreed on the structure of the changes I proposed, I was then tasked with:

1. Building the Mini Aptitude Test in the newly-identified testing software & performing testing of the tool to confirm viability.

2. Building out the entire web experience, (while also ensuring mobile optimization)

3. Verifying a new form tool, creating a new organizational form documentation process, and ensuring its direct integration with our current CRM and Platforms team.

4. Creating a custom interview scheduling process in tandem with Tech Elevator’s Admission’s team.

5. Installing proper tracking for the full lifecycle of these changes using Google Analytics, Google Tag Manager, Crazy Egg, etc.