Shiksha Home page / Revisited Shiksha UXD
Intent The idea behind this study was to dig out the loopholes encountered by our users as they come across our website for the first time or post multiple sessions. Secondly, this study will also give us a direction over providing few more value adds in order to make the overall service and the supporting user experience efficient and friendly. In the coming sections, we have tried to categorize the guiding parameters that drive our website and how we can improvise them further.
Research Insights Deriving Brief Conceptualization
Research
Why re-design ?
No clarity about what is Shiksha meant for.
Understanding target users
• •
Understanding Brand key & competition
Scalability for our user experience
Advertisements revenue : rethinking design
Better content management
Key function of Shiksha of ‘providing the list of colleges and their information’ is not clear Unbiasedness of the website is not conveyed
Explore
Shiksha
Takeaways for users
What college suits me ?
Preparation Exams, study material, coaching.
Know
Validate
Direction/guidance
Cut-off, placement, fees, etc.
Which one to choose ?
I am stuck with my decision. Help me.
Tedious way to know Shiksha’s benefits / User has to go through multiple pages to know benefits of Shiksha
Building trust among Shiksha users
5
Steps
Why re-design ?
How users read on the web
Understanding target users Understanding Brand key & competition
Teens / 13-17 yrs.
College Students / 18-26 yrs.
Over - confident in their web abilities |Perform worse than adults | Lower reading levels | impatient | Have undeveloped research skills
Multitaskers |Move through websites rapidly | Demand more evidence | low patience |Goal oriented | Strong readers | Prefer easily scan able websites
Website perception
Scalability for our user experience Hunting for things to click
Advertisements revenue : rethinking design
Website perception
Hate it
Neutral
Like it
Hate it
Neutral
Like it
Hate it
Neutral
Like it
Hate it
Neutral
Like it
Tabbed browsing
Better content management
Building trust among Shiksha users
Implies on :
Primary research
Parents | Relatives | Friends | Other students | Peer | Faculty | Online source
Secondary research
Online reviews/ratings |Other people recommendations/articles
Thought process triggered for
Scrolling Hate it
Neutral
Like it
Hate it
Neutral
Like it
Hate it
Neutral
Like it
Hate it
Neutral
Like it
Hate it
Neutral
Like it
Hate it
Neutral
Like it
Hate it
Neutral
Like it
Hate it
Neutral
Like it
Search
Patience Animation & sound effects
Decision for the College
Decision making
Why re-design ?
How users Perceive Shiksha.com
Understanding target users
Brand key & competition Scalability for our user experience
Advertisements revenue : rethinking design
Pagalguy.com | career360.com | MBAuniverse.com | Minglbox.com Competitive | Htcampus.com | LinkedIn | environment Facebook | Google | JagranJosh | Consultants
Brand essence
Target
Elements to
brand key exercise
Consumer insights
Benefits
Better content management
Building trust among Shiksha users
Discriminator
Reasons to believe
Values & personality
Why re-design ?
Understanding target users
Leveraging the flexibility factor for design Modularity in the future design
/ Splitting up the over UI design into simpler and manageable modules
Easier addition of more components in the future without hampering the overall design composition.
Brand key & competition
Scalability for our user experience Fluidity In design
Easier loading of a web page.
It is convenient to focus on a component at a time for edit.
/ Expanding the design viability across multitude of devices and screen resolutions.
Advertisements revenue : rethinking design
Better content management
Building trust among Shiksha users
Increased user reachability for the web service we provide.
Easy to access and manage our services.
Increased conversion rates
In the future, Responsive Web Design approach could play a key role in meeting the above requirements effectively.
Why re-design ?
Marketing catalysts for our design
Understanding target users
Ads Interaction parameters
Conversion rate
Brand key & competition
Impressions
Clicks
Scalability for our user experience
Advertisements revenue : rethinking design
Interaction rate
Revenue per banner
Visitors
Bounce rate
Course
description
Cost per clicks Conversions Click through rate
Related
Advertisements
Banners, if projected/devised in a more
Contextual perspective
Revenue per visit
Better content management
Reach Building trust among Shiksha users
Inference
Success indicators
Page views
Visits
to the sought after/focussed content on the page, could be more effective in making their impact on the user
And few more related parameters‌
/ We envision expanding our user base further through Social media integration
Why re-design ?
Understanding target users
Brand key & competition
Scalability for our user experience
Advertisements revenue : rethinking design
Better content management Building trust among Shiksha users
Getting it clear for our users To gain user’s confidence over a wide range of parameters namely : College info | Course info | Placement stats | Credibility of rankings | College reviews | Course specific alerts
Simple and crisp data with the use of relevant metaphors to avoid any uncertainty and ambiguity.
Mental models and a guidance systems reduce probability of errors & increase comprehension of intent.
Use of visual/infographics/contextual images in the case of heavy data input provided, so as to easily understanding the purpose of our service.
Why re-design ?
Understanding target users
Managing the disappointment/distrust of our angry users How they reacted when they saw the category page Shiksha.com MBA/ Engg.
Brand key & competition
Scalability for our user experience
Advertisements revenue : rethinking design
“I have never heard of these colleges” | “Its not showing reputed colleges” | “There is no sequence, no ranking, they are showing some random unknown colleges” | “FMS to top college hai, top mein kyun nahiaa raha?” | “Jo ranking wala page tha, wo jyada sahi tha” | “Apko nahi lagta, yahape ranking ke basis pe ayega to jyada sahi rahega?”
How to Fix this ??
Better content management
Building trust among Shiksha users
Getting him/her the accurate results in fast and easy way.
Using the token/certifications for increasing the user’s trust.
Customization/Personalization of the services to the user group.
Insights
Findings Analytics Report Career Central Page views Dec 14
1,76,111
Possible reason Nov 14
Oct 14
1,21,764 1,65,728
• Well guided workflow helps the user to get the desired info with less hassle.
Bounce rate Dec 14
31.01%
• Interaction looks obvious here and user is informed where he/she is being taken
Nov 14
Oct 14
31.97%
34.22%
Trust is
maintained
Shiksha Café – Ask & answer Page views Dec 14
3,68,234
Possible reason Nov 14
Oct 14
3,75,337 3,05,408
• User expects to get the instant and crisp response from this section but currently that is not happening.
Nov 14
Oct 14
• Instead of projecting the relevant responses upfront, user has to dwell deeper into series of pages to get the content fitting his/her need. This becomes tedious job to get a single piece of information per session.
71.42%
72.02%
Bounce rate Dec 14
71.57%
Trust is
lost
Findings Analytics Report contd.. Course selection Wizard Hospitality
Management
Possible reason
Medicine
Science & Engineering
Media
Banking & Finance
• After first set of screen transitions, user expects the result to be projected upfront in the next page, which is not actually going as expected.
Design
Animation, VFX & Gaming
Arts
Test Preparation
Retail
Information Technology
• User has to perform the similar set of tasks again to get the desired data, but even then there is an uncertainty of getting the desired content.
Trust is
reduced
Search functionality Possible reason
Page views Dec 14
1,85,186
Nov 14
Oct 14
1,90,136 1,62,985
• User expects to get the instant and crisp response from this section but currently that is not happening.
Nov 14
Oct 14
• Instead of projecting the relevant responses upfront, user has to delve deeper into series of pages to get the content fitting his/her need. This becomes tedious job to get a single piece of information per session.
38.98%
42.13%
Bounce rate Dec 14
36.08%
Trust is
reduced
Findings Current search
Expectation versus the outcome Expectation As per the keywords typed in, the search functionality should spontaneously list out the possible options(just like google) containing with the keyword provided and clicking on one such option should instantly land up the user in the relevant result page.
Instantaneous response Relevant content in place
Saves
Time
Outcome
After going through multiple redundant selection steps for the right search criteria, user expects the page to load the relevant content on the next page. But in the next page as you can see, the result has to compete with the other unnecessary content on the page.
Outcome Further, user has to spend a lot of time and effort to figure out the sought after content out of jumble here.
Slow response Relevant content scrambled
Wastes
Time User loses His/her trust in the website
Findings Career Decision Mapping for Shiksha.com Components Ascending order of decisiveness and the respective correlation to the information sought after
Totally confused
Slightly confused
Slightly informed
Well informed
I am not sure about my interest. Don’t know what career to pursue.
I know my interests but not sure of what career to pursue.
I know my interest areas and want to take decisions independently.
I have decided my career path and need validation now
Shiksha Components Used
Shiksha Components Used
Shiksha Components Used
Shiksha Components Used
Shiksha Café
Career central
Course Selection wizard
Search
Career central
Course selection wizard
Search
News and Events
News and events
Reviews
Reviews
Brief
Brief To redesign the Shiksha Homepage by 1. providing better search experience (relevant results in less efforts and time) 2. Providing clarity to user on what is Shiksha’s value proposition and offerings to students
Conceptualization
Information Architecture
Info Mapping
Considering banner Inventory
Concept 1 Wireframe
Concept 2 Wireframes
Concept 3 Wireframe
Final concept- Initial mock
Appendix
Google search text entered by users
MBA • • • • • • • •
Times top MBA colleges in India MBA colleges cutoff Top MBA colleges in India Top 10 MBA colleges after IIMs Best mba colleges in India Top mba colleges in India Top 5 mba colleges in Delhi NCR Top 10 mba colleges in NCR
ENGINEERING • • • • • •
Mechanical institutes in delhi Top 10 engineering colleges in delhi NCR Top 10 civil colleges in delhi Top 10 hotel management institutes in delhi Top colleges of b.tech in delhi Top 5 colleges of b.tech
Links/ websites users have used or refer
MBA Indiabix.com Glassdoor.com Stupidsid.com Pagalguy.com UGC website (to know colleges and their affiliation) • HT horizons (CAT articles) • Time website and Time faculty • • • • •
ENGINEERING IP University website (check cutoffs, important dates etc) Studentchacha.com Faadooengineers.com Yahoo answers (college reviews) Facebook pages like – Education world, Education India (follow pages to get updates) • Seniors’ blogs (where they talk about college ratings) • FITJEE rank predictor • • • • •
SELECTION CRITERIA 1st criteria
MBA
4
2
2nd criteria
1
2
2
3rd criteria
1
2
2
4th criteria
1
2
5th criteria
1
1
1
1
1
3/6 users are location specific
SELECTION CRITERIA 1st criteria
2
ENGINEERING 2
2 Government/private college
2nd criteria
3
1
1
1 Government/private college
3rd criteria
1
4th criteria
1
3
1
1
1
1
1 Transport
5th criteria
1 Transport
6/6 (ALL) users are location specific
Websites users know / have used before • • • • •
mbauniverse.com mbaguru.com pagalguy.com justdial facebook pages- ‘college alumni page’
Users who were aware of both Shiksha as well as ‘mbauniverse.com’ said that they prefer mbauniverse rather that Shiksha, because Shiksha is too messy and not easy to use. “mujhe samajh me nahi ata hai, kaise dhoondna hai us site pe”
7/12 of students who would trust college rankings which are generated by some trusted party or if it is according to some survey conducted 7/12
5 out of 12 students said that they would trust students’ reviews about colleges than the reviews given by faculty(faculties are biased to their colleges sometimes) or college representative. “There should be open reviews like flipkart” “ I would not trust reviews on college website. They remove negative reviews” 3/12 MBA
No. of users according to their existing knowledge about MBA colleges
users who don’t have any college’s name in their mind
3/12
9/12
users who already know some college’s names and targeting them
Thank you