Case Study: Increasing Subscriptions for Online Learning (Alfatraining)
Responsive UX/UI Redesign | Research-Based Approach
My Role in team: UX Research | Information Architecture | Wireframing | Prototyping | Usability Testing | Responsive Design
User Research
User Interviews
Personas
Competitors Analysis
Customers Journey
Card Sorting
Low-fidelity wireframes
Prototype
Usability Testing
Responsive Design
About the Project
Alfatraining offers professional development and corporate training across Germany, both online and in-person.
Outcome
The redesigned website delivered:
A user-centered course structure
Increased clarity on funding and certificate info
Faster course discovery through smart filters
A mobile-responsive design tailored for busy professionals
Result: Clearer navigation and communication led to higher user engagement and improved conversion rates.
Key Improvements Based on Feedback:
Added filters (e.g., city-based search)
Enhanced explanation of statistics and funding options
Split guidance between private and corporate users
Outcome
Challenge
Design a responsive learning platform that helps users:
Find the right course quickly
Understand funding options
Navigate a large course catalog effortlessly
Trust the brand across all devices
UX Process & Solutions
1. User Research
Quantitative surveys (50+ participants)
Card sorting sessions
Persona creation
Stakeholder interviews
Usability heuristics (ISO 9241, Fitts’ Law, Gestalt Principles)
2. Define
Mapped customer journeys for each persona to identify pain points and emotional drivers.
Pain Points Included:
Information overload
Confusing course categorization
Frustration with financing bureaucracy
3. Ideate
Card sorting to define intuitive menu structure:
Sketches of key sections: “About Us,” “Subsidized Courses,” and “Corporate Seminars”
Clear hierarchy and categorization of offerings
4. Prototyping and Testing
Low- and high-fidelity wireframes
Focused UX flows for course discovery and funding guidance
Mobile-first design principles
Conducted tests with 9 users (3 per persona group)
Collected insights on navigation, content clarity, and accessibility
Personas
Are you looking for a UX/UI design expert to boost your conversion rates?
Optimize your app or platform and improve conversions, enhancing your position in the Berlin marketplace.
Contact me for a personalised quote – the first consultation is free?
