Rebuilding Marketplace: Dashboard

Challenge

Background

After acquisition by 2U and rapid integration of the companies, edX b2c funnel metrics started rapidly declining. Product Design team hypothesized that we had lost touch with the learners and suggested a complete overhaul of the e-commerce experience.

Project timeline and background

Problem

Research and data showed that learners:

• Struggle with course completion
• Need a clear learning path

Current state dashboard

The existing dashboard failed to support user goals identified during the Research phase of the project:

• Long list of courses with no hierarchy
• ORCA revealed that authenticated learners are directed to the marketing landing page (no space to market courses)

Dashboard before redesign

Content strategy

I mapped out the current breakdown of the content on the page, and re-arranged the content categories to match user goals to streamline content on the page and help users focus on what's most important.

Dashboard content re-design

Dashboard aligned with user goals

• Visual weight follows importance. I designed the page to visually reflect the updated content strategy, allocating visual weight to each category and its cards based on their importance to users.
• Personalized top announcement area. It delivers both personalized learning recommendations and marketing updates, addresses the need for guidance, and allows users to bypass the landing page for immediate dashboard access.

Re-designed dashboard

Learnings