The Problem continued:
As a result, businesses with large teams were registering their staff members into individual learning courses, and not taking advantage of DTA’s customer and streamlined service for organisations.
This confusion led to a high volume of inbound phone inquiries and help requests to DTA’s customer service team, consuming a significant amount of their time and impacting resourcing.
How Might We:
How might we design the DTA website to clearly distinguish between training and education offerings for individual learners and businesses/organizations, reducing user confusion and minimizing the service team’s time spent on support inquiries?
Process
- Data analysis – Website user paths and analytics
- Support team call records
- Interviews with content experts
- Analysis of feedback and help request ticket content
Solution
The DTA website home page UI and website navigation were enhanced to clearly identify and guide DTA’s two core audience segments: Individual learners (seeking personal development) and Organisations (seeing support to upskill their staff).
Clear call to actions were placed on the home page, directing audiences to purpose built landing pages contain information and offerings specific to them.
This solution offered a clear pathways for each user group, directing them to information relevant for their type. This solution reduced confusion for website users as well as the inbound support call volume.
Impact
- Improved user experience
- The landing pages for each cohort became the top visited pages on the DTA website
- Decrease in inbound calls to the support team and help ticket requests
- The service team had increased availability and capacity to focus on higher-value tasks and strategic initiatives