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Increasing customer confidence and qualified leads
Role
Product Designer, Product Owner
Skills
Experience Design
Leadership
UX research
User Testing
Wireframing
Timeline
8 months
Client
Curious Core
Challenge
Objective
Drive higher-quality leads for the UX Career Accelerator by improving content structure, CTA visibility, and clear separation between B2C and B2B offerings.
Problem Statement
How might we help mid-career switchers feel confident in CuriousCore’s value so they take the next step in their decision journey?
Research Objectives
1. Understand the goals and motivations of mid-career switchers and upskillers.
2. Identify how they currently navigate their decision journey and where friction occurs.
3. Evaluate how well the current CuriousCore website supports their needs and builds confidence.
Desk Research Insights
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58% of workers are willing to take a pay cut to change industries, with job dissatisfaction being the primary driver, followed by higher pay and greater flexibility.
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The average career switcher is 39, often in a more stable financial position and therefore more willing to invest in long-term change.
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On average, people spend 11 months evaluating a transition, focusing heavily on what they need to succeed before committing.
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Over one-third enrol in structured education or training, indicating a strong preference for pathways that build on existing, transferable skills.
Implication: Mid-career switchers are deliberate, risk-aware decision makers who need clear outcomes, credibility, and a structured learning path before taking action.
Competitive Analysis
With a saturated market of UX training providers — from bootcamps to online platforms and traditional institutions — we analysed how competitors positioned their offerings, communicated value, and structured their conversion journeys to identify opportunities for differentiation.
Findings
Key Recommendations
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Competitions' copy focuses on the user - use of "you" and "your" consistently across their websites.
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The navigation menu could be organized into more useful and descriptive categories.
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Information could be better presented in a sharp and concise manner with clear illustrations/diagrams.
Across the competition there seems to be an overall lack of a personalised touch - a gap that CuriousCore could better address.
User Interview/ Usability Testing
Using affinity mapping, we extracted key themes from the responses.
Key Usability Issues
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Users felt overwhelmed by the volume and density of content, which slowed decision-making.
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Inconsistent structure made it difficult to compare information and locate key details.
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Premature and visually dominant elements interrupted the browsing flow and reduced confidence in the experience.
Design Mandate
Amp up the human touch, so that users feel that CuriousCore cares and that they will be well supported and guided in their career transition.
Increase credibility of CuriousCore as a course provider to deliver on its promises, especially since it has a shorter track record.
Improve clarity of information on CuriousCore's website so that users can quickly and easily understand what it offers and how they would benefit from it.
Wireframes
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Results
Usability testing with 6 users showed a clear improvement in how users navigated and understood the site. These results validated that the revised information hierarchy and navigation reduced friction, increased user confidence, and strengthened conversion intent.
All
Users found clarity in content and structure
83%
users found visibility of the primary CTA with positive intent to engage
100%
Users found success rate in locating relevant information
What I’d Improve
A natural next step would be to test the full conversion flow to evaluate how the new structure performs beyond the discovery phase and into completed enrolments.
While personas were developed during the early stages, they did not evolve alongside our research findings and therefore had limited impact on design direction. We shifted our focus toward behaviour-based insights to support faster, more informed decisions. In future iterations, co-creating data-driven personas with the team would strengthen alignment and long-term product thinking.