The Project

EF's enrollment application for travelers has not been touched in 12 years. It's clunky, off-brand, and slow to load. The ask from the business was to build a flow that would boost conversion by creating an experience that emphasizes simplicity, clarity, and flexibility without compromising all the phases a traveler goes through after the initial enrollment. We broke it down as such;

Make a good first impression by bringing this pivotal touchpoint on brand
Make it easy to optimize
Make it an independent application that integrates seamlessly with other technologies
And of my own asking, to make it accessible, so that it works for anyone, anywhere.

THE TEAM

The Traveler Enrollment Team works in an agile framework, planning sprints every 2 weeks. We're a small cross-functional team consisting of a product owner, product/UX designer, UX copywriter, QA analyst/scrum master, front-end developer, and a back-end developer, with part time help from UI and marketing specialists.

Discovery

*Data points from the old enrollment application*

It starts with an audit.

At an abstract level, we wanted to see what data we were collecting, then decide what points are absolutely needed at time of enrollment and what points can be pushed off until later.

This tool also helped to elevate one of the UX problems of the old application; poor data collection. This is due to a combination of things... poor form design, repetitive questions, and the order in which the information is collected.

The largest issue surrounds the applications inability to collect accurate emails, which is the crux of how EF currently communicates out to its customers. We often collect incorrect emails, duplicate emails, or fake emails.

Key Scenarios

Once we knew what information we needed and in what order to collect it we started sketching. Our goal was to have a sleek and fast enrollment experience that has been optimized for mobile to fit our base scenario of enrolling at an after school trip meeting. We had to consider extreme scenarios since we don't have an affect the environment that these meetings occur in (some have AV, some have WIFI, some have a computer lab, and most have none of these). By considering our outliers, designing modularly, and with WCAG accessibility standards in mind, we developed a flow that worked for anyone, anywhere.