Case study
Fixing a broken decision journey that improved conversions
I redesigned the site structure to help users understand, compare, and choose courses with confidence - without friction or confusion.
Role
Lead UI/UX Designer
(End-to-End Ownership)
Impact
Increased inquiry conversions by ~42% by restructuring the decision journey and simplifying course comparison
Duration
4 Weeks
The Context
The Context
Bangalore Digital Marketing (BDM) is an established digital marketing education and services brand with over 7 years of industry experience.
Bangalore Digital Marketing (BDM) is an established digital marketing education and services brand with over 7 years of industry experience.
The website was the primary channel for course discovery, service information and lead generation.
The website was the primary channel for course discovery, service information and lead generation.
However, the homepage surfaced trust content early and pushed core offerings deep into a long, sequential layout, delaying clarity and scanability.
However, the homepage surfaced trust content early and pushed core offerings deep into a long, sequential layout, delaying clarity and scanability.
This created a conflict: the business wanted to show credibility early, but users needed clarity first to understand what they were choosing.
This created a conflict: the business wanted to show credibility early, but users needed clarity first to understand what they were choosing.
Primary users were first-time visitors exploring digital marketing courses to understand outcomes, pricing, and career relevance before submitting an enquiry. Most users needed clarity and comparison before committing to contact.
the Problems
the Problems
No dominant action in the hero section
The hero forced users to choose between multiple actions before understanding what they would gain.
Form, call, and course CTAs were given equal visual weight
No visual hierarchy indicated a primary action
Impact-
Users paused to scan instead of acting
Attention split across multiple CTAs
Drop-offs occurred before form submission or contact
Unclear value before decision-making
Users were exposed to reviews, tools, and support information before understanding what they would actually learn or achieve, making it hard to form intent.
Social proof was shown in bulk before explaining outcomes
Tools were listed without linking them to skills or career impact
Impact-
Scanned without understanding value
Attention shifted to proof instead of outcomes
Users could not form clear learning intent
Courses were hard to evaluate and compare
Users scrolled through dense syllabus content to understand course differences, increasing effort and decision fatigue.
Primary course offerings appeared below the fold, delaying discovery
Long accordion-style syllabus lists prevented quick comparison
Impact-
Excessive scrolling to understand options
Decisions delayed by information overload
Abandoned evaluation midway
No dominant action in the hero section
The hero forced users to choose between multiple actions before understanding what they would gain.
Form, call, and course CTAs were given equal visual weight
No visual hierarchy indicated a primary action
Impact-
Users paused to scan instead of acting
Attention split across multiple CTAs
Drop-offs occurred before form submission or contact
Unclear value before decision-making
Users were exposed to reviews, tools, and support information before understanding what they would actually learn or achieve, making it hard to form intent.
Social proof was shown in bulk before explaining outcomes
Tools were listed without linking them to skills or career impact
Impact-
Scanned without understanding value
Attention shifted to proof instead of outcomes
Users could not form clear learning intent
Courses were hard to evaluate and compare
Users scrolled through dense syllabus content to understand course differences, increasing effort and decision fatigue.
Primary course offerings appeared below the fold, delaying discovery
Long accordion-style syllabus lists prevented quick comparison
Impact-
Excessive scrolling to understand options
Decisions delayed by information overload
Abandoned evaluation midway
the Constraints
the Constraints
1
4-week timeline
1
4-week timeline
2
Fixed course content and pricing
2
Fixed course content and pricing
3
Website was the primary lead-generation channel
3
Website was the primary lead-generation channel
4
Credibility signals had to be retained
4
Credibility signals had to be retained
The Solutions
The Solutions
Prioritized core offering and outcomes
Prioritized core offering and outcomes
Before
Before
After
After
Design Intent
Design Intent
Focused the hero on learning outcomes before action to help users form intent before being asked to convert.
Focused the hero on learning outcomes before action to help users form intent before being asked to convert.
Key Decision
Key Decision
Prioritized learning outcomes and a single primary CTA over multiple competing actions to reduce cognitive load and guide users toward a clear next step.
Prioritized learning outcomes and a single primary CTA over multiple competing actions to reduce cognitive load and guide users toward a clear next step.
Experience Result
Experience Result
Users immediately understood relevance and were guided into exploration instead of scanning.
Users immediately understood relevance and were guided into exploration instead of scanning.
Made learning value visible before social proof
Before
After
Design Intent
Help users understand what they would gain before showing testimonials, tools, or badges.
Key Decision
Replaced bulk testimonials and tool grids with outcome-based sections
Experience Result
Users formed intent faster and engaged with content instead of passively scrolling proof.
Made learning value visible before social proof
Before
Before
After
After
Design Intent
Help users understand what they would gain before showing testimonials, tools, or badges.
Key Decision
Replaced bulk testimonials and tool grids with outcome-based sections
Experience Result
Users formed intent faster and engaged with content instead of passively scrolling proof.
Design Intent
Reduce effort required to understand differences between courses.
Key Decision
Introduced side-by-side course plans, grouped offerings by learner type, and surfaced pricing, duration, and outcomes upfront instead of hiding them in long content sections.
Experience Result
Users could understand differences at a glance, choose the right plan faster, and move forward with confidence.
Enabled faster course evaluation and comparison
Enabled faster course evaluation and comparison
Before
After
Design Intent
Reduce effort required to understand differences between courses.
Key Decision
Introduced side-by-side course plans, grouped offerings by learner type, and surfaced pricing, duration, and outcomes upfront instead of hiding them in long content sections.
Experience Result
Users could understand differences at a glance, choose the right plan faster, and move forward with confidence.
Impact
Impact
~42% increase in inquiry form completion
~42% increase in inquiry form completion
Clearer hierarchy and a simplified decision path helped more users reach and complete the form.
Clearer hierarchy and a simplified decision path helped more users reach and complete the form.
Reduced hesitation in early decision-making
Reduced hesitation in early decision-making
Users could understand value and relevance earlier instead of scanning multiple sections.
Users could understand value and relevance earlier instead of scanning multiple sections.
Higher-quality enquiries with stronger intent
Higher-quality enquiries with stronger intent
Users reached out after evaluating options, not while still confused.
Users reached out after evaluating options, not while still confused.
Key Learnings
Key Learnings
Clarity before persuasion
Clarity before persuasion
Users need to understand value and relevance before social proof or CTAs can work.
Users need to understand value and relevance before social proof or CTAs can work.
Sequencing matters more than content volume
Sequencing matters more than content volume
Reordering existing content created more impact than adding new sections or features.
Reordering existing content created more impact than adding new sections or features.
Comparison enables confidence
Comparison enables confidence
Making options easy to compare reduced hesitation and helped users act faster.
Making options easy to compare reduced hesitation and helped users act faster.
Role
Lead UI/UX Designer
(End-to-End Ownership)
Impact
Increased inquiry conversions by ~42% by restructuring the decision journey and simplifying course comparison
Duration
4 Weeks
Case study
Fixing a broken decision journey that improved conversions
I redesigned the site structure to help users understand, compare, and choose courses with confidence - without friction or confusion.