Travis Parker Academy, a popular hairstyling institution, sought to expand its reach through an online learning platform. I collaborated with Cape Agency to develop this platform, contributing to user research, information architecture, and initial website design. The platform's core features included a landing page, course overviews, about us, contact, and a secure checkout process. Additionally, I worked on outlining cutting courses hosted on the Thinkific platform. This project involved a multidisciplinary team of designers, developers, and writers, and was launched in stages.
UX Designer
Figma
Thinkific
Shopify
Personas
User Flows
IA
HTML Wireframes
Online learners often feel that courses do not provide adequate value for the cost, especially when compared to in-person experiences. Furthermore, the absence of timely and constructive feedback on assignments limits their learning and growth.
Users require flexible access to courses, a supportive learning community with instructor interaction, and opportunities for continuous growth through a variety of courses and personalized feedback.
In our initial meetings we reviewed other websites created within the Thinkific platform to discover what was possible. We also looked at competitors, and other online beauty schools for ways to improve existing features, or find ways to differentiate our site.
I interviewed several of our client's previous in-person students who were active on social media. We identified these students through an Instagram survey and conducted the interviews via Zoom.
Leveraging insights from user interviews, I developed personas representing typical TPA users. I discovered that the target audience was primarily composed of experienced hairstylists seeking advanced training, rather than younger, entry-level learners, as initially anticipated.
To understand how users would interact with the website, I created two user journey maps representing different user types: “New User” and “Returning User”. These maps illustrated the steps users would take from initial website visit to course purchase.
Based on our research, we compiled a comprehensive list of site functions and courses. To ensure a shared vision, we shared this list with the team for feedback and expansion. Once finalized, we organized these elements into logical pages, creating a site map and content list to visually represent the project's scope.
Once the written content was complete, I started the design phase by creating wireframe sketches. These sketches helped me visualize the overall page structure and content placement. While the final wireframes were developed directly in Thinkific to facilitate remote collaboration, these initial sketches served as a valuable foundation for the design process.
Once the written content was complete, I started the design phase by creating wireframe sketches. These sketches helped me visualize the overall page structure and content placement. While the final wireframes were developed directly in Thinkific to facilitate remote collaboration, these initial sketches served as a valuable foundation for the design process.
I used Thinkific's pre-built templates to create the wireframes and integrated the Shopify plugin. To streamline the checkout process, I redirected Thinkific's checkout button to Shopify. To maintain a consistent user experience, I designed the navigation on both platforms to be identical.
Once the wireframes were complete, I handed off the project to the design team to finalize the visual elements. They seamlessly integrated the existing course graphics into the site design, maintaining brand consistency. The site has evolved since then, but the core checkout flow I established remains intact. I'm proud to have contributed to this innovative project.
After the initial launch, we conducted a pilot test with the client's in-person students. This allowed us to gather valuable insights and iterate on the user experience. By analyzing user behavior, we were able to identify and address issues related to the signup process and payment flow, ultimately enhancing the overall user journey.
By combining user-centered design principles with a deep understanding of the target audience, we successfully developed an online learning platform that exceeded the client's expectations. Key features like flexible course access, instructor interaction, and personalized feedback enhance the learning experience. The seamless integration of Thinkific and Shopify ensures a smooth checkout process. By prioritizing user experience and aligning with the client's business goals, this project has laid the foundation for a thriving online learning community for experienced hairstylists seeking continuous professional development.
