Redesigning the Edureka learner experience — and turning intent into conversion.

Edureka's learner side lacked the smooth experience and aesthetic the product manager wanted, and the funnel reflected it. Leads were classified on a single event — not on how they actually behaved — so the platform converted only obvious high-intent users and had no real mechanism to follow up with everyone else.

1. P1
   Content quality & presentation

   Make the catalogue legible and trustworthy — better targeting and clearer content so learners can quickly judge "is this course for me?"
2. P2
   Trust & ROI

   Surface pricing, offers and outcomes clearly at the judgement moment, since unclear curriculum and pricing were a recurring drop-off point.
3. P3
   Behavioural nudges

   Targeting based on observed user behaviour to move people along the funnel rather than waiting for them to self-qualify.
4. P4
   Intent identification & classification

   Capture more behavioural data and build algorithms to profile every lead by intent — the key driver for sales efficiency.
5. P5
   Intent-based sales processes

   Online self-serve sale for high-intent leads; tracked, structured re-engagement for low-to-medium intent.
6. P6
   Re-engaging low–medium intent

   Improve product discovery and retention for returning users who were never given a reason to come back.

We established two primary user groups — Learners and Leads — and ran contextual inquiries on the learner side, asking people to describe what they saw on screen, what they thought they could do, and to complete a real task like finding a course. Remote user interviews with leads, users and customers used questionnaires built to understand frequency of use, task priorities, goals and overall experience with the portal.

The takeaway was consistent: learners are all about time efficiency. New users wanted a hand-holding walkthrough of how the portal worked. They found attending classes complex, following up with tutors and pausing them mid-doubt stressful, and they wanted topics broken into bite-size pieces. We synthesised these findings through whiteboarding and qualitative data mapping — pulling strong quotes and drawing the connections out as a team — to turn them into goal-focused design principles.

Competitors were other online course platforms — but they too lacked the smooth, aesthetic experience the project called for. We focused feature and layout analysis on platforms with high rates of course completion and user success.

The home surfaces the offer and a clear "explore courses" path up top, then organises the catalogue into trending courses, masters programs and interest-based recommendations — each card carrying ratings and review counts to answer the trust and ROI question at a glance. Reviews from named professionals close the page. On mobile the same hierarchy collapses into bite-size, scannable blocks, directly answering what learners asked for in interviews.

To keep users beyond a single purchase, we designed a community platform around a simple objective: connect people with similar interests, and give content creators and moderators reasons to generate a steady flow of content. The behavioural nudges here are fraternity spirit, social validation and fear of missing out.

• "Top thread" feed
  Personalized to a user's interests, keeping content relevant and in consumable proportions.
• "Post question" open field
  An open text field lets users engage faster, more effectively and to the point.
• Ask · Poll · Write a blog
  Placed so content creators discover them easily and can tell content types apart.
• Follow topics
  Signals user intent and interest, powering better personalized feeds and coherent engagement.