Cascade Training Solutions
Conducted in-depth research and analysis to identify opportunities for improving the online user experience for Cascade Training Centers, a leading emergency response and triage training provider, and engaged with staff and clients to pinpoint pain points in the course registration and reminder system. Synthesized findings to outline actionable solutions to enhance UI design, website branding, customer journey mapping, and retention strategies. Delivered key recommendations centered on leveraging UX best practices to boost satisfaction, streamline access to specialized courses, and support Cascade's reputation for top-notch hands-on education. This project exemplified my user-centered approach and showcased my ability to diagnose issues and prescribe targeted UX improvements with tangible business impacts.
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Overview
Identify areas of friction in the user journey of searching for and registering classes. As well as strategizing around customer retention methods online through email and profile notification optimization.
Project Goal
Timeline
October 2020 - March 2021
Role
UX/Market Researcher, UX Design
Tools
Excel: Manage and organize participant data and feedback
Calendly: Manage scheduling of interviews and observation studies with clients and staff
Figma: Create Sitemap, user journey map, and lo-fi prototype of registration flow
Google Analytics: Analyze and synthesize site traffic data and click-through rates for online registration.
Key Takeaways
"I TRAIN TO SAVE LIVES AND HOPE TO INSPIRE OTHERS TO DO THE SAME. CASCADE HAS MADE THAT EASIER."
Cascade Training Center stands as the foremost purveyor of comprehensive emergency response training, catering to individuals, healthcare establishments, public safety bodies, and corporate entities alike. Since its inception in 2002, Cascade Training Center has been unyieldingly dedicated to the preservation of human life, accomplished through the delivery of unparalleled instructional programs. As the world advances into a new decade, Cascade's mission retains its vitality, assuming an even more paramount role in the face of evolving challenges.
The cornerstone of Cascade's clientele comprises predominantly of adept medical professionals spanning diverse specialties. Notably, the very architects of this institution are seasoned registered nurses, and the entirety of their instructional staff boasts no less than a decade's worth of hands-on experience in the intricate realm of emergency triage. It is this exceptional depth of expertise that unequivocally elevates Cascade Training Center above and beyond its contenders, establishing an indelible mark of distinction.
SWOT ASSESSMENT
Strengths
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Navigation and labels are straightforward
Opportunities
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Prioritize visual hierarchy
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Use images that inform users of the type of services they offer.
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Use energetic colors and update aesthetic.
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Simplify the amount of pages.
Weaknesses
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Dated look
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No true hero element of home screen
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Clunky carousel
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Not enough white space
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no clear brand message
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No Web App
Threats
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Time spent searching and registering for courses is long
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There a many returning users to the website, but there is no login to save their data and make it easier to stay in touch.
RESEARCH
I conducted informational interviews with clients and staff members via Zoom utilizing a research protocol made up of 13 questions to determine what parts of their experience with Cascade made them unique. I really wanted to know what kept people coming back for decades. When speaking with these participants it was clear that they felt Cascade Training Solutions provided comprehensive training with personalized service. Many remarked on the quality and expertise of the training staff and others simply just enjoy the consistency of not having to think about where to go.
Most training certificates for medical professionals have to be renewed every two years. Clients said having an automated rescheduling and notification system would be helpful because of their demanding schedules and careers.
PERSONAS
RECOMMENDATIONS
BRANDING
From the beginning, the client understood the website was in need of a major facelift. The UI felt dated and lacked any direction or energy.
Through our research we found that the expert staff and breadth of training options were the heartline of the brand. Let's celebrate that and give the website an uplifting, bright feel.
I recommend updating the color palette, logo, and flow of the website. Celebrate the achievements and accreditations as the "why" by putting them center stage towards the top of the home page.
NAVIGATION
The original interface was cluttered and lacked any clear direction. No wonder most clients opted to just call in to schedule their training.
"Schedule A Course" should be the hero element of the homepage and showcase the different course options upfront instead of hidden away in the registration process.
CLARITY
The "Find A Class" tab was the most visited, but most difficult to navigate. Resulting in users opting to schedule over the phone.
While maintaing the quality customer service provided by the staff, it is important that clients are able to easily find the course they are looking for.
We recommend creating more robust keyword searches and providing users more details for each course upfront. In chronological order, provide pricing information and a call to action "register" upfront.
NEXT STEPS
I was brought in primarily as an UX researcher and genuinely enjoyed working with the CEO, Paul Regalia and his team on this research study. After delivering my findings and recommendations Cascade went forward with my suggestions which have been implemented in the current website design.