AfriProEdu: Bridging African Students to Finland through Education and Language Learning

Project Overview:

Client: AfriProEdu
Role: Lead UX/UI Designer
Duration: 4 months
Platform: Web and Mobile App

Introduction:

AfriProEdu is an EdTech platform dedicated to providing educational consulting services for African students aspiring to study in Finland. The platform empowers students by offering two distinct academic pathways: learning the Finnish language to study tuition-free and studying in English with tuition fees. My role as the Lead UX/UI Designer was to create an engaging, accessible, and user-friendly platform that simplifies the process for students to explore and pursue educational opportunities in Finland.

Challenge

Many African students face challenges when navigating international education opportunities due to language barriers, unfamiliar application processes, and financial constraints. AfriProEdu aims to address these challenges by offering structured pathways to study in Finland, either through Finnish language acquisition for tuition-free education or through English programs with tuition fees.

Key Objectives:

1. Simplify the User Journey: Design an intuitive platform that guides users through the decision-making process of choosing between the Finnish and English academic pathways.

2. Facilitate Language Learning: Create a user-friendly interface for the Finnish language learning module, making it accessible and engaging for students.

3. Increase Enrollment: Design features that encourage users to commit to a pathway and complete their applications, thereby increasing enrollment rates.

4. Build Trust and Credibility: Ensure that the platform conveys trustworthiness and professionalism, crucial for students making significant educational and financial decisions.

Research and Discovery

To create a platform that effectively meets user needs, I engaged in comprehensive research:

1. User Research:

• Interviews and Surveys: Conducted interviews with 30 African students interested in studying abroad to understand their motivations, concerns, and experiences with current educational platforms.

• Key Insights: Students were often overwhelmed by the complexity of application processes and were unsure about the legitimacy and value of different programs. They desired clear, step-by-step guidance and reassurance about their choices.

2. Market and Competitor Analysis:

• Analyzed existing EdTech platforms and language learning apps to identify best practices and gaps in the market.

• Findings: While there were many language learning apps, few were tailored specifically for African students or offered comprehensive support for studying abroad, highlighting an opportunity for AfriProEdu to differentiate itself.

3. Usability Testing:

• Conducted usability testing with early-stage prototypes to gather feedback on the navigation, language learning experience, and overall user interface.

• Iterative testing allowed us to refine the design, focusing on ease of use and the clarity of the academic pathways.

4. Cultural Sensitivity Research:

• Engaged with cultural consultants and potential users to ensure that the platform was culturally sensitive and resonated with the target audience’s values and needs.

• Ensured that the design and content were inclusive, respectful, and supportive of diverse educational backgrounds.

Design Process

1. Ideation and Information Architecture:

• Started by mapping out the user journey to ensure a smooth transition between exploring educational pathways, understanding language requirements, and starting the application process.

• Developed an information architecture that prioritized key user actions, such as choosing a pathway, learning about language requirements, and beginning the application process.

2. Wireframing and Prototyping:

• Created wireframes to outline the structure of the platform, focusing on clarity and ease of navigation.

• Developed interactive prototypes using Figma to visualize key interactions and flows, particularly for the Finnish language learning module and the application process.

3. User Interface Design:

• Designed a clean and modern user interface that was visually appealing and easy to navigate, using a color palette that reflects trust, learning, and growth.

• Integrated elements that highlighted the benefits of each pathway, such as cost savings for the Finnish language program and the simplicity of the English program’s admission process.

4. Language Learning Experience:

• Focused on creating an engaging Finnish language learning experience, incorporating multimedia content like videos, quizzes, and interactive exercises to enhance engagement and retention.

• Designed a progress tracking feature to motivate users by showing their advancement through the language course.

5. Collaboration and Feedback:

• Collaborated closely with the development team to ensure technical feasibility and alignment with platform goals.

• Regular feedback sessions with stakeholders, including educators and students, helped refine the design and address usability concerns.

Outcome and Impact

The launch of AfriProEdu resulted in significant positive outcomes:

• 50% Increase in Pathway Enrollment: The platform’s clear guidance and engaging design led to a significant increase in students committing to one of the academic pathways.

• High User Satisfaction: Feedback from users indicated high satisfaction with the platform’s usability, particularly with the Finnish language learning module, which was seen as both effective and enjoyable.

• Improved Conversion Rates: Streamlined application processes and clear information led to a higher conversion rate from initial exploration to completed applications.

Key Learnings:

• User-Centric Design Drives Engagement: A focus on user needs and motivations led to a more intuitive and satisfying platform experience, driving higher engagement and conversion rates.

• Clear Communication Builds Confidence: Providing transparent information about pathways, costs, and processes helped build trust and confidence among users.

• Iterative Design Enhances Usability: Continuous testing and refinement based on user feedback were essential in creating a platform that met the diverse needs of its audience.

Next Steps

• Expand Language Offerings: Plans to add additional language learning modules, such as Swedish and French, to cater to a broader audience.

• Enhanced User Support: Developing a comprehensive support system, including chatbots and human advisors, to assist users throughout their educational journey.

• Ongoing Platform Optimization: Continuously optimizing the platform based on user feedback and emerging market trends to enhance user experience and satisfaction.