PROCON Redesign & Checkout Flow
Project Academy is a leading education platform helping Year 9–12 students excel academically. This checkout flow redesign aimed to simplify course sign-ups, allowing students to enrol in up to four classes at once. The solution improved user experience, boosted conversion rates, and increased market engagement during the Procon campaign.
Client
Project Academy
Tool
Figma
Year
4 weeks Dec 2024
Role
Product Designer
The Procon page lacked clear structure, making it hard for users to navigate course offerings. The checkout flow only allowed one course per transaction, creating friction and limiting sign-ups.
As a key post-HSC campaign, Procon needed a UI refresh and multi-course checkout to improve usability, boost enrolments, and enhance user experience.
Redesign the Procon page and checkout flow to improve UI clarity, usability, and engagement. The new Procon page enhances navigation and visual hierarchy, while the updated checkout flow allows multi-course sign-ups, boosting conversions and strengthening brand engagement during the Procon campaign.
📊Success Metrics
Increase in average courses per transaction.
Improvement in checkout completion rates.
Reduction in course non-attendance.
Positive feedback from students and parents.
+52%
Trial PROCON students, relative
+42%
3-4 session sign ups, relative
$85,000
Incremental revenue
($170,000 forecasted)
Project Overview
The Procon page and checkout flow had usability and UI issues that hindered engagement and conversions. The unclear visual hierarchy on the Procon page made it hard for users to navigate course offerings, while the one-course-per-checkout flow created friction. Since Procon is a key post-HSC campaign, the redesign aimed to enhance clarity, accessibility, and multi-course sign-ups to improve user experience and boost conversions.
Process
2.1. Research & Discovery
🔍 Target users: Year 9–12 students and their parents looking for high-quality academic programs and seamless course enrolment.
Pain points:
The Procon page lacked clear visual hierarchy, making it difficult for users to navigate course offerings.
The checkout flow was restrictive, allowing only one course per transaction, leading to a frustrating and time-consuming sign-up process.
Users were unaware they could sign up for multiple courses, causing confusion and missed opportunities.
Business context:
PROCON is a key post-HSC campaign aimed at attracting new students and increasing course participation. To maximise engagement and conversion rates, the redesign focused on improving UI clarity, simplifying sign-ups, and optimising the multi-course selection experience while ensuring efficient resource allocation.
2.2. Ideation & Solutions
💡 Why a Four-Course Limit?
Project Academy offers 6–8 courses, varying by year level. A four-course limit provided flexibility while preventing excessive sign-ups that could lead to resource waste.User testing confirmed that most students naturally selected up to four courses, making this the optimal limit.
🧠 Communicating the Multi-Course Sign-Up
Initially considered a cart display (0/4 sessions), but it risked misleading users into thinking they had to choose four courses. Final solution: A placeholder-like prompt that subtly encouraged users to add more courses while keeping the process optional and intuitive.
2.3. Design & Prototyping
🖌️ Key Design Decisions:
🎨 Colour & Layout: Retained existing brand colours for consistency and recognizability.
📐 Layout Approach: Introduced a sidebar design to support multi-course selection without disrupting the main interface. Avoided major structural changes to the navigation bar to prevent conflicts with other pages (as per developer and PM feedback).
⚠️ Error Handling & Accessibility: Added universal icons to signal errors, such as duplicate session sign-ups.Integrated early visual warnings to help users resolve issues before submission.
🛠 Technical Considerations: Designed a cart-based checkout system that minimised user friction while accommodating the absence of a login system.
Final Delivery
📊Impacts & Results
1. Sign up impact
1️⃣ Increased total PROCON sign ups by 19% relative
2️⃣ Increased Trial PROCON students by 52% relative, 3% objectively
2. Revenue impact
1️⃣Revenue generated from Summer PROCON: $247,000 ($494,000 forecasted)
2️⃣ Incremental revenue generated from Summer PROCON: $85,000 ($170,000 forecasted)
Landing page optimisation
1️⃣ Increased sign up rate by 26% relative
2️⃣ Scroll depth increased by 3x
ATC Flow
1️⃣ More users signed up to 3 - 4 sessions and less to 5 - 6 sessions, causing higher attendance rate
The ATC feature increased 3 - 4 session sign ups by 42% relative (19.96% in 2024 → 28.40% in 2025)
The ATC feature decreased 5 - 6 session sign ups by 10% relative (6.86% in 2024 → 6.18% in 2025)
This caused attendance rate to increase from 67% → 72% (7% relative increase)
2️⃣ Significantly reduced the time the Operations team takes from 40 hours to 10 hours
Remove duplicates from roll
Email and confirm subject and session time conflicts
Email and confirm over-bookings
💡 Key challenges:
User communication: Needed to educate users on the new multi-course flow without overwhelming them.
Technical limitations: Absence of a login system complicated cart management, requiring creative solutions.
Balancing UX & business needs: Had to prevent resource waste while enhancing user freedom.
Collaboration constraints: Major layout overhauls were restricted to avoid affecting site-wide functionality.
🙌 Major takeaways:
This project taught me how to balance user needs with business constraints, make informed design trade-offs, and navigate technical limitations. Working closely with developers gave me a deeper understanding of engineering considerations, while tight deadlines taught me how to prioritise core features to meet conversion goals without compromising user experience.