Kumon searching
MBM helped global education leader Kumon enhance their search experience. Our consultancy drove significant improvements in user engagement and efficiency for their education provider network.
Service
User experience design
Client
Kumon
Year
2020
The client
Global education leader Kumon, with over 60 years of experience fostering children's self-learning, partnered with MBM in 2019. The goal was to enhance their website to improve customer conversion by optimising key user journeys and enabling users to easily find the right educational offerings in their local area.
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The challenge
One of the key areas for optimisation for Kumon was the Booking landing page and booking form. Research had shown that there was potential confusion when users arrived on the booking landing page and were not greeted by a form. Coupled with analytics funnels showing a huge drop off, the page bounce rate is contributing to the drop out metric from the form.
The solution
Our aim was to restructure the booking pages to help them make more sense to users and ultimately guide them to making a booking.
Another key part of the solution we created was setting new standards for form design on the Kumon website, ensuring they follow best practice, are straightforward to complete for users, and are truly accessible and attain the WCAG 2.1 AA standard.
Our specialist UX team restructured the mobile-first booking landing page and created a hero element out of the searching for your local centre, by doing this we give users a lightweight way to enter the form. Stripping back colours, photography and noise for users to be able to focus on their primary task.
What was a long and cluttered form has now been redesigned to a more minimal and intuitive experience. Form elements have been grouped together in digestible chunks to not overwhelm users and promote task completion.
Working closely the in-house developers at Kumon our designers documented and annotated the experience ensuring a smooth hand off for a seamless development process.
The impact
Addressing the initial confusion on the landing page and simplifying the form itself directly targets the high bounce rate and analytics funnels showing a huge drop-off. We expect to see a substantial reduction in users abandoning the booking process, leading to more completed forms.
By setting new standards for form design and ensuring best practices, this project establishes a valuable framework for all future forms on the Kumon website. This creates consistency and efficiency in future development efforts.
By strictly adhering to WCAG 2.1 AA standards, the new booking form ensures that a wider range of users, including those with disabilities, can access and complete the form effortlessly.
The solutions we gave Kumon laid the groundwork for a demonstrably more effective and user-centric booking experience, poised to positively impact Kumon's lead generation and customer acquisition.
