Customer Experience Optimization

Overview

Product Vision

The project focused on improving the overall customer experience across the Art of Living europian websites by simplifying user journeys, improving accessibility, and optimizing course discovery and registration workflows.

The goal was to create a cleaner, faster, and more user-friendly experience that could improve usability, increase engagement, and reduce friction throughout the conversion journey.

Step-1

Business Goals

During the discovery phase, we identified several usability and accessibility challenges affecting course discovery, engagement, and form completion experiences.

• Increase course registrations
• Improve usability across key journeys
• Reduce drop-offs in search and registration flows
• Enhance accessibility and user experience
• Improve website engagement and traffic

Step-2

Design Process

The design process focused on understanding customer pain points, simplifying complex user journeys, and creating scalable UX improvements across key touchpoints.

• Collaboration with cross-functional teams
• Requirement analysis and competitive research
• User personas and journey mapping
• UI design and rapid prototyping

Step-3

Problem Framing

Existing customer journeys contained usability issues, inconsistent navigation patterns, and accessibility gaps that negatively impacted conversions and engagement.

• Poor UX in course and content discovery flows
• Confusing navigation and search experience
• Low clarity in course details and registration
• Inconsistent UI across pages
• Accessibility gaps affecting usability

Step-4

Research & Insights

User research and usability observations revealed several opportunities to simplify navigation, improve discoverability, and optimize form completion experiences.

• Users struggled to find relevant courses easily
• Search and filtering lacked clarity
• Registration flow felt complex and lengthy
• Accessibility issues impacted usability
• Simplified flows improved completion rates

Step-5

Ideation & Strategy

The solution strategy focused on simplifying navigation, improving discoverability, and creating more accessible and user-friendly experiences across the platform.

• Simplified course discovery and listing experience
• Improved search, filters, and navigation
• Redesigned registration flow for ease and speed
• Introduced accessibility-first design approach
• Ensured consistency across all key pages

Step-7

Final Solution

The final experience delivered simplified customer journeys, improved accessibility, optimized registration flows, and increased engagement across the platform.

• Redesigned course listing and discovery experience
• Improved search and filtering usability
• Simplified registration workflows and forms
• Introduced accessibility improvements across the platform
• Created a cleaner and more intuitive UI system

Step-9

High Fidelity Screens

Below are some of the final redesigned experiences including course discovery, search and filters, registration flows, accessibility improvements, and optimized customer journeys.

Business Impact

My Contribution

My Collaboration

Worked closely with stakeholders, product teams, and developers to redesign critical customer journeys and ensure scalable UX improvements across the platform.

• Led UX strategy and redesign of key flows
• Presented solutions in stakeholder discussions
• Collaborated with design and product teams
• Delivered developer-ready designs and handoffs