PQ booking — eCommerce
Leading a new eCommerce solution for BPP's Professional Qualifications — redesigning the course booking experience to remove conversion barriers and unlock self-serve revenue.
The challenge & the opportunity
BPP university sells a wide range of educational courses — from Degrees and Apprenticeships to Professional Qualifications. The goal was to increase revenue through eCommerce while bringing PQ course pages into a new design system.
The core tension was that learners are not brand loyal — they're searching for courses that fit around their work and personal life, and the existing experience was too confusing to convert them. The solution also needed to work with data from BPP's PIM system and scale across multiple subject areas and qualification levels.
Legacy site templates.
Results
The new eCommerce solution drove a YoY increase in conversion of 2.1% and an uplift of £70k in revenue through recommendations. The redesigned template followed the design system and was built to scale across different subject matters and qualification levels.
Discovery & alignment
I led the discovery phase — speaking with stakeholders and mapping how data flows from the PIM system to the website, identifying what was available so we could better serve learners with the information they needed to make a booking.
Alignment with Marketing was a critical part of the project. They weren't fully aware of what data could be surfaced to users and had assumptions that needed testing with real learners. I facilitated weekly meetings to keep them close to the solution, gather feedback, and make sure their requirements were being addressed throughout.
I also led the research phase to uncover key user insights, and worked with the development team to understand PIM data flow — designing a solution that was scalable and reduced manual data input for the marketing team.
Service blueprint outlining process, pain points and backend systems used of multiple stakeholders.
Mapping data with stakeholders to understand how to scale the design across several course types and levels.
Design exploration of the course listings on the new template.
Design exploration of different states of the draw.
The final design
The redesigned course pages made the buying process clearer and less confusing — surfacing the right information at the right time, giving learners a straightforward way to choose a study type, select a start date, and see their class schedule before committing to a purchase.
Mobile view of key screens in the journey.
Step 1 in the booking process, choose a course type that narrows down the choices in next step.
Step 2, choose location with splits into face to face with locations. Online which can have 2 types, tutor led or study at your own pace.
Step 3, chose your start date with all the session displayed to help user understand if it fits around their work and personal commitments.
After adding course to the basket, a new e-commerce capability of recommendations was adding, increasing revenue by £70K.