How marketing and product make sure the user receives support and follow up in order to connect with them, even if they decide not to buy.

  • First release: January, 2015
  • Roles: Architecture, Product
  • Work under: Bridge Education Group

I worked for Bridge Education Group while I was living in Argentina. Most of my tasks were related to UI design and front-end coding. But when I got hired in Denver, the UX component became stronger.

They knew I was coming from having my startup in Buenos Aires, and my strong feelings about narrowing the distance between our clients and the product team.

We teamed up with the president of the company, the marketing team, and a product manager to improve a situation we had with students enrolling in our TEFL courses.

The situation

TEFL stands for: Teach English as a Foreign Language.

You get a certificate by completing this online course, which allows you to teach English in countries abroad. There are several types of courses, depending on the length and content. Of course, price points are also an important aspect to consider.
There’s complexity because each country has different conditions for admissions. They require different certifications, qualifications, and hours of experience.

Those who are new to the website, oftentimes don’t know which program to choose and drop off. Users usually get overwhelmed when they try to figure out which course is the best for them. That’s when they have a call with a TEFL Advisor so they can guide them through the process.

The question became: how can we get in touch with the people who tried to buy our courses but left the site instead?

So we hypothesized:

"We believe that creating an enrollment process for TEFL first-timers will achieve a better understanding of the product. We will know this is true when we see people who didn’t purchase coming back to buy."

The plan

Working collaboratively, we crafted a plan of action with the following items:

  • Stakeholder meetings
  • Project brief
  • Scenarios
  • UX research brief
  • Customer journey map
  • Customer satisfaction surveys

Stakeholder meetings

Meeting with Bridge’s stakeholders was crucial to align the goals of every component of the company. We interviewed each one of them separately. These meetings were held both in person and online.

  • President – "The website needs to be reliable, showing we’re highly certified and we care about our students."
  • Marketing – "If we can generate leads from people interested in TEFL, we can offer them more products and opportunities."
  • Product Manager – "We need to be ready to answer any questions regarding the programs, through not only one but multiple channels."


After creating the list of deliverables and assigning the responsibilities, we worked on defining the business goals, and that brought us to two different user scenarios:

  1. Buyer
  2. Drop-off user

For them we defined the following goals:

  • Ensure the user receives support and guidance.
  • Engage them, even if they decide not to buy at that moment.

Mapping the journey

When defining what the steps of the process are, we broke it into the user experience itself, and then the backend and sales processes that were running internally. The idea was to centralize all user data in Salesforce, by creating touchpoints for the user to interact with the site.

Email surveys for drop-off users

The users who dropped off the process but still reached the point of adding their emails addresses were our primary group to target. We could capture those emails via Pardot -a Salesforce integration- and with that generate the leads to add to an email survey created in Survey Monkey. The company would reward the participants with discounts for buying a course.


  • Where would you like to teach?
  • Would you like to be contacted by an advisor?
  • Do you want to receive TEFL newsletters/brochures?

Scores (1 to 5)

  • Are you still interested in the courses?
  • Was the information provided enough to make a decision?


The enrollment process was a 3-step wizard, in which the first was just the selection of the course. Step 2 was the most interesting for us since that was the one where users would input their personal information.

First time enroll: Visitors vs. buyers (Jan 2015)

  • The 35% is made by people who went at least to the step 2 of the enrollment process, selecting a course and writing down their email address.
  • These results demonstrate an intuitive navigation, that keeps improving based on the feedback we gather from the surveys.

Contacted drop-off users: Leads vs. 2nd attempt buyers (Jan 2015)

  • After completing the customer satisfaction survey, and having had a talk with a TEFL advisor, 30% of the users decide to buy a course.
  • By including the drop off users as clients, it provides the company with not only feedback but the opportunity to make them re-engage with the product.

The UX Research continued

Every requirement and user stories that appear along the way went to our backlog. We assessed them in bi-weekly sprints, and changes were deployed online biweekly on each design sprint. For organizing the process, we relied on the whole Atlassian ecosystem.

  • Confluence. All the results of the research were here. We used Confluence as a Wiki to track the evolution of the products over time.
  • Bitbucket. We worked with a Version Control System that let us coordinate different tasks despite the distance between the developers in Argentina and the Product Managers in Denver.
  • Jira. The place where we documented our SCRUM and organize the sprints with the team.