Every year there are two moments when the Laureate campi - over 50 branches on 8 different states of Brazil - with universities such as FMU, Anhembi-Morumbi, UNIFACS, FADERGS and Universidade Potiguar - welcome new students. These two enrollment windows that define success in reeling in new students and the growth of the group.
Laureate wanted to seize the opportunity of the announcement of ENEM - the Brazilian standardized high school exam - scores to promote a massive campaign for attracting new students, using the combined efforts of internet, radio and out of home media. All communication led to a main application channel - the university websites. Depending on the individual performance on ENEM, students could get grants that would make up to up 100% of the monthly fee, without even having to sit to an admission exam.
Before starting working on the new design, we needed to organize everything. Not only did we study the former enrollment flow, but also all information that needed to be provided during the process and the specific workflows of each institution, so we could come up with a single proposal that could both improve user experience and optimize development and maintenance of the flow during a moment of intense online traffic.
With few steps and questions, students could apply for the courses. Using as a bait the discounts the ENEM scores could provide, we fast-tracked the process - a perfect match of right motivation and easy of use. The agility and fluidity perception was enhanced by micro interaction craft of components of the page and step transition treatment. Each step was carefully planned. Laureate had better information at each step informed by the user, in case they abandoned the funnel halfway through. With that information it could send more relevant and personalized information.
The moment of application is all about student information, not about the university brand. The visual design was conceived as a scalable system that could guarantee an easy adaptation to new application model to all of the group universities, with a focus to the actions users could perform in each step of the journey.
During our assessment of the application process, our Technology professionals mapped all the backend in the very last details. With that, any necessary change - whether it was of front-end components or steps in the application process - could be done easily, with no impacts of availability or stability of the forms. Besides that, this structure allowed quick experimentation in A/B testing - proving hypothesis and improving, with constant focus on conversion growth