Case Study

Sophia Learning

Education, Marketing, Free Trial

Redesigned Sophia.org website, later saving students one billion in tuition. Read the article on BusinessWire Jun 5, 2025 8:01 AM Eastern Daylight Time

SUMMARY


Sophia Learning has transformed its website to drive revenue growth and boost user engagement across multiple segments. This revitalization centered on modernizing the brand, optimizing information architecture, and showcasing the free trial offer. We ensured team alignment and adherence to best practices while developing journey maps, wireframes, style tiles, and a design system to effectively represent the brand refresh.

Target users

  • Tech-savvy learners seeking quick access to educational resources

  • Students looking for affordable and flexible learning options

  • Educational institutions and partners aiming for streamlined enrollment and engagement

Business goals

  • Enhance user experience to increase trial sign-ups and conversions

  • Simplify navigation and information architecture for better user retention

  • Strengthen brand presence through effective marketing of free trial offerings

Core problem solved

Users often face confusion navigating outdated website designs that hinder access to valuable educational information. Sophia Learning addresses this issue by modernizing the user interface, making it intuitive and user-friendly, thus facilitating smoother access to courses and resources.

User flows

Key UX requirements

  • As a student, I want an intuitive online platform that simplifies my course selection and enrollment process so I can quickly access the education I need.

  • As a user, I want a clear and prominent free trial option on the website so I can easily try out the services before committing to a full subscription.

  • As an educational institution, I want an easy-to-navigate interface that showcases our offerings so I can effectively engage with potential students and increase enrollment.

  • As a business partner, I want an understanding of the Sophia Learning platform so I can offer my employees access to high-quality educational resources and enhance their professional development.

Lo-FI Wireframes

Design system foundations

Style Tile

Desktop design

Home Page

All Courses Page and filter

LAPTOP design

Course Category page

Reflection

  • Lessons learned: User feedback underscored the need for clear communication about course offerings and enrollment processes. Engaging learners in usability testing revealed areas for improving navigation and enhancing resource discoverability.

    Improvements: Prioritize simplifying the onboarding process for new users—particularly around course selection and free trial sign-up—to minimize friction. Additionally, refining the user interface design for better clarity in course details could boost overall satisfaction.

    Open questions: How can we further enhance the platform's accessibility for students with varying needs? What additional features or incentives could improve engagement and retention among diverse learner groups?

Next steps

  • Roll out the updated website with enhanced onboarding and clearer information about courses and trials.

  • Conduct further usability testing with a focus on gathering insights from a diverse range of students to ensure a more inclusive experience.

  • Investigate additional support options, such as live chat or FAQ enhancements, to better assist users through the learning journey.

Team

Design Manager: Jake King
Design Supervisor: Kate Bateman
Senior Product Designer: Jamie Braith
SEO & Information Architecture: Collective Measures
Agency responsible for rebrand: Hill Holliday

The content in this project is for placement only and may not be a current offering of Strategic Education or Sophia Learning.

 
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