University of Southern California - RFI form
Role: UI designer
Unqualified leads are converting resulting in students receiving letters of rejection .
Our enrollment team has observed a significant trend among applicants to the EMHA and MAPP programs. A considerable number of prospective students applying to the EMHA program do not meet the required professional work experience criteria, yet continue through the application process. Similarly, for the MAPP program, many applicants appear to be pursuing a pathway toward a clinical psychology or counseling career. However, the MAPP program is not designed to prepare students for clinical licensure, which often results in misaligned expectations and subsequent application rejections for those intending to become therapists or counselors.
CURRENT EXPERIENCE
Proposed solution.
The Conversion team was initially engaged to explore potential solutions to the issue presented. Although their proposed approach was not ultimately implemented, it provided a valuable foundation that informed the development of the final solution.
The proposed solution for the EMHA form involved additional steps, such as triggering a pop-up when the user selects 'No.' This approach introduced unnecessary complexity, which we aimed to avoid. Our objective was to implement a more streamlined and efficient solution that required less user interaction and development effort.
Let’s analyze the user flow .
I took in consideration the current and the proposed user flow. I simplified the process by disabling the CTA until all questions were answered. In the case of the EMHA form, If the user chooses ‘No’ they simply cannot continue with the form. No popup is necessary.
The MAPP form had a similar experience. A check box with important information was added as a required element to be checked in order to continue with the form. This gives users the knowledge the program is not clinical and avoids coverting them into leads.
Ready for prototyping .
After the user flow was completed, I prototyped the forms. It received very positive feedback internally as we were now able to avoid extra mapping by not allowing disqualified leads get through. The Enrollment team has received better results with only qualified leads going through.