Increasing Course Conversions Through Research-Led UX

Project: WizKid

Role: Product / UX Designer

Wiz Kid is an online coding platform for kids offering instructor led courses across different age groups and skill levels.

Course pages were receiving traffic, but conversions weren’t where they needed to be.

Through user research with both parents and kids, I uncovered a key tension:

Kids are drawn to colorful, visually engaging experiences.

Parents want quick clarity on deciding factors (age range, duration, price etc.) without reading through large blocks of text.

💡Important decision making details weren’t immediately scannable, slowing down purchase decisions.

Make course discovery engaging for kids and instantly scannable for parents.

Decision: Rebuild course cards to balance engagement and clarity.

Bright, playful visuals to capture kids’ attention

Clear badges for age range, timeline, and price

Structured layouts that surface critical details at a glance

Parents could quickly evaluate whether a course was relevant without digging through paragraphs of text.

Kids stayed visually engaged during browsing.

The result was faster decision-making and less drop-off.

Decision: Introduce a short interactive quiz to guide parents to relevant courses.

Simple, guided questions about age, interests, and goals

Curated course suggestions based on responses

Reduced browsing fatigue

Added personalization

Helped parents feel confident they were choosing the right course

This shifted discovery from “search and compare” to “guided recommendation.”

The redesigned course cards and quiz were tested with parents to validate clarity and ease of use. We saw a significant increase in course conversions after implementation.

This project reinforced an important product lesson, designing for very different audiences audiences requires intentional hierarchy. Engagement attracts attention, and clarity drives decisions. By restructuring how key information was presented, we improved both user confidence and business performance without adding complexity.