Comparison tool

The percentage of stalled users who said they "don't know which learning program is right for me" doubled in one year.

Guild members needed to be able to compare learning program details side-by-side to make informed decisions.

Approach

Research confirmed that users would consume as many relevant product attributes as they could feast their eyes on.

The comparison tool would:

  • provide as many program details as possible

  • organize them for maximum comparability

  • present them in terms consistent with the rest of the Guild experience

Testing

We convened a user focus group to discuss the designs.

  • All users said this tool would make their decision-making process much easier.

  • Users wanted to see program length included in the highlights section for all programs.

  • Users wanted to see more information around out-of-pocket expenses.

Challenges

Our original objective was to present attribute details in-cell.

But data collection from academic partners was uneven. Some cells would be bulked with three and four lines of content, and others one. This resulted in a subpar experience.

We created concise, consistent messaging and linked to more extensive sources of information.

Outcomes

The completed program comparison tool bubbles up the data points we know help people make more informed and durable decisions about their education.

This rich feature empowers users to:

  • examine program attributes side-by-side

  • save time and effort

  • focus on details that ease decision-making