Services - Market Research
About the company
upGrad is an online higher education platform providing rigorous industry-relevant programs designed and delivered in collaboration with faculty and industry. Merging the latest technology, pedagogy, and services, upGrad is creating an immersive learning experience.
upGrad Campus focuses on getting college students job-ready by bridging the gap between the college curriculum and the industry requirements.
Client brief
upGrad was looking to create a website for upGrad campus that would specifically be tailored to the expectations and needs of college students. The idea was also to bring out the values & positioning of upGrad campus via a website - affordable courses to make students skilled & job-ready.
Objective
To understand the key decision-making approach of prospective students and design & develop the UI/UX of the website accordingly
To assist in product development by understanding target audiences’ preferences for course types
Methodology
With a sample size of 35, we conducted in-depth interviews of young college students to understand their expectations in terms of career development and their experience with other Edtech platforms. The findings were to be applied to devise a website architecture - structure and flow, aesthetics and content.
Recommendations
Recommendations were shared under the following categories -
User flow and content
Website aesthetics
Product enhancement
Conclusion
upGrad ventured into a new audience segment with a unique service and aspired to create every content piece tailored to the needs of this audience. This research assisted in understanding the behaviour of the audience to help them discover and explore the service through the website. The website was created to be the easiest and most trusted source of information for the students by applying all the research learnings.
Link to the Website - https://upgradcampus.com
