StreetCode Digital Experience

Business Problem

StreetCode Academy is a nonprofit that provides free access to technology and business education to underrepresented communities. Families struggle to find access to technology and career education. Due to the limited tools and resources within these communities, members lack the knowledge of career paths and local opportunities at their disposal.

User problem

Users of StreetCode Academy found themselves lost in the process of enrollment due to poor information architecture. StreetCode provides a plethora of programs and resources for all, however, they needed to discover a way to express credibility and value proposition.

Target

The project kicked off with user research with a design agency called Slalom. The results of the research showed four dimensions across three primary demographics–parents, teens, and children.

and one being a Mother who is excited and ready to enroll her children into classes and may even enroll herself. The second is a high motivated Teenager who seeks out StreetCode on their own without parental guidance and is locked into work mode ready to learn and blossom. Our last personality is a young student who got enrolled via parent and does not know what to expect. This causes for a lower motivation in the student, this is where StreetCode has the opportunity to elevate the students motivation in the participation phase of the user flow.

Journey

We then mapped the personas to the journey and identified the primary stages- awareness, choice, conversion, onboarding, participation, and continuation. We noticed that each person’s motivation increased in relationship with their learning experience.

Solution

Our team focused on bringing out street codes diverse opportunities for the community, this is done by correctly organizing services as well as making the registration process seamless and easy. Due to the variety of online and in-person courses, the information architecture and hierarchy needed to be restructured. Additionally, there was an effort to refresh brand identity in order to reflect a voice that resonated with the target audience and increased credibility.

Process

Class Selection Flow: Mapping out the class selection flow was our first priority. Overwhelming the user was a high risk since the majority of users did not know what they wanted out of StreetCode. To solve this we provided two options, a browse, and a recommended path. Additionally, it was necessary to hide the complexity of multiple accounts within one family in order to keep the UX stress free. We solved this by integrating a portion of the registration process into the class selection.

Student Registration Flow: This comes after the class selection flow, this flow helps to keep track of each participating user that has enrolled in a class. There are a few criteria that need to be met before the user goes any deeper into the process, to avoid this issue we incorporated automated eligibility at the beginning of the form. Once the selected courses are checked out the main account holder will enter personal information, if it is a minor a guardian will be assigned as well as an emergency contact. Once the form is completed users will be guided to a detailed profile where information about themselves and their backgrounds is filled out to help StreetCode better adjust to the community's needs.

Class registration wireframes: These wireframes show how a user would browse and drill-down into a class of their choice. This detailed view shows a student's quick add as well as course descriptions and video previews.

Enroll Wireframes: This is the ending of the registration flow into checkout and sign-up. This completes a user's journey with a simple message at the end encouraging them to fill out their student profiles.

StreetCode Dashboards: StreetCode needed a platform for both teachers and students to organize their classes and schedules. These are Mockups of dashboards that display schedules, instructors profiles, and course content is broken down by week with attachments to recordings and resources.

Final outcome

The CEO and executive staff were extremely pleased with the final results. The estimated launch is February 2021.