Context

The Digital Lab offers multiple courses such as Data Analytics (DA), Business Analytics (BA), and IMC. Each course had its own landing page, but they were designed independently without a shared system.

As a result, the overall experience felt inconsistent and difficult to navigate, especially for new users trying to evaluate a course.

Problem Statement

The existing landing pages had the right content, but the experience felt heavy, inconsistent, and hard to scan. The main issue was not only visual polish, the page structure did not guide prospective learners through a clear decision-making journey.

1. Weak visual hierarchy

• Text sizes, weights, colors, and spacing were not used consistently

• Too many elements competed for attention at the same time

• Users did not have a clear reading path through the page

2. Content flow did not match user intent

• The page introduced forms and dense curriculum details too early

• Prospective learners first need to understand:

  • Is this course for me?

  • What will I learn?

  • Can I trust this program?

  • How do I enroll?

• The old structure did not answer these questions in a natural order

3. Weak CTA structure

• CTAs appeared in different styles, sizes, and positions

• Repeated buttons reduced the sense of priority

• There was no clear conversion moment or guided enrollment path