Jaime Fowler
Case Study
Desert Curls Studio
Lead UX/UI Designer
January 2022
Goal:
Develop a second online course and user purchase flow for a renowned curly hair expert and educator. This project builds on the success of the first course we created together in 2019, which has generated over $300K in revenue to date.

Target Audience:
People with naturally curly hair who are interested in learning from an expert stylist how to care for and style their curly hair.
Challenges:
-
Purchase flow must differentiate this course from the first, original course.
-
Must appeal to users of the first course and new users
-
Easy to use across all devices
.jpg)
User persona
Research:
This project is the continuation of work I did in 2020 which provided me with the unique opportunity to utilize both research I conducted at that time and feedback that was received from users during and since the original project.
To collect that user feedback for this project I analyzed the Google Analytics of the website, read through all of the user comments submitted via the website, read comments from followers on the social media pages, and interviewed the client about feedback she had received through other channels including in person.
During this research I identified the following areas of opportunity:
-
Strong need to clearly explain how this second course is different from the first course
-
Users consistently ask for product recommendations
-
Users want to know which curl type is being demonstrated in each video
Ideation:
This project started with building the online course so my first task was to determine the information architecture of the 10+ hours of video content that was provided by the client. To do this I made paper wireframes of the course structure and content.
Once the course component was built, I moved on to ideating the purchasing user flow. For this I did a Crazy 8's exercise to think of different types of questions or resistance that might come up for users who landed on this sales page.
After completing that exercise I moved onto paper wireframing and created a low fidelity prototype within the website platform before moving onto fully developing the high fidelity prototype to share with my client.



Wireframe within Kajabi
Paper wireframe to final screens

User Testing:
To test the high fidelity prototype, I conducted an unmoderated study of five participants. Each participant was asked to view the purchasing user flow and provide feedback. Three of the participants were also asked to work their way through the online course and identify any issues they encountered along the way.
During the user testing, I determined even more detail needed to be added to the purchasing user flow to differentiate the original online course from this new course.
Published user purchase flow


Conclusion:
The success of this second course was built on the insights and feedback gained from the first. This project fully leveraged my UX design, research, and content strategy skills, resulting in a refined and user-focused experience.
Within the course, I added more detailed written content to complement the client’s video materials, enhancing the learning experience. For the purchase flow, I created a clearer, more comprehensive presentation of the course content and its value. The final product was also tailored more precisely to the topics users had specifically requested.
This project represents how much my UX skills advanced in two years. I’m proud of the outcome, and the client was thrilled as well. She is on her way to make her next 100K of passive income through this online course.