Dufuna: Improving the Applicant User Experience

An image showing some screenshot mockups from the Dufuna website UX redesign project

Background

Dufuna|Learning equips African youths with the skills and tools they need to land their first tech job. Dufuna achieves this across African nations by relying on partnerships with tech hubs and NGOs like UK-NG TechHub, AHK, BongoHive, SwahiliPot etc.

With an increase in the number of partners as well as Dufuna offering other standalone courses, there arose a need to improve the user experience of aspiring scholars accessing the website. 

"...We experienced an application drop-off and application error rate of 43% and 28% respectively..."

The Challenge

The initial site design only took account of Dufuna working with a few partners and running a program cohort per time. As we grew, Dufuna started running multiple program cohorts by different partners at a time. This led to aspiring scholars getting confused with the right programs to select and register for when they land on the website. At the height of this issue, we experienced an application drop-off and application error rates of 43% and 28% respectively across programs.

With a mission to put an end to this problem, I led the team in the project with 3 core goals in mind

  1. Reduce application error rate
  2. Reduce application drop off rate
  3. Improve user experience
  4. Develop a web version of our mobile learning app
A screenshot of the old layout for the Dufuna learning website

A cross-section of the old website layout

A screenshot of Step 1 of the 4 step application flow for all program types on the old Dufuna website

A cross-section of the old application flow used across all programs

Solution

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Solution

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Outcome

Testing the new website flow design in 2 application cycles, we recorded

  • 100% reduction in erroneous applications, effectively eliminating registration errors.
  • 25% improvement in completed applications, signifying a smoother user experience and increased engagement.
  • 60% reduction in the time required for paid program applications, enhancing efficiency and overall satisfaction.
  • An enhanced user interface led to improved usability and aesthetics.

Conclusion & Next Steps

The Dufuna Learning Scholar Application UX Update represents a transformative project that adeptly addressed and resolved the critical challenges associated with the registration process. By applying a user-focused approach to design and product management, we successfully eliminated registration errors, boosted completion rates, and elevated the overall user experience. This project is a testament to the power of empathetic, data-driven design and product management in creating a superior user experience.

As we move ahead, here are a couple of things we are looking out for in order to