The College Of Law

A new commerce experience informed by student needs

College of Law is the school of professional practice for legal-based study in Australia and New Zealand. Predominantly delivering their courses online, they are driven to deliver innovative, practice-focused and flexible education

Multiyear transformation focusing on a new category of subscription-based learning

Understanding of the current student (customer) base now and into the future

Refreshed personas reflecting today’s student

Newly designed commerce website to address customer needs

Customer journey maps identifying drop-off and high engagement points

3x sales in the year following the site launch.
The College Of Law

The situation

The College of Law, a leader in legal education, sought to optimise their online experience not only to improve user engagement but to drive increased enrolments. Their goal was to simplify the enrolment journey for prospective students, providing a streamlined pathway from course discovery to registration.

The objective

Studio LDN was tasked to support the creation of future products, based, not only, on the changing needs of business and technologies but, importantly, around students’ expectations.

The process

Business (College Of Law’s world)

We conducted a series of problem-framing workshops with key stakeholders across Australia and New Zealand to understand, define and prioritise business and customer problems. We were able to identify areas of priority for the business. This helped inform areas of focus and begin developing our initial hypothesis.

Human (real-world customers)

We conducted in-depth one on one interviews across selected student groups to uncover pain points, discover existing career journeys and begin the development and categorisation of personas. Our interviews were structured to deeper understand motivations and ambitions at different stages of the career journey for each segment. By directly interviewing real students and professionals, we were quickly able to build a picture of the needs of a wide range of students, not just of those starting their ‘law journey’ but those up-skilling, returning from work after having a child, and those looking to change course.

Environment (big wide world)

Analysis here took into consideration competitor offerings, wider educational trends (such as bite-size courses, the evolved online experience and study at your own pace) as well as some of the broader economic pressures facing students considering training in this industry.

The outcome

By integrating an eCommerce-oriented approach with a focus on usability, we successfully enhanced the institution’s ability to convert interest into action, supporting both educational accessibility and revenue growth.

The redesigned College of Law commerce platform has seen a measurable increase in course enrolments and user engagement.

1

business

College of Law can claim a role as the rightful leader in online legal education, proving it’s innovative and future-ready credentials through complete understanding of the needs not only of business, but also today’s students.

2

human

Legal study is an expansive and inspiring option for a wide range of humans. Creating personas that reflect the true diversity of our students ensures we create an experience that will result in training for the real world.

3

environment

In a fast paced world, there is greater need to gain relevant qualifications rapidly and accumulate on-going skills that are as nimble as the humans that choose to study with us.

4

gap

College of Law can throw off the shackles of the perception of law / legal studies as slow, outdated and for a ‘type’ of human. Creating a nimble, diverse and engaging online experience helps us open up law to all.

Case studies