Future Learn
August 2020

How we implemented User Experience improvements to drive visitor engagement

Following an in-depth analytics review and empathy journey mapping, we helped this client significantly increase website visitor engagement and hone their keyword targeting strategy that lead to the increase!


User Experience driven SEO


Bespoke CMS

Result 1

On-site User Engagement

Result 2

Course Completion Rate

Project Overview

FutureLearn is one of the top five Massive Open Online Course (MOOC) providers based on the number of students, and they offer over 700 online courses for learners globally. And they wanted us to create a customer engagement strategy that focused on how FutureLearn communicates to their audience whilst they are using their e-learning platform.

  • UX, SEO strategy, project management and technical works.
  • Identify and address the missing opportunities to inspire new learners.


We wanted the strategy to deliver not only the in-depth research and corresponding recommendations, but also to provide an adaptable framework. A tool that can be used again in other areas of the learning platform and the ability to extract conclusions and establish the direction moving forward. The most important component of the framework is the extensive Emotional Journey Mapping that was developed for FutureLearn’s internal teams throughout the project.

In today’s data-driven marketing world, teams tend to focus on digital user interactions like time on page, number of sessions, clicks and open rates – but that’s just cold hard data and doesn’t tell us the whole story. Those attributes are not enough to get to the heart of human behaviour, to really understand the Why.


Early feedback from the client confirmed they felt the strategy and the format of delivery were absolutely excellent. It was important to FutureLearn that we were able to blend the emotional, functional and the perceived-value element of the user journey, something we achieved.

The framework was created for specific teams within the organisation, but due to its success, it has the possibility to be rolled out to every department. ""The strategy and the format of delivery were absolutely excellent. You blended really well the emotional, the functional and the perceived-value element of the user journey - this was so important for us." – FutureLearn Marketing Manager.

  • 32%+ On-site User Engagement
  • £2m+ Revenue in 1 Year Following

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