Travis Parker Academy, a popular hairstyling institution, sought to expand its reach through an online learning platform. I collaborated with the Cape Agency to develop this platform, contributing to the user research, information architecture, and the preliminary site design. The core features included a landing page, course pages, and a secure checkout process, using the platforms Thinkific and Shopify. This project involved a multidisciplinary team of designers, developers, and writers, and was launched in stages.
UX Designer
Figma
Thinkific
Shopify
Personas
User Flows
Information Architecture
HTML Wireframes
Online learners often feel that courses do not provide adequate value for the cost, especially when compared to in-person experiences. The absence of timely and constructive feedback on assignments limits their learning and growth.
During discovery, we audited existing Thinkific platforms and competitor sites to establish baseline features, identify gaps, and define opportunities to stand out. To recruit interviewees, we posted a survey on the client's Instagram, landing a mix of past in-person students and active online community members. Conducting these Zoom interviews provided crucial insights into how experienced hairstylists engage with online learning.
Research insights shifted our focus from entry-level learners to experienced hairstylists seeking advanced mastery. I developed user personas around this demographic and mapped their journey from first touchpoint to course purchase, ensuring a streamlined conversion path.
To launch in-person courses before the online platform was ready, we needed a way to cap limited seating. Research led us to a Shopify plugin, so I mapped a user flow detailing the handoff to Shopify checkout and identifying where Zapier automations were triggered. This aligned the team on a seamless integration strategy.
Sample Persona and User Journey for New Users
Users require flexible learning, interactive community support, and ongoing growth through varied courses and personalized feedback.
The client sought to scale into online learning while sustaining in-person classes by creating an affordable continuing education hub and active community for professional stylists through webinars and live training.
Task Flow
I kicked off the design phase by collaborating with the copywriter on paper wireframes before building agile HTML wireframes directly on the site for faster team feedback. I established gray-box placeholders to guide the visual team on UI placement, allowing them to smoothly finalize branding assets. Once the Shopify plugin was integrated, I scripted the checkout redirect and unified navigation across both platforms for a seamless UX.
Post-launch, we piloted the site with in-person students to gather feedback before scaling marketing efforts. Analyzing user data allowed us to spot and resolve friction points in the zapier notifications and payment flows, streamlining the overall experience.
User Flow - Final Site
By pairing user-centered UX with the client's business goals, we created an intuitive learning platform for experienced hairstylists. Integrating Thinkific and Shopify ensured a frictionless checkout, while flexible access and instructor interaction elevated the learning experience. Though the site has evolved since launch, the foundational checkout flow I established is still intact—a project contribution I’m truly proud of.
Homepage Mockup
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