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National Debate Symposium
OVERVIEW
National Debate Symposium (N.S.D.) is a residential debate and speech camp for students between grades K through 12th. Their team reached out to me to revamp their entire website. Debatedrills had recently acquired National Debate Symposium and wanted to apply consistency across their brands. In this case study, I am highlighting the most significant changes that were implemented during the redesign.
This is a spinoff project I was tasked with after the success of the Debatesdrill project. D
Tools
Figma
Team
Carolynn Chang, Lead UX Designer
Shubham Kumar, Technical Engineer
Paras Kumar, Founder and Manager
Role
UX / UI Design
Visual Design
THE CHALLENGE
Debatedrills recently acquired National Debate Symposium (NSD) and needs to revamp NSD's website
In this project, we focused on streamlining the browsing and purchasing process for users by:
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creating a comprehensive pages detailing each summer camp that is offered
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updating the navigation menu to organize the numerous camps that NSD offers
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creating a new, intuitive checkout process that is feels trustworthy and is easy to navigate.
BUSINESS GOALS
To improve user satisfaction and increase conversion rates by creating a new, intuitive website that is easy to understand and navigate.
According to the founder, the existing website faced challenges such as high abandonment rates and user frustration. Analysis of user feedback and revealed issues with complexity, unclear steps, and a lack of transparency in the process.
I collaborated with the development team to implement a complete overhaul of NSD's website and make the buying process more approachable for both parents and students.
FINAL DESIGNS
Each camp page was strategically designed to organize and emphasized clear call-to-actions.
We established a clear information hierarchy, prioritizing essential details such as:
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Features and dates of the camp program, accompanied by strong visuals and infographics
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A side navigation to keep users informed about their position while they are scrolling
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Emphasis on clear and concise calls to action, ensuring users always had a chance to enter the checkout process
FINAL DESIGNS
We wanted to make sure the user knew exactly what they were purchasing, so to not confuse camp locations and dates.
We redesigned checkout process to make it more understandable to users. Our focus was on simplicity, transparency, and user empowerment. The design aimed to
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minimize the number of steps
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provide clear guidance at each stage
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ensure users felt in control of their transaction.
FINAL DESIGNS
We created a clean and straightforward navigation structure that minimizes the number of clicks required to reach key sections.
To maximize efficiency within the menu, we expanded the menu to include categories for each type of camp. This led to the following:
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User Satisfaction: Post-redesign user feedback indicated a significant improvement in overall satisfaction with the navigation experience.
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Increased Task Success Rates: Users were able to complete key tasks, such as signing up for a camp or comparing different styles of camps, more efficiently.
RESULTS
We substantially increased the average number of users.
The creation of the new website, guided by user-centric design principles, successfully addressed the challenges of the previous system. By prioritizing simplicity, transparency, and responsiveness across devices, the new redesign not only reduced abandonment rates but also enhanced overall user satisfaction and contributed to increased conversions. This case study underscores the importance of continuous user testing and iterative design to create a seamless and user-friendly experience.
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