Cengage specializes in e-learning with products from college textbooks to coursework and ebooks. In preparation for their merge with McGraw-Hill, Cengage looked to Imarc to help improve the user experience (UX) of their site and ultimately drive sales. Imarc’s team performed a UX assessment of the Cengage website and found a large disconnect in sales driven to both instructors and students.
In order to improve the UX, Imarc conducted stakeholder interviews and a stakeholder survey, as well as user testing for both students and professors, user flow analysis, and competitive benchmarking. With this information, Imarc made data-driven decisions to greatly improve the UX, such as condensing page sizes to help users quickly navigate to relevant content. This project is hot off the press and is currently being implemented by the Cengage team.
The Imarc team performed a User Experience (UX) assessment of our site on a tight timeline – and delivered with flying colors! Every phase of the project was effortless. Not only did the team take the time to understand our business and our users, but they focused on what could be realistically implemented. Imarc blended the science of metrics and user research with the art of design to provide us with impactful layouts. Imarc’s personable and professional group of individuals is a pleasure to work with, and we are excited to be working with them on additional projects.
Scott Lenzi, Senior Director of Web StrategyCengage Learning