We created a new strategy to engage the global FutureLearn audience
FutureLearn is an online education provider, offering a diverse selection of courses from leading universities and cultural institutions from around the world.
The Challenge
FutureLearn wanted to improve how they engaged with learners throughout their online learning journey. As one of the world’s leading MOOC providers, they needed a customer engagement strategy that identified missed opportunities, improved communication and helped inspire learners while using the platform.
Learner Engagement
FutureLearn wanted to better engage and inspire learners during their course experience.
Communication Strategy
The challenge was to improve how FutureLearn communicated with users while they were actively learning.
Cross-Team Expertise
The project required input from UX, design, strategy, project management and development teams
What We Delivered
We created a customer engagement strategy that was clear, practical and easy for multiple teams across FutureLearn to understand and use.
The strategy combined in-depth research with actionable recommendations, giving FutureLearn a framework that could be applied beyond the initial project and reused across other areas of the learning platform.
A key part of the work was the development of Emotional Journey Mapping, helping FutureLearn’s internal teams look beyond standard digital metrics such as clicks, sessions and open rates. This allowed them to better understand how learners felt at different stages of their journey and identify the moments where communication could be more meaningful, supportive and inspiring.
The Result
FutureLearn received a flexible engagement framework that gave their teams a clearer understanding of the learner journey.
The Emotional Journey Mapping helped reveal the human motivations behind user behaviour, giving FutureLearn deeper insight than data alone could provide.
The final strategy gave FutureLearn practical recommendations and a reusable tool for improving learner communication, increasing engagement and shaping future platform decisions.
Olivier Wittorski
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.
How We Work
A proven process that delivers results, from discovery to continuous improvement.
Thinking about a similar project?
We map your user journeys, design for clarity and ease, and connect your digital experience to your operational workflows, so users, teams, and partners get an experience that works first time.
