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Educational Institutions

Florida Virtual Campus + UserTesting

How User Insights Helps Florida Students Go to College and Succeed in Life
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About Florida Virtual Campus

The Florida Virtual Campus (FLVC), provides statewide innovative educational services for K-adult students.

Florida Virtual Campus Achieved
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Increased engagement for FLVC's signature event for college-bound students
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Optimized in-person and digital programming and events to be more customer-focused.
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Discovered new promotional marketing channels for reaching target audience

Challenge

The Florida Virtual Campus (FLVC) works collaboratively with Florida’s 12 public universities, 28 public colleges, K-12 school districts, and other partners to provide free services to help students go to college, succeed in school, prepare for career success, and in life after graduation.

FLVC operates the FloridaShines.org website as a hub for accessing those services. One of its signature events is the annual “Virtual College Week,” a series of free, live webinars that are open to Florida high school juniors and seniors looking for information on preparing for college.

FLVC needed to find an easy and efficient way to gain insights from their college-bound target audiences and stakeholders to increase engagement with the Virtual College Week.

Solution

FLVC’s UX team took advantage of UserTesting’s testing panel to identify college freshmen and sophomores, as well as parents with students in high school or in their early college experiences.

They then set up Live Conversation interviews with these testers to find out what topics would be most valuable, what content format would be most helpful, and what communication channels they would recommend for getting word out about the event.

Results

The Virtual College Week team was able to take the user feedback from the research and make actionable changes, such as identifying the most relevant topics parents and students were interested in. They also revised the presentation formats, shortening them to 30 minutes. They also shared user insights with their marketing team to explore additional promotion channels for the event.

And FLVC continues to use Live Conversation to gain additional insights from other stakeholder groups to ensure FLVC’s products and services, both in-person and digital, are more user-centric.

Dawn Aguero from Florida Virtual Campus
Dawn Aguero User-Centered Design Analyst

“UserTesting helped us increase engagement in our programming that will ultimately improve access to college for all students in Florida."

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