UX Research into Online Learning Habits of Millennials


Jamii Virtual Incubation Platform


UX Research


Jun – Sep 2016

As a completely virtual incubator for entrepreneurs, one of the key components of Jamii was learning modules, which would deliver relevant and timely content to users in areas of design, marketing, customer acquisition, etc. 

With many learning resources already available and accessible to users, we set out to conduct exploratory research to better understand how millennials learn online, so that we might be able to provide better learning experiences for our users.

I led the entire research process and worked with the UI designer to implement research findings in the design process.

Domain Research

With no formal training in instructional design, I began by conducting secondary research to learn about the domain of the problem.

Online Surveys

I conducted online surveys to get insights into our users’ online learning habits and methods. We learned that our target users had a strong preference for video and short tutorials over other more elaborate methods of content delivery.


Interviews allowed me to dig further into survey responses and get deeper insights into user goals, behaviours and motivations, offline and online learning habits and how they currently source for, and consume, information.

We learned that users were highly socialized and connected self-learners, who valued interaction and feedback as part of the learning process.


I synthesized the research to create personas that visualized our users’ key attributes, behaviours and goals. Some of the key goals, which would later inform our design strategy and direction are the need to network and stay connected with other entrepreneurs and the need for information that is direct, practical, and can be put to use immediately.

Experience Maps

I facilitated an experience mapping session with the team to clearly identify and articulate pain points and opportunities for improvement in the online learning experience.

One very evident pain is the amount of time spent searching and evaluating learning content before a decision is made by the user as to which content will most likely meet their needs. An opportunity here would be to develop a robust search and recommendation system that can be trusted by the user.

User Journeys

With the benefit of insights from experience maps, I attempted to visualize the user journey through our proposed system, highlighting their thoughts and interactions as they carried out activities to meet their goals.


Finally, putting everything together, I sketched out and explored possible solutions and created wireframes of our most viable options.

Some of the key features of our design solutions include a robust search engine and helpful recommendation system to address the key pain identified during experience mapping. We also strived to socialize the learning experience as much as possible, leveraging on one of our users’ key attributes of being sociable and well connected.