1 – Designing a subscription business model for Future Learn 

FutureLearn is an online education platform founded in 2012 by The Open University. The platform offers short courses, programs, and university degrees on a wide range of topics.

The challenge

FutureLearn wanted to change the way learners pay for some of its online courses. Instead of one-off payments, learners would pay a recurring monthly fee, and keep regular and unlimited access to the courses. In addition, they would be able to enjoy a 7-day free trial


Understand the pain points of the existing subscription service

During the discovery phase, I worked closely with multiple stakeholders to analyse Unlimited, the existing subscription service provided by FutureLearn. By carrying a customer experience mapping workshop we were able to identify some of the learner's pain points and opportunities for improvement,


Ideating innovative subscription services

After identifying a few opportunities, we have decided to carry a Mashup ideation workshop. The aim was to bring odd and unexpected things together to spark fresh ideas and help to shape a new business model.

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Competitor analysis

At the same time, we analysed the competitive landscape across multiple sectors: education, arts & entertainment, media, etc

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ExpertTrack Subscription Management

After the discovery phase, the leadership team decided to try out subscriptions on a new product: ExpertTracks (bundles of short courses focused on a specialist area).

The user experience was devised taking into consideration the periods before, during, and after the subscription. As part of the Purchases team, my main focus was subscription management (canceling subscription, adding payment methods, etc).

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Visuals – Subscription Management 

Finally, visuals were created employing FutureLearn’s design system


2 – Registration & Checkout optimisation 

The challenge

Data analytics identified a high bounce rate for the registration and checkout processes. As part of the Purchases team, I was asked to optimise the user experience in order to increase the conversion rate for the registration and checkout journeys. My responsibilities included workshop facilitation, data gathering, collecting stakeholder feedback, wireframing, interaction, and visual design.

Competitor analysis

We started by reviewing the competitive landscape for both Registration and Checkout.


Stakeholder workshops

We then carried workshops with multiple stakeholders (engineers, PM’s, researchers, and designers):

  • a customer experience mapping workshop identified the pain points and opportunities for improvement in the existing user experience;
  • a co-design workshop generated ideas and design improvements;

Annotated wireframes

Annotated wireframes were created to indicate the user experience improvements to be implemented by the Purchases team.



Finally, visuals were created employing FutureLearn’s design system