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Start Adoption Cengage Instructor Center

User Experience, Online Dashboard, Marketing & Self-Service

Overview
Cengage Instructor Center’s Start Adoption provides instructors with a streamlined and efficient process for adopting and implementing Cengage learning solutions in their courses. The Start Adoption feature is designed to guide instructors through the steps necessary to set up their course materials, customize content, and integrate Cengage resources into their teaching.

By using Start Adoption, instructors can access a centralized platform that offers a clear and structured workflow for adopting Cengage products.​

🎯 Tasks & Goals

  • Short-term: Understand if instructors will adopt without engaging with an Account Executive
  • Long-term: Reduce the time and effort required for instructors to understand available student purchase and access options, simplify communication of those options to student or institutional stakeholders, and enable confident re-adoption of course materials.

🎨 Design Deliverables

  • Flow Analysis
  • High-fidelity mockups and prototypes
  • Usability tests and findings

🤝 Stakeholders & Collaboration

  • Product Manager
  • Technical Product Manager
  • Marketing Team (Analyst, Technology, & Automation)
  • Sales Team
  • Onboarding Reps
  • Engineering Development Team
  • User Experience Researcher

📈 Impact & Outcomes

  • 7.8% of all Start Adoption leads in FY23 came from this form
  • 33% of instructors who viewed the product page submitted a form
  • 50% decrease in processing time
  • 62% of submissions came from new users

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📐 Prior Research

📌 Key Themes

Users expect a one-click experience for an adoptable, true e-commerce experience
Users expect a one-click experience to contact a rep or to adopt (assumption that the rep contacts them to continue onboarding)
Users think the Adopt button refers to ordering the book, and do not think past a “book-related” action

⚠️ Friction

Instructors assumed “Adopt” required a rep or sales call
Expected a desk copy instead of a digital flow
Confused by lack of confirmation or communication cues

📈 UX Recommendations

Clarify that adoption does not require a rep
Add confirmations and next-step guidance post-submission
Test messaging with new instructors for tone and clarity

🖼️ High Fidelity

Product Details Page

Instructors can preview content, explore resources, and now use the newly added Start Adoption button to begin the course material adoption process directly from this screen.

Form Details

Instructors can request pricing and adopt a title by providing key course details like format, term, role, and enrollment size. Minimizing the work for Sales team to process adoptions. 

Confirmation

Acknowledges receipt and provides clear next steps—offering quick links to view the eBook, access Instructor Resources, or begin course creation while the Sales team reviews their submission.