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
Engineering Development Team
User Experience Researcher
📊 Key Takeaways & Results
Takeaway opportunities equated to 67.8% of all Start Adoption leads in FY23
33% of instructors who landed on a Product Details Page submitted a Start Adoption Form
Decrease operational costs and new lead processing time by 54%
62% of instructors using the CIC Start Adoption Form were new users
📐 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
Users think that adopting will lead them to get a desk copy or a sales call, unsure of what it could do for them, and want a true e-commerce experience with clear expectations of what will happen next
📈 UX Recommendations
Iterate the adopt button to signify in some way that they adopt = more than just adding the textbook, and consider if adopt is really what they want to do at that stage, don’t hard force them
After clicking adopt, add confirmation/system communication to test what communication users need to see for order confirmation, form for what they need, information/ communication for bookstore/students/instructors
🖼️ 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.