Elijah Bradshaw, a 28-year-old Australian male junior mechanical engineer, is looking to advance his career by obtaining a Certificate III through recognition of prior learning (RPL) as he believes this will improve his chances of getting a promotion. He came across Get Qualified Australia through a paid Google ad after searching for "RPL" and is interested in learning more about whether they can help recognize his skills and qualifications. However, he is unfamiliar with the RPL process and needs more information to determine if Get Qualified Australia is the right avenue for him to get his existing skills recognized.

1. Name: Elijah Bradshaw
Age: 28
Gender: Male
Status: De Facto
Relationship
In-Market Segment:
Employed
Occupation: Junior
Mechanical Engineer
Educational Attainment:
Certificate I
Location: Sydney
Nationality: Australian
Technology
Browses via: Mobile
Device: iOS
Browsers: Chrome
Possible Channel: Paid Search
Persona 1- Person with intent
Motivations
• Would like to advance from
Junior to Senior
• Improving his salary status
• Thinks a certificate III can
give him a better chance for
promotion.
• Has no time for classroom
study since he’s working full-
time.
How he knew about GQA
Knew about the concept of RPL
through a friend. With this in mind,
he does a search for “RPL” in
Google and then sees Get Qualified
Australia from the paid google ads.
Patience
Low High
Interest in RPL
Low High
Interests
TV, Technology, Movies
Pain Points
• Although knows the concept of
RPL, still has to familiarize
himself with the concept.
• Doesn’t know how to go
through RPL
• Has no idea about GQA and
needs more info to check if this
is the right avenue for him to get
his skills recognized.
Familiarity with RPL
Low High

2. Step 1 - Google Search Results
How he got here
From his Iphone 6
phone, keys in “RPL”
Next Action
Taps on 1st result listing
(Google Ad)
Pain Points:
‘Get RPL With
Australia’s Leader”?
Leader of …?
Areas for possible
improvement:
Ad text
1. Suggest to
improve the link
title for clarity.
Ad Description:
a. Suggest short
description to avoid
cutting of
sentences and
ellipses.
b. Highlights word is
not necessary.
Win Points:
Top ranking result for
keyword “RPL”
User Journey
1
a,b

3. Step 2 - Landing page (enquire)
How he got here
Tapped on 1st ad result
listing in Google
Next Action
Tap on “Start Now”
Pain Points:
• CTA is down at
the bottom.
• Not sure if there
are more content
below.
Areas for possible
improvement:
1. Move content up so
CTA is higher.
2. Indication (down
arrow or “more info”
link) that there are
more content below
in case user wants
to read more before
doing a free skills
review.
3. GQ Australia logo
blends with the
picture.
Win Points:
Short but concise text
content and a CTA
above the fold.
User Journey

5. Landing Page Optimisation
Areas for possible improvement:
Long Sections
1. Suggest to use collapsed rows which can be expanded on demand.
2. Brief intros before collapsible data, so user can know the summary of information
without expanding sections.
Icons
a. Suggest placing 2 icons in a row
b. Suggest only showing 4 most important icons (2 icons in 2 rows)

6. Step 3 - FSR V2.0 - Screen 1
How he got here
Tapped on “Start Now”
from Landing Page
Next Action
Input Post Code
Pain Points:
• The button I pressed
on the landing page
said I was to start a
“Free 3 minute RPL
Review” This however
tells me it’s a
Qualification
Matchmaker. Are they
the same?
• Are those buttons at
the bottom the
number of questions I
need to answer?
• It takes 2 taps to
select my post code
Areas for possible
improvement:
1. Consistency with the
text here and on the
landing page.
2. Change Submit
button to “next”
3. Post code selection
should be 1 tap only
4. Have form auto
advance upon entry
of postcode, next
button to stay just for
CTA.
5. Possibly show that
the buttons below
are steps to set
expectation of user.
6. Place hint text in
form field.
Win Points:
Welcoming text, inviting
for me to start.
User Journey

7. Step 4 - FSR V2.0 - Screen 2
Pain Points:
• No “Others” option for
the industry selection
Areas for possible
improvement:
1. Suggest adding
“Others” catch all
selection for those
who can’t find the
industry they’re
looking for.
2. Use tiles as seen on
MBA fsr
Win Points:
Text is inviting
User Journey

8. Step 5 - FSR V2.0 - Screen 3
Pain Points:
• None
Areas for possible
improvement:
1. If possible to place
all tiles above the
fold, it would be best
terms of user
experience
Win Points:
Text is inviting
User Journey

9. Step 6 - FSR V2.0 - Screen 4
Pain Points:
• I don’t know what exact
qualification name I
need. Is there a list
somewhere I can look
at?
• I don’t know button is
only shown half of first
fold
Areas for possible
improvement:
1. If possible, put list of
industries. we can
try using Picker UI
that takes over
3/4ths of the screen
2. “I dont know” option
should be shown on
first fold.
Win Points:
Text is inviting
User Journey

10. Picker UI
The 3/4th screen takeover,
single selection.
The full screen takeover,
multi-select.

11. multi-select.
Step 7 - FSR V2.0 - Screen 5
Pain Points:
• Why is “Get a
Promotion already
highlighted? Should I
select it?
Areas for possible
improvement:
1. No tiles should be
selected by default
2. Remove grey space
between browser
address bar and
actual FSR screen
Win Points:
Text is inviting
User Journey
2
1

12. Step 8 - FSR V2.0 - Screen 6
Pain Points:
• None
Areas for possible
improvement:
1. Use tiles from MBA
FSR for consistency.
Win Points:
Text is inviting
User Journey

13. Step 9 - FSR V2.0 - Screen 7
Pain Points:
• Text sort of confusing
since the previous
screen also asked
about previous
experience.
• Didn’t know the
difference until saw the
“i.e.”
Areas for possible
improvement:
1. For clarity, consider
using text that asks
how old the person
is instead of asking
for “life experience”
2. Remove grey space
in between browser
address bar and
actual content.
3. Use tiles like MBA
FSR for consistency
Win Points:
User Journey
2

14. Step 10 - FSR V2.0 - Screen 8
Pain Points:
• Why is the first tile
already highlighted?
Areas for possible
improvement:
1. No tiles should be
highlighted by
default.
2. Remove grey space
in between browser
address bar and
actual content.
Win Points:
User Journey
2

15. Step 11 - FSR V2.0 - Screen 9
Pain Points:
• Who’s this qualification
matchmaker? I
thought I was doing a
free skills review?
Areas for possible
improvement:
1. Consistency of text
with initial
proposition, “Free
Skills Review”
2. No Last Name
needed?
3. Email address
doesn’t validate
entry, accepts any
input even gibberish.
Win Points:
User Journey
1

16. Step 12 - FSR V2.0 - Screen 10
Pain Points:
• I’m done? According
to this, my “qualification
pack” is on its way.
Why should I even give
you my mobile
number?
Areas for possible
improvement:
1. Consider changing
the text to make it
clear to the user that
leaving their mobile
number would be to
their own benefit,
and not because it
was a government
mandate.
2. Mobile number field
should be limited to
numbers, and should
pop up the numerical
entry keypad. Right
now it also accepts
text and has no
validation.
3. Auto-hyphen mobile
number according to
standard mobile
number formatting.
Win Points:
User Journey
2
2

17. Number input best practice

18. Step 12 - FSR V2.0 - Screen 10
Pain Points:
• Text seems to be at the
bottom of the screen.
Areas for possible
improvement:
1. Center content in
mobile screens.
Win Points:
Redirection status text.
User Journey

19. 1. Place progress buttons in between logo
and welcome/header text. Make logo
smaller if needed.
2. Provide a choice for customer to leave
his contact details if he/she doesn’t
want to go through free skills review.
3. Enable back and forward
4. Enable form and page advance after
selection/input
5. Consider making the review 5 steps or
less.
6. Form Validation should happen per
form; communicate form errors real-
time upon data entry and not only after
submission.
7. When user does a reload, warn them
that this will lose all their data and
restart the review. Ask if they wish to
proceed.
8. Migrate landing page and FSR to edu
domain for proper analytics tracking
General Pain Points General Improvements
1. The progress buttons cannot be
seen if the screen is more than 1
fold.
2. The customer journey was too long
(10 steps) before customer can
convert.
3. FSR has no back function.
4. Reloading FSR page brings you
back to the start.

20. Valdation best practice
Our current validation