Offering cinematic online lectures led by world-class instructors, Outlier has reimagined remote learning and made a college-level education more accessible to all. Founded by one of the minds behind the online education subscription platform, MasterClass, Outlier has collectively saved students across the U.S. millions of dollars by providing an affordable learning experience that rivals traditional college courses.

  • UX/UI design
  • Front-end development
  • Shopify Plus development
Background

With the business just starting out, Outlier called upon Series Eight to further develop their brand into a website that would be the face of the online platform. The goal was a conversion-led site that targeted students (of any age) looking to gain additional credits for college, kick-start a career change, or simply expand their horizons.

The challenge

Although it would primarily function as an e-commerce site, all users needed to complete an interactive onboarding quiz before they were accepted for their course type. As courses were live (rather than on-demand) they’d also need to select a start date from the live calendar during sign-up. All of this meant the team needed to create a super-engaging site, with a not-so-standard check-out process, through Shopify Plus.

A brand that’s all about bang for buck

MasterClass is known for its beautiful video and photography and for only working with the best in the business - and this premium feel was something we needed to carry forward to Outlier. The clean design with minimal animation lets the imagery do the talking, while a simple UI takes the user through the course catalogue and into the onboarding quiz.

Multiple partners mean multiple payments

In January 2022, Outlier partnered with Amazon to offer higher education courses to its employees. Courses were redeemed in the form of credits, rather than purchased in dollars. However, Outlier was still able to offer the same user experience to Amazon employees looking to enrol in online courses through the website.

A site that’s constantly learning and evolving

Since go-live, we’ve shifted our focus to regular A/B testing. By following user journeys, conducting performance tests, and making small changes to design and content, the site is constantly optimised for conversions, and Outlier has a better understanding of who its audience is and how to engage them.

A best-in-class blog

Following the launch of the new site, Outlier wanted to create a search engine optimised blog: an online hub that would house articles written by subject matter experts. To offer a much richer user experience, the site was built on Contentful. And, by capturing and tracking user behaviour through Segment, Outlier has been able to adopt a data-driven strategy for future marketing.
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