Enhancing the Flinders University Student Experience

Client: Flinders University
Project Duration: 3 months
Role: UX Researcher
Stakeholders: Flinders University marketing & student recruitment/retention team

Flinders University is a public research university based in Adelaide, South Australia, with a footprint extending across 11 locations in South Australia and the Northern Territory.

How might we evaluate and enhance the current student experience?

  • The challenge

    With ambitious student recruitment targets, Flinders University wanted to establish a more refined and differentiated marketing strategy with a clear focus on providing a best-in-class customer experience.

  • Objectives

    To understand the factors influencing student satisfaction and engagement, to identify key points of friction in the current student experience and to provide actionable recommendations to improve the overall student experience.

  • Methodology

    16 hour-long interviews were conducted with current university students: 10 in their first year of university (5 from a business faculty) and 6 in their second year or above, 3 with positive university experiences and 3 with negative university experiences.

Step 1: Developing a discussion guide

Working within the parameters of the project brief, I began drafting a discussion guide designed to address the project's goals, objectives, and deliverables while adhering to the defined scope.

Starting from a blank slate, I structured the discussion guide into distinct segments to shape the overall conversation effectively. The focus was on uncovering insights into the student journey to their current degree, their navigation of the application process, their perceptions of the learning experience so far, how these aligned with their expectations, and their views on what constitutes a successful learning experience.

Following stakeholder approval of the initial draft, I refined and expanded the discussion guide to address the client's specific concerns in greater detail.

Step 2: Recruiting participants

For participant recruitment in this project, we utilised the Askable platform to identify and engage suitable candidates. Initially, there were challenges in recruiting participants who met the required criteria. To address this, I collaborated closely with stakeholders at Flinders University to refine the recruitment approach. This included ensuring that the opportunity was marketed effectively and that remuneration aligned with participant expectations. These adjustments resulted in a more targeted and successful recruitment process, enabling us to gather valuable insights from the appropriate audience.

Step 3: Interviews & mid-point check in

Over a three-week period, I conducted 16 one-hour video interviews with current Flinders University students, recruited via the Askable platform. Each interview was guided by the structured discussion guide, which I adapted and refined throughout the project as new insights emerged. During the interviews, I paid close attention to participants' facial expressions and body language, as these non-verbal cues often provided valuable insights and opened opportunities for unscripted follow-up questions. This iterative approach allowed me to continuously enhance the discussion guide to ensure it captured the depth and nuance of the participants' experiences.

At the mid-point of the project, I delivered a comprehensive report highlighting five key insights, supported by quantitative data that captured the "jobs to be done" from the students' perspective. This report provided stakeholders with actionable findings to inform the next phases of the project.

Step 4: Analysing the data

I utilised Askable to transcribe the audio and video recordings of the interviews, which were then used to create a detailed interview review document for each student. These documents provided a concise summary of each interview and formed the foundation for mapping patterns and trends in the student experience.

Throughout the documentation process, I also collected impactful quotes from students. These quotes were carefully selected to humanise the findings, adding depth and personal context to the reporting. By incorporating these authentic student voices, I aimed to foster empathy and a deeper understanding among stakeholders, ensuring the insights resonated on both an intellectual and emotional level.

Step 5: Generating deliverables

The primary deliverable for this project was a comprehensive student experience map, developed from the interview data. This map provided a clear and detailed overview of the current student journey, highlighting key delights and pain points, and included actionable recommendations to enhance the overall student experience.

In addition to the experience map, I delivered 16 individual interview review documents and a thorough 30-page research report. This report outlined my methodology, key insights, and detailed recommendations, offering stakeholders a robust framework to inform future strategies and initiatives aimed at improving the student experience.

Conclusion

This project was an incredibly rewarding experience, providing a unique opportunity to delve deeply into the student journey and uncover the underlying pain points, delights, and opportunities for improvement. Engaging directly with students and capturing their authentic perspectives allowed me to generate meaningful insights and actionable recommendations that could genuinely enhance their experience. I thoroughly enjoyed the process of synthesising these findings into deliverables that not only informed stakeholders but also inspired empathy and understanding. It was a privilege to contribute to a project with such potential to positively impact the lives of students.