62% Turnover Reduction
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KING'S INTERHIGH
Duration
6 - 8 Months
Project Type
Sign Up Flow
Onboarding
Finance Portal
Web Design
Responsive Design
My Role
UX Lead
Front End Dev
Target Users
Parents & Carers
Multi-market (UK, Middle East, South East Asia and U.S)
Contribution
User Reasearch
Flow Design
High Fidelity Design
Front End Dev
Outcome
1,900+ New Students Onboarded
Representing over £7.5M in Annual Tuition Revenue
4.5 / 5 Usability Score
Daily Registrations Doubled
Rolled Out Across UK, UAE, SEA & US
OVERVIEW
This documents the system as designed and launched in 2024
King’s InterHigh is the UK's leading online multi-regional private school that serves over 6,000 students across Europe, Africa, Asia, and now the East Coast of the United States. The school offers a flexible and accessible learning experience, providing a range of subjects and qualifications for students from primary through to A-level.
As part of their growth, the school sought to overhaul its enrolment process to improve efficiency, enhance user experience, and accommodate diverse international markets. This project focused on designing a streamlined enrolment flow, localising the process for different regions, and introducing new features like the Enrolment Dashboard, Finance Hub, and Parent Hub to simplify ongoing management for parents and students alike.
THE CHALLENGE
King's InterHigh needed to scale enrollment across four distinct markets (UK, UAE, Southeast Asia, and US) while maintaining operational efficiency. The existing sign-up process was creating friction at multiple points: families were abandoning mid-registration, payment collection was fragmented, and the internal team was spending significant time manually processing incomplete applications.
My role was to redesign the entire enrollment journey—from initial registration through to payment completion while ensuring the system could accommodate regional differences in curriculum, pricing structures, and payment preferences without requiring separate builds for each market.
The core challenge: balance simplicity for parents with the complexity of managing multi-student households, variable pricing packages, and region-specific requirements.
UNDERSTADNING
THE PROBLEM
THE PROBLEM
Working closely with the enrollment team, I conducted a discovery phase to identify where and why families were dropping off:
What we found through analytics review and team interviews:- Many families started registration but never completed payment, creating false pipeline projections
- The process wasn't designed for multi-child households—parents had to restart from scratch for each student
- Regional differences (pricing, available subjects, payment terms) weren't clearly communicated upfront
- Parents lacked visibility into what happened after registration—no clear next steps or progress tracking
The underlying issue: The system was designed around internal processes, not around how families actually make enrollment decisions. Parents needed clarity, flexibility, and confidence before committing to £4,000+ in annual tuition.
Strategic opportunity: If we could reduce uncertainty and provide transparency throughout the journey, we could improve both conversion and data quality—ensuring families who did register were genuinely committed and had everything needed to complete enrollment.
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KEY DESIGN DECISIONS
1. Introducing a Commitment Fee
Rather than allowing free registration, we introduced a £100 upfront fee (deductible from tuition). This was strategic, not just financial:
Why this mattered: Free registration created a pipeline filled with casual browsers who had no intention of enrolling. This fee ensured only serious families entered the system, improving data quality and reducing wasted follow-up effort from the sales team.
The tradeoff: We knew this would reduce top-of-funnel numbers, but prioritized quality over quantity fewer registrations, but higher conversion to actual students.
2. Dashboard-Based vs. Linear Flow
Rather than forcing families through a single linear process, we created a dashboard where they could complete requirements in any order.
Why this mattered: Enrollment involves multiple stakeholders, parents need time to gather documents, discuss subject choices, and coordinate with partners. A rigid linear flow would have created abandonment whenever someone hit a temporary blocker.
The insight: Families don't enroll in one sitting. They need the flexibility to progress at their own pace while maintaining clear visibility of what's outstanding.
3. Regional Flexibility Within a Single System
Rather than building separate flows for UK, UAE, SEA, and US markets, we designed a state-driven architecture that could adapt to regional requirements (pricing structures, available subjects, payment terms) while maintaining a consistent core experience.
Why this mattered: Separate systems would have been expensive to build and maintain. A flexible architecture allowed us to launch faster and iterate based on real usage rather than speculation.
The constraint: This meant some markets launched with "good enough" localisation rather than perfect customisation, but it enabled us to prove the model in one market before scaling.
4. Payment Transparency
We surfaced total cost, payment options, and fee breakdowns early in the journey before families invested significant time in subject selection.
Why this mattered: Hidden or delayed pricing creates distrust and leads to abandonment at the final step. By being upfront, we filtered out families who couldn't afford the fees earlier, reducing wasted time for both families and the enrollment team.
THE SOLUTION
With the strategy defined and key decisions made, I designed three integrated components that work together to guide families from initial interest through to full enrollment:
REGISTRATION PROCESS
The registration flow needed to balance speed with data collection, while adapting to four different regional markets. I designed a streamlined sign-up that:
- Provides clear regional pathways with exclusive package visibility based on location
- Collects essential contact details upfront (email, phone) enabling follow-up on incomplete registrations
- Integrates a bespoke package builder for customized subject selection across different qualification levels
- Includes a £100 commitment fee (deductible from tuition) to ensure serious registrations and reduce pipeline noise
The flow adapts dynamically based on region, showing relevant pricing, available subjects, and payment terms specific to UK, UAE, Southeast Asia, or US markets.
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ENROLLMENT DASHBOARD
After registration, families enter a guided dashboard that breaks the enrollment process into clear, manageable steps. Rather than forcing a linear sequence, the dashboard allows families to complete requirements in any order—recognizing that enrollment involves multiple stakeholders and often requires gathering documents or having discussions over several days.
Key features include:
The dashboard dynamically updates based on student age, qualification level, and regional requirements—showing only relevant steps for each family's specific situation.
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PARENT HUB
Post-enrollment, families need ongoing access to their account, student information, and school communications. The Parent Hub serves as a central portal for:
- Financial management: Complete payment history, upcoming invoices, and payment method updates
- Support access: Searchable help center and live chat for quick assistance
- School updates: News, announcements, and important dates
- Student progress: Performance tracking and teacher communications
- Notification system: Alerts for payment issues, missing documents, or required actions
This hub reduces the burden on the enrollment team by empowering parents to self-serve for common tasks and questions, while providing clear escalation paths when human support is needed.
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TECHNICAL CONSIDERATIONS
Throughout the design process, I worked closely with the engineering team to ensure the solution was technically feasible within existing infrastructure:
- Leveraged existing user authentication and payment systems (Stripe) rather than building custom solutions
- Designed state-driven logic that could accommodate regional variations without requiring separate codebases
- Ensured all flows were fully responsive for mobile and tablet use >Built in comprehensive error states and validation to reduce support burden
- Implemented analytics tracking at key decision points to enable post-launch optimization
The modular design allowed us to launch and iterate by market—validating the approach in the UK before rolling out to UAE, SEA, and US regions.
COLLABORATION
& IMPLEMENTATION
& IMPLEMENTATION
This project required alignment across multiple stakeholders with sometimes competing priorities:
Regional Market Leads wanted features specific to their markets (e.g., Arabic language support for UAE, state tax handling for US). I facilitated prioritization workshops to determine what was "must-have for launch" vs. "iterate later," using enrollment volume projections to guide decisions.
Product & Engineering needed to balance ambition with technical feasibility. I worked closely with the development team to understand API constraints and database architecture, adjusting designs to work within existing systems rather than requiring major infrastructure changes.
The Enrollment Team provided critical insights into where manual processes were creating bottlenecks. Their input shaped features like the call scheduling tool and document upload flows—small additions that dramatically reduced their workload.
Finance & Legal required specific compliance features (GDPR consent, contract signing, payment terms). I embedded these requirements into the flow in ways that felt natural rather than bureaucratic.
My role was to synthesize these needs into a cohesive experience that worked for families while meeting business and operational requirements.
RESULTS & IMPACT
Business Impact:
- 1,900+ students onboarded in the first year, representing over £7.5M in annual tuition revenue
- Daily registrations doubled (36 → 84), contributing to school growth to 6,000+ students
- 1,000+ successful payments processed in the first weeks post-launch
- System scaled across UK, UAE, SEA, and US; by 2024, 50% of students were enrolling through the new system
- Usability score: 4.5/5
- 88% of parents rated the process as "easy" or "very easy"
- Post-launch surveys revealed the dashboard approach was particularly valued by multi-child families
What I learned
What worked: The commitment fee successfully filtered out casual browsers without deterring serious families. The dashboard-based approach gave families the flexibility they needed while maintaining progress visibility.
What I'd do differently: We initially underestimated how much guidance first-time users would need. In future iterations, I'd introduce more contextual help and progressive disclosure to reduce cognitive load, especially for subject selection—the most complex decision point.
Ongoing optimization: Post-launch, we continued iterating based on usage patterns. For example, we identified seasonal enrollment peaks (May–July) and adjusted UI messaging and support resources accordingly.
