RepsEdge Case Study

Carolyn Jao
Sep 14, 2015 · 5 min read

RepsEdge wanted to provide one thing for University reps — the ability to efficiently schedule high school meetings. Mary approached us with the partnership and we quickly dove right into the research.

Competitive Analysis — What are other people doing?

RepsEdge is nothing like what’s on the market now, so let’s analyze some of the other sites on the market first.

How are university reps connecting with students right now? How are they planning their trips and solving these problems right now?

We took note of the filtering system and also checked out a few of their other competitors, the sign-up process, and did brief user-tests to evaluate the heuristics on the websites.

After doing the analysis, we’re ready to dive into the information architecture with card sorting activities.

In-person card sort

Compiling the data here gives us clues as to how we should best organize the content on our website. What are the key items that university reps are looking for? Is it academic performance? Ability to pay? Geography? If so, how do we ensure the most efficient way to search through over 30,000 schools available on the website?

Salesforce model for generating leads and follow-up

We began to recruit interview subjects to explore further as we are compiled more data.

Exploratory interviews

Always my favorite part of the research phase. The goal here is to discover four crucial items to develop your personas:

  1. Context (Where are they when they run into this problem)
  2. Behavior (What do they do when they run into a problem)
  3. Pains (What are some things they absolutely hate HATE running into)
  4. Pleasures (Good things. Favorite things.)

Having our interview subjects describe to us how they go about planning a high school visit trip was essential for us to synthesize the data and create our personas.

Personas are not new. People use them all the time. But for the UX process, they tell us the motivations of our core users to use this product and how we can help them achieve their goals.

With these, we began building out user flows and start sketching!

Sketching & Prototyping

So many sketches!

We sketched out many solutions to our core pages and tested them out with paper prototypes to start. We found subjects through our network and quickly narrowed down our design direction.

After a few rounds of testing, we finalize them into a clickable prototype to begin visual designing. We used Axure RP to create an highly interactive prototype to streamline

Design Challenges

Purchase order payment processing

Probably one of the more challenging items for us to wrap our heads around — implementing a P.O. System. While we’ve worked on many e-commerce websites before, we had to carefully study and iron out the flow for our university representatives to be able to submit an invoice instead of paying by a credit card.

This came up during the research phase as well, as many education institutions use purchase orders and not credit cards for corporate purchases.

For us, it was important to define what was off platform actions and what were platform/user/admin actions.


We wanted to use a multi-selector like this one from Classpass — during user testing, however, this did not go over well. Too much confusion over the tags, jumping around, etc.

Street easy had a similar multi selector BUT had clear checkboxes. This tested much, much more favorably with the users.

Side note, Classpass launched their new search and it works SO much better! Its a nice combination of the multi selector, scale, and multiple options.

Love this new selector!

On the RepsEdge platform you can search for types of schools, average scores, income, and more to narrow down to the correct selection.

After much iteration, and more shall come soon — here’s what we are presenting at launch!


As with any product — the website will continue to be improved. UX work is never done and one of the most exciting aspects for me is to think about next steps!

  1. Compare qualitative data and quantitative data what did users actually do on the site? What did they say they would do?
  2. Integrations — we speculated adding some integrations to the website in the beginning, which ones are needed? Is it Google Calendars? Or Calendly for easy scheduling?
  3. What can we improve on? What other off-platform interactions should we have?

Thanks for reading!

Carolyn Jao

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