The Spark

When we first launched CanApply, the platform was designed to be flexible. Students could explore programs, upload documents, book consultations, and apply to universities in whichever order they preferred. We believed that giving users full control would reduce friction and empower them to own their journey.

But then something unexpected happened.

As we analyzed user behavior, the data painted a different picture. The conversion rate was lower than expected, and we noticed significant drop-offs, especially during key steps like uploading documents or selecting programs. Many students created accounts but didn’t follow through.

Nearly 45% of users dropped off during the document upload stage, signaling high friction. After redesigning the flow with clearer instructions and progress nudges, drop-offs decreased to 22% within two weeks.

That’s when we realized: Control without guidance isn’t freedom. It’s uncertainty.

Listening Closely

To understand the root cause, we turned to user research. Through surveys, interviews, and tracking behavior within the app, we uncovered three core struggles:

1. Decision Paralysis
   Too many choices. No clear entry point.

2. Lack of Direction
   Students wanted to apply, but didn’t know what steps to take or in what order.

3. Need for Guidance, Not Hand-Holding
   Users craved structure, but still wanted the ability to move at their own pace.

Sara, an international student from Turkey, started the application but abandoned it mid-way because she didn’t know which program matched her goals. In CanApply Pro, structured guidance showed her progress and tailored recommendations, helping her finish the process in one sitting.

It became clear that while flexibility worked for some, others needed scaffolding, a progressive, step-by-step framework that would guide them toward submission with confidence. Based on these insights, we designed CanApply Pro to offer a clear, linear progression through the application journey, while still maintaining access to essential platform features.

Introducing CanApply Pro

CanApply Pro is a guided, one-way application journey designed to take students from "I want to apply" to "I just submitted" with clarity and confidence at every step.

We didn’t want to replace the original experience. We wanted to add an alternative path for those who needed more support.

Designing the Guided Path

We mapped the entire university application process and broke it down into five digestible stages:

Profile → Interests → Explore → Submit → Results

1. Complete Profile
   Students begin by entering their personal information, academic history, and language proficiency. This step lays the foundation for personalized recommendations and ensures we have enough data to support their applications.
   A complete profile also enables our sales and customer service teams to deliver more tailored support
   
   

   

   
   
   

2. Set Interests
   Here, students define what matters to them, their preferred fields of study, target location, and education goals. This allows the system to align suggestions with their personal ambitions.
   It also empowers our marketing and customer service teams to automate targeted messages based on individual interests, reducing churn and boosting engagement with relevant content at just the right time.
   
   

   

   
   
   

3. Explore Programs
   Based on their profile and interests, students are now presented with a curated list of recommended programs. They can explore details, compare options, and select the ones they want to apply to, without the overwhelm of hundreds of irrelevant choices.
   
   

   

   
   
   

4. Submit Application
   In this step, students upload all the necessary application documents, including their academic transcripts, test scores, and personal statements. They also provide references, which CanApply will review to ensure completeness and quality.Once the documents are complete, our team reviews them and provides feedback, ensuring everything is ready for submission.
   
   

   

   
   
   

5. Get Results
   Once applications are submitted, students track their application statuses, receive updates, and view offers. This closing step brings a sense of accomplishment and closure, while preparing them for the next chapter.
   
   

   

Each step builds naturally on the last, giving students confidence as they move forward. But we didn’t remove flexibility. Students can pause, return to the dashboard, or even start a new journey from scratch.

Balancing Structure with Freedom

This was one of our biggest challenges: how do we create a structured path without making users feel trapped?

Here’s how we solved it:

• Save and Resume
  Students can stop at any point, revisit steps, or return later.

• Seamless Integration with CanApply
  CanApply Pro is integrated into the existing system, allowing students to apply directly to their desired programs.

• Interactive Tutorial
  On their first visit, users are guided through a short, interactive tutorial that introduces the new journey and shows how to navigate it confidently.

• Context-Aware Help
  Each step includes inline tooltips to reduce confusion.
  
  

  

Testing, Feedback, and Iteration

We ran multiple usability tests with both new and returning users. Early feedback was clear, in usability testing with 12 participants:

• 80% said the new guided path reduced decision fatigue.

• 70% reported increased confidence in their program choice.

• Some of participant noted:

  • "This is what I needed all along"

  • “I finally know what to do next.”

  • “It’s like the platform is walking me through the process.”

But it wasn’t all praise. Some users got stuck on the wording. Others clicked away too early. So we refined:

• Adjusted button labels for clarity

• Improved the visibility of the progress tracker

• Added reminders and nudges when users paused for too long

• Simplified sidebar labels and icons for easier navigation

• Enhanced dashboard layout for clearer progress tracking

• Made filters more intuitive and easier to use

• Added a new Dana chat pop-up for timely, proactive assistance without disrupting the user flow

• Added engaging messages and animations during the “Wait for the Result” stage to reassure users

Behind the Scenes: Smarter Systems for Teams

CanApply Pro didn’t just enhance the user experience, it also optimized internal operations. With more complete user profiles and a structured application flow, our customer service team gained better visibility into where each student stood. Structured profiles reduced support tickets by 30%, helping advisors prioritize applicants faster.

This allowed them to:

• Prioritize ready-to-apply students

• Offer more personalized support

• Automate targeted messages based on user interests

The Final Experience

CanApply Pro now delivers:

• A clean, step-by-step interface
  With clear labels, a progress tracker, and confirmation at each stage

• Personalized program recommendations
  Matching students with options that fit their profile and goals

• AI + Human Support
  Combining Dana's instant feedback with live advisor scheduling

• Dashboard Flexibility
  Students can always exit the path, explore programs, and return when ready

Unlike StudyPortal or IDP, which focus on either free exploration or rigid guidance, CanApply Pro uniquely combines AI-driven recommendations with customizable flexibility, letting students explore and stay on track.

What I Learned

• Structure empowers, it doesn’t restrict
  The more clearly we guided users, the more confident and autonomous they became.

• Designing for different user types matters
  One size doesn’t fit all. Offering a guided path alongside a flexible dashboard was key.

• Iteration is essential
  No amount of wireframing replaces the insights from real user behavior.

• business-focused
  Designing for usability not only improved student success but also streamlined internal operations, aligning product outcomes with company growth.”

Final Thoughts

In a stressful process like university applications, clarity is power. CanApply Pro turned confusion into confidence, guiding students every step of the way without ever taking away their agency.

That’s what great design should do, meet people where they are, and help them get where they want to go.