Comparison Tool
When users cannot compare the details that matter, more information does not necessarily mean a better decision. We designed a comparison experience that surfaced useful program attributes, preserved consistency across uneven source data, and helped members evaluate education options side by side.
Role: UX Writer, Guild
The Context
The percentage of stalled users who said, “I don’t know which learning program is right for me,” doubled in one year. Guild members needed to compare program details side by side so they could make informed decisions about consequential education choices.
Research showed that members wanted as many relevant product attributes as we could responsibly provide. The challenge was organizing that information for fast comparison and using terms consistent with the rest of the Guild experience.
What I Did
The team shaped the comparison model around the attributes members cared about most, then convened a user focus group to review the designs and test whether the content hierarchy supported decision-making.
Every participant said the tool would make comparison easier. Members also asked to see program length in the highlights and wanted clearer information about potential out-of-pocket costs. We used that feedback to revise both the information hierarchy and the content.
Challenges I Faced
Our original objective was to present detailed attributes directly in each cell. But academic partners provided uneven data. Some cells contained several lines of copy while others contained one, making the table harder to scan and compare.
We created concise, consistent summaries for the comparison view and linked to more extensive sources when members needed the details. The solution preserved clarity without pretending the underlying data was uniform.
The End Result
The completed tool surfaced the data points research showed members needed to make more informed, durable decisions about education. Members could examine program attributes side by side, focus on the details that mattered most, and reach deeper information without crowding the comparison view.