13: behavioural design for course completion in e-learning
An online learning platform offering creative and career-development courses was facing low course completion rates and weak post-purchase engagement. While the course content was strong, learners lacked motivation and a sense of continuity, resulting in drop-off before course milestones and minimal peer-to-peer interaction.
I was brought in to redesign the digital learning experience in a way that would:
increase course completion through behavioural reinforcement
activate community-based motivation within and around the content
strengthen the brand’s role as a learning partner.
the strategy
Conduct audience segmentation and motivational profiling to understand learner blocks, study rhythms, and identity-related friction
Design a video-led learning journey, with bite-sized content sequences that built momentum and encouraged emotional wins
Embed engagement checkpoints (reflections, polls, progress celebrations) to reinforce progress and invite sharing
Create a community wrapper around the learning experience—Q&As, discussion prompts, and private feedback loops to combat isolation.
the impact
Achieved 1.6M+ views in 30 days on behaviourally-primed short-form content, primarily through Reels
Reached 860K+ accounts organically, with 97,970 interactions across reels and story-based content
Generated engagement from 84,085 unique accounts, helping learners feel seen, supported, and part of an active learning culture
95% of interactions came from followers, indicating strong community continuity and repeat participation
Reinforced course momentum with high-frequency micro-motivation content, supporting a +38% increase in course completion rates among engaged learners
Repositioned the brand as a motivational partner—not just an educational vendor—by building emotional consistency across every content touchpoint.
kw. learning journey architecture, motivation cycles, educational trust loops