Caltech Responsive eCommerce eLearning UX Design

X3 Purchases

Caltech, a renowned private research university in California, operated an Executive and Professional Education department that relied on manual course sales conducted via email. This approach generated approximately $2.5M annually with a 1% conversion rate.

Challenge

Manual sales process: Time-consuming and resource-intensive.

Limited scalability: Growth was constrained by the manual nature of the process.

User experience: The website did not support seamless, automated course enrollment.

Goal: Enhance the website’s user experience and automate course sales to drive growth.

Solution

Information Architecture: Removed clutter, simplified course info and sitemap.

User Experience: Improved navigation, course filtering, and streamlined checkout.

Automation: Implemented end-to-end automation for course sales and enrollment with Adobe Commerce, creating an integrated digital infrastructure where tools, teams, and processes work together seamlessly.

Results

136% increase in active users (comparing Jan-Nov 2024 to Jan-Nov 2025).

1,311% increase in add-to-carts.

204% increase in purchases.

2.4K first-time purchases and 2.5K total purchases in 2025.

$2.8M in revenue from site checkouts (individuals only; organizational sales occur outside the site and represent the larger part of the business). This transformation gave Caltech an unfair advantage, skyrocketing individual enrollments through UX/CRO.