Propuesta estratégica de una nueva experiencia de usuario digital para mejorar el proceso de decisión de los prospectos de maestrías en EDES UTPL

Abstract

Abstract: This research proposes a strategy to enhance the user experience (UX) during the application process for master's programs at the UTPL Business School, aiming to build trust and foster satisfaction throughout the interaction and final enrollment decision. Through a diagnosis of the current conversion funnel, several pain points were identified in the user journey, leading to early abandonment of the process. The core proposal focuses on redesigning a seamless experience by reducing friction and integrating systems specifically the CRM with contact center channels to deliver an improved journey with personalized content tailored to different applicant profiles. This approach aims to reduce the application time from 45 to 5 minutes, addressing the modern professional's need for immediacy. The primary contribution of this thesis is demonstrating that such a digital transformation not only strengthens brand perception but also results in a significant and inevitable increase in enrollment conversion rates.