Scaling training for more than 10,000 students

Context

Eindsprint is a nationwide exam training provider supporting over 10,000 students and working with a team of around 450 hired trainers, managed through a close partnership with Eindsprint. As a long-term freelance product designer, I was responsible for the website and training management platform, which I built from scratch after a full rebranding.

The goal was to improve the full digital experience: making it easier for students to find and book the right training, increasing multiple-session sales, and streamlining information collection and school planning for the trainers and schools involved.

Challenge

Following the rebrand, Eindsprint needed a website and training platform that could support a much larger volume of students and trainers than before. Students had a hard time finding the right training for their subject, level and location, and the booking flow made it difficult to purchase more than one training at a time.

Behind the scenes, the checkout didn't collect the information trainers and schools actually needed, and planning trainings for a specific school required manual back-and-forth instead of a clear, self-service flow.

Approach

Eindsprint has been a long-term freelance partnership rather than a one-off project, which I prefer: over time it builds a strong level of trust and much smoother communication, deep domain knowledge, and shorter development cycles than a typical in-house project of this size.

Together with the team, I mapped every possible path through the booking flow, from an empty cart to a training-and-book bundle, sign-up, a second training add-on, exam bundle upsells and checkout, to make sure edge cases and upsell moments were considered from the start rather than bolted on afterwards.

Solution

I redesigned search and booking so students can filter trainings by subject, level and location and get to a clear overview quickly. Required information was integrated directly into checkout instead of being collected afterwards, and I added cross-sell and bundle discounts so ordering more than one training became a natural next step rather than a separate purchase.

I also laid the foundation for a school-facing project portal so schools can plan and follow up on trainings themselves, built a modular email framework to support the growing number of automated touchpoints, and established a scalable design system from the ground up to keep the growing platform consistent.

Impact

Over the course of our long-term collaboration, we continuously improved the platform, contributing to year-on-year growth in registrations. As I came to understand the product inside and out, Jelle and I developed a shared language and the briefs became increasingly concise. Our most recent projects often started with a short phone call outlining only the core idea or need, after which I was trusted to shape the solution independently. The video below shows the latest result in action.