Udemy

 Udemy is a platform for online courses that are taught by experts and offer the student a certificate once completed that will add to their experience credits in their chosen field. The courses provide all people the opportunity to learn and gain new sets of skills and knowledge, for personal or professional use. A range of areas and expertises are covered through their current offer of 250,000+ courses. 

The Udemy logo represents the opportunities that they aim to provide through the symbolism of the arrow. The arrow is a universal symbol for growth, this encourages the message that Udemy strives to provide every learner with advancement in their life and learning. 

The main image features a range of people engaged in the content being provided through the laptop. This emphasises the flexibility Udemy aspires to provide, as their courses are available through any technological device, allowing the knowledge to be received anywhere and anytime for the learner. The various leaners shown in the image demonstrates how the courses are made to be accessible for people of all demographics, despite of age, gender, class or ethnicity. Through the arrows, an alternative image is shown of a younger student. This allows Udemy to market to younger adults that are just starting to grasp the different possibilities and paths that are offered in life and help to give them guidance on their aspirations and future. 

Efficient navigation is essential for Udemy as leaners need to find the right fit for them in the middle of their abundance of courses. The structure is straight-forward through their navigation bar found at the top of the page. Unconventionally, the 'Explore' option is placed on the left hand side of the search bar, separated from the other sections afterwards. This may be because the learner is more likely to want to view all their options, as a small minority will know exactly what course they are looking for. The call-to-actions are prominent on the page, such as "Login in/Sign up", "Plan for individuals" and "Plan for organisations". By being displayed in bold, purple boxes, they stand out and make the users feel more enticed towards taking action.  

Through 'Explore', the course listings are divided into broad subject areas. This allows an opportunity for the user to personalise and narrow down their search and find what works best for them. The different areas of these overall courses are broken down so the user can tailor their selection to the part of the category they personally enjoy, such as the e-commerce segment of business. 

Below the fold, Udemy offers visuals and course previews of some different areas. 

These offer the user a quick preview of the content and the instructor. Through hovering over the course that interests you, a pop-up appears with a more in-depth description of what the course may help them gain. By making the larger amount of copy only accessible through interaction, the users aren't overwhelmed with large amounts of text surrounding every course. Instead, this is provided once the user is already interested in that specific course and wishes to know more. The ratings and reviews offered with every course helps to establish credibility and trust with the provider and the potential learner, this is essential for marketing an academic opportunity, especially when the potential learner may have to purchase the opportunity. 

Once selecting 'Plans & pricing', different plans appear, providing the opportunity for various budgets and purposes. The difference between these plans are outlined underneath the call-to-action to 'Try it free', making sure to communicate with the buyer what they can expect through their options to ensure no misunderstandings occur. These plans may present a more cost-efficient approach to these courses for some users as they may intend on completing various courses and therefore save money through these plans. However, the opportunity to buy courses separately is still available if users desire a customisable approach instead of a fixed cost.