Now it's time to go deeper into the problem.

I started this section by including research about the target audience.

Here is the student persona, and here is the empathy map.

You can include other research artifacts here, such as survey responses,

user testing, feedback, and analytics insights.

You can also include industry research and

a competitive analysis of other companies who are doing something similar.

Then I started documenting the current experience, beginning with the user flow.

The prospective apprentice visits the landing page and submits an interest form.

The data is emailed to Treehouse.

Then, someone on the Treehouse staff manually creates the account and

assigns their access to the organization and the starter learning track.

This tedious process is a major pain point, and

the user flow is a simple way to make that apparent.

Once given access, the user receives an invitation email.

Then they can sign up for a Treehouse account and

see the track on their dashboard when they sign in.

Then I included screenshots of the current experience.

Starting with the landing page, I included pain points for each.

You can see I followed this format for the interest form and email.

For each point, I pointed out areas for improvement.

As you can see, the invitation email has room for improvement.

It doesn't mention the apprenticeship program, and it's no wonder that

prospective apprentices often either overlook this email or get confused by it.

Great, so at this point the audience has all the backstory and

is aware of the current state.

Next, I'll present my ideas for solving the problem.