DSE Calculator

Live/Learn, Yahoo! Hong Kong

The JUPAS (Joint University Programmes Admissions System) process in Hong Kong is highly competitive and multi-phased. Our goal was to assist students in selecting courses where they have the highest acceptance chances.

My Role

I was responsible for designing a web app as the sole designer on the project. My role encompassed everything from user research and conducting interviews to creating mockups, prototypes, and delivering final designs ready for development. Additionally, I collaborated closely with a developer, UX copywriter, and product managers throughout the process.

The Challenges

Initial assumptions suggested the main challenge was information overload. However, user interviews with 8 DSE students revealed a more critical, emotional hurdle:

"Riko... feels overwhelmed by complex university choices and admission requirements. She needs a simple, supportive tool to confidently navigate course options and plan her future."

Core Research Insights

The primary bottlenecks were not information-based, but psychological and strategic:

Decision Paralysis: Students struggled to balance personal interests against admission probability, leading to indecision on how to even start.
Emotional Stress & Fatigue: Pressure to select prestigious programs caused high stress, leading to procrastination and poor decision-making.
Contingency Crisis: 33% of applicants lacked comprehensive contingency plans, resulting in high-stress, rushed decision-making during the critical 24-hour post-results window.

Design Decisions & Solutions

Our design strategy focused on transforming uncertainty into a structured, proactive planning experience.

Solution 1: Overcoming Decision Paralysis (The Two-Step Framework)

Guide students to establish a rational starting point by systematically balancing feasibility and aspiration.

We introduced a mandatory Two-Step Approach to ensure students grounded their choices in reality before exploring interests:

Step 1: Narrow Options with Predicted Scores:
Focus only on courses within realistic academic reach.
Step 2: Align with Interests and Aspirations:
Apply personal passion to the narrowed, viable list.

Impact: This method provided students with a clear, defensible list of options, enabling more constructive and confident conversations with parents and counselors.

Solution 2: Mitigating Crisis Management (Contingency Planning)

Directly address the 33% who lack preparedness by normalizing planning for varying outcomes.

We enabled users to create and save three distinct, pre-vetted plans for immediate activation during the 24-hour decision window:

*Impact: This strategic preparation shifts the user mindset from reactive scrambling to proactive execution during the critical* ***24-hour post-results decision window.***

Iteration Highlight: Maximizing Feature Engagement

Based on usability studies and user suggestions, we implemented critical features and design adjustments to improve efficiency and reduce friction during high-stress moments:

1. Speedy Data Entry:
To drastically accelerate the process on DSE results day, we prioritized exploring a mobile camera scan feature for instant result slip data entry, addressing user demand for efficiency.

2. Information Density:
We introduced a condensed 'short-list' layout option for best-match programs, addressing feedback that the initial lengthy list was overwhelming and slowed down quick decision-making.

3. Feature Visibility:
We increased the usage of the critical comparison tool from 8% to 35% by replacing a static menu button with a Floating Action Button (FAB).

Design Detail: Countering Emotional Stress

To address the documented Emotional Stress and Decision Fatigue, we employed a supportive Color Strategy.

The default theme is Green, representing growth, harmony, and support.
The theme color dynamically changes based on the user's DSE results, creating a personalized experience that supports, rather than judges, their performance.

The Impact:

Positive impact but much more to improve.

The DSE Calculator app has shown promising results, with approx 11,200 registrations at launch—capturing one-fourth of the DSE student population—and receiving positive user feedback. However, only 33% of users engaged in pre-planning. To address this, we need to explore strategies to promote the value of early planning. I believe this behavioral shift will develop gradually over time.