Students arrive in higher education with mindsets and habits shaped by the digital platforms they use every day. Netflix, Spotify and Uber have normalised daily life experiences that feel simple, personalised, immediate and intuitive, and this has raised students’ expectations for seamless, user-centric experiences in other areas, an education expert says.
“Higher education should not try to become on-demand entertainment. But it can certainly learn from the discipline behind these platforms. Students may not expect learning to be easy. Still, they increasingly expect the academic journey to be clear, connected and well supported,” says Nadia Landman, Head: Academic Quality Management Systems at The IIE’s Academic Centre of Excellence.
“A great student experience does not make higher education less rigorous. But it does make the path through that rigour clearer, more visible and better supported – an ideal all higher education institutions should be aiming for.”
Landman says the simplicity of our ubiquitous modern-day platforms is often misunderstood.
“Their ease of use is not accidental. It is the result of thoughtful design, continuous testing, data-informed improvement and rigorous quality assurance. Every recommendation, notification, search function and progress indicator is designed to reduce uncertainty and help users take the next step with confidence.”
The role of data and AI in higher education
Netflix and Spotify show how personalisation and curation can make complex content feel manageable. Behind the scenes, data, machine learning and artificial intelligence help these platforms understand patterns, recommend content and create a sense of relevance.
“In higher education, the purpose is different. The goal is not to keep students scrolling. The goal is to help them stay engaged, supported and on track. Used responsibly, data and AI can help institutions identify when students may need support, improve communication and guide learners to the right resources at the right time,” Landman explains.
This is where the learning Management System (LMS) becomes critical, she says.
“Too often, the LMS becomes a digital filing cabinet filled with documents, announcements and links. A thoughtfully designed LMS should do more than store content. It should guide students through the module, showing them what they are learning, why it matters, what they need to do, when assessments are due and where feedback fits into their progress. It should therefore be a carefully designed learning environment that helps students understand what to do, why it matters and how each step connects to their progress, says Landman.
Visibility builds trust
Uber shows how visibility reduces uncertainty: users can track their driver, journey time, and expectations. Higher education should do likewise, Landman says.
“Students shouldn’t hunt for registration, fees, rules, assessment dates, feedback timelines, support services or escalation routes. The clearer the journey, the less confusion and anxiety. In higher education, visible registration status, accreditation, academic rules and support pathways signal trust and boost confidence in the institution and the learning journey.”
Why this matters in Higher Education
Trust must be earned continuously. Students and parents need assurance that an institution is legitimate, that qualifications are recognised, and that the learning experience is well governed.
“Visible, accurate and easy-to-understand signals – including accreditation, registration status, qualification details, academic rules and student support – do more than meet compliance. They form part of the student experience and demonstrate active quality management.”
Student experience is quality assurance in action
Student experience is integral to academic quality and outcomes, and it shows in programme design, LMS structure, assessment communication, feedback and support.
“The lesson from our most-used apps is that simple-feeling experiences rely on careful design, robust systems and continuous improvement. This matters for today’s students and especially for Generation Alpha who expect intuitive, responsive, and personalised digital journeys,” says Landman.
“The best institutions will not design only for the students they serve today. They will also pay close attention to the behaviours, expectations and support needs of the students who are coming next. Institutions that make quality visible and trust easy to earn will better navigate academic journeys and demonstrate mature governance.”