Project type
SaaS / B2B
Developers
sector
E-Learning
Sustainability
Team
Product Owner
Product Manager
Product Manager
Developers
Marketing
Developers
Tools
Figma
Adobe Photoshop
Hotjar
Time
2 years
CLIENT
ANTHESIS GROUP
role
Lead UX Strategist & Product Designer
role
Lead UX Strategist & Product Designer
Contribution
Defining the B2B Product Vision
Iterative Design and Validation
Cross-functional Strategy Alignment
Driving Data-Driven Pivots
Cross-functional Strategy Alignment
Driving Data-Driven Pivots
objective
To architect, design, and launch an MVP for a B2B sustainability e-learning platform—the first of its kind—focused on helping clients calculate carbon footprints, understand sustainable practices, and implement actionable changes.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
THE CHALLENGE: FORGING A PATH FOR NOVEL, ENGAGING E-LEARNING
The core challenge was two-fold: market novelty and engagement failure. No precedent existed for a B2B platform that merged carbon-footprint calculation with actionable educational content. Furthermore, we had to combat the industry-wide problem of high drop-off rates associated with traditional, static e-learning platforms, requiring a novel approach to content presentation and user motivation.
The core challenge was two-fold: market novelty and engagement failure. No precedent existed for a B2B platform that merged carbon-footprint calculation with actionable educational content. Furthermore, we had to combat the industry-wide problem of high drop-off rates associated with traditional, static e-learning platforms, requiring a novel approach to content presentation and user motivation.
THE STRATEGY: GAMIFIED FLOW & SCIENTIFIC VALIDATION
I led the strategy to establish a Gamified Learning Flow focused on small, actionable steps and clear progress visualization, transforming compliance into a goal-driven experience. To ensure the design was truly engaging and overcame "e-learning fatigue," we used a high-stakes validation strategy: AI Biometrics (Eyequant): Used to scientifically measure visual engagement and emotional response to the new interface. Usability Testing: Employed to ensure the complex carbon-footprint tool was intuitively usable. Log Analysis: Used post-launch to rapidly tune content structure and identify friction points leading to drop-off.
I led the strategy to establish a Gamified Learning Flow focused on small, actionable steps and clear progress visualization, transforming compliance into a goal-driven experience. To ensure the design was truly engaging and overcame "e-learning fatigue," we used a high-stakes validation strategy: AI Biometrics (Eyequant): Used to scientifically measure visual engagement and emotional response to the new interface. Usability Testing: Employed to ensure the complex carbon-footprint tool was intuitively usable. Log Analysis: Used post-launch to rapidly tune content structure and identify friction points leading to drop-off.
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
THE SOLUTION: BEHAVIORAL DESIGN FOR SUSTAINABILITY
I designed a proprietary information architecture that broke down complex sustainability practices into modular, consumable content units. The platform was built around behavioral triggers, providing users with immediate feedback and personalized "Next Step" recommendations based on their progress and organizational profile. This continuous-action model successfully minimized the feeling of being overwhelmed by the subject matter.
I designed a proprietary information architecture that broke down complex sustainability practices into modular, consumable content units. The platform was built around behavioral triggers, providing users with immediate feedback and personalized "Next Step" recommendations based on their progress and organizational profile. This continuous-action model successfully minimized the feeling of being overwhelmed by the subject matter.
THE IMPACT: SETTING A NEW INDUSTRY STANDARD
THE IMPACT: SETTING A NEW INDUSTRY STANDARD
Task Completion: Achieved 100% Task Completion Rate for core administrative and learning modules in final validation testing. Error Reduction: The implemented Error Prevention architecture eliminated 100% of the most frequent administrative failure points (e.g., student creation errors). Engagement Rate: Post-launch metrics showed significantly reduced drop-off rates (data point needed, e.g., 35% lower) compared to industry standards for comparable e-learning platforms. Commercial Alignment: Drove a strategic commercial pivot that aligned the funnel with 98% of the B2B buyer market (removing the self-service cart).
Course Details
Edit Course Deadlines
Student Management
Course Catalog Page
CLIENT
ANTHESIS GROUP
sector
E-Learning
Sustainability
role
Lead UX Strategist & Product Designer
Project Type
SaaS / B2B
Tools
Figma
Adobe Photoshop
Hotjar
Team
Product Owner
Product Manager
Developers
Time
2 years
Contribution
Tools
Figma
Adobe Photoshop
Hotjar
Adobe Photoshop
Hotjar
Contribution
Defining the B2B Product Vision
Iterative Design and Validation
Cross-functional Strategy Alignment
Driving Data-Driven Pivots
CLIENT
ANTHESIS GROUP
sector
E-Learning
Sustainability
role
Lead UX Strategist & Product Designer
Project Type
SaaS / B2B
Tools
Figma
Adobe Photoshop
Hotjar
Team
Product Owner
Product Manager
Developers
Time
2 years
Contribution
Defining the B2B Product Vision
Iterative Design and Validation
Cross-functional Strategy Alignment
Driving Data-Driven Pivots
ANTHESIS GROUP
ANTHESIS GROUP
ANTHESIS GROUP
ANTHESIS GROUP
ANTHESIS GROUP
PROJECT TYPE
SaaS / B2B
sector
E-Learning
Sustainability
Team
Product Owner
Product Manager
Product Manager
Marketing
Developers
tools
Figma
Adobe Photoshop
Hotjar
Time
2 years
PORTRAIT
TOP PRIORITIES GRID
PERSONA
TOP PRIORITIES
USABILITY ISSUES
COMPETITIVE ANALYSIS
TRIANGULATION
TOP PRIORITIES GRID
PERSONA
TOP PRIORITIES
USABILITY ISSUES
COMPETITIVE ANALYSIS
TRIANGULATION
TOP PRIORITIES GRID
PERSONA
TOP PRIORITIES
USABILITY ISSUES
COMPETITIVE ANALYSIS
TRIANGULATION
▼
Real Recommendations
by real
people
Featuring
curators
from
around
the
world
▼
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD SCS IMAGERY
NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD SCS IMAGERY
NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD SCS IMAGERY
NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
Caption text
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
Caption text
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
Caption text
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
EXPERT COMPETITIVE REVIEW
BUYER PERSONA
LEARNER PERSONA
BUYER USER FLOW
SWOT ANALYSIS
LEARNER USER FLOW
CARD SORTING
USABILITY TESTING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
NEW BRANDING WCAG
THE SOLUTION: BEHAVIORAL DESIGN FOR SUSTAINABILITY
I designed a proprietary information architecture that broke down complex sustainability practices into modular, consumable content units. The platform was built around behavioral triggers, providing users with immediate feedback and personalized "Next Step" recommendations based on their progress and organizational profile. This continuous-action model successfully minimized the feeling of being overwhelmed by the subject matter.
THE SOLUTION: BEHAVIORAL DESIGN FOR SUSTAINABILITY
THE IMPACT: SETTING A NEW INDUSTRY STANDARD
THE SOLUTION: BEHAVIORAL DESIGN FOR SUSTAINABILITY
Task Completion: Achieved 100% Task Completion Rate for core administrative and learning modules in final validation testing. Error Reduction: The implemented Error Prevention architecture eliminated 100% of the most frequent administrative failure points (e.g., student creation errors). Engagement Rate: Post-launch metrics showed significantly reduced drop-off rates (data point needed, e.g., 35% lower) compared to industry standards for comparable e-learning platforms. Commercial Alignment: Drove a strategic commercial pivot that aligned the funnel with 98% of the B2B buyer market (removing the self-service cart).
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
T-STONE DEVICE
T-STONE DEVICE PARTS
GRYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GRYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GRYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
Course Details
Edit Course Deadlines
Student Management
Course Catalog Page
THE CHALLENGE: FORGING A PATH FOR NOVEL, ENGAGING E-LEARNING
The core challenge was two-fold: market novelty and engagement failure. No precedent existed for a B2B platform that merged carbon-footprint calculation with actionable educational content. Furthermore, we had to combat the industry-wide problem of high drop-off rates associated with traditional, static e-learning platforms, requiring a novel approach to content presentation and user motivation.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
THE STRATEGY: GAMIFIED FLOW & SCIENTIFIC VALIDATION
I led the strategy to establish a Gamified Learning Flow focused on small, actionable steps and clear progress visualization, transforming compliance into a goal-driven experience. To ensure the design was truly engaging and overcame "e-learning fatigue," we used a high-stakes validation strategy: AI Biometrics (Eyequant): Used to scientifically measure visual engagement and emotional response to the new interface. Usability Testing: Employed to ensure the complex carbon-footprint tool was intuitively usable. Log Analysis: Used post-launch to rapidly tune content structure and identify friction points leading to drop-off.
CLIENT
ANTHESIS GROUP
Contribution
Iterative Design and Validation
Cross-functional Strategy Alignment
Driving Data-Driven Pivots
Defining the B2B Product Vision
objective
To architect, design, and launch an MVP for a B2B sustainability e-learning platform—the first of its kind—focused on helping clients calculate carbon footprints, understand sustainable practices, and implement actionable changes.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
role
Lead UX Strategist & Product Designer
CLIENT
ANTHESIS GROUP
Contribution
Iterative Design and Validation
Cross-functional Strategy Alignment
Driving Data-Driven Pivots
Defining the B2B Product Vision
objective
To architect, design, and launch an MVP for a B2B sustainability e-learning platform—the first of its kind—focused on helping clients calculate carbon footprints, understand sustainable practices, and implement actionable changes.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
role
Lead UX Strategist & Product Designer
RESEARCH METHODS
USER TESTING
INSIGHTS
ROUND 2: USER TESTING
USABILITY TESTING
RESEARCH METHODS
USER TESTING
INSIGHTS
ROUND 2: USER TESTING
USABILITY TESTING
RESEARCH METHODS
USER TESTING
INSIGHTS
ROUND 2: USER TESTING
USABILITY TESTING
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
PROCESSING PRIMARY RESEARCH
TARGET GROUP
PAIN POINTS
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
IMMERSIVE EXPERIENCE
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
PROCESSING PRIMARY RESEARCH
TARGET GROUP
PAIN POINTS
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
IMMERSIVE EXPERIENCE
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
PROCESSING PRIMARY RESEARCH
TARGET GROUP
PAIN POINTS
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
IMMERSIVE EXPERIENCE
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
WIREFRAMES
OLD BRANDING ACCESSIBILITY ISSUES
WCAG ACCESSIBILITY ISSUES
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
MARKETING AFTER MY HELP REBRANDING
CARD SORTING
NEW BRANIDING
NEW BRANDING WCAG
WIREFRAMES
OLD BRANDING ACCESSIBILITY ISSUES
WCAG ACCESSIBILITY ISSUES
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
MARKETING AFTER MY HELP REBRANDING
CARD SORTING
NEW BRANIDING
NEW BRANDING WCAG
WIREFRAMES
OLD BRANDING ACCESSIBILITY ISSUES
WCAG ACCESSIBILITY ISSUES
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
MARKETING AFTER MY HELP REBRANDING
CARD SORTING
NEW BRANIDING
NEW BRANDING WCAG
COMPANIES THAT TRUST THE APP
MARKETING AFTER MY HELP REBRANDING
NEW BRANIDING AFTER MY HELP
NEW BRANDING WCAG
BUYER PERSONA
LEARNER PERSONA
LEARNER USER FLOW
BUYER USER FLOW
COMPANIES THAT TRUST THE APP
MARKETING AFTER MY HELP REBRANDING
NEW BRANIDING AFTER MY HELP
NEW BRANDING WCAG
BUYER PERSONA
LEARNER PERSONA
LEARNER USER FLOW
BUYER USER FLOW
COMPANIES THAT TRUST THE APP
MARKETING AFTER MY HELP REBRANDING
NEW BRANIDING AFTER MY HELP
NEW BRANDING WCAG
BUYER PERSONA
LEARNER PERSONA
LEARNER USER FLOW
BUYER USER FLOW
COMPANIES THAT TRUST THE APP
MARKETING AFTER MY HELP REBRANDING
NEW BRANIDING AFTER MY HELP
NEW BRANDING WCAG
BUYER PERSONA
LEARNER PERSONA
LEARNER USER FLOW
BUYER USER FLOW
COMPANIES THAT TRUST THE APP
MARKETING AFTER MY HELP REBRANDING
NEW BRANIDING AFTER MY HELP
NEW BRANDING WCAG
BUYER PERSONA
LEARNER PERSONA
LEARNER USER FLOW
BUYER USER FLOW
COMPANIES THAT TRUST THE APP
MARKETING AFTER MY HELP REBRANDING
NEW BRANIDING AFTER MY HELP
NEW BRANDING WCAG
BUYER PERSONA
LEARNER PERSONA
LEARNER USER FLOW
BUYER USER FLOW
COMPANIES THAT TRUST THE APP
MARKETING AFTER MY HELP REBRANDING
NEW BRANIDING AFTER MY HELP
NEW BRANDING WCAG
BUYER PERSONA
LEARNER PERSONA
LEARNER USER FLOW
BUYER USER FLOW
COMPANIES THAT TRUST THE APP
MARKETING AFTER MY HELP REBRANDING
NEW BRANIDING AFTER MY HELP
NEW BRANDING WCAG
BUYER PERSONA
LEARNER PERSONA
LEARNER USER FLOW
BUYER USER FLOW
COMPANIES THAT TRUST THE APP
MARKETING AFTER MY HELP REBRANDING
NEW BRANIDING AFTER MY HELP
NEW BRANDING WCAG
BUYER PERSONA
LEARNER PERSONA
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BUYER USER FLOW
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
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PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
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PRIMARY RESEARCH
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RESEARCH METHODS
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PRIMARY RESEARCH
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RESEARCH METHODS
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PRIMARY RESEARCH
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RESEARCH METHODS
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PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
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PRIMARY RESEARCH
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RESEARCH METHODS
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PRIMARY RESEARCH
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RESEARCH METHODS
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PRIMARY RESEARCH
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RESEARCH METHODS
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PRIMARY RESEARCH
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RESEARCH METHODS
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RESEARCH METHODS
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RESEARCH METHODS
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RESEARCH METHODS
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PRIMARY RESEARCH
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RESEARCH METHODS
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PRIMARY RESEARCH
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RESEARCH METHODS
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RESEARCH METHODS
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RESEARCH METHODS
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INSIGHTS
GRID SYSTEM
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OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
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INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
top insights
THE STRATEGY: GAMIFIED FLOW & SCIENTIFIC VALIDATION
THE STRATEGY: GAMIFIED FLOW & SCIENTIFIC VALIDATION
THE STRATEGY: GAMIFIED FLOW & SCIENTIFIC VALIDATION
I led the strategy to establish a Gamified Learning Flow focused on small, actionable steps and clear progress visualization, transforming compliance into a goal-driven experience. To ensure the design was truly engaging and overcame "e-learning fatigue," we used a high-stakes validation strategy: AI Biometrics (Eyequant): Used to scientifically measure visual engagement and emotional response to the new interface. Usability Testing: Employed to ensure the complex carbon-footprint tool was intuitively usable. Log Analysis: Used post-launch to rapidly tune content structure and identify friction points leading to drop-off.
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
BRANDING AFTER MY HELP REBRANDING
COMPANIES THAT TRUST THE APP
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
WIREFRAMES
EXPERT COMPETITIVE REVIEW
SWOT ANALYSIS
OLD BRANDING ACCESSIBILITY ISSUES
WCAG ACCESSIBILITY ISSUES
CARD SORTING
USABILITY TESTING
GRID SYSTEM & BREAKPOINTS
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WIREFRAMES
EXPERT COMPETITIVE REVIEW
SWOT ANALYSIS
OLD BRANDING ACCESSIBILITY ISSUES
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EXPERT COMPETITIVE REVIEW
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USABILITY TESTING
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WIREFRAMES
EXPERT COMPETITIVE REVIEW
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USABILITY TESTING
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WIREFRAMES
EXPERT COMPETITIVE REVIEW
SWOT ANALYSIS
OLD BRANDING ACCESSIBILITY ISSUES
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CARD SORTING
USABILITY TESTING
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WIREFRAMES
EXPERT COMPETITIVE REVIEW
SWOT ANALYSIS
OLD BRANDING ACCESSIBILITY ISSUES
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CARD SORTING
USABILITY TESTING
GRID SYSTEM & BREAKPOINTS
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WIREFRAMES
EXPERT COMPETITIVE REVIEW
SWOT ANALYSIS
OLD BRANDING ACCESSIBILITY ISSUES
WCAG ACCESSIBILITY ISSUES
CARD SORTING
USABILITY TESTING
GRID SYSTEM & BREAKPOINTS
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WIREFRAMES
EXPERT COMPETITIVE REVIEW
SWOT ANALYSIS
OLD BRANDING ACCESSIBILITY ISSUES
WCAG ACCESSIBILITY ISSUES
CARD SORTING
USABILITY TESTING
GRID SYSTEM & BREAKPOINTS
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WIREFRAMES
EXPERT COMPETITIVE REVIEW
SWOT ANALYSIS
OLD BRANDING ACCESSIBILITY ISSUES
WCAG ACCESSIBILITY ISSUES
CARD SORTING
USABILITY TESTING
GRID SYSTEM & BREAKPOINTS
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TOP CHALLENGES
THE SOLUTION: BEHAVIORAL DESIGN FOR SUSTAINABILITY
THE SOLUTION: BEHAVIORAL DESIGN FOR SUSTAINABILITY
THE SOLUTION: BEHAVIORAL DESIGN FOR SUSTAINABILITY
THE SOLUTION: BEHAVIORAL DESIGN FOR SUSTAINABILITY
I designed a proprietary information architecture that broke down complex sustainability practices into modular, consumable content units. The platform was built around behavioral triggers, providing users with immediate feedback and personalized "Next Step" recommendations based on their progress and organizational profile. This continuous-action model successfully minimized the feeling of being overwhelmed by the subject matter.
I designed a proprietary information architecture that broke down complex sustainability practices into modular, consumable content units. The platform was built around behavioral triggers, providing users with immediate feedback and personalized "Next Step" recommendations based on their progress and organizational profile. This continuous-action model successfully minimized the feeling of being overwhelmed by the subject matter.
I designed a proprietary information architecture that broke down complex sustainability practices into modular, consumable content units. The platform was built around behavioral triggers, providing users with immediate feedback and personalized "Next Step" recommendations based on their progress and organizational profile. This continuous-action model successfully minimized the feeling of being overwhelmed by the subject matter.
SOLUTIONS
THE IMPACT: SETTING A NEW INDUSTRY STANDARD
THE IMPACT: SETTING A NEW INDUSTRY STANDARD
THE IMPACT: SETTING A NEW INDUSTRY STANDARD
Task Completion: Achieved 100% Task Completion Rate for core administrative and learning modules in final validation testing. Error Reduction: The implemented Error Prevention architecture eliminated 100% of the most frequent administrative failure points (e.g., student creation errors). Engagement Rate: Post-launch metrics showed significantly reduced drop-off rates (data point needed, e.g., 35% lower) compared to industry standards for comparable e-learning platforms. Commercial Alignment: Drove a strategic commercial pivot that aligned the funnel with 98% of the B2B buyer market (removing the self-service cart).
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AR ZONE USER TESTING
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tHE bRIEF
Objective
Objective
Objective
To architect, design, and launch an MVP for a B2B sustainability e-learning platform—the first of its kind—focused on helping clients calculate carbon footprints, understand sustainable practices, and implement actionable changes.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
top pain points
THE CHALLENGE: FORGING A PATH FOR NOVEL, ENGAGING E-LEARNING
THE CHALLENGE: FORGING A PATH FOR NOVEL, ENGAGING E-LEARNING
THE CHALLENGE: FORGING A PATH FOR NOVEL, ENGAGING E-LEARNING
THE CHALLENGE: FORGING A PATH FOR NOVEL, ENGAGING E-LEARNING
The core challenge was two-fold: market novelty and engagement failure. No precedent existed for a B2B platform that merged carbon-footprint calculation with actionable educational content. Furthermore, we had to combat the industry-wide problem of high drop-off rates associated with traditional, static e-learning platforms, requiring a novel approach to content presentation and user motivation.
The core challenge was two-fold: market novelty and engagement failure. No precedent existed for a B2B platform that merged carbon-footprint calculation with actionable educational content. Furthermore, we had to combat the industry-wide problem of high drop-off rates associated with traditional, static e-learning platforms, requiring a novel approach to content presentation and user motivation.
The core challenge was two-fold: market novelty and engagement failure. No precedent existed for a B2B platform that merged carbon-footprint calculation with actionable educational content. Furthermore, we had to combat the industry-wide problem of high drop-off rates associated with traditional, static e-learning platforms, requiring a novel approach to content presentation and user motivation.