Learning People
Project highlights
- User research
- Marketing design
- Front end coding
- A/B Testing
- Digital strategy
Scroll down to discover the details, or...
Jump to the project gallery
About the project
Learning People are tech career experts providing online, career ready education worldwide, specializing in cyber security, coding, IT, project management and digital marketing.
In my roles as both Senior Designer and UX Design Manager I was responsible for training, supporting and mentoring a number of junior designers in the team, and co-ordinating external agency resources dedicated to marketing design and web development.
Working as part of the global Marketing team, my goal was to ensure design of all web and marketing assets produced supported the business aims of increasing student acquisition, improving student engagement and increasing awareness of Career Service initatives and Alumni product.
Client feedback
Claire is a fantastic UX designer, her UX knowledge
and understanding of user behaviour is second to none.
Her projects are
always
meticulous and strategically thought-out.
- Jenny Bernarde, Social and Community Manager, LinkedIn.
Evolution of the brand website
Upon joining the team a brand-new Wordpress website had just launched. I engaged in regular Google Analytics and HotJar reporting, spear-heading the implementation of custom event tracking to help build up a better understanding of user engagement on the new site.
To support user retention and improve web conversions I developed a business case and secured investment for usability testing of the new site, recruiting participants and conducting in-person, moderated sessions.
To ensure a shared understanding of the problems and opportunities, I then ran a UX Affinity Workshop to engage the full marketing team in discovery efforts, pulling insight from user testing, website data, heatmaps, and other user feedback.
The proposed website improvements led to my managing monthly support hours from an external development agency. I prioritized and briefed updates based on user needs and solutions. This included collaborating with the SEO & Content Manager to enhance website content and visuals for a better user experience (UX), improved conversions (CRO), and stronger search engine optimization (SEO), all informed by ongoing user feedback.
My efforts and the results generated were influential in securing my promotion to UX & Design Manager, a new position for the business.
Leading a team UX workshop
Increasing brand reach
In addition to iterating the primary marketing website, my role required continual production of branded marketing campaign assets, including:
- Visual concept development for cross-channel marketing campaigns, from ideation to polished outputs
- Animated and static social media and display advertising assets
- Downloadable eBooks and course prospectuses
- Large scale print assets for trade shows (display stands, banners etc)
- Design and build of a high volume of marketing emails across 3 main areas; external promotions sent through partners, internal newsletters and sales promotions, and automated behavioral-triggered emails using ZoHo Campaigns and HubSpot
- Design and front-end build of a high volume of bespoke promotional campaign landing pages using HubSpot
Collaborating closely with the Content and Social leads, these efforts were influential in driving higher volumes of traffic to the business, and in attracting interest from marketing-qualified leads for our in-house Sales team.
Mapping customer flows aginst the marketing lifecycle
Conversion rate optimisation
Every design asset I produced was closely considered to ensure maximum value for the business. As part of this, I worked on projects such as;
- Analyzing performance of automated marketing flows against the wider customer experience lifecycle, to identify opportunities for improvements
- A/B & split testing of newsletter and marketing subject lines, template format and content
- Split and multivariate testing of website pages and campaign landing pages, ensuring different user experiences depending on specific user segments
The outcomes
- A deeper understanding of prospect needs to inform strategy
- Continual increases in performance against key CRO and UX metrics
- Evolution of the teams UX maturity
- Secured investment in marketing tooling and projects
- Reduced website usability bugs
A/B Testing lead generation pages
Project gallery
