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Design career

Jumpstart

Designing a robust and interactive site that attracts designers.

background

Project Overview

Design Career Jumpstart is a cohort-based online program that helps early to mid-career designers to level up their design careers. With the success of the first cohort, the founder wanted to redesign the old landing page from a static sales page to a robust and interactive site that attracts potential designers, provides insights and highlights the success of past alumni.

As the sole designer and developer of the project, I collaborated with the program's founder, Yuan, to established a new brand identity for the program and delivered a landing website that upsells the program through trust.

The goal

  • The site becomes the success records of the past cohorts, with testimonials, video highlights, and a sneak peek into the new cohorts.
  • It supports CMS updates and captures email addresses for the waitlist.
  • It looks visually polished and dynamic and represents the brand guideline established.

Why is this important?

  • A visual refresh and new content would help market the program.
  • More incentives could help designers convert to the waitlist and eventually join the program.
  • A CMS system integrated would streamline the future content as the program grows.

timeline

Jun – Aug 2021
2 months

tool

Figma
Webflow

what i did

Research
Web Design
Web Dev & CMS
Brand Identity

team

Junyu Shen
Yuan Wang

understand

Audit of the old landing page

I carried out a design audit on the existing landing page based on the four most important categories:

  • Program value proposition
  • Content and structure
  • Conversion incentive / Lead magnets
  • Visual design
Click anywhere to minimize image.

design process

Information Architecture

Based on the audit findings, I brainstormed several versions of information architecture and held a remote meeting with Yuan to perform the card sorting. The decisions are made based on:

  • Upselling the program through trust
  • Clear communication of the program value
  • Adaptability for future content
Information Architecture exploration

Component Explorations

I divided the page content into different web sections to quickly swap them to test out different layouts and design patterns. The final decisions were then made through user feedback and design critique.

Design Explorations

In order to choose the right component, I tested different options for more than 20 rounds.There are millions of patterns I can use. The best way to learn is from our customers. So I ran into a quick feedback to iteration process. Which means:I design optionsI launch different options on usertesting.com. Asking 5 people each time to accomplish simple tasks and see how effectively they understand the message.

In order to choose the right component, I tested different options for more than 20 rounds.There are millions of patterns I can use. The best way to learn is from our customers. So I ran into a quick feedback to iteration process. Which means:I design optionsI launch different options on usertesting.com. Asking 5 people each time to accomplish simple tasks and see how effectively they understand the message.

Final Design

The final design was developed in Webflow. A dynamic landing page that upsells the program with trust and is visually polished to appeal to designers.

view live project

Responsive Design

In order to choose the right component, I tested different options for more than 20 rounds.There are millions of patterns I can use. The best way to learn is from our customers. So I ran into a quick feedback to iteration process. Which means:I design optionsI launch different options on usertesting.com. Asking 5 people each time to accomplish simple tasks and see how effectively they understand the message.

In order to choose the right component, I tested different options for more than 20 rounds.There are millions of patterns I can use. The best way to learn is from our customers. So I ran into a quick feedback to iteration process. Which means:I design optionsI launch different options on usertesting.com. Asking 5 people each time to accomplish simple tasks and see how effectively they understand the message.

Scalable CMS to streamline the future content

Consistent content update is essential to keep the audience active and help the program scale. I created CMS templates that makes it easy to upload, modify, and manage testimonials and blogs from the website.

CMS Template: Testimonials

A Comprehensive Brand Guideline

In order to choose the right component, I tested different options for more than 20 rounds.There are millions of patterns I can use. The best way to learn is from our customers. So I ran into a quick feedback to iteration process. Which means:I design optionsI launch different options on usertesting.com. Asking 5 people each time to accomplish simple tasks and see how effectively they understand the message.

In order to choose the right component, I tested different options for more than 20 rounds.There are millions of patterns I can use. The best way to learn is from our customers. So I ran into a quick feedback to iteration process. Which means:I design optionsI launch different options on usertesting.com. Asking 5 people each time to accomplish simple tasks and see how effectively they understand the message.

Impact

+3.2%

Waitlist Conversion

2.0X

New cohort students

Aug 2021

launch

Takeaways

design

  • Landing pages are crucial to marketing. A good landing page must have a clear visual hierarchy and content structure that resonates with users and stimulates them to convert.
  • During the process, I practiced dynamic web development, CMS building, responsive design, and brand identity.

communication

  • Exploring design options widely helps keep design critique sessions efficient and engaging.
  • Always prepare solid reasons to articulate my design with the client.

next

let's make something.

together.

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