New user insights enable deeper and more extensive personalization.
Prioritizes core offerings
Revenue generating services and products moved to the forefront.
As lead UX designer I was responsible for:
Facilitating discovery workshops to establish requirements and goals.
Aligning stakeholders on a phase 1 MVP and future vision of the experience.
Researching and generating an analysis of third party vs custom survey solutions.
Designing survey and post-assessment experiences using wireframes and prototypes.
Designing and generating content for a new survey landing page and CTAs.
Managing and growing the NSC component library.
Collaborated with development and marketing team on design, integrations, and functionality.
It was clear early on that NSC didn't have a shortage of quality content and useful resources but some fundamental awareness and engagement challenges. After running an initial discovery session and leveraging insights gained from previous user interviews, the core problems became clearer:
Low overall content engagement.
Poor content awareness and discoverability.
Limited understanding of member behavior.
Poor organization and limited personalization.
Declining membership and course enrollment.
The assessment tool, in addition to being a differentiator for NSC, would serve as the catalyst for improving audience awareness and personalization. Once the high-level challenges were identified, I worked with the analytics team to identify relevant metrics so progress could be measured and tracked going forward.
The post-assessment results page and action plan needed to consistently display resources based on specific user attributes such as industry, role, experience level, and impact on safety scores. If generic content is displayed users are won't see the value and we've lost their interest and trust. While enough content existed to support these efforts, the tagging and organization of that content was insufficient.
I worked with the NSC content team to redefine how content was tagged and organized to match the needs of the new assessment experience. New aspects such as industry, experience level, and impact were introduced. This effort also considered future website personalization enhancements such and marketing efforts.
The assessment would offer NSC new and detailed information about users. By integrating with existing data such as browsing history, email engagement, product purchases, and event and course registration, NSC was poised to have a much more complete picture of its users, their needs, and how they engage.
To make sure the client was considering the wide-reaching impacts and opportunities I worked with the product and technical teams to synthesize user flows, data flows, and integrations to identify gaps and opportunities. I worked with stakeholders to brainstorm and plan for future site personalization efforts such as landing pages, CTAs, and navigation.
Enough new opportunities were identified that the marketing team was brought in to discuss a future phase of work for expanded email campaigns.
Visuals helped the team align on how to handle the data powering the assessment (and beyond)
The primary design challenge wasn’t the survey itself, it was creating a post-assessment experience that members would trust and value enough to engage with. To define the upcoming work I mapped the user flows to three key three stages: discovery, assessment, and results.
Discovery is about alerting users to the assessment, educating them on the value, and ensuring the tool is easy to access. I worked within the constraints of the current site to cover these needs by leveraging existing components and page templates recommending updates to the homepage, page-level CTAs, and site navigation.
For the assessment I explored leveraging existing survey tools versus creating a custom experience. After some trial and experimentation I recommended that the team invest in a custom solution that would offer NSC greater flexibility long-term and reduce re-work in future phases.
The success of the assessments results and recommendations hinged on content being presented in a way that users found relevant, timely, personal, and actionable. I explored multiple options and worked with stakeholders to evaluate the pros and cons of each.
Some of the initial approaches considered
Leading concepts were turned into lo-fi wires and used to determine a direction
This project was the perfect opportunity to work with stakeholders on a vision for this assessment and the broader user experience across NSC products and services. I managed efforts track and document a vision through discovery workshops and wireframes that included ideas such as:
Tracking a user's progress against their action plan.
Versioning assessments to track progress over time.
Industry analytics and comparison tools across industries and roles.
Ways to share assessment results and involve leadership, management and co-workers.
Incentivizing enrollment through course discounts and exclusive content.
A/B testing to further refine and improve the experience.
Additional site personalization based on past assessment results.
Using assessment data to inform future course offerings and content creation.
Creating a vision was an essential step because the project team, stakeholders, and leadership were aligned on future phases of work, excited and invested in future phases and continue investment.
The NSC stakeholders were thrilled with the final assessment experience and the progress made towards their business goals. The team and I are immensely proud of the work completed:
Designed and built a custom assessment and personalized action-plan experience that offers NSC a true differentiator.
Established a new data strategy and began work for future personalization initiatives.
Aligned product, engineering, and marketing teams around a shared vision.
Presented final recommendations to executive leadership and NSC’s board.
A custom survey was designed after third party options proved too limiting
The post-assessment action plan offers users insight into their performance and next steps to improve
Thanks for visiting my portfolio, it really means a lot!