Digital Learning Platforms
The UX/UI of the Business-to-Business and Business-to-Consumer Digital Experiences
B2C Homepage Redesign
We learned from analytics that when users came to the SoG homepage, they immediately scrolled to the bottom and clicked “About”. This showed us that users weren’t able to get the info they needed about us.
To address this problem, I set out to redesign the homepage. We needed to tell users who SoG is, what we offer, and why we’re different. I presented several rounds of sketches to my team before implementation.
As time went on, the analytics revealed that users were now spending more time on the homepage before moving on.
B2C Education Flow and Topic Pages
When SoG shifted to being solely digital, we had to rethink how our users found, moved through, and interacted with the educational content. To begin, I met with the Financial Planners in order to understand which topics were important to our users. Then I sketched out concepts for the content hub/portal experience.
I presented wireframes to team leads and business stakeholders for feedback. Following more refining, I delivered annotated comps to our developers and worked closely with them to build-out the designs for desktop, tablet, and mobile.
B2C Video Course Page
After research and testing, we decided that video was the ideal medium to present our financial content. We had to find a way to take the classes CFP®’s taught in the physical location, and recreate that experience online.
I researched the competitive landscape of online learning, sketched out various concepts, and created the current experience that includes playlist chaptering, content tabs, resource display, and a (calculator) CTA to encourage the user to continue engaging in the content.
B2B Design
We spent a few months using the B2C platform to test the use and reception of our online courses, as well as time to improve our SEO strategy. Once again, the Society of Grownups vision pivoted in a new direction. Our new plan was to create a B2B version of SoG, geared towards our internal audiences at Mass Mutual. The idea was to deliver financial wellness to our employees, plan sponsors, and their plan participants.
This allowed us to broaden our audience reach and deliver educational content to people who may be ready to take action saving for their retirement or use their company benefits.
