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Empowering Future of Work: Advantage Evans Academy

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My Role

UX Designer

Timeframe

1 week

Tools

Figma

Team

Individual

Overview📚

Problem

Advantage Evans Academy is a platform that educates individuals on how to excel in the new digital cash economy. Recently, Advantage Evans prompted me to create a landing page that will help communicate the value, brand story and the impact of their work.

Solution

Create a competitive analysis, usability heuristics and mood board to conduct a visual design sprint in order to create a effective and purposeful landing page that drives action and customer engagement

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The Lean UX Process

  • Think💡: Think of specific use of content, calls-to-action (CTAs) and product/service information to engage and convert visits to action through a competitive analysis and usability heuristics

  • Make✍️: Make a sketch, low-fidelity wireframe and high-fidelity concept of a single landing page

  • Check✅: Check with peers and get feedback on areas for improvement

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Think💡

Think💡

Research

In order to help make the benefit clear through the landing page, further research was needed to identify UI trends and apply fundamentals of visual design to bring delight and function to its users.

  • Competitive Analysis: I researched three other educational website landing pages to identify their strengths and observe how each website organized their content to tell a story and engage it’s users.

  • Usability Heuristics: I proceeded to go through the Advantage Evans Academy website as a first time user and noted the learnability, efficiency, memorability, error management, and satisfaction of the website.

Design Opportunity

​From the research, I decided to incorporate:

  • a hero section with an introduction of the product and service

  • a section with a brief overview of the classes or courses offered in order to clarify the opportunities available at Advantage Evans

  • a section to visualize the Advantage Evans method to highlight how the company stands apart

  • and include a testimonials section in order to build trust and reliability to potential students

Make✍

Make✍️

Low-Fidelity Design

I quickly drafted out a sketch with the sections I wanted to include with the focus to inform users on what Advantage Evans offers in order to help guide potential students towards the right decision for them. Using the sketch, I created a low-fidelity wireframe to better organize my ideas on Figma.

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Mood board & Style Guide

Before moving onto adding color and more context, I created a mood board to configure a color theme or style for the website. I decided to keep the blue and white tones of the current website to convey a sense of calmness and trust from the use of blue tones and add blue photos to match the overall theme of the website.

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Check✅

Check✅

High Fidelity Design Feedback Activity

Using the wireframe and mood board, I created a high-fidelity landing page for my classmates to review and critique on FigJam. This feedback activity was a helpful and efficient way to get insight from my peers and instructors on areas for improvement. The most common issues and suggestions I received were regarding text spacing, white space adjustment, hierarchy, and the content arrangement.

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Final Design✨

Final Design✨

​From the research, I decided to incorporate:

  • a hero section with an introduction of the product and service

  • a section with a brief overview of the classes or courses offered in order to clarify the opportunities available at Advantage Evans

  • a section to visualize the Advantage Evans method to highlight how the company stands apart

  • and include a testimonials section in order to build trust and reliability to potential students

Scroll at your own convenience to see the final design! 

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Conclusion😊

Conclusion😊

Through this rapid prototyping visual design sprint, I learned the importance of asking for feedback early and consistently finding areas for improvement for a stronger design. Additionally, paying attention to the purpose of the landing page as an informative, purpose-driven site that drives conversion was imperative. In particular, I found the competitive analysis on different landing pages really insightful in discovering how other companies tell their stories through consistent, compelling and delightful visual layouts. Next steps include further research on potential students interested in enrolling in this program to identify their wants, needs and pain points to create a better experience for the targeted audience.

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