ROLE Research · ideation · UX · UI
​​​​​​​METHODOLOGY Hybrid, Scrum+Kanban (full-time remote team)
TOOLS Figma · Hotjar · Optimal Workshop 
TIMELINE  Q1 · Q2 2021
Small and mid-sized enterprises are an important factor in the global economy. The need for digital transformation was vital long before the COVID-19 crisis, and the pandemic made it even more urgent. Since 2018, Turingo has been helping entrepreneurs and small businesses to start their digital transformation through online courses. 

I was part of an ambitious project to redesign the existing platform that will allow the integration of communities and online courses for the next era of Turingo, allowing entrepreneurs to network, learn, share and grow their businesses.

Turingo started as an online learning platform based on video-on-demand streaming. We knew that interaction and collaboration were important for success, so we built an organic community outside of the website. However, that was affecting the engagement and retention of the site.
Users watched online courses and left the site afterward. Just a few were part of the community on Telegram App, and others didn't know about it, losing the opportunity of building social and business connections.

We decided to pivot the existing paradigm and business model, integrating communities as our core, by first redesigning the website, to build the foundations for new interaction and collaboration features. We wanted to continue providing the tools and skills through online courses and offer the social factor to empower entrepreneurs to learn, share, grow, and succeed in the digital world.

1 •  Design a new architecture

2 •  Create a Design System

3 •  Feature parity with the current version

I led the design process end-to-end, working closely alongside another designer, stakeholders, 3 engineers, 1 content creator, and 1 marketing strategist. We discussed the old and new business goals and prioritized the MVP definition, dividing this big project to integrate the community into 4 main phases. Due to the extensive scope of it, for this case study, I will focus on the initial stage, Turingo’s website redesign, with the following process:​​​​​​​​

1 •   Users are willing to collaborate and have participated as speakers, mentors, and contributors to the blog.

 Small business owners feel alone in the entrepreneur journey. They want to network and learn how to start or grow a business.

3   Freelancers are another group of users who act as mentors, advisers, and contractors. And as a third group, investors and large companies are looking to sponsor and create content for their associates.

•   In the community outside the website, users create an ecosystem between all the user groups, where they can solve their needs through collaboration and interaction.

 ​​​​​​​They agree to be part of a new platform and have everything in one place to participate in an entrepreneur network.​​​​​​​
 Results from 7 interviews and a survey of 150 participants.

We had to build new architecture not only from a design perspective but also from an engineering structure, rewriting from video-on-demand streaming to a post-based platform to allow users to create content once we implemented the new features.
I did desktop research to find how other platforms organize their information. I got inspiration from 2 different worlds, educational websites related to online courses and how they display the info, and community platforms, related to how they design interactions to keep in mind for future integrations. I also did card sorting sessions to see how people categorize the information from the website.
With that information, I designed an sitemap and user flows for each section, tested the final designs with users, and iterated it into a sitemap that was easy to navigate.
We implemented a left-right layout with fixed left navigation and a dynamic right work area customizing it between 1-2 columns depending on the page and screen size from the adopted Design System. This allowed us to work with blocks of information to help users find what they are looking for, reducing the length of the site and improving scan-ability.

We didn't have any consistent design documentation on our previous website. We tried to reutilize components, but we created new ones for every new requirement, causing the team more effort and work.
The company was growing, and the need to have a design system with a common language to work as designers and with other multidisciplinary teams was demanding. We decided to adopt a new design system instead of building one because we can optimize time in the short and long term. We can create better experiences faster and have more room and time for innovation (case study coming soon).

The old design was making unviable the idea of having unlimited videos. Users could see all the categories and their catalog on just one screen, confusing and exhausting their experience when searching in an infinite carrousel.

For the new design, I kept in mind 4 concepts:
•  Simple visual language to not overwhelm the users
•  Structured for a consistent layout throughout the site
  Organized to make the content easy to find
•  Understandable to follow user's mental models
Each category has its section with the new design, allowing unlimited videos, with a search bar to optimize users' time displaying the results as the user types, and tabs to separate the content available with the videos they subscribed to, showing each video's progress.
I organized the landing course page information by taking advantage of the columns and clustering the related info reducing screen length, even when I added more content. And I considered leaving room for future implementations.
The video player maintains the landing course page structure, positioning the player and the playlist at first, helping users find the primary information quickly. The playlist shows the progress with different UI styles. I also added a box with additional resources to download if needed.
Courses, online talks, and stories with purpose follow the same structure, varying the information in each category.
With responsive design in mind and the content improvement we had, I transferred and displayed the information in a balanced way and engagement. Light and dark modes are available for people's appearance preferences from settings.
From a customer satisfaction survey:
• ★★★★★ 66rate the new design with the maximum rating
Complementing their rate with feedback like "clean, organized, and easy to find the courses," "friendly," and "I can understand better the info."

Both sections were in different places inside settings, making them hard to find. It wasn't friendly navigation, reflected in low task accomplishment and poor engagement.
We are building the foundations to allow users to interact with each other, and this section will be essential. As a first stage, with the new design, people can access their profile from the navigation bar, customize it, and see the certificates in the same place. Also, we asked for different information, less personal and more for networking.
• ⬆︎ 20% more access to certificates and profile sections
• ⬆︎ 50% increase in certificate completion
• Profile most edited option: contact email and phone, followed by job position and profile pic

We had a basic contact form in the previous design without extra information. Even if it had a poor interface design, it worked. People were sending many emails asking about the platform, collaboratively answered by the team.
To help reduce users' frustration when searching for information, I created a Frequently Asked Questions section with a list of common questions our team often receives, and if they still don't find it, they can send an email through a contact form the same page. 
• ⬇︎ 50% reduction of emails sent
• ⬇︎ Decreased our team time answering emails, having more time to focus on other tasks
• ⬆︎ We informed better the users about our platform
• ✔︎  Built a new architecture and Design System according to the new business model.

✔︎  Improved user satisfaction and engagement
with the feature parity.

• ✔︎ Decreased user frustrations and improved our team time work with the Help center implementation.

• ✔︎  Small team challenge and f
irst time building a hybrid platform.
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