Human Capital Institute
Building a learning delivery platform for HR Professionals
The Human Capital Institute (HCI) is a provider of continuing education for HR professionals. My team redesigned the HCI marketing site, eCommerce experience, and product delivery ecosystem (LMS, Portals). Post-launch, HCI experienced an increase in online checkouts which generated more money for the company, and increased visitor traffic leading to better company exposure, and a significant increase in engagement with existing members.
My Role:
Lead and Solo Designer for all features
Reconciled, defined, and managed requirements for all features
Coordinated development and QA activities across a team of 8
What we achieved …
+29%
increase in online checkouts
+17%
increase in new visitors
10x
increase in dashboard usage
Product pages that work
To drive purchases, I redesigned the course and the event product experience using a lead gen pattern and elevated the visual aesthetic based on user feedback that products had a lower perceived value than their price tag. The banners for these pages pack in everything that a user needs to make a decision within the first 900 pixels.
A persistent pathway
To ensure users have a persistent next step, I incorporated a sticky pricing block on product pages to keep the primary call to action at the forefront. The pricing tile follows alongside the course or conference agenda lower on the page as the user scrolls.
Countdown tracker
Conferences are a major revenue driver. Because they are a higher-ticket item, they needed something extra to motivate users to buy. A countdown tracker in the banner creates a sense of urgency to help drive event purchases.
Streamlined eCommerce
Built with the Drupal 8 eCommerce module, I determined the customizations that would be required for our unique use cases. Those included: overarching pricing variants for each product dependent on membership level and time range, event-specific selections on the order page, and a design theme to create a seamless customer experience.
A holistic learning experience
The LMS allows users to access course information and materials, complete self-paced learning, and take exams—all in one place. We leveraged a Drupal module, Opigno, as a starting point for the LMS and I worked with the development and engineering leads to evaluate the feasibility of the module. I reviewed Opigno’s out-of-the-box end-user experience against our use cases to determine if and where it needed customizations.
Easy tracking
The LMS is tied in with HCI’s member portals so that users may view their upcoming courses, track their learning progress, and view transcripts and certificates alongside all of their other member perks in the portal.
Accelerate learning
A new feature added to Opigno, FastTracks allows users to accelerate learning on their own time via pre-recorded education content. They are a perk offered to customers with pro memberships.
A unified member experience
I redesigned the HCI member portals for each of the five unique user roles to better suit their unique needs. While each audience created unique use cases, the portals have one primary goal: to allow all users to easily manage their top tasks via one holistic experience.
Guided learning
The newest feature in the member portal is learning diagnostic results from a Qualtrics quiz. This feature provides results pulled in via an API and serves users relevant content and course recommendations that help guide where they should focus their learning efforts.
Employee & lead tracking
On the management side, enterprise admins can view employee engagement with HCI as well as track and manage their employee progress and accreditations. Sponsor users are able to track their contracts, sponsorships, content contribution requirements, and access lead information.
Reporting
Reporting is available for multiple user roles that allow admins and sponsors to leverage powerful data tracking to manage users, monitor usage, commitment, and leads. Robust filtering allows users to create unique reports that can be exported to CSV.
Want to check out some more of my stuff? Dig into how I reinforced customer-first values with the Union Bank & Trust site redesign 🏦 See how I helped move Firewise USA® from a manual paper process to a low-touch, dynamic web app 🔥 Check out my exploration of machine learning through Predictive UX 🤖 or, learn more about me 👱🏻♀️🐈