Solution: Targeted brand narrative with an updated look & feel
Tailored an inspired brand story for the right audience while simplifying wayfinding and prioritizing user benefits.
Greg Dean, the Professor of Stand-Up Comedy, has been teaching stand-up comedy for over 40 years and is a true innovator in the field of stand-up comedy education. He launched one of the first stand-up comedy schools in the world.
After years of being the industry leader, competition has evolved. After examining the market and revealing opportunity areas, we developed an updated brand narrative to inspire engagement from the right audience. Brand credibility was re-established by simplifying wayfinding to core class offerings, modernizing the design system and establishing intuitive product funnels to important classes.
Deliverables & Tasks
Digital audit & market analysis, personas, user flows and journey mapping, wireframes, clickable prototyping, visual designs, stakeholder presentations, design documentation, custom WordPress development and QA Tracking
Brand
Greg Dean’s Stand Up Comedy Classes
Role
UX Design Lead & Strategist
My Contributions
- User Experience Design
- User Interface Design
- Digital Strategy
- Content Strategy
- Wireframing
- User Flows & Journey Mapping
- User Research & Testing
- Creative Direction
- Visual Design
- Custom CMS Development (WordPress)
- HTML, CSS, JavaScript, JQuery, PHP, WordPress, SEO
01
04
Brand & Digital Strategy
An audit of the existing website helped identify initiatives to develop a strategic plan for updating the digital environment and set market awareness goals. We then conducted a market analysis that looked at competitors, market examples and inspirational beacons to identify ideal IA, brand awareness strategies and best practices. We then prioritized initiatives and insights from the audit into a phased project plan to guide next steps for updating the product environment and elevate brand awareness.
Digital Audit
- Examined website performance, key metrics & insights.
- Looked to better understand the effectiveness of the brand, content and wayfinding with overall user engagement.
- Audited the entire digital environment for content, UX and UI enhancements.
Market Analysis
- Examined the market to identify effective ways to optimize content, improve performance and maximize conversations.
- Looked at a few key competitors to better understand marketing approaches & identify areas of opportunity.
- Provided UX and design beacons as creative inspiration for future enhancements.
Phased Project Plan
- Developed a 3 phased project plan of enhancements with a focus on brand awareness, wayfinding and content optimization.
- Each phase included 1 large, 2 medium and equal amount of small sized enhancements to maximize time, budget and team capabilities.
02
04
Personas & Consumer Journeys
Leveraging insights from the market analysis, digital audit and examining website metrics we established primary and secondary personas along with consumer journeys to guide brand narrative, content strategy and enhancements for the website and digital environment. I then defined a 4 phase construct that aligned with a typical ecommerce flow for the consumer journeys.
03
04
‘Newcomer’ Landing Page
Increasing the level 1 class attendance was a primary business goal. Based on that, we designed a landing page with a content strategy that spoke to specific user needs and established a narrative that built brand credibility within the market. The landing page included a sticky course CTA making it easy to register as users scroll through the course details.
04
04
UX & UI Enhancements
After auditing the current digital environment, it revealed many opportunities to enhance and simplify wayfinding, product pages and develop a flexible design system.
