B2C website - 2023 version
MindTools
Context & Challenge
MindTools is a global learning platform serving over 24 million professionals annually with articles, videos, and toolkits for leadership, management, and personal development.
In 2021, MindTools partnered with DevSquad to:
• Revamp the public B2C website (2023 version) to boost engagement and subscription conversions.
• Build “The Ark”, an internal CMS for B2B clients and the CX team to manage content, permissions, and user relationships.
In 2021, MindTools partnered with DevSquad to:
• Revamp the public B2C website (2023 version) to boost engagement and subscription conversions.
• Build “The Ark”, an internal CMS for B2B clients and the CX team to manage content, permissions, and user relationships.
My Role & Responsibilities
• UX Generalist: Drove UX maturity by aligning product managers, engineers, QA, and stakeholders in Agile sprints; authored design docs in Confluence and tracked tasks in Jira.
• UX Researcher: Scoped problems, built personas, mapped user journeys; ran remote usability tests (Maze, TryMyUi) and competitive feature analyses.
• UI Designer: Crafted pixel-perfect interfaces and a modular design system in Figma (Material Design), complete with user stories and acceptance criteria for web and mobile.
The Ark - Full user interface design of internal CMS
Project Context
Collaborated with the UX team to deliver new B2B, B2C, and admin product versions, including “The Ark” content and client management platform. Co-designed processes, ran workshops, conducted research and testing, and delivered 15+ user journeys and interfaces in an agile environment.
Process & Activities
1. B2C Website Redesign (2023 Version)
• Discovery: Analytics deep-dive to identify drop-offs; stakeholder workshops to define business goals (subscription growth, content discoverability)
• Ideation: Wireframed new homepage, article layouts, and subscription flows; iterated via click-through prototypes in Figma
• Validation: Ran A/B tests on headline treatments and CTA placements; incorporated user feedback from 50+ remote sessions
• Handoff: Delivered annotated redlines, component library, and accessibility checklist to engineering
2. “The Ark” Internal CMS
• Co-Design Workshops: Facilitated sessions with CX agents, content managers, and B2B clients to map admin workflows
• User Journeys & Flows: Defined 15+ core journeys (e.g., user onboarding, permission grants, content scheduling)
• Component Library: Extended the public design system with admin-specific patterns (tables, nested permissions UI)
• Usability Testing: Conducted rapid prototype tests, iterating on error-handling and bulk-update interfaces
Atomic Design Structure
Atoms - Molecules - Organisms - Templates - Page
Playable Prototype - Infographic feature in The Arc CMS - UI demo
Playable Prototype - Audio feature in The Arc CMS - UI demo
My Process and Outcomes & Impact
Research
• Conducted 10 stakeholder interviews (CX, product)
• Ran 20 remote user-interview sessions (Maze, TryMyUi)
• Analyzed 3 months of engagement data (GA, Hotjar)
• Reviewed 5 competitor learning-platform UIs
• Ran 20 remote user-interview sessions (Maze, TryMyUi)
• Analyzed 3 months of engagement data (GA, Hotjar)
• Reviewed 5 competitor learning-platform UIs
Ideation
• Facilitated 4 half-day design sprints with cross-functional team
• Generated 40 sketches (~10 per page type)
• Built 25 low-fidelity wireframes for public site & CMS (“The Ark”)
• Created 3 journey maps (B2C flow, B2B admin, CX daily tasks)
• Generated 40 sketches (~10 per page type)
• Built 25 low-fidelity wireframes for public site & CMS (“The Ark”)
• Created 3 journey maps (B2C flow, B2B admin, CX daily tasks)
Validation
• Developed 6 mid-fidelity prototypes in Figma
• Tested with 50 participants over 4 scenarios each
• Logged 30 usability issues and 100 satisfaction scores
• Iterated through 2 major design versions
• Tested with 50 participants over 4 scenarios each
• Logged 30 usability issues and 100 satisfaction scores
• Iterated through 2 major design versions
Execution
• Delivered 8 high-fidelity mockups plus style-guide handoff
• Authored +10 pages of design documentation in Confluence
• Held 8 sprint-syncs and supported 6 QA test cycles
• Contributed 100+ components to the Figma design system
• Authored +10 pages of design documentation in Confluence
• Held 8 sprint-syncs and supported 6 QA test cycles
• Contributed 100+ components to the Figma design system
Key Learnings
• Communication trumps frameworks — Even the best process fails without clear, consistent dialogue across teams
• Knowledge sharing is fundamental — Regular “show-and-tell” sessions built shared understanding and trust
• Tool diversity matters — Combining qualitative (user interviews) and quantitative (analytics, A/B tests) methods delivers richer insights
• Empathy drives design — Close collaboration with end-users (both B2C and internal) ensures solutions truly address real needs
Projects done for MindTools
Content Recommendation - MindTools
Search Experience - MindTools
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