UX Portfolio
Alberta Real Estate Association (AREA): Reimagined Member Experience & Training Portal
Timeline: 4 months (January to April 2025)
My Role: Leading UX research and design
Team Members: Tobie Piloy (Project Manager), Jeff Woodward (Video Producer), Vivian Leung (Front-end Developer), Nikola Mileusnic (Graphic Designer)
My research and design strategy helped AREA to achieve speed to market and ROI on their new training platform and learning products which provide a strong source of revenue by providing clear value to their members.
AREA engaged my team to create an overhauled training platform and product offerings that would meet new industry competency requirements to help prepare future real estate professionals for required exams. As regulations changed, AREA wanted to fill a new gap in the market. Therefore, speed to market for their learning products was key for commercial success.
Challenges
- Tight timeline of <4 months, achieving speed to market to get ahead of upcoming training offerings from competitors
- Meeting updated industry competency requirements
- Clearly communicating the value of AREA’s training over options from competitors
- Making static learning content and legal contracts easier to digest and reference later, for both aspiring and existing realtors.
- Reducing onboarding friction
- Maximizing user retention
Process & Methods
- Stakeholder interviews to leverage AREA’s 75+ years of local industry experience
- Reimagined static content to create an interactive video-based experience to build an understanding of real estate contracts
- Rapid prototyping in Figma to iteratively create an intuitive experience within the timeline
- User feedback loop throughout design process through think-aloud testing to optimize usability, reduce friction
- Close collaboration with graphic design, video production, and development team members to ensure alignment with AREA’s business and technical requirements
Results
- Successfully launched AREA’s new member experience
- Allowed AREA to achieve speed to market, filling the market gap before competitors
- Strong ROI on the training platform and learning products
- AREA has become the most popular choice for real estate pre-licensing education in Alberta today
- More than twice as many licensing exam takers prepared by using the platform my team created compared to the second most popular provider
CERIC: Industry-wide Research to Inform Content Strategy
Timeline: 5 months (April to August 2024)
My Role: Leading UX research
Team Members: Abisoye Akinola (Project Manager), William Fritzberg (Design Strategist), Jennifer Delisle (Learning Designer), Madeline Ye (Graphic Designer)
CERIC is a national association for career development professionals in Canada. Their member engagement team sought to understand how current resources available to their members aligned (or failed to align) with the needs of career counsellors and other career professionals helping the public navigate Canada’s changing labour market.
CERIC required an independent audit to identify gaps in their own digital strategy and recommend pathways to address gaps identified to position themselves as a north star in the career development space and provide a strong source of revenue to help fund operating costs and future initiatives.
Challenges
- National, industry-wide scope of CERIC’s users
- Great diversity of users in terms of demographics and context of their work
- Fragmented landscape of support for career development professionals
- Extensive collections of existing content created over 20 years and presented across many different engagement channels and modalities
- Limited capacity within CERIC’s community engagement team, need to carefully prioritize solutions
Process & Methods
- Competitive analysis to identify existing career development platforms and support resources, gaps in the market
- National survey (~1800 respondents) to capture demographics and engagement patterns of CERIC’s users
- Focus groups (4 rounds with ~50 participants) to better understand pain points, aspirations, and attitudes towards CERIC
- UX audit to assess accessibility, content quality, and UX design performance based on engagement metrics and usability assessment
- Quantiative and qualitative analysis of research data to synthesize actionable recommmendations
- Presented recommendations and future roadmap to key client stakeholders
Results
- Delivery of a national snapshot of strengths, gaps, and opportunities in CERIC’s engagement strategy for modernizing content delivery and increasing reach
- Based on recommendations, client rolled out revised content strategy to best leverage new and existing content in the form of digestible, practically applicable resources
- Client launched a national resource hub for career development professionals which has seen strong uptake and generated significant revenue
BC Dairy: Hybrid Resource Hub for Educators to Build Public Trust
Timeline: 9 months (January to September 2024)
My Role: Leading UX research, UI design & prototyping
Team Members: Abisoye Akinola (Project Manager), William Fritzberg (Design Strategist), Madeline Ye (Graphic Designer)
BC Dairy’s public engagement team has a long history of empowering educators in BC to effectively teach nutrition to their students. They provide training workshops and physical classroom resources to teachers across the province. Over the last 5 years, the BC Dairy team has had to transition to a hybrid training format, with much of their workshops and other training content being moving online.
While this digital transformation made content more accessible, it came with a significant increase in administrative workload for BC staff. They approached my team with a multi-faceted question: how might we offer self-paced learning and physical resource ordering to teachers, while reducing administrative overhead for staff?
Challenges
- Minimizing user friction among busy educators who have limited time to become familiar with a new platform, likely to leave if experience is not smooth
- Support both digital and physical resource ordering and fulfillment
- Smoothly onboarding legacy users onto new platform
- Limited capacity in BC Dairy’s team to handle requests from users
- Desire to continue to expand reach throughout BC
- Capturing engagement metrics over time and identifying areas for platform improvememt post-launch without disrupting users
Process & Methods
- Conducted stakeholder interviews to better understand current pain points among BC Dairy team
- Captured educator requirements and technical constraints through province-wide survey
- Ran empathy and customer journey mapping workshops to establish current state and ideal future state
- Assessed technical requirements and presented implementation recommendations to client
- Designed and iteratively refined a new resource hub experience in Figma based on stakeholder feedback
- Prototyped platform MVP using HTML and CSS to capture user feedback
- Worked closely with client team to trial and then fully deploy new platform and analytics
- Created external and in-platform surveys to help assess baseline platform experience and track changes in user perception and needs
Results
- Successfully deployed new resource hub with integrated ordering
- Strong uptake among teachers across BC with a steady growth in new users
- Strongly positive user feedback with low churn and frequent repeat orders
- Significant reduction in workload for BC Dairy staff
