Korea's #1 edtech platform
: B2B navigation redesign
Korea's #1 edtech platform : B2B navigation redesign
OVERVIEW
OVERVIEW
Information architecture redesign boosted adoption inquiries by 26% and reduced page bounce rate by 34%
Information architecture redesign boosted adoption inquiries by 26% and reduced page bounce rate by 34%
Comprehensive market analysis led us to focus on B2B opportunities and revealed our landing page's primary users were non-technical education administrators. I enhanced our 'Elice in Coderland' brand concept to intuitively convey our service's value to these laypersons. This approach, along with improved user experience, led to increased adoption inquiries and engagement.
Comprehensive market analysis led us to focus on B2B opportunities and revealed our landing page's primary users were non-technical education administrators. I enhanced our 'Elice in Coderland' brand concept to intuitively convey our service's value to these laypersons. This approach, along with improved user experience, led to increased adoption inquiries and engagement.
Jun 2020
Visual Interaction Designer
Jun 2020
Visual Interaction Designer
User research // Hi-fidelity prototyping // Brand illustration // Character design // Leadership & Cross-functional alignment
User research // Hi-fidelity prototyping // Brand illustration // Character design // Leadership & Cross-functional alignment
Collaborated with
2 Engineering & 1 Sales & 1 Content Teams
Collaborated with
2 Engineering & 1 Sales & 1 Content Teams
Led in-product messaging alignment, collaborating with content management and B2B sales teams while integrating diverse C-level perspectives for consensus
Led in-product messaging alignment, collaborating with content management and B2B sales teams while integrating diverse C-level perspectives for consensus
IMPACT
IMPACT
The landing page makeover retained user attention, boosting both product adoption interest and B2B sales figures
The landing page makeover retained user attention, boosting both product adoption interest and B2B sales figures
B2B Sales Revenue
B2B Sales Revenue
B2B Sales Revenue
150% ↑
150% ↑
150% ↑
Adoption Inquiries
Adoption Inquiries
Adoption Inquiries
26% ↑
26% ↑
26% ↑
Paid Conversion
34% ↓
Page Bounce Rate
34% ↓
Page Bounce Rate
34% ↓
BACKGROUND
BACKGROUND
Elice is Korea's No.1 coding education platform, specialized in all-in-one solutions for learning and management
Elice is Korea's No.1 coding education platform, specialized in all-in-one solutions for learning and management
Elice serves over 1.93 million users and 1,000+ companies, including Samsung, Hyundai, SK, and LG. The platform provides instant access to interactive coding environments and tests with just a login. Its patented AI system analyzes learning patterns and predicts student achievement, offering valuable insights for both learners and instructors.
Elice serves over 1.93 million users and 1,000+ companies, including Samsung, Hyundai, SK, and LG. The platform provides instant access to interactive coding environments and tests with just a login. Its patented AI system analyzes learning patterns and predicts student achievement, offering valuable insights for both learners and instructors.
BUSINESS OPPORTUNITY
BUSINESS OPPORTUNITY
Shift focus to B2B SaaS platform to address organizational learning needs
Shift focus to B2B SaaS platform to address organizational learning needs
With B2B sales driving 86% of our projected Q1 revenue by late 2020, our growth clearly indicates where the market opportunity lies. As B2C growth slows due to increasing competition, we're strategically focusing on educational institutions and corporate organizations through our SaaS platform offerings.
With B2B sales driving 86% of our projected Q1 revenue by late 2020, our growth clearly indicates where the market opportunity lies. As B2C growth slows due to increasing competition, we're strategically focusing on educational institutions and corporate organizations through our SaaS platform offerings.
WHO IS USER?
WHO IS USER?
Landing page's primary audience consists of non-technical education administrators and L&D managers who make decisions
Landing page's primary audience consists of non-technical education administrators and L&D managers who make decisions
Education
Administrator
Education
Administrator
Education
Administrator
Manages computer science education programs with no coding background - needs easy-to-use tools for course operations
Manages computer science education programs with no coding background - needs easy-to-use tools for course operations
Learning &
Development Manager
Learning &
Development Manager
Learning &
Development Manager
Non-technical manager developing digital learning programs - requires straightforward platform to deliver corporate training
Non-technical manager developing digital learning programs - requires straightforward platform to deliver corporate training
PROBLEM
PROBLEM
Current landing page’s B2C-focused content and buried enterprise features create a critical disconnect with decision-makers
Current landing page’s B2C-focused content and buried enterprise features create a critical disconnect with decision-makers
“can't find enterprise features”
“can't find enterprise features”
Users spend excessive time discovering B2B services due to poor information hierarchy, with institutional features buried within dense content that fails to guide enterprise decision-making.
Users spend excessive time discovering B2B services due to poor information hierarchy, with institutional features buried within dense content that fails to guide enterprise decision-making.
“can't quickly grasp what makes your platform unique”
“can't quickly grasp what makes your platform unique”
Users from educational institutions struggle to evaluate platform suitability due to technical jargon and B2C-focused content, obscuring the institutional features and management capabilities.
Users from educational institutions struggle to evaluate platform suitability due to technical jargon and B2C-focused content, obscuring the institutional features and management capabilities.
“illustrations tell me nothing about your platform”
“illustrations tell me nothing about your platform”
The illustrations do not clearly show that our service is about coding. Users find it hard to understand without reading the text. Using the same illustration on all backgrounds also causes confusion.
The illustrations do not clearly show that our service is about coding. Users find it hard to understand without reading the text. Using the same illustration on all backgrounds also causes confusion.
BEHIND THE FINDINGS
BEHIND THE FINDINGS
Focus group interview:
understanding enterprise decision-making pain points
Focus group interview:
understanding enterprise decision-making pain points
In June 2020, we conducted a focus group interview with 6 early enterprise customers during an educational technology conference. Participants included education administrators and L&D managers from diverse institutions, selected to capture varied perspectives in their early platform adoption phase.
In June 2020, we conducted a focus group interview with 6 early enterprise customers during an educational technology conference. Participants included education administrators and L&D managers from diverse institutions, selected to capture varied perspectives in their early platform adoption phase.
The session focused on participants' first impressions of our landing page and their decision-making challenges. Through natural group dynamics, they examined the interface together, revealing common obstacles in evaluating our enterprise platform features.
The session focused on participants' first impressions of our landing page and their decision-making challenges. Through natural group dynamics, they examined the interface together, revealing common obstacles in evaluating our enterprise platform features.
HOW MIGHT WE
HOW MIGHT WE
Help non-technical decision-makers easily discover and evaluate our enterprise learning solutions
Help non-technical decision-makers easily discover and evaluate our enterprise learning solutions
B2B NAVIGATION REDESIGN
B2B NAVIGATION REDESIGN
Restructure B2B navigation and content to enhance enterprise solution discovery
Restructure B2B navigation and content to enhance enterprise solution discovery
I led a cross-functional initiative with content managers, sales managers, and C-level executives to restructure our B2B solutions. Based on FGI findings, I elevated B2B access points to the main navigation and established clear pathways for Elice School and Enterprise platforms. I redesigned the information hierarchy to prioritize key value propositions, enhanced navigation with intuitive section labels, and strengthened the enterprise landing page with success metrics and testimonials for non-technical decision-makers.
I led a cross-functional initiative with content managers, sales managers, and C-level executives to restructure our B2B solutions. Based on FGI findings, I elevated B2B access points to the main navigation and established clear pathways for Elice School and Enterprise platforms. I redesigned the information hierarchy to prioritize key value propositions, enhanced navigation with intuitive section labels, and strengthened the enterprise landing page with success metrics and testimonials for non-technical decision-makers.
VISUAL NAVIGATION
VISUAL NAVIGATION
Implement distinct visuals to clarify sub-brand navigation
Implement distinct visuals to clarify sub-brand navigation
Due to identical illustrations across all pages, users struggled to understand core business features and differentiate between services. The non-contextual visuals hindered comprehension of B2B offerings and competitive advantages. I implemented distinctive illustrations for each service tab to improve navigation clarity and effectively communicate unique value propositions through visual storytelling.
Due to identical illustrations across all pages, users struggled to understand core business features and differentiate between services. The non-contextual visuals hindered comprehension of B2B offerings and competitive advantages. I implemented distinctive illustrations for each service tab to improve navigation clarity and effectively communicate unique value propositions through visual storytelling.
AUDIENCE-CENTRIC TERMS
AUDIENCE-CENTRIC TERMS
Transform technical jargon into audience-centric value presentation
Transform technical jargon into audience-centric value presentation
I transformed our feature-heavy landing page into an accessible experience by replacing technical terminology with audience-centric language. Focusing on three competitive advantages (customized management tools, AI dashboard, auto-grading system), I helped non-technical decision-makers easily understand our key differentiators through familiar terms and clear call-to-action buttons.
I transformed our feature-heavy landing page into an accessible experience by replacing technical terminology with audience-centric language. Focusing on three competitive advantages (customized management tools, AI dashboard, auto-grading system), I helped non-technical decision-makers easily understand our key differentiators through familiar terms and clear call-to-action buttons.
SCANNABLE LAYOUT
SCANNABLE LAYOUT
Design digestible content flow with one-point-per-scroll rhythm
Design digestible content flow with one-point-per-scroll rhythm
I redesigned the scroll experience to reveal one key value per screen, creating a rhythmic flow that allows decision-makers to quickly grasp our core advantages through intuitive scrolling motions.
I redesigned the scroll experience to reveal one key value per screen, creating a rhythmic flow that allows decision-makers to quickly grasp our core advantages through intuitive scrolling motions.
FURTHER ITERATINO IDEA
FURTHER ITERATINO IDEA
User feedback showed the need to streamline fragmented B2B inquiry process into seamless conversion flow
User feedback showed the need to streamline fragmented B2B inquiry process into seamless conversion flow
I found that the adoption inquiry process remained a barrier to conversion. Users had to scroll back to find the inquiry button, then switch to email to locate and complete a separate template. This fragmented journey likely discouraged many from finishing their inquiries.
I found that the adoption inquiry process remained a barrier to conversion. Users had to scroll back to find the inquiry button, then switch to email to locate and complete a separate template. This fragmented journey likely discouraged many from finishing their inquiries.
INQUIRY STREAMLINING
INQUIRY STREAMLINING
Transform fragmented inquiry steps into one-click consultation flow
Transform fragmented inquiry steps into one-click consultation flow
I enhanced the adoption process by placing a prominent 'Contact Sales' button in the fixed header. I replaced the previous email-template process with an integrated form, allowing users to submit their contact details, field of interest, and user estimates in a single step. This streamlined flow maintains the momentum we built through improved navigation and messaging.
I enhanced the adoption process by placing a prominent 'Contact Sales' button in the fixed header. I replaced the previous email-template process with an integrated form, allowing users to submit their contact details, field of interest, and user estimates in a single step. This streamlined flow maintains the momentum we built through improved navigation and messaging.
Final Output
Final Output
To help non-technical decision-makers navigate our enterprise learning solutions, I simplified technical content with value-focused messaging and created distinct visual identities for each sub-brand. I then structured the information with a one-point-per-scroll format for clear, digestible communication.
To help non-technical decision-makers navigate our enterprise learning solutions, I simplified technical content with value-focused messaging and created distinct visual identities for each sub-brand. I then structured the information with a one-point-per-scroll format for clear, digestible communication.
Concluding Thoughts
Concluding Thoughts
Tailoring messaging for non-tech-savvy decision-makers strengthened our B2B strategy. Leading FGI sessions at an edutech conference gave valuable insights, and pilot interviews with team members helped me hone my moderation skills under a tight timeline. This timely research enabled smoother collaboration between content and sales teams, resulting in more relatable content and clearer value propositions. The experience highlighted the importance of pilot sessions in user research preparation, which I aim to incorporate in future projects to further develop research skills and gather meaningful insights.
Tailoring messaging for non-tech-savvy decision-makers strengthened our B2B strategy. Leading FGI sessions at an edutech conference gave valuable insights, and pilot interviews with team members helped me hone my moderation skills under a tight timeline. This timely research enabled smoother collaboration between content and sales teams, resulting in more relatable content and clearer value propositions. The experience highlighted the importance of pilot sessions in user research preparation, which I aim to incorporate in future projects to further develop research skills and gather meaningful insights.
The impact extended beyond messaging improvements. Amplifying our 'Elice in Coderland' brand story - inspired by Alice's Adventures in Wonderland, where Elice Rabbit guides users through coding adventures - created a welcoming environment for non-technical users. User feedback confirmed this approach successfully softened the typically intimidating image of coding education, highlighting the importance of designing with user perspectives in mind to address core business challenges.
The impact extended beyond messaging improvements. Amplifying our 'Elice in Coderland' brand story - inspired by Alice's Adventures in Wonderland, where Elice Rabbit guides users through coding adventures - created a welcoming environment for non-technical users. User feedback confirmed this approach successfully softened the typically intimidating image of coding education, highlighting the importance of designing with user perspectives in mind to address core business challenges.
Thanks for Watching!
Thanks for Watching!