Program Visuals and Content
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Project: As part of a cross-functional team, I produced a 4-week program on Finding Finding Product/Market Fit within a tight 6-month timeline from ideation to publication. We met the deadline and created a successful program that now holds the record for the highest-enrolled cohort at Reforge.
Role: I owned all visual design and content design decisions on the visuals. My other teammates were a content strategist, who created the voiceover and collaborated with me on content design, a strategy lead, who led the overall direction, and an external subject matter expert. Deliverables: All visuals and content for a 4-week program, title cards, event decks Technology Used: Figma, FigJam, Notion, Asana, Dropbox, Dropbox Replay, Slack, Miro |
The Challenge
Take hard-earned learnings from one of the tech industry's top minds and translate them into digestible frameworks and concepts within a structured 4-week program.
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Initial ResearchDiscovery Documents: While onboarding to the project, I read through a series of documents, including outlines, UX research, and external context on the topic. I had to get up to speed fast to create our dense, highly technical content.
Audience, Tone, and Voice: Before starting the project, my team considered the target audience and identified key segments. The audience would consist of folks from product backgrounds seeking dense learnings. Our tone was to be expert, but approachable. |
Setting a Narrow FocusBecause the overall project is so dense with content, I want to focus on one type of visuals and content. A common theme in visuals was using conversational dialogue to illustrate a point, which reflected some of the design principles we established.
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Design Principles
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Mind the Depth of Content
The density and depth of the material necessitates simple, effective phrasing. Reduce friction wherever possible. The content needs to be at the forefront of communication. |
Consider the Target Audience
Remember the target audience, and ensure that they’re included in examples, case studies, and wherever else applicable. |
Simple But Memorable
Design with intention, keeping in mind the density of the information. Visuals should be memorable but as simple as possible to reduce cognitive load. |
Aligning Tone and VoiceExpert and Approachable Content: Because of the density of content and being paired with a voiceover, words on the screen had to be concise and clear, but still maintain an expert tone.
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Stakeholder FeedbackIteration Toward the Best Use of Content: Each lesson went through rounds of iteration with my internal team and the subject matter expert. I asked for initial reactions, dove deeper to ask about specific steps and get to the why, and took notes for improvement.
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Achieving ClarityVisuals and Content Clarify One Another: I used visuals in conjunction with the content to allow room for slightly more depth in the content. When a visual cue is used effectively, the content can take up a little more mental space without overwhelming the user.
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UX ResearchKeeping an Eye on Refinement: I led and conducted UX research with participants in the program in an effort to improve the content and experience. My team and I identified target audience segments for the research and developed interview scripts. We would use this research to return to the program and adjust as needed to better fit the needs of the participants.
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Business Impact
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Highest-Enrolled Reforge Cohort
The premier cohort for Finding Product/Market Fit had the most attendees of any cohort ever built. There were over 1,200 active participants in the program. |
Monetary Value
The program brought in over $5 million annual recurring revenue (ARR). |
High-Quality Addition to Product Vertical
The successful completion of this program added a high-quality program to the product vertical of Reforge content, adding business value by way of increased member value. |