BRIDGEGOOD
UX Design Apprenticeship Redesign
My team and I were challenged to redesign the UX Design Apprenticeship feature on BRIDGEGOOD's website. Information about the apprenticeship was not clearly displayed on the website in comparison to other UX bootcamps' websites. To solve this issue, my team created a landing page to create a clear destination where users can learn more about the Apprenticeship program rather than a PDF document.
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Client /
BRIDGEGOOD is an award-winning 501 ©(3) nonprofit organization, supported by Google and the Golden State Warriors, that provides equitable tech access, design opportunities, and professional resources to job seekers that are predominantly Black, Indigenous, and Women/People of Color.
Duration /
2 Weeks
Problem /
How might we make information about the UX Design Apprenticeship more accessible on BRIDGEGOOD.com?
Role /
UX Research, Interviews, Competitor Audit, Wireframe
Solution /
Streamline the information about the program in a way that accurately reflects the tone and value of BRIDGEGOOD; Improve BRIDGEGOOD’s program branding as the program is a main attraction of BRIDGEGOOD; Create a clear landing page, similar to other UX bootcamps' websites, where users can learn more about the Apprenticeship program.
Result/Impact /
More students applying for the BRIDGEGOOD UX Apprenticeship; People trusting the apprenticeship as a legitimate resource for learning UX.
Team /
Daniel Phounsavan, Julie Truong, Lani Viet
Lessons Learned/Next Step /
Collect user activity, account creation, and retention rates to measure the success of the redesign and improve the website accordingly
Research
Through conducting user research and stakeholder interviews, we realized that information about the apprenticeship is not easily found online. It is important to portray information about the program in a way that accurately reflects the tone and value of BRIDGEGOOD, as well as improve the program's branding.
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Discovery
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BRIDGEGOOD.com vs BRIDGEGOOD.org
The difference between these sites confuses new users. The way the information is presented makes it confusing to find the information users are seeking.
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Highlight advantages over other bootcamps
Show why creatives should pick BRIDGEGOOD over General Assembly, etc.
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Program Branding
Highlight the Apprenticeship as a main attraction of BRIDGEGOOD
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Rewrite and Structure the Content
Create a content style guide that accurately reflects the tone of BRIDGEGOOD
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Competitor Analysis
We researched other UX bootcamps offered by Bloc, Coursera, and Skillshare to see how they marketed their UX bootcamps to other students. We found that they used image-centric pages to engage their audiences visually while providing improved accessibility through navigation bars to highlight the main attractions of their programs. These bootcamps are also effective at establishing credibility, which encourages new students to sign up.
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How Might We's?
After compiling data for the user interviews and competitor audit, we came up with "how might we" statements to innovate solutions for problems found during user research. The problem statement we generated was, "How can we make information about the UX Design Apprenticeship more accessible on BRIDGEGOOD.com?"​
User Personas
We created user personas to understand the goals, frustrations, motivations, and the various backgrounds of BRIDGEGOOD's target demographic, which includes current students, recent graduates, and career switchers.​
Current Student
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Christine is a current undergrad in school. She is 20 years old and a graphic design major looking to learn more about UX/UI. She found out about BRIDGEGOOD when Shaun and Yudy visited her class. She looked up the company on social media and thought it seemed legitimate. Since she doesn’t have much money, she liked that the BRIDGEGOOD Apprenticeship program is free. Also, she wants to gain industry experience to help her land her first job out of college.
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Goals
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Wants industry experience
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Wants to switch to a UX design career
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Wants to advance her career by attending a bootcamp
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Wants to explore her interest in UX
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Frustrations
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Planned to do a bootcamp, but it was too expensive
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Has not heard of BG before—unsure of its credibility
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Recent College Graduate
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Bob is a recent college graduate. He does not come from a design background. He does not like the degree he graduated with and wants to go into a different line of work. He is unsure of his career path, but he stumbles upon advertising for different UX bootcamps. The bootcamps seem to be legitimate but are too expensive of an investment. He finds out about BRIDGEGOOD last minute through word of mouth from a former alum and applies to the program hoping to get a UX design education for free.
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Goals
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Wants to learn more about UX design because he does not have a design background
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Wants to create a portfolio to apply to positions
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The stakes are high for obtaining a design position
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Frustrations
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Bootcamps are too expensive
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Limited knowledge of design principles and thinking and UX design
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Finding internships in UX design without any experience in the field
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User Journey
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The user journey we created shows how current users discover BRIDGEGOOD and the UX Apprenticeship. Users tend to discover BRIDGEGOOD via LinkedIn or Instagram, word of mouth, or via a school presentation. The end destination for finding information about the Apprenticeship is a PDF file rather than a designated landing page.​
Storyboard
The user's journey starts with a BRIDGEGOOD school presentation and ends in applying for the UX Apprenticeship.​
Content Style Guide
We created a style guide that ensures written content is consistent across BRIDGEGOOD web applications and communications and that works to establish the voice and tone of BRIDGEGOOD. ​
Click on the image below to view the Content Style Guide PDF
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Lo-Fi Wireframes
Our goals are to have the user understand BRIDGEGOOD, to attract engaged applicants, and to portray the program as professional and sophisticated in order to strengthen BRIDGEGOOD's reputation. To do so, we structured our website into the following sections: Hero, Why BRIDGEGOOD?, About The Program, Value (Free), Dates & Deadlines, Qualifications, Eligibility, What You'll Learn, Syllabus, Graduate Outcomes, and Testimonials. ​
Hi-Fi Wireframes
Final Prototype Video
Improvements ​
Navigation Bar - allows users to quickly navigate through important information on the page
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Showcase companies that we learn from - show that mentors from leading tech companies teach students
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Cost - shows that BRIDGEGOOD's Apprenticeship is the most cost effective way to learn UX/UI
Key Takeaways ​
We will need to collect user activity, account creation, and retention rates to measure the success of the redesign and improve the website accordingly. Creating a landing page will not only benefit BRIDGEGOOD's program branding but will also help current students, recent graduates, and job switchers by allowing them to learn UX design from leading tech professionals rather than enroll in an expensive bootcamp. Due to the two week time constraint on the design sprint, we were unable to conduct thorough usability testing to assess the effects of the redesign on user behavior.