Team Treehouse

View the Prototype

UX/UI Design • Art Direction • Project Management

The main goal of this project is to lead a reconsideration and develop the new pre-purchase user experience and rebrand for the Treehouse. This project has consisted of adjusting the site’s OKR’s, consumer journeys, user flows, navigation, landing pages and content, while also modernizing the look and feel of the brand’s site.

Research


The research phase of this project started by finding the company’s strengths, weaknesses, and opportunities via a SWOT Analysis and stakeholder interviews. This internal assessment allowed me to quickly discover and highlight opportunities to improve the consumer experience and brand image while working towards the new website and brand redesign.

A competitor analysis was also conducted during the first few weeks of the project to further understand the industry, UX/UI trends, and audience messaging. This was an eye-opening experience due to Treehouse’s complex set of marketing personas, and a vast number of product features, spanning across both B2B and B2C audiences. During this phase over 15 competitor websites were examined resulting in a full-fledged report of what Treehouse’s competitors are doing well, not well and noteworthy.

Consumer Journeys and Strategy  


Before truly getting into the UX Design I had to consider Treehouse’s current consumer journey’s, and marketing strategy based on their personas. The majority of the company’s journey’s consisted of a full-force push ideology rather than a pull or a balance of both—push and pull. This meant I had to make adjustments to help the journey’s become more user focus based on their needs. One noteworthy adjustment was featuring a quick quiz within the P2 of the homepage to help the consumer figure out what project is the best fit for them.

UX Design   


One thing that the new wireframes had to address was a notable lack of user’s exploration and travel down the page. This issue was due to a lack of relatable and fresh content to keep the user engaged. The website functioned as a sales pitch to convince the consumer to convert into the seven-day free trial, so the consumer could see the quality of the product. The sale pitch model works, but it’s not efficient in terms of retaining new consumers without prior knowledge of Treehouse.

To help fix this, I focused on more elements such as showcasing the impact of their products, what can you learn/do with their course material, and show Treehouse’s level of experience and knowledge in the tech field via showcasing their blog and podcasts.
 

Wireframe & Prototype   


Once the structure of the site was decided and agreed upon by stakeholders, a wireframe was developed to showcase the new UI system and elements. This wireframe focused on establishing a new sales strategy based on push and pull marketing methodology. This required minimizing the pushy sales pitches and countless CTAs of the current site. This aggressive approach of the old site showed a lack of confidence in the product.

In the new wireframe, we wanted to focus on better connecting with our audience. We needed to create ways for consumers to find which product is best for them and their learning journeys. This is achieved by strengthening their brand narratives while also sharping persona targetting and messaging within the pre-purchase experience. One example of this is the creation of a placement test. Users answer simple everyday questions to help align their skillsets and interests with Treehouse programming.

A full inVision prototype of the experience can be found here.