IMPROVEMENT LANDING PAGE
Prakerja UX Enhancement
DURATION
- 1,5 Weeks Research
- 2 Weeks Crafting Design
TEAM
- Interaction Designer (Me)
- UI Designer
- UX Writer
TOOLS
- Figma
- Maze
- Figjam
- Google Sheet
- Confluence
- Jira
SCOPE OF WORK
- Stakeholder consultation with an expert in the field
- Mapping the user's journey
- Creating a detailed prototype
- Designing interactions
- Conducting a User Experience (UX) assessment
OVERVIEW
Background
The Prakerja initiative, a government-led endeavor, seeks to combat poverty by delivering holistic educational opportunities, bridging both online and offline realms to uplift communities. Its mission: empower disadvantaged Indonesians with diverse skills to thrive in the job market. Prakerja's essence lies in seamlessly melding content courses with the premium Skill Academy platform.
Our focus is dual-fold: expedite Product Owner Prakerja's requirements to swiftly launch Skill Academy content and prioritize Display Prakerja (DP) listing. Simultaneously, we aim to broaden our audience by meticulously categorizing information, crafting tailored user journeys, and enhancing course visibility. This strategy drives engagement with quality courses, offline and online, beyond Prakerja's confines.
ACTIVITIES
Scope of Work and Timeline
In orchestrating this project's process design, my role spans across all phases. I do aligning expectations with our business's KPIs. While an ideal fast-paced process isn't set in stone, adaptability is key for timely delivery.Meeting the Prakerja Product Owner's expectations is paramount, as it upholds our status as Indonesia's foremost LMS brand.
Figure 1. Scope of Work
While we've made strides with our half-year roadmap and foundational research through an external agency, it's important to note that the timeline and milestones for this project are quite demanding.
Figure 2. Timeline
RESEARCH AND CO-DESIGN
Research and Ideation
With a notably stringent project deadline, our focus remains on preparing the Skill Academy platform experience, even in the face of initial constraints from the Prakerja Product Owner. Delving deep into market dynamics and potential user groups, we've unveiled six distinctive persona archetypes within this market.
Figure 3. Archetype Segmentation
Within Skill Academy, we employ a structured co-design approach:
- Prioritization through Force Ranking
- Immersive Role Playing
- Creative Brainstorming (Crazy 8s)
Through these exercises, we've unearthed valuable opportunities and initial solutions for advancing the Prakerja program.
Figure 4. Co-Design
Conducting a comprehensive benchmarking analysis of peers:
Figure 5. Comprehensive Benhmarking
CORE PRINCIPLES
Decision making and Prioritization
In response to limited updates and communication from PO Prakerja, necessitating a flexible approach, we opted for phased improvements (MVP) and strategic prioritization. Reallocation of resources across team tribes posed the challenge of swiftly aligning our team within stringent time constraints, ensuring that our deliverables align with stakeholder expectations.
Our solution involves the creation of dedicated pages for various content types, including pre-recorded learning, offline and online courses, and offline course webinars, supported by a meticulously crafted initial user journey.
Figure 6. Strategic Prioritization
DESIGN AND ITERATE
Hi-Fi Design
Iterate to swiftly assess the visibility and information structure visual with peers.
Figure 7. Iterate and IA Visual
KEY TAKEAWAY
Impact and What I’ve Learn
Communication: Managing dynamic third-party requirements impacting our business calls for frequent alignment and checkpoints. While we can t control the PO, we can navigate the requirements and buy-in process for timeline adjustments. Maintaining company culture and team morale amidst change is vital.
Objective Results: We've effectively tackled usability issues. Furthermore, we've trimmed the average landing page task time to a swift 57 seconds.