Customize your learning journey with NLB's LearnX
Project Overview
Project Overview
LearnX is a platform for National Library Board patrons to learn from a wide range of topics and join learning communities to meet other like-minded learners. However, users struggle to find sufficient value and depth of engagement in the platform. By conducting a deep review of the existing business strategy, we developed a new one that aligns more closely with NLB's business goals using the 5 planes of UX design.
LearnX is a platform for National Library Board patrons to learn from a wide range of topics and join learning communities to meet other like-minded learners. However, users struggle to find sufficient value and depth of engagement in the platform. By conducting a deep review of the existing business strategy, we developed a new one that aligns more closely with NLB's business goals using the 5 planes of UX design.
LearnX is a platform for National Library Board patrons to learn from a wide range of topics and join learning communities to meet other like-minded learners. However, users struggle to find sufficient value and depth of engagement in the platform. By conducting a deep review of the existing business strategy, we developed a new one that aligns more closely with NLB's business goals using the 5 planes of UX design.
DURATION
Apr 2024 - Aug 2024
TOOLS
Figma
ROLE
Product strategy, product design
TEAM
3 designers
DURATION
Apr 2024 - May 2024
TOOLS
Figma
ROLE
UI design, brand design
TEAM
4 designers
DURATION
Apr 2024 - May 2024
TOOLS
Figma
ROLE
UI design, brand design
TEAM
4 designers
National Library Board's LearnX
National Library Board's LearnX
National Library Board's LearnX
As the library digitalises, they have produced an increasing amount of digital content for its patrons to learn on the go. One such example is LearnX, a platform for patrons to learn from a wide range of topics and join learning communities to meet other like-minded learners.
As the library digitalises, they have produced an increasing amount of digital content for its patrons to learn on the go. One such example is LearnX, a platform for patrons to learn from a wide range of topics and join learning communities to meet other like-minded learners.
As the library digitalises, they have produced an increasing amount of digital content for its patrons to learn on the go. One such example is LearnX, a platform for patrons to learn from a wide range of topics and join learning communities to meet other like-minded learners.
Understanding the business
Understanding the business
NLB's Business Goals
(Taken from internal department townhall)
NLB's Business Goals
(Taken from internal department townhall)
Offer bite-sized, time, and cost-effective curation of informal learning to encourage casual learners to continue learning a breadth of topics and skills using NLB’s content and experiences.
Offer bite-sized, time, and cost-effective curation of informal learning to encourage casual learners to continue learning a breadth of topics and skills using NLB’s content and experiences.
Offer bite-sized, time, and cost-effective curation of informal learning to encourage casual learners to continue learning a breadth of topics and skills using NLB’s content and experiences.
but…
but…
Problem Space
Problem Space
Users are unaware of LearnX's offerings
Little to no extrinsic motivation to learn on their own
Evidenced by:
Low site views and visits, suggesting that users struggle to find sufficient value and depth of engagement in the platform
Users are unaware of LearnX's offerings
Little to no extrinsic motivation to learn on their own
Evidenced by:
Low site views and visits, suggesting that users struggle to find sufficient value and depth of engagement in the platform
Why is this happening?
Why is this happening?
🔍 Finding an opportunity
🔍 Finding an opportunity
🌟 Key observation:
LearnX programmes that are in high demand tend to be on the "fun" side, e.g. drawing, 3D printing.
By tapping into patrons' existing interests and providing enjoyable learning experiences, LearnX would:
Gain a stronger USP (non-upskilling focused)
Attract casual learners and younger patrons
🌟 Key observation:
LearnX programmes that are in high demand tend to be on the "fun" side, e.g. drawing, 3D printing.
By tapping into patrons' existing interests and providing enjoyable learning experiences, LearnX would:
Gain a stronger USP (non-upskilling focused)
Attract casual learners and younger patrons
🌟 Key observation:
LearnX programmes that are in high demand tend to be on the "fun" side, e.g. drawing, 3D printing.
By tapping into patrons' existing interests and providing enjoyable learning experiences, LearnX would:
Gain a stronger USP (non-upskilling focused)
Attract casual learners and younger patrons
PRODUCT VISION
Make Learning Fun Again!
Make Learning Fun Again!
Learn in pursuit of enjoyment. Why make it stressful?
Learn in pursuit of enjoyment. Why make it stressful?
Learn in pursuit of enjoyment. Why make it stressful?
Strategy (user needs and business goals)
Strategy (user needs and business goals)
01 / Target audience
01 / Target audience
We chose to focus on Gen Zs as our target audience, since they were a large but untapped pool of potential casual learners.
Our research on Gen Zs revealed that they:
Enjoy seeking unique experiences
Value friends as extrinsic motivation when learning
We chose to focus on Gen Zs as our target audience, since they were a large but untapped pool of potential casual learners.
Our research on Gen Zs revealed that they:
Enjoy seeking unique experiences
Value friends as extrinsic motivation when learning
We chose to focus on Gen Zs as our target audience, since they were a large but untapped pool of potential casual learners.
Our research on Gen Zs revealed that they:
Enjoy seeking unique experiences
Value friends as extrinsic motivation when learning
Interview findings:
“I feel like if I want to pay for something I'll pay for the experience...If you’re learning with friends...it becomes less about the learning and more about a fun activity to do, like a leisure activity” - J, 20
The user lands on the home page and is immediately greeted with a card displaying static discount information that cannot be hidden, which also happens to take up 60% of the screen.
Instead, the main CTA (scan-to-pay) is hidden below the fold.
Announcements that are actually important (e.g. venue closure) are hidden within the Notifications tab.
Interview findings:
“I feel like if I want to pay for something I'll pay for the experience...If you’re learning with friends...it becomes less about the learning and more about a fun activity to do, like a leisure activity” - J, 20
RESEARCH STATEMENT
RESEARCH STATEMENT
How might we leverage social connections to encourage Gen Zs to discover the benefits of and engage with Learn X programme offerings?
How might we leverage social connections to encourage Gen Zs to discover the benefits of and engage with Learn X programme offerings?
02 / Proto-persona
02 / Proto-persona
We created a Gen Z proto-persona to allow us to greater empathize with our users.
We created a Gen Z proto-persona to allow us to greater empathize with our users.
We chose to focus on Gen Zs as our target audience, since they were a large but untapped pool of potential casual learners.
Our research on Gen Zs revealed that they:
Enjoy seeking unique experiences
Value friends as extrinsic motivation when learning
03 / Content Audit
03 / Content Audit
We also conducted a content audit of the existing LearnX, which revealed deeper insights that supported our initial observations.
We also conducted a content audit of the existing LearnX, which revealed deeper insights that supported our initial observations.
We also conducted a content audit of the existing LearnX, which revealed deeper insights that supported our initial observations.
All key actions are done on external sites. Does not lend to a consistent overall experience. Makes LearnX appear incomplete and takes away credibility as a full-fledged platform.
All key actions are done on external sites. Does not lend to a consistent overall experience. Makes LearnX appear incomplete and takes away credibility as a full-fledged platform.
Inconsistency and poorly organised information architecture. Highlight links at the top of every page are random and do not indicate the type of content, which could confuse learners.
Content gaps due to wrong links or absent links. Redundancies due to presence of multiple elements that lead to the same link. Affects overall browsing experience of LearnX.
Content gaps due to wrong links or absent links. Redundancies due to presence of multiple elements that lead to the same link. Affects overall browsing experience of LearnX.
Scope
Scope
From the user and business needs defined in the strategy, they are now translated into requirements for content and functionality.
From the user and business needs defined in the strategy, they are now translated into requirements for content and functionality.
From the user and business needs defined in the strategy, they are now translated into requirements for content and functionality.
Lean UX Hypotheses and Feature Prioritization
Lean UX Hypotheses and Feature Prioritization
We used the Lean UX Hypotheses method to craft 6 hypotheses, outlining features we believed would address the issues plaguing LearnX. We then used MoScoW to prioritize the features that would most significantly improve LearnX. This helped to define the project's scope.
We used the Lean UX Hypotheses method to craft 6 hypotheses, outlining features we believed would address the issues plaguing LearnX. We then used MoScoW to prioritize the features that would most significantly improve LearnX. This helped to define the project's scope.
We used the Lean UX Hypotheses method to craft 6 hypotheses, outlining features we believed would address the issues plaguing LearnX. We then used MoScoW to prioritize the features that would most significantly improve LearnX. This helped to define the project's scope.
Structure
Structure
We then thought about how information and content should be structured within the new LearnX that would optimize the user experience while incorporating our new features.
We then thought about how information and content should be structured within the new LearnX that would optimize the user experience while incorporating our new features.
We then thought about how information and content should be structured within the new LearnX that would optimize the user experience while incorporating our new features.
Information architecture and site map
Information architecture and site map
This was revised and finalized after conducting a card sorting test with several participants to determine the most intuitive way a user would navigate the site.
This was revised and finalized after conducting a card sorting test with several participants to determine the most intuitive way a user would navigate the site.
This was revised and finalized after conducting a card sorting test with several participants to determine the most intuitive way a user would navigate the site.
Skeleton and Surface
Skeleton and Surface
Finally, we designed high-fidelity mockups to showcase the placement and hierarchy of interface elements of the new LearnX.
The following details our ideal user journey:
Finally, we designed high-fidelity mockups to showcase the placement and hierarchy of interface elements of the new LearnX.
The following details our ideal user journey:
Finally, we designed high-fidelity mockups to showcase the placement and hierarchy of interface elements of the new LearnX.
The following details our ideal user journey:
01 / Access LearnX via existing NLB Mobile App
NEW FEATURE
01 / Access LearnX via existing NLB Mobile App
NEW FEATURE
Since NLB has an existing app and Gen Zs are digital natives, integrating LearnX within the NLB app would allow them to conveniently access NLB and LearnX content on the go, all within the same platform.
Since NLB has an existing app and Gen Zs are digital natives, integrating LearnX within the NLB app would allow them to conveniently access NLB and LearnX content on the go, all within the same platform.
Since NLB has an existing app and Gen Zs are digital natives, integrating LearnX within the NLB app would allow them to conveniently access NLB and LearnX content on the go, all within the same platform.
02 / Onboarding
NEW FEATURE
02 / Onboarding
NEW FEATURE
One of our new features was an AI engine that would recommend users relevant content and programmes based on their interests, which is seamlessly integrated in the onboarding.
One of our new features was an AI engine that would recommend users relevant content and programmes based on their interests, which is seamlessly integrated in the onboarding.
One of our new features was an AI engine that would recommend users relevant content and programmes based on their interests, which is seamlessly integrated in the onboarding.
03 / Learning content
IMPROVED FEATURE
03 / Learning content
IMPROVED FEATURE
This is the bread and butter of LearnX - librarian curated learning content, categorized into different topics. It is one of the most salient buttons on the home page. Learning content is personalized according to the user's selections during onboarding.
This is the bread and butter of LearnX - librarian curated learning content, categorized into different topics. It is one of the most salient buttons on the home page. Learning content is personalized according to the user's selections during onboarding.
This is the bread and butter of LearnX - librarian curated learning content, categorized into different topics. It is one of the most salient buttons on the home page. Learning content is personalized according to the user's selections during onboarding.
04 / Browse and register for programmes
IMPROVED FEATURE
04 / Browse and register for programmes
IMPROVED FEATURE
Users are now able to browse and register for programmes within the LearnX app without being redirected to Eventbrite. They will also be able to see what programmes their friends have signed up for, so they will feel more inclined to participate as well.
Users are now able to browse and register for programmes within the LearnX app without being redirected to Eventbrite. They will also be able to see what programmes their friends have signed up for, so they will feel more inclined to participate as well.
Users are now able to browse and register for programmes within the LearnX app without being redirected to Eventbrite. They will also be able to see what programmes their friends have signed up for, so they will feel more inclined to participate as well.
05 / Browse and join communities
NEW FEATURE
05 / Browse and join communities
NEW FEATURE
Users are also able to view the activities of the communities they have joined, and also browse other communities to join. Having companions to learn with would greatly encourage users to keep on learning. This is a newly introduced feature in our proposal.
Users are also able to view the activities of the communities they have joined, and also browse other communities to join. Having companions to learn with would greatly encourage users to keep on learning. This is a newly introduced feature in our proposal.
Users are also able to view the activities of the communities they have joined, and also browse other communities to join. Having companions to learn with would greatly encourage users to keep on learning. This is a newly introduced feature in our proposal.
06 / Profile & LearnXpert
NEW FEATURE
06 / Profile & LearnXpert
NEW FEATURE
As Gen Zs enjoy expressing their unique identities and preferences, we introduced a profile that they are able to customize as they wish.
We also designed a LearnXpert system to empower users to take charge of their learning. LearnXperts are able to organise events or create their own learning communities, and will be given a displayable badge for their profiles.
As Gen Zs enjoy expressing their unique identities and preferences, we introduced a profile that they are able to customize as they wish.
We also designed a LearnXpert system to empower users to take charge of their learning. LearnXperts are able to organise events or create their own learning communities, and will be given a displayable badge for their profiles.
As Gen Zs enjoy expressing their unique identities and preferences, we introduced a profile that they are able to customize as they wish.
We also designed a LearnXpert system to empower users to take charge of their learning. LearnXperts are able to organise events or create their own learning communities, and will be given a displayable badge for their profiles.
Final prototype
Final prototype
Conclusion & reflections
Conclusion & reflections
If given more time, we would explore:
If given more time, we would explore:
If given more time, we would explore:
