Brand Identity Design
UI/UX Design
Web Design
Salamander is driven by the belief that everyone, regardless of their financial situation, should have the opportunity to learn and develop their skills.
EDUCATION FOR EVERYONE
Introduction
About The Project
Industry
Online Education
Client
Independent Project
Created in response to the demand for accessible online education, Salamander is a conceptual project aiming to make quality education more attainable for high-schoolers and young adults.
The Salamander project is a conceptual exploration of branding and UI/UX design, created to showcase creative skills and design capability. It does not represent the operations of an existing company.
Created in response to the demand for accessible online education, Salamander is a conceptual project aiming to make quality education more attainable for high-schoolers and young adults.
The Salamander project is a conceptual exploration of branding and UI/UX design, created to showcase creative skills and design capability. It does not represent the operations of an existing company.
Created in response to the demand for accessible online education, Salamander is a conceptual project aiming to make quality education more attainable for high-schoolers and young adults.
The Salamander project is a conceptual exploration of branding and UI/UX design, created to showcase creative skills and design capability. It does not represent the operations of an existing company.
Skills
UI/UX Design
Project Planning
User Research and Persona Development
Brand Identity Design
Competitor Analysis
Wireframing and User Flow Design
Skills
UI/UX Design
Project Planning
User Research and Persona Development
Brand Identity Design
Competitor Analysis
Wireframing and User Flow Design
Skills
UI/UX Design
Project Planning
User Research and Persona Development
Brand Identity Design
Competitor Analysis
Wireframing and User Flow Design
Role
Project Planning
Market Research and Analysis
User Research
Brand Identity Design
Competitor Analysis
Wireframing
UI/UX Design
Role
Project Planning
Market Research and Analysis
User Research
Brand Identity Design
Competitor Analysis
Wireframing
UI/UX Design
Role
Project Planning
Market Research and Analysis
User Research
Brand Identity Design
Competitor Analysis
Wireframing
UI/UX Design
Time Span
December 23, 2022 - January 12, 2023
Team
Solo Project (No Formal Team)
Challenges
1
Create a recognizable and distinctive brand identity observed in competitor platforms, enabling Salamander to stand out in a competitive market.
Create a recognizable and distinctive brand identity observed in competitor platforms, enabling Salamander to stand out in a competitive market.
Create a recognizable and distinctive brand identity observed in competitor platforms, enabling Salamander to stand out in a competitive market.
3
Create a sense of community among students and instructors, as to not miss out on opportunities for collaboration and knowledge-sharing.
Create a sense of community among students and instructors, as to not miss out on opportunities for collaboration and knowledge-sharing.
Create a sense of community among students and instructors, as to not miss out on opportunities for collaboration and knowledge-sharing.
2
Establish Salamander as a trusted and credible brand by prioritizing authenticity and transparency in our communication, thereby helping potential customers make informed decisions about their investment in Salamander's educational programs.
Establish Salamander as a trusted and credible brand by prioritizing authenticity and transparency in our communication, thereby helping potential customers make informed decisions about their investment in Salamander's educational programs.
Establish Salamander as a trusted and credible brand by prioritizing authenticity and transparency in our communication, thereby helping potential customers make informed decisions about their investment in Salamander's educational programs.
4
Develop a visually appealing and modern website design that aligns with industry standards and creates a trustworthy and professional impression.
Develop a visually appealing and modern website design that aligns with industry standards and creates a trustworthy and professional impression.
Develop a visually appealing and modern website design that aligns with industry standards and creates a trustworthy and professional impression.
Research Phase
Part 1: Understanding
The initial phase of the research process focused on understanding the market landscape and identifying user frustrations with existing competitors. This phase laid the groundwork for subsequent user interviews, providing a macro-level perspective on challenges within the online education domain.
The initial phase of the research process focused on understanding the market landscape and identifying user frustrations with existing competitors. This phase laid the groundwork for subsequent user interviews, providing a macro-level perspective on challenges within the online education domain.
The initial phase of the research process focused on understanding the market landscape and identifying user frustrations with existing competitors. This phase laid the groundwork for subsequent user interviews, providing a macro-level perspective on challenges within the online education domain.
Research Questions
1
How do competitors like Coursera and Udemy structure their platforms, and what frustrations do users commonly express with these platforms?
How do competitors like Coursera and Udemy structure their platforms, and what frustrations do users commonly express with these platforms?
How do competitors like Coursera and Udemy structure their platforms, and what frustrations do users commonly express with these platforms?
2
What features and design elements contribute to the success of established online education platforms?
What features and design elements contribute to the success of established online education platforms?
What features and design elements contribute to the success of established online education platforms?
3
Are there specific pain points in user journeys with existing platforms that Salamander can address?
Are there specific pain points in user journeys with existing platforms that Salamander can address?
Are there specific pain points in user journeys with existing platforms that Salamander can address?
4
How do competitors price their courses, and what pricing strategies resonate best with potential users while maintaining affordability?
How do competitors price their courses, and what pricing strategies resonate best with potential users while maintaining affordability?
How do competitors price their courses, and what pricing strategies resonate best with potential users while maintaining affordability?
Research Methods
Competitive Analysis
Evaluation of platforms like Oregon State University, Code Clan, Coursera, Udemy, Blackboard, and others to understand their structure and features.
Evaluation of platforms like Oregon State University, Code Clan, Coursera, Udemy, Blackboard, and others to understand their structure and features.
Evaluation of platforms like Oregon State University, Code Clan, Coursera, Udemy, Blackboard, and others to understand their structure and features.
User Reviews and Forums
Exploration of user reviews on various online forums to identify common frustrations and expectations. Analyzing discussions related to software development education to gather users’ opinions.
Exploration of user reviews on various online forums to identify common frustrations and expectations. Analyzing discussions related to software development education to gather users’ opinions.
Exploration of user reviews on various online forums to identify common frustrations and expectations. Analyzing discussions related to software development education to gather users’ opinions.
Research Insights
Noteworthy trends and visual elements in the online education market include clean and minimalistic aesthetics, a focus on user experience, and a balance between modernity and simplicity.
Successful platforms incorporate personalization features — recommending courses based on a user's preferences, search history, and completed courses — and interactive elements within courses, such as quizzes, discussion forums, and peer assessments.
The examination of competitor platforms like Code Clan and Blackboard revealed common user frustrations like issues with clarity in communication and excessively lengthy pages.
Noteworthy trends and visual elements in the online education market include clean and minimalistic aesthetics, a focus on user experience, and a balance between modernity and simplicity.
Successful platforms incorporate personalization features — recommending courses based on a user's preferences, search history, and completed courses — and interactive elements within courses, such as quizzes, discussion forums, and peer assessments.
The examination of competitor platforms like Code Clan and Blackboard revealed common user frustrations like issues with clarity in communication and excessively lengthy pages.
Noteworthy trends and visual elements in the online education market include clean and minimalistic aesthetics, a focus on user experience, and a balance between modernity and simplicity.
Successful platforms incorporate personalization features — recommending courses based on a user's preferences, search history, and completed courses — and interactive elements within courses, such as quizzes, discussion forums, and peer assessments.
The examination of competitor platforms like Code Clan and Blackboard revealed common user frustrations like issues with clarity in communication and excessively lengthy pages.
1
Most users state that individual course costs can add up quickly. Discussions on platforms like Reddit and Quora often involve debates about the value for money in relation to course prices.
Most users state that individual course costs can add up quickly. Discussions on platforms like Reddit and Quora often involve debates about the value for money in relation to course prices.
Most users state that individual course costs can add up quickly. Discussions on platforms like Reddit and Quora often involve debates about the value for money in relation to course prices.
3
Some users express a desire for more direct interaction with course instructors, stating that the current communication may be limited.
Some users express a desire for more direct interaction with course instructors, stating that the current communication may be limited.
Some users express a desire for more direct interaction with course instructors, stating that the current communication may be limited.
2
A subset of users express a desire for more interactive elements within courses, such as hands-on projects or live sessions.
A subset of users express a desire for more interactive elements within courses, such as hands-on projects or live sessions.
A subset of users express a desire for more interactive elements within courses, such as hands-on projects or live sessions.
4
Most users appreciate the flexibility of Coursera’s subscription model but may prefer Udemy’s one-time purchases for individual courses as well as their frequent discounts.
Most users appreciate the flexibility of Coursera’s subscription model but may prefer Udemy’s one-time purchases for individual courses as well as their frequent discounts.
Most users appreciate the flexibility of Coursera’s subscription model but may prefer Udemy’s one-time purchases for individual courses as well as their frequent discounts.
Research Phase
Part 2: User Interviews
In the second research phase, due to budget constraints, two potential users, both representative of our target audience, were interviewed.
The first user is a young professional, who often engaged in self-learning during free time; the second was a college student in a STEM field who wanted to deepen their knowledge.
In the second research phase, due to budget constraints, two potential users, both representative of our target audience, were interviewed.
The first user is a young professional, who often engaged in self-learning during free time; the second was a college student in a STEM field who wanted to deepen their knowledge.
In the second research phase, due to budget constraints, two potential users, both representative of our target audience, were interviewed.
The first user is a young professional, who often engaged in self-learning during free time; the second was a college student in a STEM field who wanted to deepen their knowledge.
Research Questions
1
What are the specific frustrations and pain points that potential users experience with existing online education platforms?
What are the specific frustrations and pain points that potential users experience with existing online education platforms?
What are the specific frustrations and pain points that potential users experience with existing online education platforms?
2
How can we enhance the learning experience for potential users without increasing costs?
How can we enhance the learning experience for potential users without increasing costs?
How can we enhance the learning experience for potential users without increasing costs?
3
What insights can be gained from users in terms of their learning preferences and flexibility expectations?
What insights can be gained from users in terms of their learning preferences and flexibility expectations?
What insights can be gained from users in terms of their learning preferences and flexibility expectations?
4
What are the main preferences of our target audience regarding online education websites?
What are the main preferences of our target audience regarding online education websites?
What are the main preferences of our target audience regarding online education websites?
Reasearch Insights
Conducted interviews provided an understanding of specific user preferences and expectations. Improving transparency in pricing and values remains a critical factor for improving user satisfaction.
Additionally, offering flexible assignments and assessments, allowing users to submit work at their own pace, aligns with user preferences for a self-paced learning experience.
Conducted interviews provided an understanding of specific user preferences and expectations. Improving transparency in pricing and values remains a critical factor for improving user satisfaction.
Additionally, offering flexible assignments and assessments, allowing users to submit work at their own pace, aligns with user preferences for a self-paced learning experience.
Conducted interviews provided an understanding of specific user preferences and expectations. Improving transparency in pricing and values remains a critical factor for improving user satisfaction.
Additionally, offering flexible assignments and assessments, allowing users to submit work at their own pace, aligns with user preferences for a self-paced learning experience.
1
Users emphasized the need for clearer communication regarding course offerings, pricing, and benefits.
Users emphasized the need for clearer communication regarding course offerings, pricing, and benefits.
Users emphasized the need for clearer communication regarding course offerings, pricing, and benefits.
2
Aesthetic preferences lean towards clean, modern designs that don’t distract from the content, mirroring competitors like Coursera and Udemy.
Aesthetic preferences lean towards clean, modern designs that don’t distract from the content, mirroring competitors like Coursera and Udemy.
Aesthetic preferences lean towards clean, modern designs that don’t distract from the content, mirroring competitors like Coursera and Udemy.
3
Users prefer a no-nonsense structure with assignments they can complete at their own pace.
Users prefer a no-nonsense structure with assignments they can complete at their own pace.
Users prefer a no-nonsense structure with assignments they can complete at their own pace.
MEET THE USERS
MEET THE USERS
PROFILE 1
Anna
College senior reconsidering her career.
Anna is a college senior who is interested in pursuing a career in software development. She is motivated by the opportunity to work on exciting and challenging projects, as well as the potential for good job security and high earning potential.
Demographics/Psychographics
Age, Sex, Education, Marital Status, Hobbies, Brand Affinity
22 year old female.
Lives in student dorm in Munich, Germany.
Unmarried, single.
Studying physics.
Is comfortable with basic programming concepts - was in programming club in high school.
Income is low.
Likes being frugal, minimalist. Values hard work.
Likes good value for low cost; doesn’t care for brands.
Wants to find a job as soon as she graduates.
Story
What’s their background?
Anna is studying physics and is a diligent student. However, she is contemplating a shift in her career path due to her aspirations for a higher salary.
Anna has always been interested in technology and has been tinkering with programming on her own for a few years. However, she now seeks more structured learning and expert guidance in the field. She is looking for in-depth courses that can provide a rounded knowledge. She wants to find employment in the field as soon as possible. Will learn at a higher pace.
Expectations & Desires
What do they expect? What are they seeking?
Anna expects to learn from experienced instructors and have the opportunity to work on real-world projects.
Wants to be able to ask questions and interact with instructors if needed.
Likes simple and minimal websites. Is not too interested in design. The most important thing is the quality of the education itself.
Upon return, wants to be able to see where she is in terms of progress (personalization).
Wonders if the knowledge will be applicable in real-world projects. Wants to understand the extent of her knowledge and what she needs to find a job in the industry.
PROFILE 1
Rachel
High school junior finding her passion
Anna is a college senior who is interested in pursuing a career in software development. She is motivated by the opportunity to work on exciting and challenging projects, as well as the potential for good job security and high earning potential.
Demographics/Psychographics
Age, Sex, Education, Marital Status, Hobbies, Brand Affinity
16 year old female.
Lives with parents in Toronto, Canada.
Single.
She is an average student, but she is highly motivated and has always been interested in technology and programming.
Parents are lower middle class.
Is brand conscious, but isn’t too bothered if she can’t afford something.
Loves learning interesting new concepts and feeling accomplished.
Story
What’s their background?
Rachel has always been interested in technology and enjoyed tinkering with computers. After starting high school, she became interested in pursuing a career in computer science and started looking for ways to learn more.
She is looking for a starting point. Wants something inexpensive that she can pay for with her allowance. Wants guidance and advice from experts. Rachel's main obstacle in learning software development is finding an affordable program that meets her needs. She is also concerned about finding the time to fit a program into her busy schedule.
Expectations & Desires
What do they expect? What are they seeking?
Rachel expects the program to be comprehensive and to cover a wide range of programming languages and technologies. In other words, a good foundation.
She also expects the program to be taught by experienced and knowledgeable instructors who can provide support and guidance.
Likes the convenience of being able to access lessons at any time, as it would allow her to fit them into her busy schedule.
Likes being assured that she is consuming valuable knowledge.
Narrowing Down Solutions
Paper Wireframes
Final Solution — Wireflow
Testing & Iteration
Usability Testing
I conducted a moderated usability study with interactive prototypes to identify navigation issues, content clarity, and overall user-friendliness. The study involved three participants who were selected to represent the target audience.
I conducted a moderated usability study with interactive prototypes to identify navigation issues, content clarity, and overall user-friendliness. The study involved three participants who were selected to represent the target audience.
I conducted a moderated usability study with interactive prototypes to identify navigation issues, content clarity, and overall user-friendliness. The study involved three participants who were selected to represent the target audience.
Insights and Learnings
1
All users faced confusion with the navigation, particularly the "All Courses" link being overlooked due to the adjacent "About Us" link (both starting with an "A"). This impacted the user's ability to quickly locate the page.
All users faced confusion with the navigation, particularly the "All Courses" link being overlooked due to the adjacent "About Us" link (both starting with an "A"). This impacted the user's ability to quickly locate the page.
All users faced confusion with the navigation, particularly the "All Courses" link being overlooked due to the adjacent "About Us" link (both starting with an "A"). This impacted the user's ability to quickly locate the page.
2
One user expressed a preference for having an FAQ section at the end of each major section of the journey — Homepage, All Courses page, About Us page, and specific course pages for easy access to information.
One user expressed a preference for having an FAQ section at the end of each major section of the journey — Homepage, All Courses page, About Us page, and specific course pages for easy access to information.
One user expressed a preference for having an FAQ section at the end of each major section of the journey — Homepage, All Courses page, About Us page, and specific course pages for easy access to information.
3
Most users expressed skepticism about testimonials. They preferred obtaining opinions from external forums, emphasizing a reliance on user-generated content for trust.
Most users expressed skepticism about testimonials. They preferred obtaining opinions from external forums, emphasizing a reliance on user-generated content for trust.
Most users expressed skepticism about testimonials. They preferred obtaining opinions from external forums, emphasizing a reliance on user-generated content for trust.
4
Some users expressed concerns about the small font size in the calendar feature, impacting readability and ease of use.
Some users expressed concerns about the small font size in the calendar feature, impacting readability and ease of use.
Some users expressed concerns about the small font size in the calendar feature, impacting readability and ease of use.
Iterations
Insight #1
Navigation labeling was revised to enhance clarity.
Navigation labeling was revised to enhance clarity.
Navigation labeling was revised to enhance clarity.
Insight #2
FAQs were strategically placed at the end of each major section in the user journey to provide quick access to information and handle any objections the user might have at that point.
FAQs were strategically placed at the end of each major section in the user journey to provide quick access to information and handle any objections the user might have at that point.
FAQs were strategically placed at the end of each major section in the user journey to provide quick access to information and handle any objections the user might have at that point.
Insight #3
A dedicated discussion forum for each course was made accessible before purchase, allowing users to read comments and make informed decisions.
A dedicated discussion forum for each course was made accessible before purchase, allowing users to read comments and make informed decisions.
A dedicated discussion forum for each course was made accessible before purchase, allowing users to read comments and make informed decisions.
Insight #4
The font size in the calendar feature was increased to improve readability and ensure a more user-friendly experience.
The font size in the calendar feature was increased to improve readability and ensure a more user-friendly experience.
The font size in the calendar feature was increased to improve readability and ensure a more user-friendly experience.
Style Guide
Salamander's visual identity blends sophistication with a touch of vibrancy for a modern and techy feel.
Salamander's visual identity blends sophistication with a touch of vibrancy for a modern and techy feel.
Salamander's visual identity blends sophistication with a touch of vibrancy for a modern and techy feel.
Challenges Solved
A Distinctive Brand Identity
To stand out in the competitive market, Salamander's brand identity blends geometric shapes inspired by Swiss design — known for its clean lines and simplicity — with a modern green-blue color palette.
To stand out in the competitive market, Salamander's brand identity blends geometric shapes inspired by Swiss design — known for its clean lines and simplicity — with a modern green-blue color palette.
To stand out in the competitive market, Salamander's brand identity blends geometric shapes inspired by Swiss design — known for its clean lines and simplicity — with a modern green-blue color palette.
Transparent Communication
By openly sharing information about Salamander’s mission, learning approach, and success stories, I tried to demystify the offerings right on the homepage.
By openly sharing information about Salamander’s mission, learning approach, and success stories, I tried to demystify the offerings right on the homepage.
By openly sharing information about Salamander’s mission, learning approach, and success stories, I tried to demystify the offerings right on the homepage.
Creating A Community
Recognizing the importance of collaborative learning and shared experiences, I designed a Discussion Forum where users can discuss specific topics and share insights.
Recognizing the importance of collaborative learning and shared experiences, I designed a Discussion Forum where users can discuss specific topics and share insights.
Recognizing the importance of collaborative learning and shared experiences, I designed a Discussion Forum where users can discuss specific topics and share insights.
A User-Friendly Website
The interface adheres to industry standards, creating an aesthetic that doesn’t distract users from their primary tasks and provides easy access to essential information.
The interface adheres to industry standards, creating an aesthetic that doesn’t distract users from their primary tasks and provides easy access to essential information.
The interface adheres to industry standards, creating an aesthetic that doesn’t distract users from their primary tasks and provides easy access to essential information.
End Product
From the exploration of benefits and features to the purchase of the course itself, the user is guided through an engaging journey. The moments of delight come with the free sample, as well as the social proof provided by the users themselves, motivating them to sign up and purchase the course.
From the exploration of benefits and features to the purchase of the course itself, the user is guided through an engaging journey. The moments of delight come with the free sample, as well as the social proof provided by the users themselves, motivating them to sign up and purchase the course.
From the exploration of benefits and features to the purchase of the course itself, the user is guided through an engaging journey. The moments of delight come with the free sample, as well as the social proof provided by the users themselves, motivating them to sign up and purchase the course.
Takeaways
This journey has been a rich learning experience, deepening my understanding of the online education industry, but also revealing unexpected layers of user skepticism.
I was surprised by the level of reassurance users need before making a purchase or investing time. Even with a free sample, they often hesitate until they are reassured by others.
It's clear to me now that understanding and addressing user skepticism is a critical aspect of making our designs work.
This journey has been a rich learning experience, deepening my understanding of the online education industry, but also revealing unexpected layers of user skepticism.
I was surprised by the level of reassurance users need before making a purchase or investing time. Even with a free sample, they often hesitate until they are reassured by others.
It's clear to me now that understanding and addressing user skepticism is a critical aspect of making our designs work.
This journey has been a rich learning experience, deepening my understanding of the online education industry, but also revealing unexpected layers of user skepticism.
I was surprised by the level of reassurance users need before making a purchase or investing time. Even with a free sample, they often hesitate until they are reassured by others.
It's clear to me now that understanding and addressing user skepticism is a critical aspect of making our designs work.
Early User Insights
I've learned that gathering diverse user perspectives earlier in the design process can prevent potential pitfalls and provide a more intuitive and satisfying experience.
I've learned that gathering diverse user perspectives earlier in the design process can prevent potential pitfalls and provide a more intuitive and satisfying experience.
I've learned that gathering diverse user perspectives earlier in the design process can prevent potential pitfalls and provide a more intuitive and satisfying experience.
The Information Conundrum
A vital takeaway involves acknowledging and proactively addressing user skepticism, particularly regarding social proof. Future projects will focus on enhancing transparency to build user trust.
A vital takeaway involves acknowledging and proactively addressing user skepticism, particularly regarding social proof. Future projects will focus on enhancing transparency to build user trust.
A vital takeaway involves acknowledging and proactively addressing user skepticism, particularly regarding social proof. Future projects will focus on enhancing transparency to build user trust.
Building Trust
Striking a balance between design simplicity and information availability is an ongoing challenge. In future projects I will strive to create interfaces that provide users with all the necessary information without overwhelming them with clutter.
Striking a balance between design simplicity and information availability is an ongoing challenge. In future projects I will strive to create interfaces that provide users with all the necessary information without overwhelming them with clutter.
Striking a balance between design simplicity and information availability is an ongoing challenge. In future projects I will strive to create interfaces that provide users with all the necessary information without overwhelming them with clutter.
Recommendations For Future Enhancements
Based on insights gained during this project, here are some enhancements that I believe would significantly improve both the Salamander website and the overall user experience.
The following recommendations primarily aim to address user engagement and implementation of features that would elevate Salamander above competitors.
Based on insights gained during this project, here are some enhancements that I believe would significantly improve both the Salamander website and the overall user experience.
The following recommendations primarily aim to address user engagement and implementation of features that would elevate Salamander above competitors.
Based on insights gained during this project, here are some enhancements that I believe would significantly improve both the Salamander website and the overall user experience.
The following recommendations primarily aim to address user engagement and implementation of features that would elevate Salamander above competitors.
Gamification Features
While not explicitly discussed, integrating gamification features, such as badges, leaderboards, or progress-based rewards, could tap into human motivations to feel accomplished and improve user engagement.
While not explicitly discussed, integrating gamification features, such as badges, leaderboards, or progress-based rewards, could tap into human motivations to feel accomplished and improve user engagement.
While not explicitly discussed, integrating gamification features, such as badges, leaderboards, or progress-based rewards, could tap into human motivations to feel accomplished and improve user engagement.
Personalization
Knowing how much personalization elevates the overall experience, especially for a website that users will spend so much time on, introducing different background options and customizable color schemes seems like a good addition.
Knowing how much personalization elevates the overall experience, especially for a website that users will spend so much time on, introducing different background options and customizable color schemes seems like a good addition.
Knowing how much personalization elevates the overall experience, especially for a website that users will spend so much time on, introducing different background options and customizable color schemes seems like a good addition.
Mobile App
Developing a dedicated mobile app would enhance accessibility, enabling users without a stable internet connection to learn offline.
Developing a dedicated mobile app would enhance accessibility, enabling users without a stable internet connection to learn offline.
Developing a dedicated mobile app would enhance accessibility, enabling users without a stable internet connection to learn offline.
Acknowledgements
Special thanks to the participants who shared their insights during user testing.
Special thanks to the participants who shared their insights during user testing.
Special thanks to the participants who shared their insights during user testing.
Salamander ‣ Salamander ‣
Salamander ‣ Salamander ‣
Salamander ‣ Salamander ‣