How can we support institutions in discovering products relevant to their unique needs?
Rearchitecting the product discovery experience to better serve diverse institutional audiences, aligning with the company’s strategy to drive qualified engagement and scale self-service growth.
RoleUX Designer
PlatformMarketing Website
Year2023
My experience at EAB
✔︎ Pioneering user research within the marketing org
I was the first UX designer on the marketing team, shifting the focus from metrics and graphic design to true user research.
I introduced usability testing and user interviews to uncover real user needs and pain points, helping the team make more informed, user-centered decisions.
I also helped the business understand critical information architecture, content, and design problems that ultimately led to a full site redesign.
ProblemUsers couldn’t tell which products were relevant to their institution
The “Solutions” landing page was a key entry point for customers exploring our ed-tech products. While traffic was high, the page underperformed in converting interest into meaningful engagement. Support teams frequently fielded questions like “Is this for my organization?” and users dropped off without clicking deeper.
At the same time, the business aimed to scale self-service acquisition and reduce manual support touch points in early-stage product exploration.
“I just spent several minutes searching around and not finding anything applicable to me until I realized I was in higher ed and not K-12. This was not clear to me initially based on the layout of this page.”
- Frustrated UserImpact & value propositionHow did this project help the business and users?
✔︎ Personalized journeys drove more qualified demos
Tailoring discovery to reflect users' institution types and priorities helped surface relevant value faster. This led to a noticeable uptick in demo requests from high-intent users who felt immediately aligned with the solutions we offer.
✔︎ Improved early discovery lifted customer satisfaction
Making it easier for users to find what matters to them through clearer pathways and relevant content reduced frustration in the first moments of engagement. As a result, satisfaction scores rose, particularly among new and diverse institutional users.
✔︎ Segmented experiences fueled scalable self-serve growth
Redesigning discovery around institutional needs empowered more users to explore, activate, and convert without sales intervention. This shift improved self-service conversion rates and reduced the burden on high-touch teams.
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