Shifting Focus to Drive Consumer Growth
Transitioning from B2B to B2C
COMPANY
Nebula Learning
ROLE
Design Lead
Project description
Nebula Learning was established as a B2B platform providing free online PSHE courses to UK schools. As the Design Lead, I led the transition to a B2C model, aiming to reach parents directly, enabling them to sign their teenagers up for our personal finance course. This shift required a complete redesign of our user journey, visual identity, and product strategy.
Process
This category details the step-by-step approach taken during the project, including research, planning, design, development, testing, and optimization phases.
Research & Strategy
With limited time, I focused on understanding how successful B2C businesses in similar sectors operated. A competitive analysis revealed that Facebook ads were crucial for acquiring individual consumers, shaping our marketing strategy. This also highlighted the need for a seamless user journey from ad engagement to course registration.
UX and UI Redesign
I redesigned the platform to meet parents' needs with clear navigation, persuasive calls to action, and an easy registration process. The updated visual design struck a balance between educational credibility and an approachable, trustworthy aesthetic for individual consumers.
Iterative Testing
Working closely with co-founders, we refined Facebook ad campaigns and ensured a smooth transition to the product with aligned landing pages and registration flows. A continual iteration process allowed us to test and improve visuals, messaging, and layouts across ads and the site, resulting in better engagement and conversions.
Ad Examples
Solution
The solutions implemented addressed key user needs while ensuring a smooth transition to the B2C model, enhancing both the user experience and overall brand appeal.
Redesigned Website
A platform tailored to parents, featuring persuasive messaging and streamlined registration flows.
Updated Branding
New branding assets designed to appeal to consumers while maintaining trust and credibility.
Optimised Facebook Ads
Targeted Facebook ad campaigns crafted to engage parents, drive traffic, and increase conversions.
Curriculum section on the new website.
Results
The outcomes of the redesign and iterative improvements led to significant business and user experience gains, highlighting the effectiveness of the approach.
Improved Conversion Rate
30% improvement in conversion rate on landing pages through design iterations.
Course Sign-Ups Increase
22% growth in course sign-ups within the first three months post-launch.
User Satisfaction
Positive feedback from parents and teens highlighted the platform’s ease of use and trustworthiness.
Mobile mockup of Nebula's personal finance course.