Project Overview: SMB HR buyers have been our traditional target for content and marketing efforts, but our broader user base is made up of people who will move to (or start) new companies, recommend solutions to their office admin, spread the word to their network, and even become HR buyers themselves.
We want to create more opportunities for people to connect with our brand family in a way that provides them with real value. The long-term network effects could be pretty powerful. Imagine how much easier it would be to sell Justworks if people already knew and trusted us based on experiences they had with our brand family before becoming an SMB HR buyer.
We want to build trust through high-quality content. With the Guidepost, we want to create a new content platform aimed at generating stronger awareness, loyalty, and relationships with the workforce of today and tomorrow.
High-level Goals:
Expand brand reach and build trust with the millennial & Gen Z workforce
Create opportunities for users to learn about Justworks and engage with Justworks.com directly
Create a permanent home for Guidepost content
Create a delightful experience for internal and external users
Who we built this for:
Our subscribers so they feel confident in their ability to navigate major life events and build their trust and affinity for Justworks
Our business so that we amplify awareness, and build a flywheel for mid to long-term that increases brand recognition, trust, and referrals
Internal users so that we are able to easily update and create Guidepost content, test and iterate on delivery and conversion tactics, and gather behavioral data and insights that drive optimization and inform our editorial strategy
Course Directory
Problem Statement:
GP members and prospects need a way to browse guidepost course offerings where they can find relevant courses that work for them. Our solution should allow for a seamless course discovery experience that is both simple + scalable and has a robust search functionality.
Constraints:
Timeline - want this up by december for our public launch
Technical limitation - haven’t applied multi tagging for courses, pretty limited right now (need to go back through and recategorize)
GP course offerings will continue to grow, we need to understand how we can design this to be flexible
Goals:
Members
Members are able to locate the directory with ease and discover new courses that interest them
Members understand that GP has a course for all stages of life and that they can trust the information to make those difficult decisions a little easier
Members understand that there will be a growing number of courses and content coming to GP to keep it fresh and helpful
Prospects
Prospects can see the benefits of signing up for GP, they get a lens into all the amazing courses and resources it has to offer
Prospects understand the layout and structure of courses and topics
Prospects are inspired to start a course right away and signing up for GP (conversion flow in the directory)
Course Directory V1
Course Directory V2
Course Directory Logic and Final Deliverable
Before finalizing Course Directory designs we needed to hand off course suggestion logic over to development to begin prepping the backend.
We divided course logic into 2 categories:
For non-members:
suggest courses based on popularity in all categories
remove suggested course filter from the directory since it will follow the same logic/sorting as the “all filter”
For members:
If member is enrolled in a course:
Suggest courses based on popular courses category of the course(s) they're enrolled in
Order courses based on popularity, showing primary category first, secondary category next
Display courses that the member is enrolled in at the bottom (with progress label)
If member is enrolled in all primary & secondary category courses, suggest courses based on popularity of other categories
If member is enrolled in multiple courses (in addition to rules above):
Show all primary categories first, secondary second
Prioritize the category of the course that's completed/furthest progress (enrolled, in progress, completed)
If member is enrolled in all of the Guidepost courses:
Show empty state for suggested content, redirecting to a feedback form
On the directory, only show a maximum of 9 suggested courses (plus courses member is already enrolled in)
Course Logic
Course Directory V3