Overview
A website overall serving as the first step of a digital revamp of every offering from FDC. The first step of a larger renewal project that will eventually affect digital platforms and phone apps.
Companies cannot easily find the correct training programmes for their teams when they visit FDC's websites.
Context
Fundação Dom Cabral, based in Brazil, is the 10th best business school in the world, according to the Financial Times newspaper executive education ranking. They provide domestic and international educational solutions.
They offer multiple services and have different websites for each one. From a business point of view, their primary offering is targeted at private companies called FDC Empresas.
Agency
Tom Comunicação
Client
Fundação Dom Cabral
Project Manager
Carol Furtado
Product Designer
Gui Bayara 👈 this is me
Full Stack Developer
Thalles Sales
Account Executive
Flávia Dutra
Goals
- Findabable programmes
- A new digital identity
- Higher conversion rates
Challenges
Even though programmes are similar in structure, they have different names according to the target size. Programmes for large corporations are called "Temáticas", and programmes for medium, small corporations and startups are called "Portfólios". The naming could not change as part of this project. Large companies are subdivided into two segments: "Develop your company" and "Develop your team", each having their own programmes.
FDC is renewing its online presence. This project needed to represent a new approach, pointing to the future of their new websites. This is considered Phase II of this renewal. In Phase I, smaller products were created.
Due to pandemic pressures, the project had to be reduced in scope. The research was almost completely removed, leaving only previously collected data to be analysed.
Project
My contribution
Being the only designer I was responsible for every step of the design process. I crafted every solution with the team. From the initial problem statement to the finishing touches.
What it is
A complete rethink of the approach to FDC's digital presence, starting from it's main product offering. Based that work other projects will be tackled.
Key elements
Making sense of chaos
From the very beginning, it was clear that one of the main challenges was to make it easier for clients to find the correct programmes. Not only finding them but also identifying paths during browsing. To tie the different naming conventions and keep users grounded I decided to implement breadcrumbs. That way users could remain informed about where they were and where they could go.
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The seemingly aesthetic decision to base the interface on geometric forms stems from the need to adapt the project to other initiatives in the future. This approach is easily scalable since it can fit multiple types of content.
The colour scheme was created to be easily translated to other initiatives’ colour palettes, creating an overarching logic throughout the multiple products.
Process
Share early and often was paramount in this project. We had limited time and resources. Everything was shared constantly within the team and with the client.
How I worked
There was no budget or time allocated to research for this particular project. So I relied a lot on the knowledge attained by the team in previous projects. What worked and failed previously? What are the numbers now? What are the unsolved pain points. This also led to me choosing tried and proved solutions instead of crafting very specific ones.
The first weeks of the project had a lot of problems regarding expectations. Some of the client expectations, mainly aesthetic, would create unnecessary technical challenges. Once I realised what was happening I proposed an alignment between the team and the client, so we could discuss what we would compromise on in order to achieve the desired results.
Learnings
Even though breadcrumbs could not solve the naming convention problem, it can give users better clarity. There are multiple ways to tackle problems.
By constantly sharing with the client about progress and design decisions we were able to get better feedback and alignment on the next steps.
Results
A better performing platform that serves as a baseline for future products.
Final designs
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The first adaptation created was for a similar offering targeting government owned companies.
See live
Impact
- Less users with problems to identify programmes
- A new and versitile digital identity
- Higher conversion rates
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