Scholastic Digital Brand
Beyond book fairs. A destination for planning, purchasing, and play.
Challenge: Unify the Scholastic digital properties under Scholastic.com, induing teacher guides, e-commerce, student activities, recommended reading lists, and book series microsites.
Strategy: Build personalized content in stackable modules that change based on behavior, time, and relevancy - all under one global design language that champions learning, whimsy and discovery.
Role: As the overall project lead, I managed UX and Visual Design teams to creative flexible components that can adapt to a variety of user types. Vetted with stakeholders and users, the design frameworks successfully provide useful content with intuitive interactions.
Contributions
- Strategy
- Ecosystem Design & Information Architecture
- User Testing Planning & Moderation
- Product Development
- UX Framework & Requirements
- Technical Writing
UX Framework
Multipurpose brand sites struggle to keep a unified appearance because so much of the content changes page-to-page. A hierarchy that is personalized means each user behavior will inform the structure of the site, while an overall visual system helps organize content and make wayfinding clear.
In user testing, we learned that users quickly consumed a vast amount of data quickly through codified colors and module design. The brand was then allowed to shine through whimsical characters and thematic gestures, like the open book motif, without confusion.
Experience Pillars
USEFUL
Create content that teachers and parents want. That means staying up to date on trends, themes and formats. Present Products with a full set of information.
VISUAL
Show what it is, including product sample / quick preview. Have it ready for classroom use: a video, printable, interactive activity, step-by-step craft.
SNACKABLE
Use thematic elements to showcase snippets of a larger content area. Describe how it relates to the product or page a user is on. Estimate the size of the materials by duration and difficulty.
FLEXIBLE
Make it modular so relevant content surfaces in many places. Remember user behavior and entryways to assume their persona. Establish quick cross-over points for users to switch between persona types.