<ip_smua-para>SMU Academy is a professional Continuous Education and Training (CET) provider with aims to equip Singapore’s workforce with competencies and career resilience. It operates as a separate arm of Singapore Management University.<ip_smua-para>
<ip_smua-para>Web Design, UI/UX<ip_smua-para>
<ip_smua-para>The Design Thinking microsite serves as a branding tool for SMU Academy's Design Thinking Proficiency Certification Programme, where interested learners can explore the various pathways offered that are most relevant to their career roles.<ip_smua-para>
<ip_smua-para>The newly launched Design Thinking Proficiency Certification Programme offers unique learning pathways meant for individuals of different background to maximize learning outcomes. The challenge was to help visitors understand the differences between each pathway and what each pathway entails. Courses within the programme also follow a required sequential order - and these roadmaps have to be communicated clearly to the visitors as well.<ip_smua-para>
<ip_smua-para>i. The need for clear, powerful branded content to attract visitors to the programme.<ip_smua-para>
<ip_smua-para>ii. Simple and effective navigation paired with key information pieces to reinforce conversions.<ip_smua-para>
<ip_smua-para>iii. Strategic design and UX that is tailored for C-suite and other professional bodies.<ip_smua-para>
<ip_smua-para>The microsite needed to have a clutter-free layout containing only the essential content pillars required for consumer decision-making. We adopted a consumer-first lens and mapped out the different possible structured and un-structured search approaches from the target audience.<ip_smua-para>
<ip_smua-para>With each having different touchpoints and informational requirements, we synthesised all the content blocks that are relevant. This ensures that the eventual information architecture is one that is primed for conversion.<ip_smua-para>
<ip_smua-para>The eventual result was a user-centric microsite that focuses on the identified "user-personas" of the programme. This allows individuals from different backgrounds to know which pathway they fit into, and understand their expected certification programme journey.<ip_smua-para>
<ip_smua-para>With the use of black, white, grey and gold accent, we intend to create a premium feel for the professional certificate programme to appeal to its intended audiences - the PMETs.<ip_smua-para>
<ip_smua-para>A mobile and tablet responsive design that caters to PMETs who are always on the move.<ip_smua-para>
Whatever your challenges may be, we look forward to hearing from you.
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