We aim to reposition Udemy from an e-commerce platform to a professional learning hub focused on skill development. Our previous user experiences didn’t fully align with our evolving offerings for individuals and organizations, often emphasizing sales over the value of learning. This initiative seeks to unify our branding and user journeys, ensuring users feel the benefits of learning while addressing the diverse touch points they engage with across the site.
The goal of this case study is to position Udemy’s logged-out homepage as the leading learning destination for organization buyers and professional learners. Our goal is to highlight professional learning outcomes through a redesigned learner-oriented Homepage, unifying our product portfolio to prioritize organizational buyers' needs.
I led the exploratory design process, facilitated cross-functional collaboration with product managers, developers, copywriters, and visual designers, and spearheaded usability testing to validate the final solutions from April to September 2023. The redesigned homepage was successfully launched and scaled to 18 countries by June 2024.
We have significantly improved our primary metric of core web vitals, first contentful paint, which translated to a stat-sig lift in net D2C GMV. These changes are expected to drive an incremental +$1.1M/yr. We have rolled out the winning variant to all countries. Now all countries are seeing the new and improved Frontends logged-out homepage.
elainezhou1996@gmail.com • 571-435-2347
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