Website Redesign and Content Revitalization

Redesign and reimagine the digital content for the edX Career Product, launching the updated careers.edX.org in Spring 2023 to provide career-related content, support, and resources to edX’s expansive user base, which now exceeds 83 million. The initiative aimed to modernize outdated content from careernetwork.2u.com and realign it with current job market trends, user personas, and edX’s consumer-facing brand to better serve tech-savvy users.

• Led the research, strategy, and development of the website redesign and content overhaul, ensuring alignment with user needs, market trends, and company goals.

• Conducted cross-functional stakeholder meetings with teams in career services, marketing, product, copywriting, and social media to understand user needs and behaviors, synthesizing insights into actionable strategies.

• Analyzed course registration data, market research, and external resources like the Bureau of Labor Statistics to identify key industries and subjects of interest for content development.

• Developed frameworks for various types of website content, including career pages, guides, and templates, ensuring consistency and relevance across all assets.

• Collaborated with a team member to produce and revamp over 100 web pages, ensuring dynamic and user-friendly content that spoke to both entry-level and advanced professionals.

• Created written content for over 100 web pages, focusing on modern, personable, and professional tone while addressing user needs and current trends in the job market.

• Designed and implemented multimedia social proof content for career pages and guides, reinforcing trust and establishing credibility with users.

• Worked alongside UX/UI and product teams to pitch and prototype new page layouts that supported updated content strategies, ensuring seamless integration of new designs in Figma and WordPress.

• Established frameworks, standard operating procedures (SOPs), and regular check-ins to ensure smooth collaboration and project progression between cross-functional teams.

• Conducted in-depth research with internal teams, uncovering several key insights into user behavior and preferences:

  • Users prefer dynamic, engaging content with a fresh and professional tone of voice.

  • Existing industry content failed to fully address the evolving needs of the current audience.

  • Content resonated with both entry-level professionals and more experienced users, highlighting the need for diverse content formats and approaches.

  • Social proof, including testimonials and success stories, was crucial for building trust and showcasing edX’s competitive advantage.

  • Certain professional topics (e.g., tech, data science, business) were more in demand, guiding content prioritization.

• Launched careers.edX.org with updated content that attracted more advanced professionals, improving user engagement and increasing site traffic.

• Introduced fresh, dynamic content that better met the needs of both new and experienced job seekers, improving the website's relevance and engagement metrics.

• Enhanced the site’s overall user experience through UX design improvements, site architecture enhancements, and the integration of multimedia content that strengthened user trust and interaction.

• Redesigned website, careers.edX.org, featuring over 100 revamped pages.

• Content frameworks for career-related guides, templates, and career pages.

• Written and multimedia content, including social proof elements, for career-related resources.

• Prototypes for new page layouts and successful collaboration with UX/UI and product teams to integrate these designs in Figma and WordPress.

• Structured frameworks, SOPs, and working sessions that ensured the project’s efficient execution and delivery.