EF Education First is a global education company that specializes in language training, cultural exchange, academic programs, and educational travel.
Founded in 1965 in Sweden, EF has since expanded to over 100 countries, providing students, professionals, and travelers with immersive learning experiences.
At EF I joined as part of the Sys Ops team, the work focused on developing new tools to manage content at as scale across our (CMS) education platforms.
Building a Corporate Education Platform
During the years I was able to work on a multitude of projects that spanned across their mobile to their brick and mortar school experiences.
My role expanded beyond pure systems development into a holistic approach to digital experiences for our corporate clients.
The challenge here was to be able to take our customer experience and translated to a whole new demographic who share some similarities but where fundamentally different.
As a Senior designer in the role my worked focused on the following:
Create design that resonated with diverse partner identities while focusing on the corporate nature of our partnerships.
Focus on our mobile experiences catered for business education
Design Strategy
To develop a visual strategy, I created a customized photography and visual language guide that builds upon the work of our B2C branch and brand guidelines, tailored specifically to EF/Corporate. This approach ensures that our design elements effectively capture the distinct needs of the corporate market.
Inclusiveness in a global product
The challenge was the breath of customers that fit within the corporate umbrella. We could have oil, military, technology clients, but at the same time they could be based in Brasil, Saudi Arabia, Tatarstan.
That mix of industry plus cultural background required a careful analysis of our user personas.
While the goal was to keep most things global there were several instances in which there was a need to cater photography, or visual details like color and branding to specific audiences.
In more functional aspects make sure that our interfaces and experiences where able built to be fully accesible. A good example make sure our layouts and text could be can be easily inverted to accommodate Arabic languages.
This is an example text
هذا هو نص المثال
Mobile Experiences
From the outset, the corporate team prioritized the mobile experience, recognizing its crucial role in our corporate branch.
Our initial focus was on researching and testing user engagement during the first month (M1). This baseline is essential, as it reveals a common trend: our core offering's engagement metrics tend to decline over time.
It was during this time that I developed a deep understanding of research practices and how their practices really impacted the way solutions where built.
22 Chelsea Manor St, Chelsea London, UK in our corporate research lab.
For Corporate specifically, I worked on interfaces that allowed our business partners to onboard their employees and at the same time provide more readily access to the content through the business platform experiences.
