Company

Udacity

Role

Art Director

team

Marketing Associates, Copywriter, Project Manager

1.

Udacity had a great year the previous year, but they had scaled back on marketing. When the numbers came in, it was clear they had to take action. One of the ways forward was that the Brand Design Team needed to help marketing implement new initiatives, but also develop some best practice design products, including a steady flow of social ads and lead-generating landing pages.

2.

Udacity needed pages going up immediately so we could establish our baseline. Marketing, for obvious business reasons, wanted to start improving on the numbers. But not only did we want to improve, we also wanted to know why. We wanted to implement some guidelines based on what we were learning. So we set up regular check-ins and established a design cycle. This allowed us to shift from a “throw money and bodies at the problem” to a regular, steady flow of new ideas and strategies to improve our designs. We had high volume and a big opportunity to test. With a new system we were able to leverage that opportunity.