Learn INK
Challenge
To create a landing page to recruit new students. This project was done during the Aela’s Master of Interface Design bootcamp.
My role
To encourage new tattooers to bust their careers and be confident about the course, wich involved research and user interface design proposal focused in increasing convertion.
01
Meeting the user
EARLY-STAGE RESEARCH
PERSONA
Milena
ART STUDENT
Age: 25
Income: Medium
Technology Proficiency: Medium
Favorite Brands: Sharpie, Montana, Molotov.
USER JOURNEY MAP
| STAGES | 1. SEARCHING FOR A TATTOO COURSE | 2. VISITING LEARN INK WEBSITE | 3. PURCHASING THE COURSE - DRAWING EXAM APPLICATION |
|---|---|---|---|
| MOOD | Excited and doubtful. | Challenged with the admission exam. | Concentrated. |
| DOING | Making google research. | Using a computer or mobile device, and just decided to start or improve a tattoo career. |
Just decided to enroll. |
| THINKING |
I need a mentor. I've tried to practice tattooing with YouTube videos, but it didn't make me confident to tattoo a person. I have many doubts about |
Is this course worth it? Do I have to be high skilled at drawing? What and how will I learn? Do the graduated students |
I'm bursting with energy and can't wait to start. |
| OPPORTUNITIES | To make marketing campaigns focused on user pain points: Most of them don't know how to deal with people, don't have a good hand and don't feel confident enough to tattoo a person. |
To present the mentors, their work, techniques etc. To present a well-organized tattoo career plan. To provide information that convinces users that the course is the only training they need. |
To receive a custom message by the mentor with the drawing exam result. |
STAKEHOLDER KEYS
Probably reserved a time in their agenda for the class.
02
Principles
Learn INK prepares students to have
a successful career as a tattooer
Be in touch with high skilled and experienced mentors and with all Learn INK tattoo community.
To be recognized for being the best tattoo school in the world, where students that graduate at Learn INK become successful and well-known tattooers.
KPIS
How to measure success?
03
User Interface
LANDING PAGE
IA AND STRATEGY
01. Value proposition is highlighted and it's in the fold
All course proposition is placed at first, so users can early understand what LEARN INK can do for them.
02. Facilitator trigger
The call to action "Enroll Now" is at the beginning and at the end of the page, for users that have already decided to take the course and are visiting the website just to enroll.
03. Key navigation path
All content from "Learn what you need to know", "One on One", and "Our Mentors" is based in the user needs and is convincing them to click in the call to action at the end of the page.
STYLE GUIDE
04
Final Words
The biggest learning about this project was to study marketing techniques for landing pages. When rolling the scroll, you can see this marketing structure applied:
1. Value proposition;
2. Call to Action for users that have already decided to buy it;
3. Story with arguments to convince users that don't have decided yet;
4. Call to action again for users that just decided.
And a curious fact is that tattoers said they don't deal well with people. Even the ones who are totally fine with their drawing skills are concerned if the client will be satisfied. The need of this soft skill was a great insight to work with them inside the bootcamp.