Dale Carnegie
Designing a Global Training Platform for Dale Carnegie
Details:
Team:Client Executive Team, Franchise Managers, Project Manager, Developers, Lead UX Designer (Me)
My Role:Client Collaboration, High-Fidelity Mockups, Rapid Prototypes, Development Support, CMS Page Builder
Dale Carnegie, a global leader in professional development, offers courses in 35 languages across 80 countries. They required an e-commerce platform that simplified the process of discovering and purchasing their training courses. The platform needed to serve both individuals and corporations, offering options for both online and in-person training.
As the lead UX designer, I spearheaded the efforts to create a platform that balanced global scalability with local customization, delivering a seamless user experience while meeting business objectives.
Global Homepage
Showcases professional development courses, with a dual CTA for individuals and corporations. Homepage is typically customized to the users region if geo-located.
Roles & Responsibilities
As the lead UI/UX designer for the project, my responsibilities included:
- Leading end-to-end UI/UX design for the Training Course Finder and e-commerce platform.
- Collaborating with developers, content strategists, and stakeholders across global markets.
- Conducting user research, creating high-fidelity mockups, and building interactive prototypes for usability testing.
- Designing flexible, multilingual layouts to support 35 languages, including right-to-left (RTL) and long-text languages.
- Building pages within the enterprise CMS in collaboration with the development team to integrate dynamic features.
Course Finder
Displays in-person and online courses, allowing users to filter results by location, type, and topic for a more personalized experience.
Project Objectives
STREAMLINE COURSE PURCHASING
- Enable users to effortlessly find and purchase training courses tailored to their preferences and location.
GLOBAL SCALABILITY
- Design a platform that supports 35 languages and spans 80 countries, featuring multilingual support and localization.
CORPORATE PURCHASING
- Simplify the process for corporations to book bulk training courses for their teams.
CONVERSION OPTIMIZATION
- Develop an intuitive e-commerce flow to ensure a seamless and efficient purchasing experience for educational courses.
35 Languages
The Course Finder page, displayed in Japanese, features a flexible design that accommodates varying text lengths, maintaining a consistent layout across all languages.
Challenges Faced
LOCALIZATION
- Design for 35 languages, addressing unique requirements such as Japanese (hiragana/katakana), German with long word lengths, and right-to-left (RTL) languages like Hebrew.
FRANCHISE CUSTOMIZATION
- Enabled local franchise branches to edit content and showcase relevant courses while maintaining global brand consistency.
E-COMMERCE USABILiTY
- Balance the robust catalog search and detailed course pages with a clean, intuitive user experience to simplify and streamline the purchasing process.
RESPONSIVE DESIGN
- Ensure a consistent and seamless shopping experience across desktop, tablet, and mobile devices.
List View
Optional view displays courses in a clean, alternating color layout, improving readability and organizing key details such as titles, descriptions, and upcoming events.
Our Solutions
COURSE FINDER
- Users can enter their location or allow geolocation to dynamically display tailored course options.
- Includes filters for delivery mode (online/in-person), focus areas, and availability.
- Provides quick access to course descriptions, event times, and details for a seamless browsing experience.
E-COMMERCE INTEGRATION
- Streamlined checkout process for individual and corporate purchases.
- Supported multiple payment methods, including credit cards and invoicing.
- Integrated user accounts for managing purchases and accessing course materials.
FRANCHISE CUSTOMIZATION
- Designed a custom homepage for franchises to highlight localized courses and promotions.
- Enabled franchise managers to easily update content through a CMS page builder while maintaining global brand consistency.
MULTILINGUAL SUPPORT
- Flexible layouts accommodated copy variations, including right-to-left (RTL) languages.
- Partnered with native speakers to ensure accurate, culturally relevant translations across all supported languages.
OPTIMIZED USER FLOW
- Conducted usability tests with branch managers worldwide to refine the course-finding journey and minimize friction points.
- Introduced features like “Save for Later,” “Recommended Courses,” and at-a-glance summaries to boost user engagement and retention.
Course Details
Provides users with essential details, including course dates, times, locations, and pricing, along with detailed descriptions, videos, and downloadable resources to help them understand course content and make informed decisions.
Right-To-Left Languages
This course detail page is displayed in Hebrew with a right-to-left layout, maintaining a clean, intuitive design and ensuring a seamless experience for RTL language users.
Key Results
INCREASED CONVERSIONS
- Achieved a 10% increase in course purchases within the first six months post-launch.
- Reduced cart abandonment rates by optimizing the checkout process using insights from Hotjar.
OPTIMIZED USER EXPERIENCE
- Post-purchase surveys revealed higher satisfaction scores, with users praising the platform’s intuitive navigation and clear presentation of information.
SCALABLE PLATFORM
- Successfully supported 35 languages and regional customizations, delivering a seamless global experience.
- Local branches reported increased engagement with their customized pages following hands-on training sessions.
BOOSTED SALES
- Streamlined the bulk purchasing process, resulting in a 25% increase in corporate training bookings.
Mobile Course Details
Delivers a streamlined experience by presenting course information, dates, locations, pricing, and registration options in a clean, responsive layout optimized for mobile devices.
Mobile Course Finder
Features a clean, responsive design that enables users to search for professional development courses, apply filters, and effortlessly view course details on mobile devices.
Key Takeaways
E-COMMERCE MEETS GLOBAL FLEXIBILITY
- Designing an e-commerce platform for a global audience required balancing simplicity with advanced localization features to support diverse markets.
USER-CENTERED DESIGN IS CRUCIAL
- Regular usability testing and iterative feedback loops ensured the platform met the unique needs of a diverse user base searching for complex training courses.
CONSISTENCY DRIVES SUCCESS
- Maintaining a cohesive design across global and local branches strengthened brand trust and reinforced reliability.
- Restricting homepage customizations to pre-built components ensured consistency while offering limited flexibility for localized content.
Course Registration
The course registration page enables users to securely input participant details, company information, and add multiple attendees. It features a clean, structured layout that streamlines the registration process, with options to review event details and add courses to the car
Resource Library
The resources section provides a range of transformational tools, including webinars, videos, case studies, and eBooks, to support users in enhancing their professional skills and advancing their development journey.
Project Conclusion
The redesigned Dale Carnegie e-commerce platform redefined how users discover and purchase professional training courses. Focused on user-centric design and scalable solutions, the platform successfully catered to both individuals and corporations, advancing the organization’s global mission while driving substantial business growth.
