Pluralsight
How do you reach the ever-elusive tech audience in an authentic way? That was the goal when Designit was approached by Pluralsight, a tech skills training platform. The tech/developer audience hates traditional advertising—like, a lot. To land our message, Designit created a 2 season mockumentary series that was both ridiculous and relatable. The campaign quickly became Pluralsight’s most successful.
With the goal of the first season being to raise brand awareness, we now sought to convert our audience into customers and drive more meaningful engagement. I helped develop the social campaign assets and the campaign’s landing page. Being weary of the audience’s distaste for feeling ‘sold-to’ while also realizing more conversion was needed, we balanced these two requirements delicately to create effective solutions.
With the goal of the first season being to raise brand awareness, we now sought to convert our audience into customers and drive more meaningful engagement. I helped develop the social campaign assets and the campaign’s landing page. Being weary of the audience’s distaste for feeling ‘sold-to’ while also realizing more conversion was needed, we balanced these two requirements delicately to create effective solutions.
TEAM
Stefan Hajek (Group Creative Director)
Patrick Halferty (Creative Director)
Veda Nagpurkar (Senior Art Director)
Ellen Hafer (Visual Designer)
Kin Lok (Visual Designer)
Jaime Diskin (Copywriter)
Scout Shannon (Copyeditor)
Michael Newsome (Project Manager)
WHILE AT
Designit︎︎︎
MY ROLE
UX/UI Designer
Visual Designer
WHAT I WORKED ON
Landing Page Design
Social Advertisements
Stefan Hajek (Group Creative Director)
Patrick Halferty (Creative Director)
Veda Nagpurkar (Senior Art Director)
Ellen Hafer (Visual Designer)
Kin Lok (Visual Designer)
Jaime Diskin (Copywriter)
Scout Shannon (Copyeditor)
Michael Newsome (Project Manager)
WHILE AT
Designit︎︎︎
MY ROLE
UX/UI Designer
Visual Designer
WHAT I WORKED ON
Landing Page Design
Social Advertisements
IMPROVING METRICS
Increasing Video Traffic & Engagement
Working closely web analysts, we detected that people were clicking more on the videos lower on the site, and not the more valuable videos at the top.
To drive more traffic to the episodes and provide the audience with more value propositions, we re-designed the card layouts to include:
- More context
- Clearer call-to-actions
- Statistics
- Dynamic & visual card layouts
To drive more traffic to the episodes and provide the audience with more value propositions, we re-designed the card layouts to include:
- More context
- Clearer call-to-actions
- Statistics
- Dynamic & visual card layouts
FLEXIBLE DESIGN
Scalable UI
We utilized brand elements to re-inforce the Pluralsight identity, and repurposed existing UI elements to ensure easy implementation across all devices for the developers.
SOCIAL MARKETING
Social Advertising
Working with photographers, copywriters, and social campaign managers, we designed social assets that let the imagery and one-liners speak for themselves and work across multiple platforms. The results were punchy and energetic.
