Design is the intermediary
between information
and understanding.
Abstract expressionist, Hans Hofmann
Design That Empowers
If customers want your tools, learners want your content,
or clients want your expertise,
give them content that empowers them to become self-taught experts, repeat clients, and super users, aka your evangelists.
Every touch point with your audience is a learning opportunity - and the right designer can help you communicate your value proposition in their language.
Build it and they will come
Create opportunities for your customers to learn, apply, and buy (more).
This Instructional Designer's Skillset
Lindsay Davis, 2024
Portfolio
From the intersection of design, education, and marketing, I have built a career creating simple content for complex systems and products that serves both customer support and marketing (because your message isn't changing between audiences).
Peruse the tiles below to learn about some internal and external problems and their solutions from the lens an designer. Ideally, we've gotten ahead of any pitfalls with (potential) customers, but some cases call for improved communication and clarity.
NOTE: Some visuals are blurred out because they were internal or gated projects for previous employers. I'm happy to tell you more about those projects and refer you to the appropriate websites where the work is still showcased.
PROBLEM: We're changing customer workflows with the introduction of a new tool. We think customers would love it - IF we can get them to adopt it. SOLUTION: Let's walk them through it the most common scenarios/use cases! Sprinkling in benefits over the current process.
PROBLEM: There's no explicit path from higher ed to our industry. Can we close the gap for new to industry users? We're thinking about a video lecture series for those looking to transition into the industry/those who've recently landed in the industry. We want to focus on how this industry works and connect theory to practice. SOLUTION: ABSOLUTELY. Let's do it. I'll source the film equipment and figure out filming logistics.
PROBLEM: Our customers don't know the extent of what we sell... or how it works (sometimes). SOLUTION: Can we showcase/explain our broader methods and solutions? We can create a video for online marketing and one pagers for events. (Happy to point you toward my work history for more information on this video)
PROBLEM: Prospective customers have no idea what we sell and most of our marketing collateral is branded to quirky product names... which can leave customers confused - especially as it relates to the bigger industry picture. SOLUTION: Capture what we offer as solutions to the problems or phases within the industry process - using industry terms, not product names. Then make this interactive in our documentation! Linking (prospective) customers to specific products wherever possible.
PROBLEM: We need cover art for a paper one of our scientists is submitting TODAY. The graph is really what we need to call attention to... how can we highlight that? Also, it needs to be very simple for print and use our branded colors. Did we mention that we need this today? SOLUTION: Branded colors, highlighting the structure of interest on a zoomed in graph. (Happy to share more on this project but respecting ethical guidelines on showcasing work)
PROBLEM: Our trainers are overwhelmed and I don't think internal or external users realize how much content we have... can we advertise that? SOLUTION: Absolutely. This will work internal or external users. It meets branding guidelines and breaks down the learning-focused resources we offer.
PROBLEM: We need to be taken seriously and tell our story. We need professional-grade marketing content! But we don't have the budget to hire a freelancer. SOLUTION: I would love to do this! Let's tell your story - beautifully.
PROBLEM: We don't have the budget to support an in-house training ahead of summer camp this year. SOLUTION: Does providing the information virtually satisfy state requirements? Can we ensure they've gone through the content? Yes and yes with an elearning!
PROBLEM: Our PetStore employees need to be able to help customers pick the right food for their pets... but there are dozens of brands, varieties, and flavors for every dog, cat, bird, reptile, etc. It took me years to learn this... SOLUTION: Leverage your tools! You're already using iPads in-store, so share these quick reference charts I made. Now, employees can quickly recommend foods based on the top, vet-approved brands for the most commonly asked questions for each type of pet.
Content Approach
Education and empowerment can take shape as any number of instructional exercises or design outcomes (see Lindsay Davis' skillset diagram above).
I can help you narrow in on what you want your audience to do and why they aren't doing it already (a la Cathy Moore), and build the best possible bridge needed to help them close that gap with the broader goal of earning customers and turning them into super users!
My current framework for customer education on software
Experience & Focus
In my first career, I taught high school French and was repeatedly volunteered for instructional coaching and curriculum alignment committees. Working as a "teacher's teacher" amplified the warm fuzzy feeling of making an impact - and I was hooked!
Seven - almost eight - years and two cameras later, I've found my niche in educational content! I love being a generalist (wearing every hat) and working with subject matter experts, product teams, and trainers to define their audience needs and develop meaningful solutions.
If you're interested in creating (educational) content, let's connect on Linkedin. I would love tell you more about what works, or point you toward more recent work samples.
