Kevin Zazzali
Kevin Zazzali
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PowerForward

Product Design

Testing banner.

My Role

My Role

I was the product designer for PowerForward, which is a video-based leadership-development program. My primary responsibility was the redesign of the product, which could be best thought of as an experience similar to the Choose Your Own Adventure book series.

The Problem

The Problem

Our CEO saw an opportunity to repurpose the product and sell it directly to individuals via our marketing site.

How could we build an individual program on the back of a team-based product?

Taxonomy & Version Control

Taxonomy & Version Control

To create a course for individuals, we broke the product into three distinct versions. The B2B program would remain untouched, under the name Version 1.0. The B2C course would be known as Version 1.5.

Anything that was not a priority would be phased for a future rebuild under the name Version 2.0.

Feature Prioritization

Feature Prioritization

I applied feedback from user interviews to the design of our Individual program.

In the B2B version, users were having trouble with the Reflection and Team Discussion portions of the program. Our developer turned off this feature for the new design.

User Flow

User Flow

This new user flow represents the ideal user flow of an individual clicking through a Lesson.

Course Screen

Course Screen

The aesthetic of Version 1.5 could be elevated, but I had to be reasonable in applying design changes, and be specific in handing off to our developer.

For example, the lesson screen had to incorporate nearly all of the elements from Version 1.0, without breaking any of the underlying code.

The Lesson

The Lesson

The crux of the product was each lesson’s interaction. A user was prompted to make a choice within a binary decision. They would enter their typed explanation from the POV of the interviewed business leader.

Design Document

Design Document

The developer and I evolved a design document that included a style guide to rely on. It was invaluable, given the fact I was in New York and he was in California.