Pipe Dream
Academy
A startup business owner needed help bringing her online virtual reality education idea to life so she could present a proof of concept to potential stakeholders.
Client Ask
To create a proof of concept prototype for the founder of Pipe Dream Ventures, which would bring their idea of a VR-centered eLearning platform, Pipe Dream Academy, to life. This platform would enable people transitioning into technology careers to gain knowledge of various career paths, pick up both hard and soft skills, and get virtual experience through project simulations related to their fields of interest. Moreover, it would provide a platform for analysis of users' performance in the simulations, showcasing their skills and aptitudes on their profiles and helping them to find job opportunities with employers and recruiters.
This Design Sprint’s Focus
An onboarding assessment and career roadmap that provides users with training modules that move them along their chosen career path.
Role
I participated in the competitive analysis, user research and interviewing, sketching, wireframing, prototyping and evaluation involved in developing an experience potential users could align with.
Methods
Directed storytelling
Kano analysis
Usability testing with think-aloud protocol
Tools
Figjam for collaboration
Figma for wireframing and prototyping
Google for conducting competitive analysis
Google Docs for scripts and interview note taking
Powerpoint for presentation
Setting Up for Success
Before beginning this design sprint, my team and I established team norms to help us proactively communicate with one another, identify strengths and set expectations for psychological safety and accountability—giving us a foundation of trust and understanding as we moved forward.
Competitor Analysis & Secondary Research
Research uncovered numerous advantages to be gained from gamified learning and virtual reality. These include:
Generating enthusiasm for a subject by immersing a user in a setting they would not be able to access due to costs, risk or location.
Providing a chance to exercise embodied skills without the expenses or dangers of real-world scenarios (e.g. undertaking surgery, running heavy equipment, or resolving interpersonal disputes).
However, since many technology careers don’t carry much risk and typically occur at desks and/or on computers, my team and I set out to find more answers on how a VR interface might attract and benefit tech workers.
A portion of the initial research Figjam file (click to enlarge)
2D vs 3D – A Generational Divide
Interviews with five Gen X and millennial job seekers transitioning into tech from other careers were performed to gain insight into their struggles and strategies. These research participants identified trust, clarity, flexibility, and value as the most important qualities they wanted from an eLearning platform. Overall, they were skeptical about the value of VR for tech skills training. After introducing Gen Z participants for usability tests, there was a considerable uptick in enthusiasm for VR simulations and training games, yet also worries about expenses, motion sickness, graphics quality, and note-taking. Because of this, it was concluded that every VR lesson should also be available in desktop/2D mode.
Based on these findings, a Gen Z persona named Ruby was created. Ruby wishes she had a way to learn tech skills with less cost than college or bootcamp. She is exploring cheaper online courses, yet worries that she will lose motivation if it is only a series of video lectures. She requires something that is immersive and interactive, yet affordable and flexible enough to do at her own pace.
Ruby’s User Journey Map (click to open)
Building a Structure to Support the Idea
To give form to the idea of Pipe Dream Academy’s platform, low- and mid-fidelity prototypes were created and usability testing guided the design. An architectural diagram was key in determining which pages and functions were necessary to:
Provide clarity about the platform's offerings,
Enable registration and onboarding
Offer an online curriculum, and
Facilitate the creation of a job-seeker profile
A platform that was straightforward and uncomplicated, with the flexibility to present different types of content in a variety of ways, and the structure to allow users to clearly track their learning and progress was the goal.
Architectural Diagram (click to open)
Establishing a First Impression
The site's homepage targeted a Gen Z audience of job seekers and career transitioners. Visually, the approach was balanced somewhere between the style of video gaming and a traditional eLearning platform. The design features concise explanations of the platform, accompanied by visuals, icons, and a video. To attract new customers, the homepage advertises two free offers: a trial period and a career-matching assessment. The assessment is designed to collect information from prospective users, while the two CTAs cater to those who know their desired career path, and those still exploring options.
Homepage scroll (00:23)
“I think it looks really cool. I actually really like the color combo. I'm not a huge aquamarine fan, but like, with purple – for some reason, it's really cool. I like the two-weeks-free thing. I like the imagery. It's kind of telling me it's tech.”
– RESEARCH PARTICIPANT
Earning Trust & Conveying Value
Each career course has its own page with information on the content, instruction modes, and time commitment.
The accordion menu allows users to view the details of each unit without being overwhelmed. This also shows the platform's confidence in the quality and thoroughness of their courses. It also allows users to see the format of the lessons, including simulations and games for mastering the material.
A testimonial from a successful customer serves as an example of what the user can achieve.
To give users a taste of the platform's capabilities, there would be a brief video that illustrates the idea of a day-in-the-life VR simulation.
In the future, there could be short VR experiences on these career pages as well.
Curriculum page scroll (00:17)
Keeping Users Engaged & Motivated
The learning portal is designed to provide users with a clear career path while allowing them the freedom to explore, compete, and develop their skills. It balances linear progress with flexibility, allowing users to progress at their own pace.
Learning portal scroll (00:38)
Prototype walkthrough (03:02)
Conclusion
This project was a true test of embracing ambiguity. It was fascinating to work with such an open field of opportunity and I found myself growing immensely from it. Without any sort of curriculum or visual content supplied by the client, the competitive analysis, secondary research, and especially learning through and empathizing with test participants was truly key in crafting this POC. When the client was presented with the deliverables, she was thrilled and energized by the work and was excited to move forward with her big idea.