MasterClass
MasterClass is a premium education platform for learning, taught by world's best instructors.
2x Webby Award Winner in Websites for Education
With 12+ years experience, Alex can rapidly produce tons of variations for a given UI/UX task. In this example, the team was planning to pluck 1 question from the user onboarding to inject it into the homepage hero. The sheer quantity of options gave the team more than enough to make a calculated decision on the fly.
Homepage Hero
To validate our new design, we tested low fidelity prototypes with users and had them stack rank parts of the page by importance. This helped us place higher resonating content towards the top of the page.
Category Page
Being diligent about learning from our failures empowered us to iterate rapidly and find a winning design after multiple rounds of testing our checkout flow.
Checkout
The design team thrives by conducting user tests to validate designs as early as possible in our work streams. Allowing our test users to interact with a design or flow is infinitely more immersive, even in a low fidelity state, than serving them static mockups.
Navigation
Integrating AI into your workflow can do wonders for hitting the ground running. Alex used ChatGPT to rapidly generate the contents and outline for a new how-to page template. Going from zero to a solid low fidelity mockup was expedited and was well received over the typical latin placeholder text.
Creating brand new product offerings requires high fidelity prototypes to validate demand. These were some of the visually divergent and playful visual languages Alex came up with for two of our initiatives: MC Kids and Accelerator.
It's easy to get caught up in smaller section-based experiments, but Alex ensures designs are developed with a holistic goal in mind rather than in a silo. It's easier to establish a design backlog when more of the surface area is designed for than only focusing on the current objective.
When designing the quiz hero for Masterclass, I explored over 25 different design directions—ranging from layout variations to messaging and interaction patterns. This process was grounded in rapid prototyping and wireframing, allowing me to test a wide spectrum of ideas quickly before aligning with my PM on the strongest concept. It reflects my belief that great design emerges from expansive exploration and a willingness to challenge first instincts before refining toward clarity and impact.
Alex's first project at MasterClass was to develop and explore what a thumbnail art system could be. With the content library containing 5 different media types (class, lesson, session, playlist, and article) and steadily growing, it was important to try and find a visual taxonmy that was more user-intuitive to reduce the reliance on meta info in our cards.