MasterClass
The premium education platform for learning, with a roster full of the world's best instructors spanning all categories. Alex has done a ton of work both on the growth and consumer side for multiple MasterClass products and innovation projects.
In 2023, Alex has contributed to elevating LTV by 14% per visitor and boosting revenue a remarkable 16% through strategic design enhancements and rigoruous testing.
Everything you see below was designed by Alex.
Webby Award Winner in Websites for Education April 2023
With 10+ 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.
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.
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.
One of the perks of switching pods a few times a year is that it really exposes you to more parts of the platform and ecosystem. All new features start out as experiments, both in user testing and in live a/b testing environments, and the features either win and get productionized or lose and we glean valuable insights.
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.
With the constraint of our dark-mode, premium design system aesthetic, Alex designed a kids-themed product layout and achieved a fun and playful visual for testing needs.
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.