In the journey to create an enterprise website for Coursera’s Business Department, Greg Bowen, a senior developer and UX designer was as an important figure within a close-knit team. This platform aimed to attract business clients to Coursera’s extensive portfolio of enterprise course offerings. In this case study, we will delve into Greg Bowen’s significant contributions, including early-stage participation, user-centric design, and optimization efforts, all of which played an important role in enhancing Coursera’s enterprise engagement.
Introduction
In the era of digital learning, Coursera sought to expand its reach and cater to the needs of businesses seeking high-quality educational solutions for their employees. The objective was to develop an enterprise website that would serve as a magnet for businesses, showcasing Coursera’s enterprise-focused courses and certifications.
Problem
Greg was involved from the early stages of this project. At the time, the business department at Coursera was using a Marketo landing page to attract their B2B clients. The department was growing and it was soon clear that an enterprise-level website was needed. Budgets were tight and a small team of four was created to come up with a solution that would satisfy the needs of the stakeholders.
Scoping and Ideation: Greg actively participated in early-stage meetings to help chose a platform that would allow stakeholders to easily adapt in a startup environment. He participated in brainstorming sessions to help formulate and identify important elements of an enterprise website.
Design Support: Working in a support role, Greg was responsible for designing important components to fit within the Coursera brand, including course tiles, pricing tables, landing pages, and conversion forms.
Responsive Design: in addition to helping to establish a user-friendly interface, Greg was responsible for crafting all of the site’s front-end code, creating a site that worked flawlessly on all desktop and mobile devices.
Programming: Greg was responsible for programming all of the back-end code for the website and coordinating with the security team, system administrators, and outside vendors.
Optimization for Conversion: Recognizing the importance of attracting and converting new business clients, Greg continuously optimized the website’s speed and performance to enhance conversion rates. User forms and landing pages were constantly tested and refined to improve conversion rates.
Data Integration: Integrating real-world data was central to the success of this site. Working with the SEO team, Greg was responsible for on-site optimization and ensuring that the site operated at peak performance.
Process
Working with a small team, and on accelerated timeline, our small team was able to create a enterprise-level website that exceeded everyone's expectations. Businesses could now easily find courses that pertained to their workforce and understand Coursera's value proposition.
Course Showcase: A central element of the website is the presentation of Coursera’s enterprise-focused courses and certifications, catering to businesses looking to upskill their employees.
User-Friendly Navigation: The website offers a streamlined user experience, making it easy for visitors to explore course offerings, certifications, and other relevant information.
Customized Solutions: The platform provides tailored solutions for businesses, allowing them to find courses that align with their industry, employee roles, and specific learning objectives.
Solution
In the end, the project was a resounding success. In the words of the Head of Global Enterprise Marketing at Coursera, the new website took the department "from 1 to 100." Greg Bowen’s instrumental role as lead developer and UX designer helped transform the department. The platform has opened new doors for businesses seeking high-quality educational solutions, and with ongoing refinements and expansions, the future looks promising for Coursera and its enterprise clients.
