Case Study 1: Boco Digital LMS Redesign
Overview:
In early 2023, healthcare marketing company Boco Digital's training platform was hindering rather than helping their sales teams. I spent three months redesigning their entire LMS from the ground up, focusing on usability and admin efficiency.
Result: 25% sales increase in the first quarter post-launch.
PROBLEM:
The existing platform created massive friction:
Discovery/Research Process:
I interviewed 6 sales reps, observed 2 content administrators, and workshopped with 3 sales managers.
Key insight: Sales reps need training materials immediately before client meetings. If they can't find content within 45 seconds, they abandon the search and improvise.
Content managers spent more time fighting formatting than creating helpful materials, while power users had built workarounds by bookmarking direct links.
Three user types emerged:
My Approach:
After exploring search-focused, AI-driven, and visual tile approaches, the tile system won for its intuitive feel and feasible timeline.
What I designed:
In early 2023, healthcare marketing company Boco Digital's training platform was hindering rather than helping their sales teams. I spent three months redesigning their entire LMS from the ground up, focusing on usability and admin efficiency.
Result: 25% sales increase in the first quarter post-launch.
PROBLEM:
The existing platform created massive friction:
- 7 clicks to access training materials
- Content organized by internal departments vs. user mental models
- Outdated 2015 design system
- Content updates required IT assistance
- Only 37% completion rate on required training
- 3 weeks longer time-to-competency than industry benchmarks
- 42% of IT tickets were LMS navigation issues
Discovery/Research Process:
I interviewed 6 sales reps, observed 2 content administrators, and workshopped with 3 sales managers.
Key insight: Sales reps need training materials immediately before client meetings. If they can't find content within 45 seconds, they abandon the search and improvise.
Content managers spent more time fighting formatting than creating helpful materials, while power users had built workarounds by bookmarking direct links.
Three user types emerged:
- Sales reps needing instant content access
- Managers wanting team progress visibility
- Content creators frustrated by technical barriers
My Approach:
After exploring search-focused, AI-driven, and visual tile approaches, the tile system won for its intuitive feel and feasible timeline.
What I designed:
- Faster access: 7 clicks → 2 clicks from homepage to content
- Visual organization: Color-coded tiles grouped by product lines (matching mental models)
- Progressive disclosure: Information reveals gradually to reduce overwhelm
- Admin-friendly: Drag-and-drop interface eliminating IT dependency
The images below have sections blurred due a NDA that was signed.
Making it Happen:
I stayed involved throughout development:
Results and Impact:
Quantitative impact:
"What used to take 15 minutes of frustrated searching now takes seconds." - George, Sales Team Lead
"I can now focus on quality rather than fighting with the system." - Jennifer, Content Administrator
Business Impact: Beyond the immediate metrics, the redesign established a new standard for digital tools within the organization. The project's success led to additional initiatives to modernize other internal systems using our design approach as a template.
What I Learned:
Organize content by user mental models, not internal company structure. Every time we forced users through our logic, we lost them.
Backend complexity always becomes frontend problems. When content creators struggle with tools, that pain reaches everyone depending on their work.
What I'd Do Differently:
I stayed involved throughout development:
- Built comprehensive design system with detailed specs
- Ran two developer workshops to explain design rationale
- Provided ongoing support during technical challenges
- Participated in testing to ensure quality
Results and Impact:
Quantitative impact:
- 25% sales increase in Q1 post-launch
- 86% reduction in navigation support tickets
- 154% increase in training completion rates
- Content updates: 3.2 days → 4.5 hours
"What used to take 15 minutes of frustrated searching now takes seconds." - George, Sales Team Lead
"I can now focus on quality rather than fighting with the system." - Jennifer, Content Administrator
Business Impact: Beyond the immediate metrics, the redesign established a new standard for digital tools within the organization. The project's success led to additional initiatives to modernize other internal systems using our design approach as a template.
What I Learned:
Organize content by user mental models, not internal company structure. Every time we forced users through our logic, we lost them.
Backend complexity always becomes frontend problems. When content creators struggle with tools, that pain reaches everyone depending on their work.
What I'd Do Differently:
- Phased rollout to observe real behavior earlier because research can't capture everything
- Define success metrics upfront instead of scrambling later
- More developer collaboration early on to prevent design-to-code translation issues