This is the redesign of the sales site for the STAR12 All-Access Pass, a product that allows access to training in the form of live seminars, live webinars, and on-demand content.
It’s core audience is working professionals that are looking to improve their marketable skillsets and that are not current pass holders. As such, it was part of the business spec that the potential customer could convert and buy the pass at any point in the site.
This site was originally launched in July of 2012. Some of the more notable items include:
Punched up typography to aid in scanability of the overall content as well as wayfinding during site exploration.
Whitespace is used to “lighten up” the layout, making the content feel more approachable.
A minimalist palette was used to help convey a sense of simplicity and ease of use.
Other items to note:
Simplified icons are used to further aid wayfinding and content consumption.
The Human Element
While conducting research, our team found that our own customers were our best sales people. We wanted to push this concept into the design of the site, including photos of people in our demographic and quotes from actual customers.
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