General Assembly
General Assembly is an education and career-transformation company that helps individuals and organizations build in-demand technology and digital skills.
As the company expanded its offerings and audiences, it needed a digital experience that better reflected its evolving brand, simplified program discovery, and created clearer paths to enrollment and engagement.
I led design direction and hands-on design for the website redesign, helping unify the experience across consumer and enterprise audiences.
Brand-forward digital refresh
Challenge
General Assembly served multiple audiences with distinct goals.
Individual learners needed help understanding programs, career paths, and outcomes, while enterprise customers were evaluating workforce development, upskilling, and talent solutions.
The challenge was creating a cohesive digital experience that could support both journeys while bringing greater clarity to a rapidly expanding ecosystem of programs, services, and offerings.
Strategy
Our approach focused on simplifying discovery and strengthening outcome-oriented storytelling. We restructured the experience around clearer audience pathways, making it easier for both learners and organizational buyers to find relevant information and understand the value of General Assembly’s offerings.
Impact
The redesign delivered substantial improvements across key business metrics:
3× increase in visitor-to-lead conversion
43% increase in paid-search click-to-lead conversion
Improved site performance and usability
The resulting platform gave General Assembly a stronger digital foundation while helping prospective students and enterprise customers navigate an increasingly complex set of offerings.
Role
I served as the creative lead on the project, contributing direction and hands-on design. I partnered closely with the internal UX team, guided design system development, aligned stakeholders around strategic goals, and worked across planning, implementation, and launch to ensure the experience delivered both brand and business impact.
Building a Scalable Design System
A core objective was translating newly established brand guidelines into a scalable digital framework.
We developed a comprehensive design system that brought consistency across the experience while supporting flexibility for future program launches, campaigns, and content needs. The system incorporated accessibility standards, reusable interface patterns, and responsive behaviors.
Design System examples