//APM Season
//APM Season
MVP Monetization Features & Job Portal Redesign
MVP Monetization Features & Job Portal Redesign
MVP Monetization Features & Job Portal Redesign
UX/UI
UX/UI
UX/UI
UX Research
UX Research
UX Research
Design Lead
Design Lead
Design Lead
TIMELINE
TIMELINE
5 months
Jan 2025 - May 2025
5 months
Jan 2025 - May 2025
5 months
Jan 2025 - May 2025
MY ROLE
MY ROLE
Lead UX/UI Designer
Lead UX/UI Designer
Lead UX/UI Designer
TEAM
TEAM
2 Team Leads
2 UX/UI Designers
2 Strategists
1 Software Developer
2 Team Leads
2 UX/UI Designers
2 Strategists
1 Software Developer
2 Team Leads
2 UX/UI Designers
2 Strategists
1 Software Developer
TOOLS
TOOLS
Figma
Excel
Figma
Excel
Figma
Excel
The Project
The Project
APM Season, a job/ resource hub for aspiring PMs, came to us with a goal: to improve monetization, user experience, and site credibility. Current information architecture buried key features and obscured monetization opportunities.
I led the research, design, and launch of new a IA to improve UX and features to drive revenue.
APM Season, a job/ resource hub for aspiring PMs, came to us with a goal: to improve monetization, user experience, and site credibility. Current information architecture buried key features and obscured monetization opportunities.
I led the research, design, and launch of new a IA to improve UX and features to drive revenue.
APM Season, a job/ resource hub for aspiring PMs, came to us with a goal: to improve monetization, user experience, and site credibility. Current information architecture buried key features and obscured monetization opportunities.
I led the research, design, and launch of new a IA to improve UX and features to drive revenue.
The Problem:
The Problem:
The Problem:
How might we support Product Managers’ journeys by catering career building opportunities and make job finding easier?
How might we support Product Managers’ journeys by catering career building opportunities and make job finding easier?
How might we support Product Managers’ journeys by catering career building opportunities and make job finding easier?
The Outcome:
The Outcome:
The Outcome:
User navigation ratings rose from a 3.5 to a 4.6 /5 - addressing a 38% of user confusion.
We also launched three new PM resource features to be monetized.
User navigation ratings rose from a 3.5 to a 4.6 /5 - addressing a 38% of user confusion.
We also launched three new PM resource features to be monetized.
User navigation ratings rose from a 3.5 to a 4.6 /5 - addressing a 38% of user confusion.
We also launched three new PM resource features to be monetized.
APM Season's Previous UX/UI
APM Season's Previous UX/UI
Project Goals
Project Goals
Project Goals
considering business needs & user needs
considering business needs & user needs
considering business needs & user needs
01
01
01
Monetize & Increase User Learnings
Monetize & Increase User Learnings
Monetize & Increase User Learnings
Create three 3 new monetizable features that each generate $1,000+/mo and deliver highly personalized, career-boosting services for aspiring product managers
Create three 3 new monetizable features that each generate $1,000+/mo and deliver highly personalized, career-boosting services for aspiring product managers
Create three 3 new monetizable features that each generate $1,000+/mo and deliver highly personalized, career-boosting services for aspiring product managers
02
02
02
Surface Content & Enhance User Experience
Surface Content & Enhance User Experience
Surface Content & Enhance User Experience
Ensure new features are immediately discoverable within the information architecture, eliminating a 38% of user friction and improving overall navigation clarity
Ensure new features are immediately discoverable within the information architecture, eliminating a 38% of user friction and improving overall navigation clarity
Ensure new features are immediately discoverable within the information architecture, eliminating a 38% of user friction and improving overall navigation clarity
03
03
03
Optimize Retention Through Strategic Re-Engagement
Optimize Retention Through Strategic Re-Engagement
Optimize Retention Through Strategic Re-Engagement
Leverage smart banners, footer redesign, and opt-in job alert emails to drive return visits, measuring success through increases in 30-day retention and repeat service usage
Leverage smart banners, footer redesign, and opt-in job alert emails to drive return visits, measuring success through increases in 30-day retention and repeat service usage
Leverage smart banners, footer redesign, and opt-in job alert emails to drive return visits, measuring success through increases in 30-day retention and repeat service usage
User Feedback
User Feedback
User Feedback
of previous UX/UI
of previous UX/UI
of previous UX/UI
3.5/5
3.5/5
“How easy is it to navigate the APM Season website?”
“How easy is it to navigate the APM Season website?”
“How easy is it to navigate the APM Season website?”
Users had a negative experience with the IA - noting no nav bar.
Users had a negative experience with the IA - noting no nav bar.
Users had a negative experience with the IA - noting no nav bar.
38%
38%
of Users weren’t sure what was included in the premium plan
of Users weren’t sure what was included in the premium plan
of Users weren’t sure what was included in the premium plan
One user stated, “I'm having trouble finding where I can even learn more about it on the site.”
One user stated, “I'm having trouble finding where I can even learn more about it on the site.”
One user stated, “I'm having trouble finding where I can even learn more about it on the site.”
“What are some things we could improve on the site?”
“What are some things we could improve on the site?”
“What are some things we could improve on the site?”
“The UI”
“When you get to the site for the first time, you aren’t sure what you are looking at.”
“The UI”
“When you get to the site for the first time, you aren’t sure what you are looking at.”
“The UI”
“When you get to the site for the first time, you aren’t sure what you are looking at.”
[25 users surveyed]
[25 users surveyed]
[25 users surveyed]
Results showed pain points around navigation, unclear program offerings, and a lack of visual clarity - highlighting opportunities to rethink the site’s information architecture and design system.
Results showed pain points around navigation, unclear program offerings, and a lack of visual clarity - highlighting opportunities to rethink the site’s information architecture and design system.
Results showed pain points around navigation, unclear program offerings, and a lack of visual clarity - highlighting opportunities to rethink the site’s information architecture and design system.
Design Mapping
Design Mapping
Design Mapping
User Journeys
User Journeys
User Journeys
Guided by the user research, I redesigned the information architecture and key user journeys to make the new and existing core services easier to find and engage with - increasing service adoption.
Guided by the user research, I redesigned the information architecture and key user journeys to make the new and existing core services easier to find and engage with - increasing service adoption.
Guided by the user research, I redesigned the information architecture and key user journeys to make the new and existing core services easier to find and engage with - increasing service adoption.
Design Process - Planning
Design Exploration
Design Exploration
Design Exploration
Color & Design Language
Color & Design Language
Color & Design Language
I explored 20+ possibilities - balancing readability, brand personality, and accessibility - refining through iteration based on user testing and leader feedback.
I explored 20+ possibilities - balancing readability, brand personality, and accessibility - refining through iteration based on user testing and leader feedback.
I explored 20+ possibilities - balancing readability, brand personality, and accessibility - refining through iteration based on user testing and leader feedback.
Our team moved forward with the white & green color scheme as it matched APM Season’s original branding and made readability more effective.
Our team moved forward with the white & green color scheme as it matched APM Season’s original branding and made readability more effective.
Our team moved forward with the white & green color scheme as it matched APM Season’s original branding and made readability more effective.
Design Iteration
Design Iteration
Design Iteration
Information Architecture
Information Architecture
Information Architecture
One of the major user pain points was information architecture. Each iteration aimed to simplify navigation, elevate high-impact features.
One of the major user pain points was information architecture. Each iteration aimed to simplify navigation, elevate high-impact features.
One of the major user pain points was information architecture. Each iteration aimed to simplify navigation, elevate high-impact features.
(With previous colors)
(With previous colors)
(With previous colors)
Final Navigation Bar Design
Final Navigation Bar Design
Resource Tab
Resource Tab
With so many features, we had to simplify the information architecture. The resource tab was needed to store the "other" pages.
With so many features, we had to simplify the information architecture. The resource tab was needed to store the "other" pages.
With so many features, we had to simplify the information architecture. The resource tab was needed to store the "other" pages.
Feature 01
Feature 01
Feature 01
1-1 Coaching
1-1 Coaching
1-1 Coaching
With collaboration of team leads and product strategists, we launched 1-1 Coaching. User feedback highlighted the need for personalized career coaching - some saying they'd like, "direct connections to current/ former APMs who would be willing to have informational chats".
With collaboration of team leads and product strategists, we launched 1-1 Coaching. User feedback highlighted the need for personalized career coaching - some saying they'd like, "direct connections to current/ former APMs who would be willing to have informational chats".
With collaboration of team leads and product strategists, we launched 1-1 Coaching. User feedback highlighted the need for personalized career coaching - some saying they'd like, "direct connections to current/ former APMs who would be willing to have informational chats".
Feature 02
Feature 02
Feature 02
APM Prep Courses
APM Prep Courses
APM Prep Courses
We formed a partnership with Product Alliance, a PM Course program, to produce secure affiliate links that would give profit to both parties. Smart banners strategically line the top of the screen, re-engaging customers.
We formed a partnership with Product Alliance, a PM Course program, to produce secure affiliate links that would give profit to both parties. Smart banners strategically line the top of the screen, re-engaging customers.
We formed a partnership with Product Alliance, a PM Course program, to produce secure affiliate links that would give profit to both parties. Smart banners strategically line the top of the screen, re-engaging customers.
Feature 03
Feature 03
Feature 03
Resume Review
Resume Review
Resume Review
Building an APM Community
Resume review was one of the most sought after feature as seen in the user survey. It is a feature that drives value for APM Season & increases monetization opportunities.
Resume review was one of the most sought after feature as seen in the user survey. It is a feature that drives value for APM Season & increases monetization opportunities.
Resume review was one of the most sought after feature as seen in the user survey. It is a feature that drives value for APM Season & increases monetization opportunities.
Home Page & Job Portal Final Design
Home Page & Job Portal Final Design
APM Season's Main Goal
APM Season's Main Goal
APM Season's Main Goal
We decided to place the job board on the home page since the main goal is to help Product Managers find jobs. Customer testimonies and affiliated companies aim to increase credibility.
We decided to place the job board on the home page since the main goal is to help Product Managers find jobs. Customer testimonies and affiliated companies aim to increase credibility.
We decided to place the job board on the home page since the main goal is to help Product Managers find jobs. Customer testimonies and affiliated companies aim to increase credibility.
Final User Testing
Final User Testing
Final User Testing
After designing, strategizing, and data analyzing, we re-conducted testing of new features by showing users interactive Figma prototypes and having them answer the same initial survey.
After designing, strategizing, and data analyzing, we re-conducted testing of new features by showing users interactive Figma prototypes and having them answer the same initial survey.
After designing, strategizing, and data analyzing, we re-conducted testing of new features by showing users interactive Figma prototypes and having them answer the same initial survey.
Project Outcome
Project Outcome
Project Outcome
from redesign & feature implementation
from redesign & feature implementation
from redesign & feature implementation
3.5/5
3.5/5
4.6/5
4.6/5
Improved Ratings on Navigation
Improved Ratings on Navigation
One user stated, “I really like how you guys added a nav bar because I didn’t even know you had a blog until this”
One user stated, “I really like how you guys added a nav bar because I didn’t even know you had a blog until this”
+1.1pts
38%
38%
12%
12%
Lowered Confusion on Premium Feature Offerings
Lowered Confusion on Premium Feature Offerings
Users were able to find information on APM Season’s premium plan easier as it lives on a sticky nav bar.
Users were able to find information on APM Season’s premium plan easier as it lives on a sticky nav bar.
-26%
Final Takeaways
Final Takeaways
Final Takeaways
I enjoyed working with my team - other designers and other people with unique roles. Working with strategists helped me learn the business aspect of design - now it's something I always consider.
Key Learnings:
Data driven design
UX Research
Teamwork
Feature Defining
I enjoyed working with my team - other designers and other people with unique roles. Working with strategists helped me learn the business aspect of design - now it's something I always consider.
Key Learnings:
Data driven design
UX Research
Teamwork
Feature Defining
I enjoyed working with my team - other designers and other people with unique roles. Working with strategists helped me learn the business aspect of design - now it's something I always consider.
Key Learnings:
Data driven design
UX Research
Teamwork
Feature Defining
Home
@2025 Rebecca Kim
made with matcha tiramisu and ♡
@2025 Rebecca Kim
made with matcha tiramisu and ♡
@2025 Rebecca Kim
made with matcha tiramisu and ♡