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Case Study - Catalog redesign generates major sales lift
The Great Courses
The Great Courses produces college-level video courses in subject categories such as, science, math, economics, literature and language, history, religion and philosophy, fine arts, music, better living, health and wellness, and how-to courses. Started in 1990 the courses are marketed through direct mail catalogs and the website.
HISTORY CATALOG DESIGNS
Topical Catalog Re-design results in significant sales lift
THE RESULT
The results of the redesign created a clear response from customers that registered an initial 11% lift in sales, with the grwoth continuing on subsequent releases of the other topial publications.
THE SOLUTION
The re-design was fashined around the idea that the customer base had been changing over the last 5 years from consumers who were skewing younger and less likely to read depth of product descriptions used in the topical catalogs. The new design for Better Living was designed using larger imagery, modern typography for headlines and graphic uses of circular shapes to create interest and visual impact throughout the publication.
NEW Design
Old Design
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THE STRATEGY
One of the majority marketing methods at TGC is via catalog. Starting as a catalog company in 1990, TGC has various types of catalogs to market the courses to various audiences. A series of catalogs are designed around annual sales on topics such as, history, science, better living and mathematics. This series of catalog had not been re-designed in nearly 10 years, and was in need of an update.
Wireframes
Team brainstorming session
THE STRATEGY
The app for the service at launch was basic in it's functionality, while offering the customer a connection to the library of content with their iOS or Android mobile device. While the app was well recieved intially by the customer base, it was not without a major shortfall in it's functionality, which required being connected to WIFI to stream or cast the content. THE SOLUTION: Design and introduce download functionality for offline consumption.
To ensure a successful launch we worked closely with internal stakeholders across departments to fully understand business goals at the projects inception. Customer surveys and platform analytics were gathered to help define functional requirements. Because the service was new, budget limitations were in play, so three design approaches were presented as options. This allowed the leadership team to make decisions that would best meet the goals of the project while controlling the development cost.
THE STRATEGY
The app for the service at launch was basic in it's functionality, while offering the customer a connection to the library of content with their iOS or Android mobile device. While the app was well recieved intially by the customer base, it was not without a major shortfall in it's functionality, which required being connected to WIFI to stream or cast the content. THE SOLUTION: Design and introduce download functionality for offline consumption.
To ensure a successful launch we worked closely with internal stakeholders across departments to fully understand business goals at the projects inception. Customer surveys and platform analytics were gathered to help define functional requirements. Because the service was new, budget limitations were in play, so three design approaches were presented as options. This allowed the leadership team to make decisions that would best meet the goals of the project while controlling the development cost.
The mobile app for the Great Courses Plus has been a fundamental tool for customers to consume content since the launch of the service in late 2015. The app has undergone multiple iterations and added various functionalities to accomodate the demands of the content and customer engagement. Here is a case study of a key piece of the functionality of the app.
Download feature
Toggel Feature
Social designs
TV Campaigns
Landing pages
Title Plate designs
Signature Collection is a SVOD product that is marketed through Amazon. This smaller collection of courses is designed to offer the same level of content quality but at a much lower subscription price than The Great Courses Plus. TGC Signature Collection has 100,000+ subscribers
Infographic
Title Designs
5 Star Celebration Campaign
Recent Design Update - View live site – thegreatcourses.com
DRTV Landing Page
12 Hour Sale Campaign
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Winter Solstice
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