(02)
UX, UI, Campaign, Strategy
BBC Maestro—learn from the greatest.
Client
BBC Maestro
Sector
E-learning
Role
Design Director
Year
2020–2021
I had the exciting opportunity to join BBC Maestro at its inception, when the platform was a fledgling player in the e-learning market. This innovative subscription-based streaming platform was designed to ignite creativity and empower anyone to learn new skills. Through a library of pre-recorded lessons and comprehensive course materials, users can explore diverse disciplines and gain insights from world-renowned experts.
Challenge.
The ambitious launch deadline for BBC Maestro's minimum viable product (MVP) was further compounded by the need to develop a launch campaign across social media channels and craft press releases—all happening simultaneously. The agile approach demanded prioritising a swift initial release, followed by iterative updates based on user feedback. This fast-paced environment necessitated clear communication and seamless collaboration across all teams.
Strategy.
To establish BBC Maestro in the crowded e-learning market, we faced an ambitious launch deadline and the critical need for a user-centric design and a strong brand identity. Despite the lean core team, a collaborative spirit ensured everyone pulled together to achieve this shared goal. I played a multifaceted role, responsible for developing a distinct brand identity, crafting user personas, building sitemaps and user flow-integrated wireframes, and designing the user interface for both desktop and mobile platforms. Additionally, I contributed creative concepts for the brand launch campaign.
Recognising the growing demand for diverse learning experiences, we strategically expanded the creator pool to include over 30 established creators. This diversification not only enriched the course offerings but also attracted a wider audience, contributing significantly to the platform's expansion. A comprehensive marketing strategy, including targeted digital campaigns and user onboarding support, fueled BBC Maestro's rapid growth. My work in crafting the user experience and brand identity played a key role in driving this remarkable success.
Live site: BBC Maestro
Second round funding
£2.8m
By meticulously crafting the user experience, from initial onboarding to the purchase process, we ensured a smooth and engaging journey for users. This resulted in a successful launch, which secured a significant £2.81 million second seed round of funding, followed by a Series A investment.
Business growth
4>37
In just three years, BBC Maestro has grown into a leading e-learning platform. The platform boasts a robust subscription service and a thriving community. Since launch, the roster of experts has grown exponentially, from just 4 to now offering instruction from 37 renowned professionals in a wide range of creative disciplines.
Estimated revenue per annum
£4.8m
BBC Maestro has introduced 8 course categories, including health, wellbeing, business, and design, since its launch in late 2020. This expanded course selection creates a richer learning experience for users across various platforms. World-leading creators and experts like Mark Ronson, Paula Scher, Steven Bartlett, Professor Tim Spector, Alan Moore, and Julia Donaldson teach the courses. With an estimated annual revenue of £4.88 million per year, BBC Maestro is establishing itself as a major player in the e-learning market.
Next project.
