The What Is Truth Growth Hub is a progressive learning platform established to support adults who face a higher-than-average level of exposure to adversities. The platform is particularly tailored to address the unique skill needs of individuals in competitive or high-stress fields, including combat athletes, entrepreneurs, first responders, mediators, and more. As the design lead of the project, I was asked to define the visual direction, establish the design system, and provide guidance on the systematic application of the visual components.
I utilised direct and indirect observations and semi-structured interviews in the co-design process to make sure the mental model of the target audience is mapped out and reflected in the content architecture of the platform. I utilised human-computer interaction design principles to establish the hierarchy of interactions and ensure both heuristic and hedonistic principles are met.
Course layout and user flow were designed and iteratively tested with small focus groups to gain clarity on brand acceptance based on the targeted brand position. As part of the graphic needs for the course content, I designed a great number of infographics to break down complex concepts into small, graspable pieces.
The website design is based on user-centric design principles and aims to balance informative textual content with the courses' strong visual approach, demonstrating modern digital intervention and emotional design. Built from the ground up, the project iteratively achieved a comprehensive brand identity that has been followed on marketing materials and merchandise as well.
