Education in the Digital Age

Barnes & Noble

UX Leadership

UX Leadership

Introduction

Barnes & Noble Education builds personalized learning solutions powering higher-ed institutions , serving more than 5 million college students and faculty across the US.

Our goal: design a unified digital learning experience that enhances engagement, accessibility, and academic success. Their powerful and complex LMS product needed a major overhaul to compete in the higher-ed space. The project focused on redesigning instructor authoring workflows and student content consumption experiences.

What I did

As the Lead UX Designer working with a small team of just five designers, I guided UX strategy, product vision in addition to design execution, design system building and team coaching for multiple EdTech platforms. I brought in effective design processes such as interactive prototyping along with usability testing and success metrics to shift old methods towards design maturity.

Impact Snapshot

USER GROWTH

5M+ user reach

Massive user base of students and faculty

FASTER DELIVERY

50% Increase

In Sprint velocity by effectively integrating Agile + UX methods

TEAM UPLIFT

60% less

Reduction in reported errors found by QA/Development teams thanks to cleaner product and design requirements

As a Lead UX Designer, I worked at Barnes & Noble Education (BNED) when the company was facing intense competition in the Learning Management System (LMS) market from established players like Blackboard and Canvas.

The company needed to completely reimagine its digital learning experience to:

  • Lower the Total Cost of education for students struggling with the high price of traditional textbooks

  • Simplify Content Creation for instructors who wanted to personalise learning materials

  • Improve Analytics to track student performance and enable early interventions

  • Enhance Accessibility to meet ADA and WCAG 2.1 compliance requirements for higher education

Here's how I helped shape and define a user-centric approach to creating meaningful impact in the digital education sector.

1. Modernizing Design Practices

I upgraded the team’s design workflow to improve clarity, reduce bugs, and speed up delivery.

  • Introduced interactive prototyping trained the team to use Axure RP for realistic, high-fidelity prototypes that removed guesswork for engineers.

  • Improved cross-functional alignment set up regular reviews with product, engineering, and QA so teams were aligned before development.

  • Created clear design documentation built detailed specs in Confluence that acted as the single source of truth and reduced confusion during handoff.

2. User-Centered Research & Testing

To ensure we were solving the right problems, I implemented a structured research program:

  • Contextual Inquiry Observed instructors and students using existing LMS solutions in their natural environments

  • Usability Testing Conducted regular testing sessions with representative users to validate design decisions

  • Quantitative Benchmarking Established SUS (System Usability Scale) and NPS (Net Promoter Score) as key metrics to track improvement over time

3. Design System Implementation

I pioneered the company's first design system to ensure consistency and accelerate development:

  • Component Library Created a foundational set of UI patterns and components that worked across mobile, tablet, and desktop

  • Responsive Framework Ensured all designs adapted seamlessly to different screen sizes and devices

  • Accessibility Standards Built WCAG 2.1 AA compliance into every component, exceeding ADA requirements for higher education

4. Quiz Engine Redesign

The most complex challenge was completely reimagining the quiz creation experience for instructors:

  • Workflow Optimization Reduced the number of clicks required to create a question by 60%

  • Intuitive Organization Created a tagging and categorization system for managing thousands of questions

  • Contextual Tools Designed a familiar e-commerce inspired filtering system to help instructors quickly find relevant questions

5. Student Experience Enhancement

For students, we created an engaging, accessible learning environment:

  • Personalized Learning Paths Designed adaptive flows that adjusted content based on student performance

  • Mobile-First Design Optimized the experience for studying on-the-go, responding to research showing 81% of students used mobile devices to study

  • Gamified Elements Incorporated motivational design patterns to increase engagement without compromising academic rigor

  • Data Visualization Created intuitive dashboards showing progress and highlighting areas needing attention


The redesigned LMS platform positioned BNED perfectly for the unexpected surge in online learning that would come with the COVID-19 pandemic, helping millions of students access affordable education during a critical time.

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Cutting through confusion looks messy - helping visualise what product success should be

PROJECT DESIGN DELIVERABLES

Enhanced collaboration

Embedded Lean UX practices within Agile development to improve collaboration.

Introduced modular UI approach based on atomic design systems

Built mobile-first design libraries and ensured ADA/ WCAG2.1 accessibility compliance across all products.

Tracking usability and success metrics

Defined UX KPIs (SUS, UMUX, NPS) to measure and communicate design ROI

Mentored product and design teams

Raising process maturity and delivery quality

Results

Transformed traditional academic products into user-centered, data-driven learning platforms, improving usability, accessibility, and engagement across campuses.

Key Learnings

Design maturity grows through measurable impact.

When teams tie UX success to metrics, design becomes a trusted business partner, not just a creative function.

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Happy experiences shared by students and educators really helps boost team morale and confidence!

SAY HELLO

got an exciting idea or project? feel free to contact me to see how can we collaborate

SAY HELLO

got an exciting idea or project? feel free to contact me to see how can we collaborate