User
"I value the practical tips in your classes and want more; they help me learn, engage more, and make the most of my investment."
Confirmed by UXR and data
San Diego, CA
About
Sessions by MasterClass
Sessions by MasterClass is a new hands-on format by MasterClass where you can learn alongside the world's best by working on projects and activities as part of a structured curriculum.
Challenge Accepted
4 Months to Deliver
We had four months to launch Sessions before Christmas, balancing the learning experience with a fixed deadline for the holiday gifting season.
The Problem
Business
There's potential to improve diversity in learning formats, personalization, skill development, community engagement, and real-world applications.*
Based on public and Internal Research
*Metrics: User Satisfaction, Engagement, and Retention
Market and User Insights
Schedule
Structured journey: schedule, sections, accountability.
Personalization is Key
Onboarding, section selection, skill levels
Teaching Assistant
Community space with TA and Instructors
Need for Practice
Submission tasks, activities, community
Competitive Analysis
Confirm Assumptions
User Obsession
in Action
UserTesting.com, Zoom User Interviews, surveys, prototype testing, card sorting, A/B testing
Home & Task Research
“Clarity and guidance is necessary when it comes to preparing and completing tasks”
Discovery Research
“The MasterCamp hub page was where things clicked and it peaked their interest”
Community Research
“For some, private TA feedback is more important than public forums”
Member Research
“Getting materials can be a challenge for international users”
Ideate
Features List
Based on Value Proposition Canvas
Discovering New Formats
We compared formats by member value, build effort, price, time commitment, word of mouth, and impact to choose a direction.
Final Format
30-day guided sessions, where you practice your skills and achieve tangible outcomes upon completion.
Roadmap Planning
Ideas Prioritization
User Problem: I value the practical tips in your classes and want more.
Business Goal: Real-world applications.
How Might We:
“How might we bridge the gap between theoretical knowledge and its practical implementation in real-world situations?”
Idea: Activities
- Impact
- Confidence
- Effort
- Research
- Yes
- Data
- Yes
- Score
- 12
Cross-functional Team
Marketing, Brand, Content, PMs, Devs, Data, Designers
Execution
Thousands of Pages
Optimizing Engagement
We conducted an experiment to test different thumbnails on the homepage and found that action shots outperformed the control in terms of clicks (+7%) and user sessions (+3.9%). On the other hand, the impact of high-quality headshots on clicks was inconclusive, but they showed better performance on user sessions (+7.6%).
Iterative Approach
Craft
iPhone, Android, Web
Dark Mode
I designed the dark-mode experience for Android first, giving members a choice of viewing styles. The design carries the same content, navigation, and hierarchy across light and dark surfaces, with careful attention to contrast and readability.
Web ADA Compliant Design Solutions
Outcomes
From watching to participating.
Sessions gave members a structured path from lessons to hands-on projects, with practice and community built into the learning experience. As Staff Product Designer, I helped shape that journey across the hub, curriculum, and community. These are reported product outcomes from the team’s work.
Reported member retention.
Reported increase in content consumed.
Reported improvement in Net Promoter Score.
90% of members completed sessions and renewed their membership, resulting in a year-over-year revenue increase