Genesys

Genesys

Shaping the future of a customer experience community

Genesys is the leader in cloud and on-premise customer experience solutions, helping companies deliver seamless omnichannel customer journeys. My team partnered with Genesys to create an umbrella brand combining a newly developed talent initiative and the company’s knowledge platform, Genesys University. This unified experience would attract and support professionals who want to continue to explore the boundaries of modern CX.

With the launch planned for their annual Xperience user conference, we had to dive in quickly. Our first step was researching and understanding the two pieces defining the new experience. The first, the knowledge platform, would allow customer experience (CX) professionals to learn new skills, maintain or earn new certifications, and train on the platforms to move their careers forward.

The second piece, the new talent initiative, would allow CX professionals of all experience levels to showcase their skills and prior experience to win new engagements. Additionally, companies looking for CX talent could search for, find, and match the right expertise for the project more quickly.

We began by creating a unifying concept to tie everything together. Exploring the vast unknown quickly became the foundation to build upon for several reasons. One, the space is inclusive. We all see and share the same sky, no matter where we are. Two, an awe-inspiring depth and vastness remind us we're part of something bigger than ourselves. And three, it evokes limitless opportunity as it beckons us to test our limits to explore it.

With a unifying concept, we began brainstorming names and visual identities that would unite the learning platform and the new talent platform. A few rounds later, the resulting name for the initiative, Beyond, and the learning and knowledge platform names, Create and Explore, respectively, point back to and support the idea of exploration.

The visual identity echoes that same theme by featuring a prominent horizon line showing the connection between the earth and sky in the photography. We continued the theme by using large amounts of negative space to keep content inviting and make it easily digestible. And we brought in essential graphics, such as the constellations, to reference learning paths. Ultimately, we wanted to inspire professionals where they are (earth) to look up and imagine what their careers could look like by going beyond.

We then applied the visual identity and unifying concept as we overhauled the knowledge platform, now Explore. It already housed an impressive, expanding body of content, so we knew the opportunity to deliver a modern, category-defining learning environment was big. This is why we ensured the new version was thoughtfully designed to meet the growing expectations of modern users who use it to prepare for the future.

Additionally, the platform needed to be intelligent about how it engages users to participate in learning. Rather than simply presenting a library of courses, the new site focuses on the outcomes learners seek. Once Genesys knows the learner’s desired outcome (e.g., “I want to become an expert in artificial intelligence”), they can recommend the right learning paths to help them achieve their goal.

3…2…1… Liftoff!

Genesys launched the program as planned at their annual user conference, Xperience, in front of thousands of people.

It’s been an enormous success, having been embraced at the highest levels of the organization, and customers have quickly adopted the new platform. Our work significantly shifted the perception of Genesys training inside and outside the company. And revenue from the program has spiked and continues to increase.

“We couldn’t be happier with the work for Beyond. It perfectly captures the essence of these two lines of business and allows us to grow and evolve as needed.”

Gregg Foster, (former) VP of Creative, Genesys