HashiCorp certification redesign
This project started from a simple, but necessary question: Do we really understand what drives practitioners toward certification? Not just functionally, but emotionally, professionally, and personally. The goal wasn’t just to validate assumptions; it was to see what stories we’d uncover if we truly listened.
We launched a qualitative study using Respondent.io to connect with a diverse group of users, walking through their certification journeys—what motivated them, what confused them, and where confidence faltered. I led the study design, scripting, and participant flow, ensuring we framed our questions in a conversational and open way, but still gave us the rigor we needed to synthesize meaningfully. SO much opportunity for true impact.
What made this one resonate:
We hit a few “a-ha” moments early on, specifically around how different users assigned value to certification. For some, it was about leadership credibility. For others, personal growth or internal recognition. These distinctions challenged the way we were shaping the narrative around the certification experience.
Impact:
The findings are already shaping UX enhancements across the certification ecosystem—from how we frame entry points, to the pacing of information, to clearer signals that reinforce progress. It’s been especially rewarding to see this work create more space for confidence-building along the way, not just at the finish line.