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The Challenge

Create a tool that finance students and professionals could use to help guide them in their careers. 

The Outcome

CFA Institute’s Career Mapping Quiz 

My role on the project

As the art director, I was able to help direct the project from initial concepts to completion. The site was marketed using HTML emails and social media that reached hundreds of thousands of people around the world.

The team involved in the creation of this project included UX Designers and Researchers, Front-End Developers, marketing colleagues, and content subject matter experts.

CFA Insitute identified an opportunity to better engage finance students and grow the audience. With the CFA Program being a series of intense exams most often taken by finance professionals already established in their careers, the goal was to raise awareness with this younger demographic about the value of pursuing the CFA designation.

The resulting product was a short quiz to help identify where a student’s skills and interests could be applied in various careers in the financial sector. The Career Mapping Quiz presented the questions in an online format that provided results based on the user’s input.

Career map quiz screenshot
Question 1 of the quiz
Career map quiz results screenshot
Example of a results page

Marketing efforts focused on social media engagement and an email marketing stream aimed at establishing relationships with students and young professionals to build a base of potential future customers of the CFA Program.

The outcome ended up being one of the most engaging marketing campaigns in terms of views and email subscriber growth. The new prospects entering the funnel exceeded expectations and opened up an audience that would be tapped for future marketing campaigns.

Career map Facebook post
Facebook post version 1
Career map Facebook post version 2
Facebook post version 2
CFA Institute Career Mapping Tool Email
Homepage

CFA Institute’s Career Mapping Quiz was a quick career assessment to see how students might fit into the world of finance. The website was created in close partnership with a design agency in London and the subsequent marketing materials were designed and created in-house.

ClientCFA InstituteYear2014CategoryCreative Direction, Branding, UI, UX
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