Learning Management System
Siraj Salim
UX designer
Made with

Learning Management System

for SCM World (now a Gartner company)

SCM World [Supply Chain Management World]

SCM World is a cross-industry learning community, powered by the world’s most influential supply chain practitioners. We exist to advance the profession of supply chain management. Our vision is to shape the future of supply chain for consumers, for business and for the lasting benefit of society.

My Role: 

As a hands on UX designer and head of product; I was responsible for understanding and documenting user journeys, analysing the data obtained from the current users’ interactions with the system, create high fidelity prototypes and managing the design and development process for their new LMS product. 

The challenge

When I joined SCM World we had an existing Learning Management System (LMS), which was built on top of a CMS (Content Management System) Ektron. Due to it being a CMS it had it's own limitations and wasn't good enough to serving the growing needs of the organisation

In summary; the organisation was facing the following challenges

  • Current system wasn't scalable. with the growing number of clients; managing accounts was becoming very difficult. 
  • Delivery mechanism of the content was a very manual process e.g. the schedule for consuming modules, attending events, and webinars was delivered via a PDF document. 
  • Integration of the current system with Salesforce and Data Analysis software was very weak causing errors and missing of automated data transfer requiring manual verification and manipulation.

Problem identification

Methodologies and avenues:

I used the following methodologies and avenues to identify the existing problems & user behaviours: 
  • Interviewed internal stakeholders to understand the product vision
  • Looked at the data from Google Analytics 
  • Observed site maps 
  • Subscription renewals and reasons for unsubscribing
  • User interviews

Key learnings from Internal stakeholders and analysis:

The following is the crux of the key learnings from the above interviews and analysis.

  • Inconsistency in communication from our staff to our prospective clients. The product messaging wasn't well defined and everyone had their own, albeit correct, versions of what the product and service offerings are
  • Learning journeys were not supported 

Key learnings from user interviews: 

  • Users not being able to find the curated course material for them on the portal, they had to refer back to the PDF they received via an email. 
  • Users could not track the progress of their learnings or keep up with their schedule. 
  • There were no pre-defined / on-demand courses for them to take. Although they had the entire catalogue of the modules and subjects at their disposal. 


Based on the stakeholder and user interviews we identified three personas. These personas predominantly helped shape the product. 

Flow diagrams

SCMWorld organised a lot of events which helped their current members with one to one meetings and their potential customers realise the value of their offerings. In this regard SCMWorld used a lot of tools. 

I created flow diagrams for everyone to understand I created and refined the following two flow diagrams:

  • Event path across functional groups 
  • Products and tools used

Event path across various functional groups
Event path across various functional groups
Products and tools used during the event path
Products and tools used during the event path

Learning Journeys

Learning journeys was THE significant part of SCMWorld's offerings. Based on user interviews and feedback from the stakeholders, we came up with a few versions of how to show bespoke learning journeys to our clients. The idea here was to show them a timeline of what they need to do when and what takes priority. 

Version 1: 

  • We used quarterly timelines with the current one being expanded by default.
  • We used a status bar with the content status as a filter in a bar for (All, Not Started, In Progress, Completed, Overdue).
  • Icons for representing the 'type' of content. 

Version 2: 

  • We used the same quarterly timelines with the current one being expanded by default. 
  • Instead of statuses bar; we decided to make the title of the module / quarter more prominent
  • We also decided to show the completion status along with highlighting the most important one in the green so that they know what to do next. 

Internal testing resulted in us going with the version 2. We did some external user testing once after we had designs in had and it was very well received 

Version 1
Version 1
Version 2
Version 2


Based on all of the above findings, we created mid fidelity wireframes using Balsamiq. 

We reiterated the concepts and with some minor changes to sections other than the learning journeys specified above; we were able to obtain the sign-off on the wires.

Responsive design - web & mobile

Our user interviews clearly stated our users use multiple devices to access learning content and that dictated us doing the responsive web design. We also considered creating mobile app but deferred it until later due to time and budget constraints.

My job was to oversee the design process and ensure that all the user journeys are covered.


We developed this product with Kineo. We used their existing solution and build the entire required functionality on top of it. 

It was my job to manage the product development. I managed the development team at Kineo and was also responsible for the integration of data and analytics into the product whilst leading the respective team within the organisation. 

Next steps

The product was released in a controlled beta fashion to a few clients and is now live for all the members of SCMWorld (now part of Gartner). 

Mobile application development was scheduled to be next allowing users to take the learning content offline. 


  • Working closely with the marketing team was a great learning experience for me. I got to learn things I never thought would affect the UX decisions I'd take for the product.  
  • Another big learning form this project with respect to UX was the product integration bit with third party educational content providers and how the systems talk to each other when it comes to data interoperability
  • Working across multiple teams and ensuring that they understood user journeys required a lot of effort due to dispersed teams
  • The inner workings of CRM also had some influence on the design of learning journeys. This was really important so that the updates from the LMS and learning journeys could be integrated into CRM, which in turn generated quarterly reports for senior members and yearly reports for C level.
$1 mil
Teams working together
Team members
Months of development