CompTIA / Content-rich experience to spark interest in emerging tech
Audience research, Branding, Content strategy, Measurement strategy, Video and multimedia, Website design, Website development
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Make the tech industry accessible.
The demand for professionals in technology is higher than ever, yet the bulk of people entering the workforce or seeking a change view careers in IT as inaccessible. CompTIA, a leading IT trade association, approached Threespot to develop the Future of Tech, a top-of-the-funnel digital property that aims to make emerging technology interesting, thought-provoking, and relevant to future generations of professionals.
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Producing compelling content.
The heart of this project was using deep audience research and consistent testing to create unique, engaging content for an audience that was overstimulated and in-demand. Through our research, we developed a persona called “The Pioneer”—early-career individuals interested in tech but not sold on tech as a career—and focused the project on reaching this group. Such a laser focus on the audience enabled us to craft a brand, design system, user experience, and content offering that specifically engaged this narrow target.
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Keeping learners engaged.
Through multiple rounds of testing from prototype to production, we evolved the product and content into a cohesive digital tool that includes a range of videos, interactives, long-form text, quizzes, data visualizations, and more.
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Detailed, informative long-form text serves teachers and more experienced audiences. We peppered BuzzFeed-style polls and playful clickable interactives throughout the site to keep “Pioneer” audiences engaged.
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Threespot wrote, storyboarded, and produced a total of ten videos for the site: five chapter overviews (including two with original stop-motion footage) and five animated deep-dives.
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The site and its content are unified by a visual identity for Future of Tech that balances trustworthiness and playfulness.
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See Our Work in Action
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