EMR Learning Center: Empowering customers with on-demand resources

Customer personas and pain points

EMR serves multiple customer personas, each with distinct needs and workflows:

Three critical findings from customer feedback

Through collaboration with the product SA team and analysis of customer feedback, we identified three major pain points:

Learning from industry examples

I researched how other data platform companies approached learning resources and in-product education. Two standout examples informed the design direction:

Competitive Analysis Databricks "Learn" Section — Comprehensive Resource Hub

Databricks provides a robust "Learn" section with documentation, events, training & certification, demos, and extensive resources. Their approach includes video content, demo library, and organized learning paths that help users navigate complex data platform capabilities.

Competitive Analysis Starburst Resources — Categorized Learning Materials

Starburst organizes resources by type (Data Sheets, Case Studies, Videos, eBooks) with filtering capabilities. Their Data Mesh Resource Center provides curated access to specialized content, demonstrating the value of well-organized learning materials for complex technical products.

These examples validated the approach of creating a dedicated learning hub while also highlighting opportunities to differentiate through contextual help integration directly in workflows.

Initial wireframes and information architecture

The Learning Center page would feature categorized resources with flexible viewing options and search functionality. I explored information architecture, wireframe layouts, and interaction patterns.

Information Architecture Learning Center Structure and Navigation

The IA defines how customers navigate from any EMR page to the Learning Center, browse categorized content (tutorials, videos, diagrams, resources, integrations, recommendations), and access detailed resource pages or recommendation pages. Toggle views between thumbnail/list and table formats.

Wireframe Diagram Repository and Modal Interactions

The wireframe shows how diagrams are organized in the repository (left) and how they can be expanded in a modal view (right) for sharing and downloading. This provides customers with visual learning resources that can be easily accessed and shared.

Wireframe Tutorial Detail Page — "How to Create an EMR on EC2 Cluster"

Tutorial detail pages provide overview, prerequisites, expected outcomes, notable reviews, and suggested steps with share and download options. Users can also play/download tutorial audio files for learning on-the-go (walking, driving, flights).

Mapping resources to workflow touchpoints

Once EMR built a repository of resources, the proposal was to integrate Learning Center assets with existing workflows by mapping them to task-critical points throughout the UI.

Concept Resource Mapping Strategy

The UI would feature resource icon clusters (video tutorials, diagrams, tips) at key workflow positions such as creation flows, administration and monitoring, and data processing tasks. For example, EMR on EC2 cluster creation can be challenging, so adding helpful insights in critical areas could help customers complete the task successfully and quickly.

UI Integration Knowledge Cluster Icons — EMR Studio Creation Flow

Resource icon clusters appear at key workflow positions where specific knowledge gaps may exist. In the EMR Studio creation flow, icons provide access to diagrams that open in modals, offering visual explanations of complex workflows at the exact moment customers need them.

Learning Center asset management workflow

A critical component of the proposal was defining how assets would be created, reviewed, and integrated into the Learning Center. The process includes eight key steps:

Process Flow 8-Step Asset Management Process

The workflow starts with identifying knowledge gaps from customer feedback, deciding on asset type (video, diagram, audio, etc.), collaborating with experts to create resources, reviewing and finalizing content, entering into the repository, implementing in the UI, mapping to relevant locations, and finally tagging and monitoring for effectiveness.

Implementation From Creation to Implementation — 3-Step Integration

Once created, resources follow a three-step path: (1) entered into EMR repository, (2) added to Learning Center UI with proper categorization, and (3) mapped to relevant UI locations via reference icons to provide on-the-spot contextual help throughout customer workflows.

Continuous advocacy and iteration

Throughout the concept development, we conducted multiple deep-dive presentations with partners, an org-level UXDD (UX Design Discussion), and specific meetings with solution architects to present and discuss the initiative.

Key feedback themes:

Next steps defined:

• Continue partner discussions (PM, docs, dev)
• Conduct qualitative research and customer interviews (internal and external)
• Additional workshops with service experts, PMs, dev, and UX
• Validate North Star, problem, value, process, and growth metrics
• Draft a formal process for insight asset management
• Explore cross-service partnership opportunities (Athena, Redshift, etc.)

Design as advocacy

The EMR Learning Center project exemplified the role of design in advocating for customer needs within a large organization. While the concept faced challenges around desirability, feasibility, and viability, the process of research, design, and continuous stakeholder engagement helped surface critical customer pain points and propose tangible solutions.

Key learnings from this project included the importance of starting with an MVP approach, building cross-functional alignment through workshops and presentations, and using customer quotes and feedback as powerful advocacy tools. The wireframes and process documentation served not just as design artifacts, but as conversation starters that helped the broader team visualize possibilities and discuss tradeoffs.

This project reinforced my belief that great design work isn't just about the final deliverable — it's about facilitating important conversations, challenging assumptions, and relentlessly advocating for the customer experience.