Food Compliance HQ: Learning That Works

Overview

Food Compliance HQ was created as a pivot project from Teach HQ, targeting the food compliance and safety training market. The platform offered a mix of free and paid courses aimed at professionals seeking CPD-accredited, accessible learning.

My Role

• Branding and visual identity: Designed the logo and developed the brand identity using Figma.
• Content creation: Wrote, co-wrote, and proofed course materials; curated and adapted supporting images.
• AI integration: Used ElevenLabs to generate audio versions of course lessons to improve accessibility.
• Site development and testing: Worked closely with a remote development team (Brazil-based), conducting rigorous UX and functionality testing.
• Accessibility initiatives: Identified and implemented accessibility features with the dev team, including adjustable text size, moveable panes, keyboard shortcuts, audio integration, and more.
• Instructional design: Planned user journeys and learner workflows from sign-up to course completion and certification.
• Help & support systems: Created a full suite of support articles and videos in Intercom to guide users through the platform and learning journey.
• Marketing strategy: Developed and implemented marketing strategies across email, social media, and search channels using tools like Google Ads, SEMrush, and Hotjar.
• Promotion: Promoted to Head of Marketing based on early success in audience growth, lead generation, and engagement metrics.
• Blog content creation: Wrote a series of blog posts to support SEO, drive traffic, and educate users on food safety, compliance updates, and platform features - blending instructional tone with audience-friendly writing.

Logo and Branding

I created the logo and full brand identity for Food Compliance HQ, aligning closely with Teach HQ’s established colour guidelines. To reflect the brand’s food safety focus, I selected vibrant, food-inspired colours: Green (#4B6B4C), Orange (#E25B46), and Yellow (#FBBD54), complementing Teach HQ’s existing dark blue (#3E505B). After experimenting with various ideas, I chose a simple pear icon that maintains clarity and visual appeal across different sizes and contexts.

Key design considerations:

• Simple, adaptable logo design suitable for both digital and print media.
• Ensured readability at all scales, from favicons to marketing materials.
• Colours strategically selected to evoke food and freshness.

User Journey

I managed the instructional design and content production for Food Compliance HQ’s online courses. I structured clear user journeys—guiding learners smoothly from initial course selection through interactive lessons, accessible content (including keyboard shortcuts and audio narration), varied assessments, and certification upon successful completion.

Specifically, my responsibilities included:

• Structuring and proofreading course content to ensure clarity and accuracy.
• Designing interactive lessons, ensuring ease-of-use with built-in accessibility features.
• Creating graphics and selecting high-quality images that complemented learning outcomes.
• Occasionally producing instructional videos to enrich course content.
• Creating narration scripts for voice-overs, and generating clear, engaging audio content.
• Developing diverse assessment formats, including multiple-choice and true/false questions, to effectively evaluate learning.
• Designing intuitive, encouraging messages to celebrate learner achievement.
• Developing post-course feedback surveys to continuously enhance course quality and user satisfaction.

The gallery below showcases the learner's experience, from initial course selection to final certification and feedback collection.

User Guides

• Created detailed user guides covering key site processes, including account registration, course enrolment, navigation tips, and troubleshooting steps.
• Developed these guides in Intercom, using various media such as graphics, videos, and interactive text boxes.
• Adopted a simple, helpful, and friendly language style to guide users effectively.
• Trained the AI chatbot responsible for customer support on the Food Compliance HQ platform.

The gallery below demonstrates an Intercom user guide on navigating courses.

Videos were produced in iMovie, with scripts written by me and voice-overs generated using ElevenLabs.

Blogs

• Authored blog content for Food Compliance HQ, covering a range of styles from clinical insights to practical advice.
• Clinical blogs focused on clear, factual explanations of food safety regulations, compliance standards, and industry best practices.
• Advisory articles provided straightforward guidance to help readers implement compliance measures effectively.
• Adjusted writing tone depending on the audience, blending instructional clarity with accessible language.
• Blog content aimed to educate users, boost SEO, and drive traffic to the Food Compliance HQ platform.
• Topics included regulatory updates, food safety tips, platform features, and practical steps for businesses to maintain compliance.

Tools & Systems used

Project Management, Task Management, Communication
Jira: Tracked development issues and coordinated feature updates
Monday.com: Managed project timelines, content workflow, and team tasks
Trello: Used to plan and monitor content production and reviews
Microsoft Teams: Primary tool for internal communication and file sharing
Fiverr and UpWork: Sourced and managed freelance contractors for design, QA, and development work

Content Creation & Design
Canva: Created graphics, course visuals, and branded assets
Adobe Illustrator: Designed high-fidelity visuals and logo elements
iMovie: Edited video lessons and promotional content
Vimeo: Hosted and edited course videos, embedded within lessons

AI Tools
MidJourney: Generated AI imagery to support course content and branding
ElevenLabs: Used to generate AI voiceovers for narrated lesson content
ChatGPT and Claude: Assisted in drafting and editing course content

Platform & Development
Custom-built platform: Developed with a remote dev team, tailored specifically for FCHQ
Bolt: AI-based design and prototyping tool used during early web development