Education platform website

I participated in the redesign of an education platform website that acts as a central point for schools to manage digital learning tools and provide secure access to educational applications for students.

The brand aimed to resolve issues with the previous website, which didn't effectively serve its main audiences. This process included a comprehensive evaluation of the existing website, competitor analysis, and the creationt of new user flows and a structured website architecture to create a more focused and user-friendly experience.

MY ROLE

BenchmarkingArquitecture InformationUser Flows

Context and Challenge

Clever provides a centralized platform for schools to manage their digital learning tools, enabling students to access all the necessary educational apps in a secure and convenient manner. Additionally, it ensures the safety of student data.

The website failed to represent the brand and communicate its promise to the primary target audience.

Additionally, it served various audiences, resulting in conflicting strategies. From a business perspective, the main audiences were school district DAs and application partners. However, it suffered from unclear architecture and poorly designed user flows, particularly due to an high volume of traffic from teachers (secondary audience) and students on the homepage, who were attempting to access the product.

Project Goals

01.

District / School & Partner Leads increase

02.

Education & Support accesible

03.

Route students to the product (log in)

04.

Thought leadership content engagement

The Process

To begin with, the client provided information they already had of their target audience (client already had user personas created), a list of primary competitors, and a brief overview of key pages on their website. Additionally, the client shared the end-to-end sales cycle to identify any crucial website pages for this process, as well as a list of trusted websites with the best industry information. Following this, an evaluation of the current website was initiated and next problems were found:

Not clear user flows and information arquitecture
Value prop on homepage was not clear
As there is specific content for each type of audience, it all seemed splattered throughout the site
Lot of content, some of it was duplicated

Then gather all primary competitors, research secondary competitors and analyzed the information, highlighting notes about their website; content, site arquitecture, experience and UI design such as:

Value prop was shown big in homepage
Brand awareness seem to be the most common goal for websites
UI was not the best, lot of content and not visually pleasant
Navigation was well created so it was easy to identify user paths

The Solution

Developed user journeys for each user persona and established a structure for the website's arquitecture information.

Flows specific for defined user personas

UX Major Recommendations

After analyzing all the information, made the next recommendations to be considered for the IA.

Persona Focus -Landing Homepage

The homepage will be shown is a funnel page to segment user roles and take each to the most valuable information. (Goals 1 and 3)

Navigation divided by personas

Enclosed the 4 user personas into top 2 as this was possible to do, and so divided the information appealing for each. Even if products were the same, information for each persona was different it was not duplicated information. (Goals 1 and 2)

Get Starteds CTA for district admins and partners

Adding call to action "get started" at main pages for this persona to sign up page (Goal 1)

Login to Clever CTA on Navigation

Added CTA in Navigation as is always visible and accessible for all users. Proposed a CTA with dropdown so each persona was able to select their login.

Other Recommendations

Added Case Studies, Blog Posts and News and Events sections to help on leveraging engagement with Clever and Education.
Added call to action sections in the product pages for user to have direct CTA for pricing, lead generation page) - (Or to Clever Academy when it applies).
About page with more content, more approachable to people.
News and Events merged in one page and added filtering and search functionality.
Pricing page divided with tabs for partners and district admins so user didn´t get confused with both information.
All Resources merged in one page-Resources Library- to reduce single pages with similar layout, added filters.
Leveraged Blog and Clever Academy by adding full sections with links to this pages.