Education Platform Website
This brand 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.
CROSSFIT
2023 TEAM PROJECT
CLEVER
2024 TEAM PROJECT
// COMPETITOR RESEARCH
// ANALYSIS
// ARQUITECTURE INFORMATION
The website failed to represent the brand and convey its promise to the main target audience. Additionally, the website catered to multiple audiences, leading to conflicting approaches. The primary audiences from a business standpoint were school district DAs and application partners, respectively.It lacked a clear information architecture and well-planned user journeys for the audiences, as the majority of visitors to the front page were teachers (a secondary audience) and students (who are trying to access the product, but in much larger numbers than teachers).
Project Goals
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:
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Not clear user journeys or information arquitecture
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Value prop on homepage was not clear
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As there is specific content for each type of audience, it all seemed splattered throughout the site
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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:
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Value prop was shown big in homepage
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Brand awareness seem to be the most common goal for websites
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UI was not the best, lot of content and not visually pleasant
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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.
UX Major Recommendations
After analyzing all the information, made the next recommendations to be considered for the IA.
01
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)
02
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)
03
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)
04
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
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Added Case Studies, Blog Posts and News and Events sections to help on leveraging engagement with Clever and Education.
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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).
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About page with more content, more approachable to people.
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News and Events merged in one page and added filtering and search functionality.
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Pricing page divided with tabs for partners and district admins so user didn´t get confused with both information.
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All Resources merged in one page-Resources Library- to reduce single pages with similar layout, added filters.
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Leveraged Blog and Clever Academy by adding full sections with links to this pages.