About the Project
Our client, a prominent educational solutions provider, approached us with a unique challenge: merge three distinct brands - Teaching Channel, Insight Advance, and Learner’s Edge - into a single cohesive website. This endeavor aimed to streamline their diverse product offerings while catering to two distinct audiences: teachers and district administrators. The client also sought to revamp their eCommerce experience, create an extensive content hub, and adopt an entirely new brand direction. The project spanned six months, during which we were tasked with reimagining their online presence to align with their vision.
Discovery and Planning
To ensure a successful transformation, we embarked on a comprehensive discovery and planning phase:
User Behavior Analysis
Leveraging the Hotjar platform, we delved into user behavior patterns, identifying key user paths that would be retained in the new website design. This insight was crucial for maintaining a seamless experience for their target audiences.
Content Audit and Sitemap
We conducted an exhaustive content audit using Google Analytics to comprehend traffic trends. This guided the creation of a comprehensive sitemap, laying out the website's structure and defining the scope of the project.
Competitor Research and Stakeholder Interviews
Thorough competitor research and heuristic analysis allowed us to glean insights into industry best practices. Stakeholder interviews, ranging from C-suite executives to end-users (teachers and administrators), provided valuable perspectives to shape the design direction.
Information Architecture
We created a detailed sitemap that formed the foundation of the website's information architecture. This process ensured intuitive navigation and seamless user journeys for the diverse audiences.
Design and Delivery
The design and delivery phase focused on translating insights into tangible outcomes:
Design & Prototyping
Collaborating closely with SEO, Content Strategy, and development teams, we transformed 50+ wireframes into fully prototyped designs within an accelerated timeframe of 6 weeks. This swift transition was essential to meet the aggressive project schedule.
Enhanced eCommerce Experience
We crafted an enhanced eCommerce experience, allowing users to seamlessly purchase online teaching resources and certificate bundle packages. This experience included in-depthfiltering capabilities, buy-up & discount package opportunities, and syllabus download landing page strategies.
Robust Content Hub
To accommodate the extensive content needs, we developed a content hub that served as a repository for hundreds of blogs, video content, podcast episodes, and more. This content-rich environment aimed to engage users and encourage repeated visits.
Gated Content Strategy and Email Campaigns
Inclusion of gated content facilitated lead generation for email campaigns. This strategic approach enabled the client to capture valuable user information and nurture ongoing engagement.
Offshore Development Collaboration
We managed offshore development teams through scrum meetings, status calls, and collaborative sessions. Our oversight ensured that the design vision was accurately translated into the final product.
Usability Testing and Validation
To validate our design approach, we conducted usability testing using the Maze platform. This step was crucial in identifying potential pain points and refining the user experience.
Outcome
The culmination of our efforts was a unified, user-centric website that seamlessly amalgamated three distinct brands. Through meticulous planning, collaborative design, and rigorous testing, we successfully navigated the complexities of merging diverse product lines and audiences. The revitalized eCommerce experience, robust content hub, and clear user paths for teachers and district administrators resulted in an engaging online platform that aligned with the client's goals and brand direction.
