Overview

A few years after the corporate website was built, our company's core product has changed and evolved, therefore the contents on the website were outdated. We heard from our website visitors that it was difficult to understand the product value and capabilities. Since the website is one of the most important marketing channels, it is a critical issue that the website could not well represent our products and appeal to potential partners.

Design Goals

Our objective was to build a website that could show our product values in a simple and effective way to attract our potential partners and differentiate us from other similar companies. Below is a list of goals that supported our objective and allowed measuring success.

• Getting more contacts

• Increase time on page and reduce bounce rate

• Create a base for scalability for the future

• New look and feels that establish we are a big data company specialized in education

• Updating the site to be more modern

My Role

I was responsible for designing the whole new website from ideation and research to wireframe, and visual design

Research

Evaluate existing website

Before jumping into designing the new website, I listed down problems in the current website to come up with strategies for the new one. Overall the existing website didn’t convey well who our target audience was and what is the primary desire and pain points that we would like to solve as well as what makes us different from our competitors.

Key Findings

• Main hero image and message were very vague could’t catch the audience eyes quickly.

• The website had too much text and the tone of the language was too academic which makes it very difficult to attract a broad audience.

• The overall look and feel were not very attracting

• Contents were outdated. Some of the old product information still existed mixed with the new product information that made our visitors confused about what our primary focus area was.

Stakeholder interview

I talked with stakeholders in our company, especially our CEO and co-founder have many chances to meet potential partners and get feedback about our website. They shared that feedback and their insights with me. We tried to find strategies on how we wanted to position our company and how we could differentiate our product from a similar type of products.

Key Findings

• Our potential clients couldn't understand well how our platform could help their products.

• AI and Machine Learning is a hot topic in the Edu tech industry, especially in Asian markets.

• We would like to clearly show what is our key differentiator since there are some companies that try to provide similar services to the ones we offer.

Final Design & Solutions

Create new powerful visuals to show our platform value at a glance

Since our company business focus shifted from early learning and educational games to big data, we needed to come up with a new visual language and message to attract new target audiences. For the hero image, I wanted to create a powerful image that could represent our platform. One of the key features of our platform is designed to draw data from diverse sources - learner's performance, parent/educator input and even from different products to produce a holistic picture of the learner. I created a hero image to illustrate this feature with isometric style and updated color palettes to attract our target audiences. This hero image became the base for creating the new visual language for the entire website.

Showcase the value we brought to our partners

Giving tangible examples are a good way to help our visitors to understand how our platform works. From the front page, visitors can see the value we brought to our partners. In the use cases page we present the use cases of our platform for different types of businesses.

Highlight our key differentiator

Measuring and analyzing complex learning products is very challenging. We have world-class learning scientists who are experts at applying learning sciences to big data. To highlight this key differentiator we have a page dedicated to presenting our experts' work, quotes, and bios to gain the trust of our product.

Process

Information Architecture

Wireframes

High-fidelity Design