The I School
Preschool/Daycare Center in Katy, TX
Increased school tour visitors by 12% and boosted the likelihood of enrollment conversion by 60%.
Context & My Role
Due to a new management turnover, The I School requested a remodeled website with updated information. As the UX designer, I designed a new navigation bar, established updated typography, created a seamless information flow, and integrated a functional tour scheduler.
Client
The I School
Tools
Figma, Photoshop
SquareSpace
2 Weeks
Time Frame
Platform
Objectives
🔍
Identify the underlying reasons for the website’s poor navigation to optimize user journey.
💡
Improve information hierarchy to better aid in user comprehension.
📈
Drive tour sign ups and enrollment rates by enhancing website experience with clarity.
Design Proposition
After extensive meetings and discussions with the client, we successfully identified key areas for improvement that could potentially enhance enrollment rates. I subsequently presented several redesigned prototypes, each of which prioritized user experience by strengthening brand identity, restructuring the information hierarchy, and integrating a scheduling system designed to bolster brand credibility and encourage sign ups.
Discovery & Recommendations
Discovery 1
👩💼
Hi, so we have a website already but I want it to be cuter since it’s a preschool. I’m thinking pastels & cartoon-y.
The original web design for The I School failed to emanate an environment that is welcoming and appropriate for the brand. The overall aesthetic and messaging were unsuccessful to resonate with the quality of care that The I School provide, associating with early-childhood development, such as warmth and approachability.
Inconsistent Color Use
The previous web design lacked a defined color guide even though the programs showcased subtle differences.
Irregular Font Use
The inconsistent use of sans serif and serif fonts creates an impression of disorganization and lack of professionalism, which is contrary to The I School's intended image.
The absence of graphic characters may make the website to feel less "cute" than desired by the client.
Recommendation 1
Of course, let’s make the website super cute and welcoming :)
୨୧.w
Enhance user trust and branding by devising clear color and typography guidelines, addressing website aesthetic and readability.
Adding graphic elements to enforcing a cutesy and preschool feeling. Each bird was chosen to represent each program that The I School provide.
Outcome
The client was thoroughly pleased with the new graphic elements, emanating the vision and mood board presented. The defined guidelines for font and typography presents a more succinct feel.
Discovery 2
👩💼
The information on the website is outdated and it can be confusing for customers to find what they need.
The original web design for The I School harbors outdated information causing customer confusion and poor navigation causing unintuitive user flow.
Easily Outdated Information
Information can be easily outdated due to how specific the content is and can be misleading for parental expectation.
Impractical Navigation
While users can easily spot the desired content at the home page, the navigation bar disappears once users enter a specific page. Users would then have to go back to the home page to access other programs or content.
Recommendation 2
I understand, let’s organize the updated information!
୨୧.w
Replace outdated information with updated content, organized in a logical flow to ensure customers can easily navigate and find their desired content effortlessly.
Enhanced user comprehension and experience of The I School’s value proposition by strategically guiding them to their desired destination and prioritize user-relevant features first.
Short preview line of the school’s mission.
Improved Information Access
Prioritized user need by utilizing CTA button to direct users to their desired content.
Organized Specific Information
Autonomize users by allowing users to discover their desired content, organized by age group and decorated by their correspondent bird mascot.
Encouraged users to delve deeper into The I School’s offerings to increase engagement and facilitating informed decision-making.
Improved User Flow
Encourages users to explore more or preview the enrollment packet.
Showcase positive experiences from parents, influencing enrollment decisions and helping with The I School’s service offerings based on their feedback.
Brand Credibility & Customer Trust
Share parental stories and experiences to foster trust in The I School’s childcare.
Outcome
After reorganizing the information hierarchy and website content, The I School revealed that access to information makes a lot more sense now, hinting at better user comprehension of The I School’s programs.
Discovery 3
👩💼
Some parents may be interested in visiting the school before enrolling their child. It would be nice to have a scheduling system instead of manually scheduling each parent for a tour.
Given the recent management turnover, implementing a scheduler would facilitate a smoother transition for The I School’s staff, streamlining the management of both the school operations and tours.
Recommendation 3
That makes sense! SquareSpace uses Acuity Scheduling, would that work for you?
୨୧.w
👩💼
Yes! I just need help setting it up.
SquareSpace had acquired Acuity Scheduling, allowing The I School to implement a scheduling system for easier customer acquisition or inquiry.
Firm Tone of Voice
Bolded and diction draws user attention towards The I School’s needs.
User-Relevant Information
Pairing relevant information to parents who are interested in touring the school for a rationalized experience.
Integrated Acuity Scheduling with customized time slots, allowing parents to schedule tours at times predetermined by The I School and their operational system, thereby minimizing the risk of miscommunication.
Outcome
Tours are pivotal events for prospective families, greatly influencing their perception of The I School’s safety and nurturing environment. By integrating a scheduler, we increased the number of tours by 12% and boosted the likelihood of enrollments by 60%.
Concluding Thoughts
Navigating a client relationship calls for effective communications and delivering high value, pertaining to both the challenges of my professional and personal growth. Given the circumstances of a time constraint, I had to rely on client knowledge of their target user upon organizing The I School’s program services.
⏩ When given the opportunity, I would personally conduct usability test to gather data on both successful and unsuccessful user interactions to make informed design decisions to improve the website’s overall effectiveness. Currently, I am relying on Katlyn’s feedback on their user interaction and direct school impact.