Overview
A few years after the corporate website built, our company's core product has been changed and evolved and contents on the website are outdated. We hard from our website visitors that it's difficult to understand the product value and capabilities. As one of the most important marketing channel, the website was not functioning well.
Design Goals
Our objective was build a website that can show our product values simple and effectively to attract our potential partners and differentiate us from other similar companies. Below are list of goals that can support our objective and measure the success.
Increase time on page by 35%” or “reduce bounce rate by 15%.
Getting more contacts
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 ideal, research, wireframe, and visual design.
Research
Evaluate existing website
Before I jump into the designing new website, I would like to list down problems in the current website to come up strategies for the new website. Overall the existing website doesn’t convey well who are our target audience and what is the primary desire and pain point that we would like to solve and what makes us different from our competitors.
Key Findings
Main hero image and message are very vague can’t catch the audience eyes quickly.
Contents are outdated. Some of old products information still exist mix with new products information that makes our visitor confused what our primary focus area.
The website has too much text and the tone of the language is too academic which is very difficult to attract to broad audiences.
The overall look and feels are not very attracting
Stakeholder interview
I've 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 those feedback and their insights to me. We tried to find strategies on how we want to position our company and how we can differentiate our product from a similar type of products.
Key Findings
Emphasizing AI and Machine Learning since AI is a globally hot topic in Edu Tech.
Give a spotlight on our Learning team since we have the best learning scientists and this could be a key differentiator.
Showcase our work with clear real-world examples. We should bring up the work we did for our partners and how they have benefited using our product.
Competitive Analyze
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Final Design & Solutions
How can we show the value of our product simple and effectively to attract our audience - Strong headline + hero illustration indicate high tech, AI, Machine learning
How can we connect our value proposition with real tangible examples - Showcase the value we brought to our partners
How can we differentiate our product from others - Highlight our platform and experts who build behind
Strong headline + hero illustration indicate high tech, AI, Machine learning
WHAT WE DO - Kidaptive’s Adaptive Learning Platform (ALP) provides cross-product adaptivity as well as custom behavior detection and performance prediction models for digital learning companies that need to create a personalized and insightful experience across products.
WHO ARE WE DOING FOR? - Educational company that have a lots of data and would like to know learning outcomes of their products.
WHY US? - Powerful AI engine, Expertise, Universal learner model