TIMELINE
May 2022 - July 2022
MY ROLE
UX/UI designer designing a business website for AIM Education
ABOUT THE CLIENT
AIM Education is one of the best VCE tuition institutions in Melbourne, Australia. The company provides students with a comfortable learning environment, to enable students to study effectively, block negative thoughts, relax and build friendships with others. The company offers tutorials on various VCE courses covering from Yr 7 to Yr 12, and free trial courses are available to students and their parents before they decide whether to continue studying with them.
PROBLEM
Making the website well-organized and easy to navigate with informative content.
AIM Education only had a very simple landing page on its original website and showed nothing about its courses and tutors. After discussing with the client, we decided to re-design their website from the beginning rather than build upon their original one.
THE GOAL
Design a business website for AIM Education for marketing purposes.
Build brand identity by improving the usability and appearance of the website. Enable online enrolment to make the website more functional. Build a Blog page, which allows the company to share content regularly to improve brand awareness.
USER RESEARCH
The users of this business website are international VCE students from China and their parents.
Since the website is mainly for marketing purposes, I had a meeting with my client before conducting user research. The goal of the meeting was to help me understand what marketing content they would like to show to the users, and what features they were looking for applying to optimize their customer service. Let’s see what they were expecting!
“We are looking for a way to improve our enrolment process. We expect that this process can be much smoother and faster, and save our time for filling the paper forms face-to-face.”
“Instead of spending lots of time on consultation, we want to let the students or their parents know as much as possible about our courses before coming to our office. But we are afraid that long paragraphs will mess the website up”
After the meeting with my client, I conducted remote interviews with 6 interviewees, 3 of them are parents, and the others are VCE students in different year grades. Let’s see what they were expecting!
“Normally, the information on the VCE tuition school's website is limited and less useful than I expected. Therefore, I had to contact them and spend lots of time on understanding what they offer. This makes me feel struggle and angry.”
“I was always worried about whether the tutors are really qualified. I don’t want to waste my money. There are plenty of VCE tutors and tuition schools. Which one should I choose?”
PAIN POINTS
Limited Information
Limited course instructions make users confused and unable to make decisions.
Reliability
Students and parents are worried about tutors' qualifications, and afraid of wasting money.
Slow Enrolment Process
The paper enrolment form is inefficient and hard to document securely.
COMPETITIVE AUDIT
PERSONA + USER JOURNEY
STORYBOARD
BEFORE
AFTER
SKETCHED WIREFRAME + LO-FI PROTOTYPE
USABILITY TESTING
The layout of the design was good, and the users felt satisfied.
The Blog&News page was too classic, the users wanted a more attractive page layout.
Users thought online trail sessions were useless. Instead, most of them preferred a face-to-face session. The client agreed with this as well.
FINAL WEBSITE DESIGN
NEXT STEP + LESSONS LEARNED
Next Step:
Assisting content manager from AIM to complete the content writing.
Refine the design according to the final copy of the content.
Document the design and pass them on to the developer.
Lessons Learnt:
Communicating with the client effectively is important throughout the whole process of design.
It is hard but necessary to avoid cognitive bias before conducting user research.
Fancy UI design is attractive, but the user experience is what makes the user stay.
Thank you for reviewing my work!
Hope you enjoy the project! And I would be grateful to hear your feedback😊
