Explore Learning is an education company that provides fun solutions for the most critical challenges in K-12 STEM learning.
The client wanted to transform their digital platform into a future-proofed platform that would drive member acquisition and retention. They operated primarily through offline centres before COVID-19, but the pandemic revealed the limitations of their website, particularly their online sign up journey.
We set out to redesign the Explore Learning website with a clear objective: to create a future-proof platform that drives member acquisition and retention while supporting various membership types. The new design prioritised a mobile-first approach, improved user experience, and seamless integration for trial bookings.
To shape the solution, we conducted thorough research, including analytics, SEO keyword analysis, competitor benchmarking, and client workshops. However, the most impactful insights came from user testing, which validated our proposed information architecture and highlighted key areas for improvement.
User feedback revealed three critical needs: a child-centred experience, more specific and purposeful content, and greater credibility—particularly about tutors. Parents expressed a desire for detailed tutor profiles, including their credentials and teaching backgrounds, to build trust and ensure the service aligned with their needs. They also emphasised the importance of balancing logistical information with an emotional connection, particularly for older children preparing for high-pressure exams. The existing site’s content-heavy yet vague structure, coupled with its corporate tone, left many users feeling unsure about the service’s suitability.
Recognising the importance of member acquisition, we also focused on optimising the free trial and membership sign-up flow. As the pandemic shifted much of Explore Learning’s operations online, it exposed significant gaps in the existing digital experience, particularly in how users discovered and signed up for services. We identified that the free trial booking journey was a crucial touchpoint, as it often served as the first step for users exploring the service. Our goal was to create a seamless and intuitive flow that removed friction, captured attention, and demonstrated clear value—helping parents make confident decisions quickly while exploring multiple options.
In response, we developed a modular design system to ensure the platform’s scalability and longevity, making it easy to manage and adapt over time. This approach allowed us to create a more welcoming, trustworthy, and user-friendly experience while addressing the business’s immediate and future needs.
We used familiar shapes and notepad-inspired patterns like lines, grids, and scribbles to create a child-friendly feel, added diverse imagery featuring children of all ages, up to Year 11, to ensure inclusivity, and applied a vibrant colour palette to make the interface more welcoming and exciting.
To address the issue of content being too text-heavy, we used relevant imagery to support the content and ensured clear visual hierarchy so users can quickly grasp key information. Unnecessary details were removed, and bullet points were used effectively to make the content easier to read.
To address users’ concerns about tutors, we designed detailed tutor profile modules that provide essential information about their background, experience, and qualifications. These profiles were created to meet the needs of parents who wanted to better understand the people teaching their children.
To further establish credibility, we highlighted key statistics about the service’s success and showcased positive reviews from Trustpilot. These elements were strategically placed to reassure users of the service’s quality and reliability. By combining real user feedback with measurable outcomes, we aimed to create a sense of trust and transparency, addressing the users’ need for a credible and dependable platform.
One of the primary objectives of the project was to drive free trial sign-ups as a step towards increasing memberships. To achieve this, we designed an animated free trial module that captures users’ attention instantly. While the website’s overall theme colour is blue, we used yellow—its complementary colour—for this module to ensure it stands out prominently on the page. This combination of motion and contrasting colour was aimed at maximising visibility and encouraging users to take action.
We designed a clean, functional sign-up journey that prioritised clarity and ease of use, ensuring users could quickly access information and complete their sign-up without friction. The flow was structured to guide users naturally while allowing them to edit their details at any stage for added flexibility. By focusing on simplicity and eliminating unnecessary distractions, we created a straightforward and efficient experience that instilled confidence in users and supported the client’s goal of driving trial bookings and memberships.
This project had a positive impact on Explore Learning, transforming their digital platform into a scalable and user-focused solution that improved the overall user experience.
However, the journey to completion was not without challenges. A major issue was the gap between our initial understanding of the client’s expectations. This misalignment, combined with prolonged delays from numerous stakeholders with conflicting feedback, led to repeated revisions and an extended timeline that strained both the team and project resources.
Despite these difficulties, the project became a valuable learning experience. It highlighted the importance of establishing clear processes early on, such as setting boundaries for revisions, aligning expectations, and clearly defining deliverables. For me personally, it was an opportunity to grow significantly, as I took on my first project involving concepting, modular design, and a full design system. Although it was tough without a clear structure in place, it gave me skills and insights I’ve been applying to my work ever since.
