Client: Andover Education
Role: Lead UX & Art Direction, UX Research
Andover Education is a leading creator of education technology, college readiness, and online high school services. One of Andover Education’s main technology platforms is Andover Fulcrum, a collaborative resource sharing environment that allows teachers across the United States to search and leverage each other’s teaching resources in order to cultivate best practices in all classroom districts.
Andover Fulcrum selected Lightmaker to redesign its website, fulcrum.andovered.com. The challenge: redesign the user experience for eight primary pages and increase user engagement through increased content uploads, new registrations, and searches.
Through a data-driven and user-focused design process, we created an impactful and useful user experience allowing teachers to leverage each other’s resources in order to cultivate best practices in all classroom districts.
Lightmaker conducted an extensive research phase that focused on identifying and understanding Andover Fulcrum’s audience groups and identifying key user journeys and pain points in the user experience. We discovered some significant flaws in the site’s onboarding process, which was causing user signups to decline. This was a perfect opportunity to not only re-think the experience of Fulcrum’s signup process but to inject some creative copywriting to help humanize the three step on-boarding.
“Our goal was to make the signup process feel more like a conversation rather than a boring form,” said Senior UX Designer Dan Duarte. “We identified our key user personas and tailored the message to a key audience – the teachers. From there, we re-wrote each prompt in the appropriate voice and tone to help reflect a natural interaction. The pay-off was huge.”
Within two months of the new design implementation and content strategy, user signups jumped by 80%. During the first six months after launch, user signups continued to increase by 40%. A little empathy can go a long way.
These changes may seem small but the combination of the right words with the right design makes all the difference. The trick was to pinpoint our audience and identify the key personas.
After all, you can’t have an amazing user experience without knowing your users.