TASKA ONLINE
Redesigning an online homeschool website to increase enrollment
Role
Product Designer
Project Type
Responsive Web
Timeline
May–June 2022
TASKA Online is an online homeschool that is just starting off, serving grades K-12 and seeking to provide a quality education for families all over the world.
I spoke to the organization’s director and the team, and they shared with me that they wanted me to redesign the organization’s website in order to increase enrollment and capture new families.
THE PROBLEM
How might we increase enrollment and better capture new families interested in homeschooling?
While TASKA Online’s website had many visitors at times, they had a very bounce rate of 89%, and only 1.4% of visitors actually enrolling online.
After speaking to the director about their goals for the redesign and gaining a better understanding of the organization, the objectives for the redesign became:
Focus redesign on improving usability, organization, and improving the information architecture
Meet user goals represented by the potential users, goals of the school, and align with its existing brand values.
COMPETITIVE ANALYSIS
To better understand the market and gather information on existing online homeschool experiences, I conducted a competitive analysis to identify common trends amongst the websites. I identified TASKA Online's main competitors as schools that offer an online homeschooling system, such as Time4Learning, K12, and Connections Academy.
USER PERSONA
I created a user persona based on the interview and secondary research I conducted to build user empathy. I referred to Taylor for my design decisions.
USABILITY TESTING
I conducted a usability test on 5 participants for the current website to gain insight and found that:
100% of participants could not define and understand what "Kingdom Education" was
One user stated the hero image looked like an older working woman, not a student
Most participants thought Workbook Program only offered physical books
One participant was confused why there was a Digital based program for an online school because "then wouldn't everything be digital based?"
100% of participants had a difficult time finding important information, such as the first day of school
100% of participants stated the log in page was confusing because of the different names of the program
100% of participants wished there was better organization and easier navigation
DEFINING THE STRATEGY
From my research and conversations with the TASKA Online team, I refined my goals for the redesign to be:
Humanize
Make copy approachable and design accessible and user centered
Refresh
Improve UI to convey the branding to be more welcoming, readable, and friendly
Reorganize
Improve the IA through page consolidation, creation, and renaming
INFORMATION ARCHITECTURE
I assessed the current sitemap and decided to make changes to the information architecture on the site to be more user-centric. I eliminated unnecessary pages, added pages where effective, and renamed pages to be more intuitive for new visitors.
TASK FLOW
I created a task flow of Taylor wanting to enroll her child into a program and what steps she would take to enroll.
USER FLOW
Based on my research and persona, I created a user flow that shows how a parent would flow through to enroll her child to TASKA Online.
The Final Solution
WHAT CHANGED
Changed terminology in headings and copy to be more approachable and understandable for users
Changed the videos and images to be relatable to the school and users
Clarify offers and features for users to better understand
Moved around the sections based on priority of what the users would be interested in seeing first
Changed the navigation and information architecture to be more organized and make it easier for users to find what they are looking for
Added a search option for users to use key words to easily find what they need
Added an Enroll page as a CTA button for users to easily find and access the page
REFLECTIONS
After making some adjustments based on the second round of usability testing, I delivered the product to the TASKA Online team and walked through my research and process. They responded positively to the design, and approved to implement the design changes to their website.