Apply Digital partnered with EF Tours Canada for a Discovery and Build engagement. The goals of the engagement were to assess the design opportunities and technical feasibility of migrating and redesigning their site onto a new tech stack. Subsequently. we would migrate and launch the new site featuring a rebrand, new design system, and updated user experience and content strategy.
TIMELINE
TEAM
ACTIVITIES
DELIVERABLES
The core deliverables for our initial 4 week discovery phase centered around an extensively detailed design report and final presentation. The goal of the design report was to document our experience audit of EF Tours Canada's site and highlight or conceptualize the key design opportunities available when migrating and redesigning the site.
In the report, we highlight our desk research, competitive analysis, experience audit, information architecture maps, and Jobs to be done evaluation of the site.
From our research activities and report, we identified the key user problem and opportunity area for EF Tours Canada to capitalize on for their upcoming site migration and redesign.
It was clear that EF’s existing site did not effectively communicate to their users what their products are, who they are for, and provide answers for questions users may have. This gap in UX and content strategy was a pain point and missed opportunity to communicate the aspirational and tangible value of educational travel for Teachers, Parents, and Students.
After presenting our research finding and concept proposals, we moved forward with the client to help deliver this new, persona-driven user experience. In addition to refreshing and migrating the site with a new brand and design system, we also created several new pages to help address the content gaps our Personas were desiring.
After mocking up the site, we entered the user testing phase. The goals for testing were to:
- Evaluate the usability and wayfinding of the newly redesigned site in performing primary user tasks
- Assess the content comprehension and messaging of the redesigned site for teachers and parents
- Assess the visual design of the site, which includes the GUD design system and updated ETCA brand
From our analysis following the tests, the redesigned site and content strategy elicited overwhelmingly positive reviews.
