This project focused on redesigning key pages of an educational platform for kids aged 6–14 and their parents, hosted on Squarespace. The goal was to simplify user pathways, boost trial sign-ups, improve SEO and marketing efforts, and promote seasonal programs like summer camps through cohesive design and communication.


Target Population
Kids aged 6–14 and their parents seeking structured, accessible extracurricular learning opportunities.


Timeframe
Ongoing


Takeaways
This project reinforced the importance of clarity in user experience: streamlined CTAs and transparent communication directly increased trial conversions. I also learned how leveraging Google Analytics for SEO adjustments and crafting targeted newsletter content can nurture trust and engagement. Most critically, balancing brevity with essential details (e.g., policies, next steps) proved vital in reducing user hesitation.

Homepage Confusion
Multiple competing CTAs and unclear distinctions between virtual/in-person classes caused visitors to abandon the enrollment process.

Trial Page Uncertainty
Vague descriptions left parents unsure about post-trial commitments, creating distrust and lower sign-up rates.

Technical Constraints
Optimizing SEO and Squarespace’s design limitations required creative problem-solving to maintain functionality and aesthetics.

Seasonal Promotion
Communicating the value of summer programs in a way that excited kids while reassuring parents about logistics and safety.

Homepage Simplification
Consolidated all CTAs into one primary button (“Request a Free Trial”) to eliminate decision fatigue.
Reorganized location and format details into a clear, scannable layout, prioritizing the most popular options.

The Original Home Page

The Retouched Home Page

Trial Page Transparency
Added a step-by-step guide to post-trial processes, including cancellation policies and package pricing.
Integrated a FAQ section directly on the trial page to address concerns in real time.

SEO & Marketing Optimization
Used Google Analytics to identify high-traffic keywords, refining page content and metadata to improve search rankings.
Launched a biweekly newsletter highlighting parent testimonials, class previews, and limited-time trial incentives to nurture leads.

Summer Program Brochure Design
Created vibrant, kid-friendly brochures to promote summer programs, balancing playful visuals with parent-focused details like schedules, off-screen time, and safety protocols.
Distributed brochures digitally via email campaigns and physically at local schools and community centers to maximize reach.

The Summer Brochure