We looked at ASCD’s direct competition to as well as comparative industries. We also wanted to uncover where educators were going to further their education and why.

We used the google heart framework to establish clear business KPIs for success, prioritize objectives and help align both client and our internal team.

We did a full deep dive into ASCD’s analytics to uncover problems and establish patterns and current user behavior and translated the findings into simply language that anyone can understand.

Numerous content audits and workshops were needed to understand the value of existing content, how users were consuming it and identify gaps and opportunities moving forward

We created multiple customer journeys, conversion paths and empathy mapping to understand frustrations and pain points within the current experience.

Although fully fleshed-out strategy was provided we wanted to have 3 key pillars to adhere by in everything that was created moving forward.

It was clear from testing that the 63 options in the existing ASCD nav cobined with their branded terminology were overwhelming and confusing to the users. We greatly simplified the navigation into three intuative offerings; resources, events and services. The new I.A performed exceptionally well with Tree Jack testing.

ASCD had an overwhelming number of underperforming pages., We ran a full content audit and eliminated over 60% of the outdated, obsolete, or duplicated pages. This allowed us to surface only the most valuable and relevant content, reducing friction for the users while improving ASCD's overall domain authority with SEO.

ASCD had 20+ variations of digital offerings, enough to confuse any user, and testing confirmed our concerns. We worked closely with ASCD to reassess their offerings into a simple 3-tier subscription package.

With so much content available to users, we needed to offer them multiple ways of finding it. ASCD had very siloed content, different sections for different content types, videos, podcasts, etc. However, from testing, it was clear that users wanted to surface all content types and instead would search by relevant topics, grades, and subjects. We provided a robust global search offering up quick tags for searching and offered them various filters on the results page.

ASCD had an overwhelming number of pages that were difficult to read, often displaying walls of text with no breaks, which puts a strain on the user. We designed template pages that followed a visual hierarchy that promoted essential information and CTAs while allowing users to consume and scan the page.

We created and implemented a brand new tagging strategy and taxonomy, which helped establish a solid foundation for personalization. This allowed us to build a behavioral profile on the users and surface recommended content to them across the experience.