EF - Language Courses Abroad

EF Education First is a market leader in providing language courses abroad to students aged 16 and up. One of the critical challenges EF faces is convincing parents about the safety and quality of their privately owned schools, especially considering the age group of 16-18-year-olds, as part of selling language trips online.

Role: UX Lead
Date: 2019

The challenge

The challenge lied not only in ensuring safety and quality but also in highlighting the inspiring and thoughtfully designed architectural aspects of EF's schools. These elements contribute to creating a stimulating learning environment, which is crucial for student success. Balancing the need for safety and quality with showcasing the inspirational aspects of EF’s schools posed a significant challenge.

Approach

To tackle this multifaceted challenge, we conducted in-depth user interviews and developed personas to understand the specific needs of students and parents. Collaborating with illustration artist Russ Gray, we created visually appealing and inspiring illustrations of EF’s schools, highlighting not just their character but also their architectural features that contribute to a conducive learning environment. These illustrations were integrated into a school page on the marketing website, alongside real pictures, accreditation information, establishment details, student diversity, and special courses offered.

Additionally, we implemented a user-friendly design with interactive elements, allowing users to explore each school's unique features and offerings, further enhancing the user experience and engagement. This interactive approach not only provided valuable information but also immersed users in the essence of EF's schools and destinations, making the decision-making process more enjoyable and informative for both students and parents alike.

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