Educational
Testing
Services
Educational Testing Service
Year
2022
Role
- UX Creative Director
Deliverables
- UX/Visual Design
- User Stories
- User Testing
- AEM
- Content Strategy
ETS is the world’s largest private nonprofit educational testing and assessment organization.
Discovery
Exploring the now to create the future.
Through of series of design thinking sessions, group interviews, and demos with key internal stakeholders, we gathered a multi-disciplinary group of employees from different parts of ETS to share insights into their pain points, goals and priorities for ETS.org.
5
Design Thinking Workshops
90
Participants
15
Divisions Represented
7
Key Personas
After our discovery phase, we took away 4 main findings to bring into the build.
Brand
Through their brand we wanted to relay a strong sense of innovation that tapped into customer emotions. We also wanted to build upon their rich history used as their core differentiator.
Experience
By providing core persona-specific flows, we could create a consistent mobile-first design language and navigation across all areas/products using clear call to actions for contact and lead routing.
Content
We found that the content needed to be more succinct and snack-able in the voice of the user. We wanted to use visual cues and interactive elements to reduce cognitive load.
Technology
To help the user find their specific inquiry faster we wanted to enhance (suggestive/predictive) search, utilize robust tracking & analytics and an evolving CMS.
By the end of the project we built a customized CMS that stood out from their competitors and set them up for any future needs.
In creating a vast component library to sit inside their CMS platform, they have the ability to add to their growing line of products. ETS can now be assured that their site content is snackable, easy to navigate with a consistent identity throughout all of their brands.
