Kidtubers
Kidtubers is a new company providing diverse learning courses for children. Their mission is to deliver parenting tips, news, knowledge and tools to parents who want to grow together with their kids.
Project goal
Target user
Kidtubers is a learning center offering teaching services to children. They have to build a responsive website for parents to understand more about the company, the courses and parenting knowledge.
The end users are parents who have kids around 5-10 years old.
My role
Visual and UX designer designing graphics and a responsive website from conception to delivery.
Tool
Figma, Photoshop, Illustration, Miro
Duration
Winter 2022
Created a joyful and positive environment to build trust with students' parents through a highlighted mission section and a carousel testimonial section.
Teaching videos show the advantages of the courses and the teaching quality to parents.
Features engaging microinteractions that add enjoyment to a booking process.
Understanding The User
I conducted interviews and journey maps to understand the parent's needs. There were 3 major concerns that would determine whether or not the parents would apply to a course for their children.
User needs
1. Location of the learning center
For convenience and time saving, the parents would prefer their kids to learn nearby or in their home, so they would find a learning center located around their houseing area.
2. Recommendations from other parents
Reviews are significant for deciding on a course. The parents would find comments on the courses on the internet or ask other parents who have enrolled before applying.
3. Teaching quality
The parents are concerned about the teaching quality more than the price of a course. They would also consider the reputation of a learning center but they can only know from other parents' comments.
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Proposed Features
With the initial understanding of the problem, I proposed the following features for a learning center website.
Provide a testimonial section on the website for parents to review and check.
Reason: Parents don't know where to find info or whom to ask about the review of a learning center. This can allow parents to leave comments and read other comments, to increase credibility in the company's courses.
Teaching demonstrations/videos are provided so that parents can estimate the teaching quality and standards aligned with their child's level.
Reason: Some parents want to know if the courses or teachers suit their children. Showing teaching videos are a great way to convince them about the advantages of the courses that are good for their kids and will erase parents' worries.
Provide home tuition services as well as tuition in a learning center.
Reason: Most parents want their kids to learn near home. So it will be more flexible and will be a bonus for parents to choose home tuition services if they live far away from the learning center. This also means the target customer base will be larger and will no longer be restricted by location.
Digital downloadable materials and courses like admission tests for estimating a child's level.
Reason: Besides estimation from teaching videos, it will be more effective for children to have an admission test before application, then parents will know what level they should be applying for. Other digital downloadable materials and courses are also helpful for children learning too.
Course/product information for parents to understand by going online instead of asking at the learning center.
Reason: Some parents feel annoyed when going directly to the learning center to ask for information. It will be so much more convenient for them to search for information about the courses online.
Emphasize company missions to build trust with the parents.
Reason: There are many learning centers in the market, and those who can really connect with the parents will be more likely to win. Good impression and reputation are essential for the parents to trust the company.
Support multiple languages for accessibility.
Reason: Hong Kong is a city of many different races and their primary language may not be Cantonese. Therefore, the customers should be able to select the language they are most comfortable with.
Information Architecture
I created a competitor audit to understand what content the target audience needs, I then used a sitemap to guide the structure of the website to ensure that the features and content were included.
I also created the user flows for the most primary tasks in the Kidtubers website.
Ideation
I kicked off the design by sketching out paper wireframes of the homepage.
Low-Fidelity Prototype
I created a low-fidelity prototype connecting user flows from finding course details, and filling out the application form to completing the booking process.
View Kidtubers
Mockups
The design for screen size variation included mobile, tablet and desktop. I optimised the design to fit specific user needs for each device and screen size.
High-Fidelity Prototype
An interactive high-fidelity prototype included engaging animations as followed.
View Kidtubers
Takeaways
What I learned
Balancing the client's and the end users (students' parents) goals was challenging. Most of the time while designing the website I chose to satisfy user needs and accessibility more than focusing on selling products. I explained to the clients why I used this design approach. It reminds me that a good designer requires empathy and good communication skills too.
