Following a comprehensive brand and market research, IELTS identified critical challenges in maintaining customer trust and the perception around its brand due to rising competition in the English language test options available to its market. Relab was approached to assist with the UI/UX Design Strategy, specifically on improving the IELTS Essentials website platform - an IELTS website dedicated for training and practice resources.
IELTS has been testing English language for more than 25 years and is the most recognised in Australia, Canada, New Zealand and the UK.
Understand the landscape, align the vision, co-design the solution and go directly to the user for a brutally honest feedback.
Early on the Relab strategy team quickly identified that the project challenge was going to be complex due to various stakeholder needs. After clarifying business needs, we advocated for a 2 week Design Sprint process that allowed us to rapidly come up with high fidelity prototypes in a short period of time and test it on the two user groups; the “Nervous” and “Desperate” testers.
On week 1, we used Design Thinking principles to understand the problems and gather stakeholder aspirations. Week 2 was dedicated to co-designing solutions, rapid prototyping and testing it on real users. Throughout the action-packed 2 week process, both Relab and IELTS team from IDP Education worked collaboratively while involving senior stakeholders to validate decisions and solutions. At the end of the 2 weeks, the IELTS team saw alignment and confidence around ideas worth executing based on real and honest user feedback.
Reframe problems, unveil opportunities, drive efficiency
A productive design discovery process with an agenda that delivers tangible results.
High fidelity prototypes worth investing into
High value outcomes with prototypes and design files prime for technical development handover.
Objective & measurable feedback
Get honest thoughts from real users to inform business decisions.
Impactful conversion metrics
The website was launched and it quickly saw great results on booking conversions and user engagements only within the first month.