Team
Product, Engineering Lead, UXD
Product
Web experience
Context
Platform refresh to engage broader philly families
Constraints
Limited to front-stage parent and school discovery experience
My role
UX research, strategy, FED
Outcome
Increased search success
Outcome
Increase registration clicks
No concept of the umbrella issue
The greatphillyschools platform is a recognized Philadelphia directory that was underperforming with its existing family and staff audiences. The GPS team had prioritized a brand-refresh and an “internally” agreed upon strategy to address the web pitfalls. As the UX research strategist, I structured family and school staff focus groups to ascertain expectations along with post-survey questions to measure NPS.
Insights
Voice of the staff
The concluded studies revealed patterns in lost trust and lack of content relevancy. The signals helped drive the direction of priorities to focus on improving discovery, platform adoption, and family advocacy. Myself and the UXD, began delving into platform themes and epics for front-stage improvements while concurrently helped engineering shape the CMS.
Educating and informing
Working with the UXD, I prepared low-fidelity wireframes to communicate the areas of opportunity and structure school listings to be more transparent with relevant metadata. Additionally, we created an onboarding segment, to help personalize specific interests based on GEO-location and preferences to help families effectively narrow down school decision-making.
