The Educators’ Cooperative
How can we create a website that is informative and intuitive for the EdCo member while still addressing the needs of various identified secondary users?
Overview
Project Overview
The Educators’ Cooperative, “EdCo,” is a non-profit organization that provides a professional learning community for K-12 teachers in Nashville, TN. EdCo connects members to a network of resources and support through which teachers collaborate. EdCo's strategic plan has shifted in the years since creating their website, and as a result, their content and design is no longer optimized for their users’ needs.
Problem
How can we create a website that is informative and intuitive for the EdCo member while still addressing the needs of various identified secondary users?
Project Goals
Discover the primary user of EdCo’s website through user research, understand how that user currently uses the site, and define the key problems.
Define feature list and site map after discovering the primary user persona and key problems.
Develop an intuitive and informative website experience for the primary users.
Project Overview
The Educators’ Cooperative, “EdCo,” is a non-profit organization that provides a professional learning community for K-12 teachers in Nashville, TN. EdCo connects members to a network of resources and support through which teachers collaborate. EdCo's strategic plan has shifted in the years since creating their website, and as a result, their content and design is no longer optimized for their users’ needs.
Problem
How can we create a website that is informative and intuitive for the EdCo member while still addressing the needs of various identified secondary users?
Project Goals
Discover the primary user of EdCo’s website through user research, understand how that user currently uses the site, and define the key problems.
Define feature list and site map after discovering the primary user persona and key problems.
Develop an intuitive and informative website experience for the primary users.
Roles
User Research, User Testing, UX/UI Design, Web Design
Tools
Figma, Maze
Timeline
Jan. 2025 - Ongoing
Research
Background
EdCo’s director came to me to discuss redesigning EdCo’s website to align with their new strategic plan. She defined some initial key issues, including outdated information, lack of member engagement, and ineffective resource utilization.
Research Objectives
Identify primary users and what their key goals and pain points are when using the website
Evaluate the current website's user experience and determine what features or functionality are missing that would better serve the users' needs
Background
EdCo’s director came to me to discuss redesigning EdCo’s website to align with their new strategic plan. She defined some initial key issues, including outdated information, lack of member engagement, and ineffective resource utilization.
Research Objectives
Identify primary users and what their key goals and pain points are when using the website
Evaluate the current website's user experience and determine what features or functionality are missing that would better serve the users' needs
Methodologies
User interviews
User survey
Competitor Analysis
Methodologies
User interviews
User survey
Competitor Analysis
Competitor Analysis
The first step in my research was to conduct a competitor analysis, looking at both the design and visuals of a local competitors, as well as some bigger organizations.* From this I was able to uncover some common patterns across the industry, and opportunities to optimize the new website’s content and design.
View analysis here
*Some info and images blurred for confidentiality
Competitor Analysis
The first step in my research was to conduct a competitor analysis, looking at both the design and visuals of a local competitors, as well as some bigger organizations.* From this I was able to uncover some common patterns across the industry, and opportunities to optimize the new website’s content and design.
View analysis here
*Some info and images blurred for confidentiality
User Interviews & User Survey
Next, it was time to talk to real users – EdCo staff, board members, co-op members, and the community – in order to gain a deeper understanding of their needs and goals. The insights gained from these interviews provided a solid foundation for understanding the current challenges they were facing.
User Interviews & User Survey
Next, it was time to talk to real users – EdCo staff, board members, co-op members, and the community – in order to gain a deeper understanding of their needs and goals. The insights gained from these interviews provided a solid foundation for understanding the current challenges they were facing.
Approach
Conducted and recorded interviews with EdCo staff, board members and directors
Created a survey that was sent out to co-op members in their monthly newsletter
Approach
Conducted and recorded interviews with EdCo staff, board members and directors
Created a survey that was sent out to co-op members in their monthly newsletter
Key Takeaways
The current website was not frequently updated, leading to outdated information and graphics that don't match what's communicated externally.
EdCo Members expressed the need for a user-friendly calendar and a more intuitive site.
Stakeholders shared different perspectives: Some felt the website should be attractive to investors, while others focused on it being a resource for members.
Key Takeaways
The current website was not frequently updated, leading to outdated information and graphics that don't match what's communicated externally.
EdCo Members expressed the need for a user-friendly calendar and a more intuitive site.
Stakeholders shared different perspectives: Some felt the website should be attractive to investors, while others focused on it being a resource for members.
Analyze
Affinity Map
After completing the user interviews and survey, I analyzed what each of the users said, making note of their unique insights and goals. From there, I worked to identify common themes among the users.
Affinity Map
After completing the user interviews and survey, I analyzed what each of the users said, making note of their unique insights and goals. From there, I worked to identify common themes among the users.
HMW
How can we create a website that is informative and intuitive for the EdCo member while still addressing the needs of various identifi ed secondary users?
How might we develop an efficient, streamlined website to serve members and the community better?
HMW
How can we create a website that is informative and intuitive for the EdCo member while still addressing the needs of various identifi ed secondary users?
How might we develop an efficient, streamlined website to serve members and the community better?
POV
I’d like to explore ways for EdCo’s website to be intuitive for every type of user (member, potential member, community, and potential supporters), allowing it to feel like the site was made for each of their needs.
POV
I’d like to explore ways for EdCo’s website to be intuitive for every type of user (member, potential member, community, and potential supporters), allowing it to feel like the site was made for each of their needs.
SYNTHESIZE
User Personas
I used all of the insights learned so far to create a persona who represented the most important wants, needs, goals and frustrations of my users. I used this persona as a reference to guide my design decisions, and to keep my focus rooted in empathizing with the user.
User Personas
I used all of the insights learned so far to create a persona who represented the most important wants, needs, goals and frustrations of my users. I used this persona as a reference to guide my design decisions, and to keep my focus rooted in empathizing with the user.
DESIGN
LoFis
I started the ideation process by creating lofi wireframes of several iterations for how each of the main screens could look and function before moving on to mid and finally high-fidelity wireframes.
LoFis
I started the ideation process by creating lofi wireframes of several iterations for how each of the main screens could look and function before moving on to mid and finally high-fidelity wireframes.
HiFis
I then refined my wireframes to create high-fidelity wireframes for the flows I identified and planned to test.
HiFis
I then refined my wireframes to create high-fidelity wireframes for the flows I identified and planned to test.
TEST
Usability Testing
Finally, it was time to test the prototype with real users to evaluate the site’s usability. I created a few simple task flows, asking users to determine whether the site’s content met their expectations, and whether the structure was easy to navigate.
Users were asked to complete the following tasks:
View EdCo’s mission and learn about what they do
View information about an upcoming event
Free explore: allowed the user to freely explore the prototype to gather additional feedback
Usability Testing
Finally, it was time to test the prototype with real users to evaluate the site’s usability. I created a few simple task flows, asking users to determine whether the site’s content met their expectations, and whether the structure was easy to navigate.
Users were asked to complete the following tasks:
View EdCo’s mission and learn about what they do
View information about an upcoming event
Free explore: allowed the user to freely explore the prototype to gather additional feedback
Results
After 17 participants, I had 100% success rate on the tasks. Users found the navigation and IA of the site very clear and intuitive.
Results
After 17 participants, I had 100% success rate on the tasks. Users found the navigation and IA of the site very clear and intuitive.
Iteration
After reviewing the results and feedback, I made 2 minor iterations on the home page. I added a button next to the Mission CTA that directs users to donate, skipping the step of having to look in the navigation. I also added a note to make the header be interactive as a link to EdCo's about page.
Iteration
After reviewing the results and feedback, I made 2 minor iterations on the home page. I added a button next to the Mission CTA that directs users to donate, skipping the step of having to look in the navigation. I also added a note to make the header be interactive as a link to EdCo's about page.
FINAL
Final Screens
Final Screens
Final Site
Website coming soon! In the meantime, view the Figma prototype here.
Final Site
Website coming soon! In the meantime, view the Figma prototype here.
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