I dug into site analytics for all 28 microsites, explored user feedback on Quora, Reddit, and similar forums, and looked at keyword and topic trends in different markets. Three themes emerged where users needed more support: product discovery, test preparation, and results.

To better understand friction points and trends at a regional level, I interviewed regional teams across the globe — from marketing and operations teams, to test centre managers.

To understand user pain points with the current website, I watched 150 session recordings and across 3 key websites. It further validated what information was key to a supportive product experience — making and managing a bookings, accessing results and learning materials to help them pass.

To help shape the tone and voice across digital channels, I ran focus groups with test takers. The results were pretty clear. Participants favoured plain language — helping them complete the booking flow faster, with fewer pauses and mistakes.

To shape the taxonomy and structure of the new website, I ran 2 rounds of research with test-takers from key markets — a mix of first-timers and returning IELTS candidates.

In both the card sort and a tree test, participants naturally grouped content by intent (work, study, or migration), stage of their journey (prepare, book, find results), and score goals (like achieving a band 7).

Using these insights, I developed a new sitemap and tested it with users to see if they could information they needed more easily.

With one of the biggest challenges being duplicate effort across digital marketing and content teams, I worked with the project team to develop and manage an EOI process; landing on a headless tech solution that made content platform-agnostic and shareable across the network.
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From there, I partnered with the project manager to build out a domain model for the IELTS product, running weekly content modelling sessions to design models that were reusable across platforms and built to last.

I worked with the social media strategist to build a content planning process that took a more holistic approach — planning by themes and topics rather than by channel. This meant content could flow naturally to wherever our users expected to find it.

I also worked with content coordinators and IELTS experts to write content for the new website.

I worked with the social media strategist to build a content planning process that took a more holistic approach — planning by themes and topics rather than by channel. This meant content could flow naturally to wherever our users expected to find it.

I also worked with content coordinators and IELTS experts to write content for the new website.