Revamping the Cities of Learning website for The RSA

Problem

The Cities of Learning website was generating few leads, was bloated, confusing, and not effectively targeting its users.

Process

I performed a data audit and readability assessment to understand user engagement and language difficulty. I then conducted stakeholder workshops to map out user types, motivations, and how the initiative could assist them, forming the basis for new user journeys, taxonomy and content.

Solution

I created segmented pathways for each user type from a centralised landing page, defined content using job stories, and edited visual assets to fit the proposed CMS and layout, prioritising information over decoration.

Result

The RSA appreciated the clear communication and adherence to the schedule I planned out with them. Post-launch, the website began receiving queries from users with a clear understanding of their needs from the initiative, streamlining the communication process for future engagements.

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