At FutureReady, I delivered high-impact UI/UX design solutions for two fast-moving client projects. I transformed a complex technical topic into an engaging, interactive pillar page that balanced storytelling with accessibility for enterprise audiences. For Success Tutoring, I reimagined their franchise websites to improve lead conversions, clarify user flows, and align content structure with business goals.
The Success Tutoring project involved designing and developing a franchise website for the Australian investor and new business owner market. The goals are to create a digital experience that reflects the franchise's commitment to leading the education and tutoring sector, while also offering a seamless user experience.
My role
The project goal is to increase its conversion rate for the "Download info pack" and "Book a call" buttons, leading and nurturing users to connect with the team to learn more about starting a franchise.
My Strategy 🧠
This goal involved gathering existing data analytics of their website. Interestingly, the team didn't have Google Analytics embedded on their website, thus providing me with little to no research about their leads and/or clients. This spearheaded these decisions:
Stakeholder interview - I scheduled a call with Michael Black, the founder of Success Tutoring. From this call, these were the main takeaways:
Their competitors are Kumon, Mathnasium and Sylvan franchises.
Website leads came from their Facebook ad posts, where the adult demographic is working in a corporate job, looking to switch careers.
100 calls per month are booked.
Competitor analysis - these insights above helped me to design webpages that would be useful for leads to understand the process of starting a new Success Tutoring franchise.
I did a heuristic analysis for the competitors above to identify what is already working for other successful franchises and what Success Tutoring can implement.
Audit their website to improve the "Book a Call" user flow and the "Download info pack" user flow
I focused on a minimalist layout to create a better user experience and faster navigation for users to find franchise information. I used large, high-resolution images to showcase the growth and community opportunities that franchise leads can benefit from when starting their franchise with Success Tutoring.
Challenges
No time for user interviews - I only had the stakeholder interview with Michael while he was overseas. I proposed whether I could meet current franchise owners in NSW, however, it wasn't part of the project scope, and it would need approval from the HQ team, and we were under a tight deadline.
Little to no time for usability testing - I started creating high-fidelity prototypes after the wireframes were approved. The team also rebranded the company's design style guidelines.
The site is built using modern web technologies to ensure performance and responsiveness. I implemented a user-friendly content management system (CMS) that allows the team to easily update News & Updates using blog categories, showcase new franchise owners' stories, and manage call lead bookings. The site is fully responsive, providing a seamless experience across all devices, from desktop to mobile.
