Redesigning a Children’s School Website to Improve Trust, Clarity, and Parent Enrollment

Project Overview

Client: Edel Children’s School
My Role: UX/UI Designer + Creative Lead + Growth/Ads Manager
Project Duration: 4–5 weeks
Year: 2023
Tools: Figma, Adobe XD, Photoshop, Notion, Google Analytics (behavior review), Meta Ads Manager

The Challenge

Edel is a children’s school offering a warm, safe, and modern learning environment.
However, the old website failed to communicate this. Parents struggled to find:

Age groups
Programs offered
Location
Daily structure
Enrollment process
Contact options

The site also lacked emotional connection and didn’t reflect Edel’s pedagogical approach or visual identity.
To grow enrollment, the school needed a website that built trust, clarified information, and guided parents seamlessly toward contact and enrollment.

Goals

Increase inquiries and enrollment requests
Strengthen trust (methodology, team, safety, facilities)
Improve clarity of programs and age groups
Create a warm, friendly, child-centered brand experience
Make mobile usage effortless for busy parents
Reduce friction for WhatsApp and form contact

Research & Insights

To understand parent needs and the school’s challenges, I performed:

Stakeholder interviews (administrators and teachers)
UX heuristic analysis of the old website
Competitor analysis (local and international schools)
Review of parent FAQs and past inquiries
Visual benchmarking of modern children’s school UX patterns

Key Findings

The old website felt outdated and lacked structure
Parents didn’t understand the school’s methodology or age groups
The site lacked emotional warmth and credibility
Conversion paths were unclear, especially on mobile
Too many steps were required before contacting the school

These insights shaped the redesign around clarity, trust-building, and enrollment-first UX.

Strategy

1. Parent-Centered Information Architecture

Reorganized around the questions parents ask first:

Who are you?
What is your teaching methodology?
What age groups do you serve?
What does a typical day look like?
Is the school safe?
How do I enroll my child?

2. Warm & Trust-Building Visual Identity

Soft, child-friendly colors
Clean, friendly typography
Real photos of children and classrooms (with permission)
Layouts that feel calm, warm, and organized

3. Clear Conversion Flow

Prominent WhatsApp floating button
Clear “Enroll Now” CTAs
Short, easy contact form
CTA repetition throughout the site to capture parents at the right moment

4. Mobile-First Design

Most parents visit on mobile, so the redesign focused on:

Larger touch targets
Shorter scroll distances
Sticky contact buttons
Simplified navigation

Growth & Paid Media

Beyond redesigning the site, I also managed Meta Ads lead-generation campaigns to bring more parents into the enrollment funnel.

What I Did

Created visual and copy variations tailored to parental decision-making
Designed landing funnel optimized for conversions
Tested multiple creatives, angles, and CTA styles
Used retargeting to warm up hesitant parents
Integrated WhatsApp direct messaging for fast response

Results

A significant spike in qualified parent inquiries
Strong engagement and click-through from ads
Lower cost-per-lead compared to previous campaigns
Faster parent conversions thanks to improved UX and direct WhatsApp path
Higher quality of leads due to clearer messaging and site structure

This combination of UX improvements + performance marketing created a complete acquisition system for the school.

Design Execution

Wireframes & UX Flow

Low-fidelity wireframes helped define:

A homepage that quickly explains Edel
Immediate access to age groups and programs
A friendly About section with methodology + team
A simple enrollment pathway

Visual Design

The final UI:

Warm and child-centered without being overly childish
Uses positive colors and soft shapes
Communicates safety, professionalism, and care
Shows facilities and real classroom moments
Improves readability with consistent spacing and typography

Impact

After launching the new website and ad campaign:

Parent inquiries increased significantly through WhatsApp and the contact form
The homepage clearly answered key questions, reducing repetitive inquiries
Edel now had a professional, trustworthy digital presence
Mobile usability improved, especially around enrollment actions
Ads performed strongly with better relevance and lower CPL

This project successfully aligned UX, brand storytelling, and growth strategy to support enrollment goals.

Project Learnings

This project strengthened my expertise in:

Designing trust-focused UX for the education sector
Understanding parent behavior and enrollment psychology
Creating emotionally engaging, high-clarity content structures
Running paid traffic campaigns aligned with UX
Using continuous iteration to improve conversion flows

Role & Responsibilities

I was responsible for:

Research and interviews
Information architecture & UX flows
Wireframes and full UI design
Brand alignment and photo selection
Meta Ads campaigns & creative testing
Lead automation setup
Implementation guidance

Edel — UX Case Study