Challenge

LingoAce, a Singapore-based online learning platform for children specializing in Mandarin, sought to expand its offerings beyond Southeast Asia into new markets like the U.S. They needed a digital presence that would instill confidence in their brand and increase user conversions. The existing website struggled with a lack of consistency and clarity, leaving users uncertain about the brand's value and services. LingoAce approached DEPT® to rebuild their website, aiming to boost user engagement and create a trustworthy global brand identity.

Solution

We collaborated closely with LingoAce's team, conducting in-depth stakeholder and customer interviews to align on goals, uncover critical opportunities, and develop user journeys for key customer segments. By using the Jobs to Be Done framework, we captured unique user needs and synthesized them into outcome-focused statements. This approach allowed us to rethink the design from the customer's perspective, leading to a dynamic global website that met diverse user expectations.

Throughout the project, we iteratively tested the design with users, making continuous adjustments based on their feedback. In 16 weeks, we delivered a modular, responsive website and a comprehensive design system that significantly increased user engagement, driving a 48% increase in conversions within just ten days of the new homepage launch.

Research

Alignment

We began by conducting 23 interviews with stakeholders across different regions to gather insights into their products and customers. These conversations helped us identify the challenges and establish a shared vision for the project. We synthesized the findings into user-focused problem statements and developed "How Might We" questions to guide the design process.

Discovery

Through 24 in-depth customer interviews in the U.S., we uncovered insights into the buying decision process and identified four core customer segments. This research revealed gaps between LingoAce’s existing conversion strategies and the needs of U.S. users. Using the Jobs to Be Done framework, we translated these insights into desired outcome statements that highlighted unmet user needs.

Design

Design Sprint

Sensing some misalignments between stakeholder expectations and user needs, we conducted a modified in-person design sprint. This allowed the team to realign on the project goals, revisit research findings, and explore potential solutions collectively. Through rapid prototyping and user testing during the sprint, we validated the homepage design direction, setting a strong foundation for the design phase.

Define & Treejack Testing

To ensure the new website structure would be intuitive for users, we conducted two rounds of treejack testing with 100 participants. These tests allowed us to refine the site hierarchy and build a user-friendly information architecture. Our findings informed low-fidelity wireframes, which focused on creating an interwoven and accessible content flow.

Design Execution

Using insights from the research, we created a set of initial designs and tested them with customers to ensure they met user needs. In 16 weeks, we developed a design system that represented LingoAce's brand while being flexible enough to adapt to their expanding global audience. The modular design approach enabled us to build a responsive website tailored to different customer segments, providing an engaging and accessible user experience.

Results

• 85% increase in signup page traffic.

• 32% improvement in conversion rates.

• 62% increase in session time.

The redesigned website provided a dynamic experience that built user trust, leading to increased engagement and a higher rate of repeat visits. The modular design system not only met current needs but also provided a scalable solution for LingoAce’s future growth.

Key Learnings

• User-Centered Design Matters: Early and continuous user involvement allowed us to validate assumptions and iterate designs based on real user feedback.

• Collaboration Drives Success: Close collaboration with LingoAce's internal teams helped align goals and address pain points quickly, resulting in a stronger final product.

• Research-Informed Decisions: The use of treejack testing and in-depth user interviews ensured that the information architecture and user journeys were intuitive and met user needs.

• Global Adaptability: Designing for diverse cultural norms required us to balance consistency with flexibility, creating a site that felt relevant to users in multiple regions.