Revitalizing Online Learning: The PGCC eLearning Platform Redesign Project
January 15, 2024THE CHALLENGE
The Council’s original website, cdacouncil.org, approximately 10 years old, was plagued by outdated design, clunky navigation, and a lack of intuitive user paths. This inadequacy was reflected in employee and customer feedback, highlighting difficulties in finding information and accessing services.
THE SOLUTION
To effectively enhance the Council’s strategic objectives, several key initiatives were outlined in collaboration with our strategic partner, Stacy Kleber Design. The initial aim was to generate prospects for the Council for Professional Recognition Child Development Associate® (CDA), a move essential for growing the primary revenue stream. This involved attracting individuals interested in obtaining the CDA credential, a crucial step in advancing their professional journey in early education. Additionally, fostering partnerships with organizations was encouraged as a vital component of this strategy, promoting the ‘Gold Standard Organizations’ and thereby creating a conducive learning environment for early education professionals.
Community engagement and support constituted another critical aspect of this initiative. The goal was to ensure that the community felt thoroughly connected, engaged, and supported, addressing their specific needs and aspirations. This initiative was not just about providing services, but about cultivating a community where every member felt valued and heard.
In terms of brand positioning and thought leadership, the focus, guided by Stacy Kleber Design, was on informing, educating, and engaging the community. By establishing the Council as a thought leader, valuable resources and content that resonated with the community’s needs and interests were disseminated, reinforcing the Council’s role in the sector.
Lastly, the strategy included a more inclusive approach, particularly emphasizing support for the Spanish-speaking population. This was achieved through enhancing multilingual capabilities, ensuring that language barriers did not hinder access to resources and opportunities. This holistic strategy, strengthened by the partnership with Stacy Kleber Design, underscored the Council’s commitment to diversity and inclusivity in serving the early education community.
THE PROCESS
The project entailed a series of well-structured phases, each crucial to the successful overhaul of the website. Initially, the focus was on Research and Analysis, where comprehensive research was conducted to identify user needs and preferences. This phase was critical in understanding what users sought in terms of navigability and overall experience, laying the foundation for subsequent improvements.
Following this, Strategy Development was undertaken. A multifaceted strategy was crafted, targeting key areas such as simplifying the credentialing process, increasing web traffic, and enhancing user engagement. This was achieved through the creation and dissemination of informative and engaging content, tailored to meet the users’ needs and expectations.
The next phase, Design, and Development, saw the actual redesign of the website. The emphasis was placed on creating a user-friendly interface, with clear pathways tailored for different user groups. The content was meticulously curated to showcase the Council’s expertise and the wealth of resources it offers, making it both informative and accessible.
Upon completion of these stages, the Launch of the redesigned website was executed. It was accompanied by a robust digital marketing campaign aimed at drawing attention to the improved functionalities and the rich array of resources now available to users.
Lastly, the Integration of Feedback was a continuous process. The team actively sought and integrated user feedback, ensuring that the website not only met but exceeded its redesigned objectives. This process of continuous improvement was pivotal in maintaining the site’s relevance and effectiveness in serving its users.
THE RESULTS
Following the redesign, the website’s performance exceeded expectations in several key areas. Website Traffic and User Engagement saw a remarkable improvement, with a significant increase in visitor numbers. The traffic surged from 323,000 in 2021 to an impressive 638,000 in 2023, indicating a heightened interest and engagement from the target audience. This growth not only reflected the website’s enhanced appeal but also its effectiveness in reaching a wider audience.
In terms of Meeting New Objectives, the website played a pivotal role in attracting prospects for CDA candidacy, thereby supporting the Council’s main revenue stream. This was a crucial development, as it directly contributed to the Council’s sustainability and growth. Additionally, the website proved instrumental in facilitating partnerships with organizations, promoting a positive and supportive climate for early education professionals. These partnerships were essential in expanding the Council’s reach and impact in the field of early childhood education.
Another significant achievement was in the area of Community Engagement and Support. The redesigned website met its objectives effectively, with users reporting a greater sense of connection to the Council. They also found easier accessibility to resources, which was a key goal of the redesign. This enhanced user experience fostered a stronger community bond and ensured that the Council’s support was felt more profoundly by its audience.
Lastly, the Council’s position as a thought leader in early childhood practice was considerably strengthened. The website’s informative and engaging content played a crucial role in this, offering valuable insights and information that resonated with the community. This not only reinforced the Council’s authority in the field but also ensured that it remained a go-to resource for professionals seeking guidance and knowledge in early childhood education.
PROJECT SUMMARY
In conclusion, the Council’s website redesign represents a comprehensive success story. It goes beyond the remarkable increase in traffic, reflecting a deeper impact in achieving specific organizational goals. These achievements span across various facets such as community engagement, brand positioning, and the establishment of the Council as a thought leader in early childhood education. The success is marked not just by numbers, but by the qualitative improvements in user experience and the strengthened relationships with both individuals and partner organizations. Looking forward, the Council remains committed to the continuous enhancement of its digital presence, ensuring that it stays responsive to the evolving needs of its community and maintains its pivotal role in the field of early childhood education. This commitment to ongoing improvement and adaptation underscores the Council’s dedication to excellence and its resolve to remain at the forefront of supporting early education professionals and their pursuits.
