ECDA
Early Childhood Development Agency (ECDA)
2018 - Early childhood educator microsite
UX Research Strategy Microsite Wireframe
Background

The Early Childhood Development Agency (ECDA) serves as the regulatory and developmental authority for the early childhood sector in Singapore, overseeing key aspects of children’s development below the age of 7, across both kindergartens and child care centres. Their key responsibilities are to:


Brief

ECDA was launching a new campaign 'Shape our Tomorrow' to encourage more people to join the early childhood educating sector. My role as the UX Designer for this project was to make use of the information researched by the Research team and strategize for an ultimate solution in wireframes.

Excerpt on current website
Previsit - Majority traffic

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65% of the traffic to the site comes from organic search and the search keywords are generally includes the agency name, related companies and events. This imply that the current site vistors from organic search:

  • Already know the agency’s name (ECDA)
  • Could be industry professionals who seek information such as regulations, scholarships, training, programmes, concepts, activities and directories

Although the main traffic referral to site is by searching the agency's name and related content but the no. of people searching the keywords is as low as 0 to 19%. This proves that ECDA has really low visits.
Pre & During visit: Search content

Prospects seek information across the funnel - from when they are in the early stages of consideration to when they transit to ECEs.

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Currently, the information on ECDA’s site serves mainly prospects that are interested to find out more about the job as ECE (early childhood educator).

The existing ECDA's has no information for prospects who are early in the consideration stage:

  • Why do people become an ECE teacher?
  • What is a day as a preschool teacher like?
  • Will I make a good preschool teacher?

The content in ECDA's website is more practical and less emotional when early childhood educators' job is a noble and life-changing to new lifes.
During visit: Mobile optimisation

90% of the traffic to the site is from mobile, but the website design is not mobile-optimised. As a result, the average visitor does not make it through at least two pages on the site. ECDA

The user experience is poor for most of the visitors that leads to frustration and hence, a high bounce rate.
During visit: Difficult content-finding

Content is organised around how ECDA is structured as an organisation, instead of being structured around the different target audiences and their informational needs.

Some pages are also text or table heavy and difficult to read. There is also some overlap in information across pages.

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Therefore, the content is difficult to consume, especially on mobile. It is also frustrating for users when they have to read chunks of information to identify specific points that are relevant to them.


Unfriendly information architecture and layout that are not catered to the users' needs makes it difficult for users to find information.
Recruitment: Target audience

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ECDA is targeting fresh graduates and mid-career switchers, and then audience who wants to return to working industry after a break like housewives (back-to-work mums) and active agers.
Top search terms

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These are the top keywords that was extracted from Google Keywords Planner with the seed keywords in orange. In summary, people are searching information to inspire and gather information from ECDA's site.

Current website audit

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Tone of voice
ECDA wants to inspire and encourage more people to join the meaningful early childhood education industry with emotional, heartwarming and casual setting.
Further research by me
Users' concern

Putting website's problems aside, I wanted to feel empathetic for the users - feelings, emotions, worries. In order to understand the users more, I researched on the users' feelings towards the early childhood sector.

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Top search terms

I summarized the information based on the top keywords that was extracted from Google Keywords Planner by the research team:

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Proposed sitemap

Hence, I came out with a new sitemap that leads to two main objectives: WHY and HOW to be an educator for inspiration and information.
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Proposed wireframe: Home

Home page is a starting point for the user to decide where to go to. The user is definitely interested in early childhood educating but there are two scenarios:

  • WHY: Still contemplating if they should join the industry
  • HOW TO: Interested to join, hence is looking for more information


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Proposed wireframe: Why be an educator?

If one is still contemplating if they should join the early childhood industry, they could refer to the 'Why' page.


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Proposed wireframe: How to be an educator?

If one has already decided to be an early childhood educator, they could get information on how to join the industry in this page.


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Proposed wireframe: Talk to us

If one still have enquiry after browsing the site, this is where they could find the contact of the agency.


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Proposed wireframe: Nav menu

If one still have enquiry after browsing the site, this is where they could find the contact of the agency.


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