Repositioning and enhancing the web presence for legacy global brand
Work
Role
Responsibilities
Prismic Reflections
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:
:
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Branding & website redesign
UX Stratergist, UX researcher & UX Designer
Handle Client & Team, Research & stratergy, Branding & Design
Company
KC Overseas
EduTech
Project Overview
KC Overseas is a leading ed-tech player specialising in global education consulting. They offer a platform that connects students with higher education opportunities abroad and collaborates with franchises, partners, and institutes to facilitate these goals. However, their existing web experience was outdated, hard to navigate, and failed to address the distinct needs of its diverse stakeholders—students, franchises, partners, and institutes.
Challenges
Outdated information architecture and confusing navigation
Inconsistent brand presentation across digital touch points
Difficulty in accessing critical features like course finders and enquiry forms
A lack of personalised content for students, franchises, partners, and institutes
The website failed to convey trust and authority, affecting conversion rates and user engagement
Stakeholder Research & Analysis:
To kickstart the redesign process, comprehensive research was conducted through user interviews and stakeholder analysis. The aim was to deeply understand the needs and pain points of KC Overseas’ primary user groups:
Students (B2C):
Pain Points: Difficulty in finding course-related information, lack of clear guidance, minimal support resources, and confusing navigation.
Needs: Easy access to information about countries, courses, scholarships, and quick support for inquiries.
Franchises (B2B):
Pain Points: Cluttered navigation, difficulty finding ROI-related metrics and support resources, and lack of content on business opportunities.
Needs: Transparent ROI metrics, access to resources, and up-to-date company updates.
Partners (B2B):
Pain Points: Poor navigation, lack of content on university tie-ups and market positioning.
Needs: Information about support and multi-country options, university partnerships, and clear value propositions.
Institutes (B2B):
Pain Points: Unclear content related to the quality of student recruitment, lack of conversion metrics, and visa rejection rates.
Needs: Quality checks, consistent delivery of qualified students, and transparency around conversion rates.
Persona
UX Strategy & Roadmap:
Based on the research findings, a strategy was developed to prioritise usability improvements, streamline navigation, and ensure content was tailored to the needs of each stakeholder.
Key Focus Areas:
Information Architecture:
A new site architecture was designed to simplify navigation, reduce friction, and make essential features (like course finders and enquiry forms) easily accessible. The architecture was centred around the four primary user groups, each with a dedicated section catering to their specific needs.
Improved Usability:
Simplified navigation structure with a single, intuitive menu
Quick access to enquiry forms, country/course offerings, and user-specific resources
Revamped the "Contact Us" page to ensure a seamless inquiry process
Stakeholder-Centric Content:
Personalised content for each stakeholder group was developed, ensuring that students, partners, franchises, and institutes found relevant information quickly.
Roadmap:
Discovery Phase (3 weeks): Research, stakeholder analysis, and content auditing.
Design & Evaluate (8 weeks): UI/UX design iterations, wireframes, usability testing, and refinements.
Development & Launch: Implementation of final designs, post-launch analysis, and feedback collection.
Information Architecture
Old design
https://www.studies-overseas.com/
New visual & UI refresh
A significant component of the redesign was refreshing KC Overseas’ visual identity to align with its new market positioning as a trusted, global edtech leader.
Design Choices:
Visual Language: A clean, modern, and professional look that balances authority with vibrancy. The use of minimalistic layouts, vibrant color accents, and bold typography helped convey trust and innovation.
UI Enhancements:
Improved readability with better font choices and white space
Use of icons, infographics, and videos to explain complex processes and services
Enhanced imagery with more human-centred visuals (students, partners, and team) to make the platform feel approachable and supportive
Brand Alignment:
The UI design was carefully aligned with KC Overseas’ vision of being a trusted global edutech platform. This was achieved through consistent use of their brand colours, tone, and messaging, building trust with prospective users.
Typography
Red Hat Display + Lato
Your Companion for KC Overseas Education
We are a rapidly growing EdTech Company that assists students in searching and applying to overseas universities through our extensive network of 50+ offices across India, Sri Lanka, Nepal, Bangladesh, Vietnam and Malaysia with the help of over 500 dedicated professionals.
Heading
Red Hat Display
Paragraph
Lato
Colours
Primary Colors
#FDAF4D
#FF7361
Secondary Colors
#1273F6
#6C48F0
Gradients
#FDAF4D
#FF7361
#1273F6
#6C48F0
Text Colors
#0B0C2D
#64647A
Wireframes
Absolute responsive design for all devices
Inner pages
Landing Page
Results & Impact
The redesign delivered tangible improvements across multiple KPIs, significantly enhancing both user experience and business outcomes:
Conversion Rates: Increased by 20%, driven by the easier access to course finders and enquiry forms.
User Engagement: Average time spent on key pages increased by 15%.
Bounce Rate: Reduced by 25% as a result of improved navigation and clearer value propositions.
Customer Feedback: Positive feedback from all stakeholder groups highlighted the streamlined navigation, refreshed visual design, and the ease of accessing important features like scholarships and multi-country options.
Lessons Learned
The KC Overseas project offered several key takeaways:
Collaboration is Key: Close collaboration with stakeholders helped ensure the redesign aligned with their goals and expectations.
Usability & Trust Go Hand-in-Hand: Streamlined usability and a clear visual language were crucial in building trust with users, especially when positioning the brand as an authoritative platform.
Content is Critical: Regularly updated content, success metrics, and testimonials were essential to building credibility across the diverse user base.
Challenges Overcome:
Balancing the needs of B2C and B2B audiences in one platform was a challenge, but segmenting content and creating tailored journeys for each stakeholder group solved this issue.
Complex information architecture was simplified by adopting a user-first approach to navigation design.