We helped a leader in education technology “Go Beyond.”
Drive more engagement by rethinking both a brand and website. - Discovery Education, a division of Discovery Communications (NASDAQ:DISCA), is a leader in digital curriculum for K-12 classrooms worldwide — providing streaming multimedia content, award-winning digital textbooks and the largest professional development community of its kind. Discovery Education is used by more than 5 million educators, and 51 million students in 90 countries worldwide. Over the past few years, both the brand and website had gone out of date, no longer reflecting the core value of the brand or innovative new services like digital textbooks. As well, direct usage by classroom teachers had been falling, making it more difficult to win renewal contracts with school districts.
What we did
Rearchitect both the brand story and the website experience. - After conducting a series of in-depth interviews with K-12 teachers, we learned that many found the site to be overwhelming, making it hard to find relevant content for their lesson plans. We also performed a detailed competitive analysis and held strategy meetings with senior Discovery managers, exploring their vision and “open space” opportunities that could help Discovery Education differentiate itself within a crowded market that includes free YouTube content. The result: two new creative themes were tested; “Go Beyond” and “ReDiscover”. Both of which describe how Discovery Education creates more learning experiences that help students explore the real world beyond the classroom, and helps educators take their own professional development to new heights. In the end “Go Beyond” resonated more with educators and supervisors and was selected to go forward.
Building on the new “Go Beyond” theme, we then completely architected DiscoveryEducation.com to showcase rich content beyond streaming. A new content hierarchy for page layouts, streamlined user flows, and redesigned product level pages supported a simpler, task-driven browsing experience. In addition, Discovery Education’s thousands of streaming videos were completely reorganized, making them much easier to search and access to be incorporated more easily into daily lesson plans.
Increased Traffic, Increased Demos, Increased Demand