Redefining the student exchange journey with an intuitive and engaging online platform, tailored with psychology in mind - for the ones we called "the dreamers and the doers" alike.
As Digital Creative Director, UX and Digital Transformation Specialist, I was tasked with transforming the online presence of WEST 1, a leading student exchange agency operating in Brazil and Australia. With their recent exponential growth, WEST 1 needed a website that could efficiently automate their initial customer interaction and inquiry process.
The Dreamers and The Doers
The challenge was to design a website that could cater effectively to WEST 1’s diverse audience, facilitating quick and easy access to information. Through data analysis and user behaviour studies using heatmaps and analytics, we identified two primary personas visiting the site: 'The Dreamers', needing visual inspiration for their travel plans, and 'The Doers', who were ready to take action and finalize their exchange packages.
Acknowledging these findings, we revamped the entire website with a mobile-first approach, aligning with the fact that 95% of WEST 1's traffic originated from mobile devices, largely driven by their social media presence. The redesign focused on creating a dual-pathway user experience: one that captivates 'The Dreamers' with visually inspiring content and another that offers 'The Doers' a streamlined process to quickly connect with travel consultants and purchase packages. Furthermore, in an industry recently plagued by scams, it was crucial to design a professional-looking website incorporating customer testimonials and proof of WEST 1's reputable service to build trust.
Global Sections' UX
The revamped website has been a phenomenal success, significantly enhancing the inbound marketing process. The implementation of Artificial Intelligence by WEST 1’s development team proved to be a game-changer, optimising user experience for both prospective students and travel consultants. The new website is not only a testament to WEST 1's commitment to excellence but also a benchmark in the student exchange industry.
Client: WEST 1
Digital Creative Director, UX & UI: Berto Macario
Brand Designer: Sadao Abe
Agency: Glove
Digital Creative Director, UX & UI: Berto Macario
Brand Designer: Sadao Abe
Agency: Glove
