The Olympia Schools – Designing a future-oriented educational environment experience on the digital channel
Established in 2003, The Olympia School (TOS) which belongs to the Dream House education system, is one of the pioneers in the field of private education. With the orientation to become "the school of the future", (TOS) provides students with skills and equipment to be ready for a new society. The school team contacted Beau Agency with the desire to help them show that determination on the digital channel.
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Client
The Olympia Schools
Duration12/2019- 03/2020
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Scope
Digital Strategy.
UI/UX design.
Brand Experience Strategy.
Brand Identity.
Interface design.
Background
With the increasing demand for high-quality education from parents, many businesses from international education brands to large Vietnamese corporations, have appeared in the domestic education market since the early 2000s. In the private education sector, competitive businesses no longer depend only on a prestigious or standardized educational program, but also need to present the advantage of a favorable environment that can help children develop holistically to the parents.
Inconsistent Brand personailty and image
Building an academic image
TOS is now facing the inefficient communication activities and low conversion rate on digital channels. Our researches show that these barriers come from the school's brand identity system which cannot accurately convey the Brand image to parents. The identity system gives a sense of an old, traditional and academic environment, in stark contrast to the youthful and dynamic nature of TOS reflected in the school's infrastructure system and the staff.
Changing parents' feelings
Our researches show that the parents' and students' feelings after participating in the school's environtment are completely different from the feelings reflected through the identity system. In the subconscious mind of customers, The Olympia School appears as a Trustworthy School with Enthusiastic, Warm, Professional staff, a place that represents and helps promote Creativity."
Building an academic image
TOS is now facing the inefficient communication activities and low conversion rate on digital channels. Our researches show that these barriers come from the school's brand identity system which cannot accurately convey the Brand image to parents. The identity system gives a sense of an old, traditional and academic environment, in stark contrast to the youthful and dynamic nature of TOS reflected in the school's infrastructure system and the staff.
Changing parents' feelings
Our researches show that the parents' and students' feelings after participating in the school's environtment are completely different from the feelings reflected through the identity system. In the subconscious mind of customers, The Olympia School appears as a Trustworthy School with Enthusiastic, Warm, Professional staff, a place that represents and helps promote Creativity."
Unscientifically information structure affects the conversion rate of digital channels
The current TOS website provides full information about the school's brand, curriculum, and other activities, however, still faces some problems with the design information structure & flow that badly affect the attraction of potential customers who are parents and students.
- Weak Brand personality and image
- Broken & interuptted interaction flow
- Weak CTA
- Messy and overlapping structure of learning courses
Project goal
After working and discussing with the TOS team, we reached an agreement on the goal for the project, which is TOS's new digital channel that needs to help the school promote and convey their personality and image stronger and more accurate to customers. Thereby helping to increase brand awareness in the hearts of potential customers to create a competitive advantage between TOS and its competitors. The ultimate goal of a website is to help increase conversion rates
Solution
Coordinating with Beautique branding strategy consulting agency (a member of Beau Group) and the leadership of The Olympia School, we research and map out a new brand strategy. The branding strategy for TOS focuses on conveying a new message about the brand, positive feelings of customers about TOS that we have collected.
With the "school of the future" orientation, TOS prepares for the young generation to enter a changing world, ready to find creative solutions to problems and work together towards sustainable development
Design following the new brand identity
Along with the new identity system, a modern design language with large background arrays bearing the brand's colors. Additionally, modern dynamic and professional typography combined with large images to present the life and people of The Olympia School are also addapted to the interface.
See more details about the TOS brand strategy project implemented by Beautique hereBuilding the future
Sứ mệnh của Olympia School đó là cung cấp cho học sinh đầy đủ hành trang cần thiết để các em chuẩn bị và xây dựng cuộc sống tương lai. Chúng tôi truyền tải thông điệp đó lấy cảm hứng từ trò chơi “Xếp hình” của trẻ em, tri thức được hình hoạ hoá thành các khối màu sắc, sau khi được lắp ráp lại bằng trí tưởng tượng và sự tỉ mỉ sẽ tạo thành nên những cấu trúc quy mô và kì công.
Academic Purple
Curious Yellow
Numbers instead of text
The outstanding numbers of The Olympia School's achievements and quality are displayed right in the second frame on the homepage to not only quickly attract customers but also partly show their dynamic and enthusiastic personality of the brand.
Message — big impressive typo
Olympia School as a school of the future, preparing the young generation to enter a changing world, ready to solve probelsm with creative solutions and work together towards sustainable development.
Iconography
The exclusive icon set on the digital space is also built specifically for the TOS brand to create a consistent experience throughout the interaction process on the customer's website.
Information restructuring
Megamenu navigation
The learning courses are categorized more appropriately
TOS's learning courses include academic programs covering all 4 different school levels along with corresponding development and supplementary programs. The new website solves the problem of restructuring complex and overlapping curriculum hierarchies.
Standard program
General information and highlighted features of each levels are presented on the landing page to provide parents with an overview of The Olympia School's learning environment.
Content separation for better delivery
The content on the TOS website is decomposed into smaller information components, helping to provide more in-depth information. In terms of presentation, these separately designed content components will help convey information better than having many different information on the same page
Customer centric design
During the time on page, customers have different needs in different times and circumstances. Understanding those demands, we have designed forms to provide information and contact corresponding to the needs of customers for each situation
Implementation
By addapting the buying circle of potential customers into information structures on digital channels, the message of the brand as well as TOS vision is conveyed more strongly than competitors, creating a positive impression in the minds users
Through the process of building brand strategy, the application of design language has helped highlight the brand personality on TOS's new digital channel, a professional, enthusiastic and creative learning environment.
The website is optimized responsively to give users the most comprehensive experience
With a responsive 12-column grid system, the website interface is automatically adjusted when displayed on mobile devices. However, for a seamless user experience, we do adaptive mobile design for pages with special layouts
