Instructure

Finding a common language that meets the needs of educators worldwide

While there were many opportunities to reduce technical debt and improve content entry, Instructure's goal was to speak to target audiences in all regions and generate demos from the site. The UX strategy focused on reducing regional friction and also having a clear user flow for the target audience for that product.

For example, elementary school teachers in Louisiana are very different from University professors in Germany. How do a variety of educators with different needs influence the sales & adoption of Instructure’s products, and how can we help them find the content that matters to them?

A site built for every user—across 70+ countries

The design of the site needed to incorporate each product, while tailoring the messaging and recommendations for users of all backgrounds.

We were able to do this by implementing “audience” & “need” pages. The structure of the site, paired with the changes we made within Drupal, helps deliver great quality content to serve these audiences—and instantly translates that content across 70 countries.

Outcome

During implementation, we focused on prioritizing and consolidating content, so that the content people already engaged with on the site would fit into the intended user flow—while removing the distractions. Post-launch, the site has seen a reduction in bounce rate by 42%.

The localization strategy by region also helped increase global conversions. Europe, for example, had three different language translations to implement on the new website. Since launch, the conversion rate for demos across regions has grown by 23%. The new site structure also lends itself to further personalization, both by region and persona, which is on the horizon for Instructure.