Journey map
Depending on the the specific marketing channel that connects the user to the service they may enter the service either via
Entry Points
Prototype 1.1
Initial concept: Mirror other Dfe services
Users would land directly on a page that provides high-level information about the service and its features, page template, structure and branding would be pure GDS, steps following the entry point users would enter the service are via a Dfe login.
IMAGE OF 1.1 PAGES
Prototype 1.2
“It looks like a government service, it would be nice to see something different.” Research participant
Concept Revision 2: Audience based entry points During the research process multiple participants identified that while the GDS standard look and feel gave them confidence that they had arrived at a credible service users needed more detail as the service is voluntary to engage in it on that basis.
Marketing the service
Multiple contemporary methodologies exist to market products and services digitally including; email, social media, and web-based advertising.
Email is one way to directly market the service to schools and would continue to be a primary communications channel, another way is to provide information about the service using traditional digital marketing techniques such as a SEO (Search Engine Optimisation) focused online marketing campaign centred around a supporting micro-site.
A design of 3 versions of a microsite landing page was produced containing a mix of messaging and imagery and incorporated into the user journey to test if it would address specifically the issue identified during user testing of providing an informative entry point.
The design tested is not a suggested approach, it is a separate project that validates the proposal of a marketing campaign to support the service.
The reception towards this proposal from the user research has been positive.
IMAGE OF MARKETING PAGE DESIGN
Prototype 1.3
Concept Revision 2: Refinement of MVS entry point
The overall design of both the direct and marketing based entry points have been frozen for 1.3, however changes have been made to the content both in the marketing and MVS non marketing entry point to refine elements of the page copy.
DfE login
Marketing
