CommuniKids Bilingual Preschool
We have been working with the wonderful team at CommuniKids Bilingual Preschool in the Washington DC area for over 5 years. We took over their website and helped them updated content and maintain the website software for about a year before doing their first design refresh. The website has a complex relationship between various programs, languages and locations. It was important to make it easy for prospective parents to find programs in their area, and to see which language programs were available. The first design featured a fun background video which showed kids and teachers in action.
After four years of this design however, CommuniKids wanted to refresh their website (the kids in the video were in high school and beyond by now, since the video was not new when we started using it!). They also wanted to focus the message much more on the idea of the power of a bilingual education.
The idea of “super powers” translated into a really fun design. Working with our photographer, we had a photo shoot with the kids, who were more than happy to run around in super hero capes! Creating fun, authentic photography makes a school website stand out and conveys their personality.
The website is cleaner and has an even better UI now. We looked at Google Analytics to see where people were leaving and created more direct links to the Application and program content to help design the new improved site map.
Objective
Enhance User Experience Across Complex Program Structures: Redesign the website to help prospective parents easily find bilingual programs by location and language, given the school’s multiple campuses and offerings.
Optimize Site Navigation Using Analytics: Use Google Analytics data to identify user drop-off points and restructure navigation to improve engagement and conversions.
Refresh Visual Design and Messaging: Replace the outdated background video and update the site’s message to focus on the transformational power of bilingual education.
Create a Fun, Authentic Visual Identity: Capture custom photography that highlights the joy and personality of the CommuniKids community in a visually compelling way.
Approach
Ongoing Website Support & Initial Redesign
- Maintained the CommuniKids website for over a year before the first redesign.
- Developed a user-friendly interface that highlighted the relationship between programs, languages, and locations.
- Introduced a background video to showcase the vibrant school environment and bring the homepage to life.
Data-Driven Improvements
- Analyzed Google Analytics to identify pages with high exit rates.
- Used insights to create direct pathways to high-priority content like program descriptions and application pages.
- Reorganized the site map to improve navigation and reduce friction for prospective families.
2023 Website Refresh with New Messaging Focus
- Refreshed the overall site design to feel more modern and aligned with current branding.
- Shifted messaging to emphasize the idea that bilingualism is a “super power.”
- Collaborated with a professional photographer to conduct a photo shoot with students wearing superhero capes, reinforcing the fun, confident spirit of the brand.
Outcome
Improved User Experience: Visitors now have a simplified path to program information, improving their ability to make informed decisions.
Stronger Messaging Alignment: The updated site reflects the school’s mission and communicates the value of bilingual education in a clear and engaging way.
Increased Visual Impact: The new custom photography creates an authentic and energetic tone, helping the school stand out among competitors.
Stronger Brand Connection: The “super power” concept resonates with families and ties together CommuniKids’ mission, values, and visual identity.
Ongoing Client Partnership: With over 5 years of collaboration, CommuniKids continues to benefit from strategic design updates, maintenance, and support that align with their evolving goals.
