Enabling students to find an English course that fits their goals

Every age group — toddlers to adults — shared one crowded page. After the redesign (launched alongside other growth efforts, comparing similar six-month periods):

• 58% more visitors
• Visitors spent almost double the time exploring the site
• 22% more pages viewed per visit

Spring Learning is an English language school in Japan with courses across ages and skill levels. Students struggled to find the right course — and staff struggled to keep information current. The goal was twofold: redesign course discovery, and build a system a non-technical team could maintain on their own.

Two barriers stood between families and the right course:

• Everything on one long page. Parents of toddlers and adult learners landed in the same place and scrolled through everyone else's courses to find their own.
• Not enough detail to decide. Descriptions lacked curriculum, teacher background and learning outcomes — so parents emailed the school for basics.

I worked with the team to decide what mattered most — we landed on curriculum, teacher, learning outcomes and trial lessons — and validated direction with quick wireframes before any build. A review of schools like AEON, Nico Kids and ECC confirmed parents already expect age-and-level groupings with a page per course.

• Dedicated course pages organized by age and skill level
• Scalable, accessible templates staff update without technical support
• Clearer navigation and accessibility improvements throughout

The key decision was one page per course, not one page for all. A comparison page would have meant less clicking — but dedicated pages gave each course room to persuade, and gave the team a template for growth. The design stayed in production until the business was acquired in 2024.