Persona-Led Content Strategy

Many of the school’s students had parents navigating major life transitions. When researching schools online, Sky International’s target customers were looking for safety, trust, and belonging in an unfamiliar location. The school’s website didn’t convey a sense of warmth and clarity that attracts anxious parents. We partnered with Sky International to redesign its website, creating one rooted in real parental behavior and emotion. 

Our team worked to unbury critical decision-making content and deliver a UX-driven website that enhanced the customer journey and led to conversion.

Workshop Focus on Developing Personas

To aid Sky International and attract new parents, Odyyc led a three-part workshop series to develop a website and content strategy that would solidify the school’s brand. Our team engaged Sky International leaders, teachers, and stakeholders within the community throughout the effort. 

In the first workshop, we focused on developing personas to inform the user journey and content strategy. Using the Think-Feel-Do approach, our team worked with Sky’s project team to understand parents and their motivations behind choosing a school: 

• Think: What key thoughts and concerns are driving your audience to your site? What are their goals and values? 
• Feel: What emotions does your audience feel when researching and interacting with your school? What is their emotional journey? 
• Do: Considering their thoughts and feelings, what actions is your target audience taking? How are they interacting with your brand and making decisions? 

This workshop led to personas reflecting two key audiences, expat parents and local/international Vietnamese parents. 

Workshop two involved real parents. We used tree testing tasks to learn how they would look for information when researching a school. We used card sorting to shape site categories. 

The final workshop built on these results. Our team mapped the site and made recommendations to align content with each step of the parent journey based on the personas. Since our personas were found to be either anxious and focused on cultural fit or ambitious and seeking a cultural advantage, we prioritized content to reduce anxiety and make a good first impression. This included testimonials, a campus tour, and content that helped parents set expectations. 

Sitemap and Content Recommendations Based on Personas

Odyyc delivered a full UX-oriented website refresh and content strategy based on emotional resonance and clarity and built for conversions. We developed a sitemap driven by personas to highlight important information for parents. 

We then used tree-tested information to develop site architecture for new users and returning users. Our team suggested revamping the school’s homepage zoning into storytelling blocks to address parent thoughts and emotions. 

Sky International received content templates to reach parents at each stage of their decision-making journey. We helped solidify brand image with core messaging: “Play-led, child-first learning in a warm, multicultural space.” We also provided a style guide to keep messaging consistent. Sky International’s future site goes beyond information to appeal to parent emotions and create a sense of belonging.