Project Title

IELTS Website Relaunch Strategy – June 2022

Introduction

In June 2022, I was invited to present a strategic vision for the relaunch of IELTS.org as part of the second stage of the Website Manager interview process. I approached this as a product case study, identifying key opportunities to improve user experience, performance, and stakeholder alignment. My proposal focused on transforming IELTS.org into a faster, more intuitive, and conversion-optimised platform that serves both B2C and B2B audiences.

The Challenge

IELTS.org, a globally recognised domain with millions of annual users, was preparing for a major relaunch. Despite its authority and reach, the site faced several challenges:

• Poor performance scores (Web Vitals)
• A fragmented and text-heavy user experience
• Unclear conversion paths for both test takers and institutional partners
• A lack of personalisation and community engagement

The relaunch needed to address these issues while aligning with the goals of three global stakeholders: Cambridge, British Council, and IDP.

My Role

As a candidate for the Website Manager role, I treated the interview as a discovery and strategy sprint. I conducted a UX and SEO audit, mapped user journeys, and proposed a framework for content rationalisation and stakeholder alignment. My presentation emphasised:

• UX/UI and SEO improvements
• Conversion Rate Optimisation (CRO)
• Evergreen content strategy
• A clear B2B engagement model
• Stakeholder relationship rationalisation
• Personalisation and community advocacy

Tools & Setup

• Google Web Vitals: Performance benchmarking
• Sitecore CMS: Platform analysis
• User Journey Mapping: Persona-based flow analysis
• SEO Audit Tools: Content structure and keyword alignment
• Presentation Deck: Strategic storytelling and visual communication

What We Tested

I explored several strategic hypotheses:

• Could simplifying the navigation and content structure improve both SEO and user flow?
• Would introducing visual content (e.g., infographics) reduce bounce rates on dense pages?
• Could we tailor CTAs and journeys for distinct personas (students, migrants, professionals)?
• How might we better serve B2B audiences with clearer pathways and value propositions?

What I Found

• Insight 1: The booking flow was slow and unintuitive, especially for mobile users.
• Insight 2: Key content pages were overwhelming and lacked visual hierarchy.
• Insight 3: There was no clear strategy for B2B engagement or community building.

What I Learned

• What worked well: Framing the relaunch as a product-led transformation helped surface actionable insights and align with stakeholder goals.
• What we decided: I proposed a phased roadmap starting with UX and performance fixes, followed by content and personalisation layers.
• What I’d do differently: I would advocate for earlier persona research and stakeholder workshops to validate assumptions.
• Surprises: Despite the scale of the site, there was limited use of personalisation or community engagement strategies.

📸 Visuals

Strategic Vision for IELTS.org Relaunch – UX, Performance & Engagement

A visual summary from the June 2022 presentation outlining the strategic pillars for transforming IELTS.org. This includes UX/UI enhancements, SEO and CRO improvements, stakeholder alignment, and a roadmap for personalisation and B2B engagement.

Feedback

The feedback I received was both encouraging and insightful. While I was not selected for the role, the hiring manager emphasised that the decision was not a reflection of my skills or performance. In his words:

“I believe you have the technical, analytical and content skills to succeed in this job. Gemma and I enjoyed talking to you… There is nothing you could have done differently to be ‘better’ for the role.”

This reinforced that my strategic approach, presentation, and understanding of the product challenges were well aligned with the expectations of the role. It also highlighted the importance of organisational fit—something that goes beyond capability and into culture and context.