Case study:

The ielts.org website was in need of a refresh to better align with the expectations of today’s digital users and the evolving IELTS brand. Its design and experience did not fully support accessibility, engagement, or personalization. With IELTS Online about to launch, the platform should have focused more directly on test-takers while also leveraging Sitecore to enable contextual, tailored experiences. What was to change:

• The portal’s design and visual identity feel dated, which can reduce trust and engagement among visitors.
• Navigation and content layout create challenges for readability and make it harder for users to quickly find essential information.
• The site currently addresses a broad audience but lacks a clear test-taker focus, especially important with the introduction of IELTS Online.
• Sitecore capabilities are underutilized, preventing the delivery of dynamic, personalized experiences that could significantly improve user journeys.

The new vision for ielts.org is centered around creating a modern, dynamic platform that puts users first. The approach emphasizes validation, personalization, and seamless digital journeys, all built on the capabilities of Sitecore.

• A user-focused design with a refreshed, dynamic layout will improve both usability and engagement.
• Design and information architecture will be validated through a test-driven approach, ensuring that decisions are based on real user insights rather than assumptions.
• Digital journeys will be carefully evaluated and mapped, forming the foundation for future development and continuous improvement.
• The solution will be delivered on the Sitecore platform, making full use of its strengths in contextualization and personalization to create tailored user experiences.

The redesigned ielts.org experience aims to deliver measurable improvements in usability and engagement. By combining personalization with a stronger focus on user needs, the platform will guide test-takers more effectively through their decision-making journey.

• Customer experience enhancements will be validated through user testing, ensuring that improvements are grounded in real feedback.
• Contextual personalization will provide clearer and more intuitive digital journeys, adapting to the needs of different audiences.
• Target groups will be addressed with greater precision, ensuring that content and pathways are relevant to their specific goals.
• Test-takers will benefit from a simplified and structured process for identifying and selecting the right form of the IELTS test.