British Council (IELTS)

IELTS.org needed a modern, user-focused platform to support the launch of IELTS Online and better serve test-takers:

• A dated visual identity and design that reduced trust and engagement.
• Navigation and content layout that made it hard for users to find essential information quickly.
• The site targeted a very broad audience but lacked a clear test-taker focus, which is critical for IELTS Online.
• Underutilised Sitecore capabilities prevented delivery of dynamic, contextual experiences and personalization.

We built a user-centred Sitecore solution focused on validation, personalization and clear digital journeys:

• User-focused design — refreshed visual identity and modern, dynamic layouts prioritising clarity, accessibility and trust.
• Test-driven IA — validated information architecture and navigation through usability testing to ensure decisions were driven by real user insights.
• Search & journey mapping — mapped and optimised digital journeys so test-takers can quickly discover the right test, resources and next steps.
• Sitecore contextualisation — implemented Sitecore personalization and rules to serve tailored content and pathways for different audiences (test-takers, institutions, agents).
• Performance & accessibility — designed for fast, accessible experiences across devices, with clear content prioritisation for fast decision-making.

Results after delivery:

• A better experience for test-takers, checked in usability tests.
• Clearer journeys through the site, using Sitecore contextual personalisation.
• Tailored content and pathways for test-takers, institutions and agents.
• A clearer path for test-takers to choose the right IELTS test.