Unify the Brand Simplify the Message
The design team began the project reviewing the Urban Teachers existing website. They referenced the site’s analytics and studied the web architecture of competitors’ sites. The original site navigation had an extensive array of categories and subcategories, many were unnecessary and overwhelmed users. Urban Teacher's had tried to talk to too many people at once. Conflicting hierarchies of information disoriented users and their help desk received a high volume of information queries.
Our principal solution was to minimize the site navigation. Typography and hierarchy would play a leading role in laying out the content and site navigation. Collaborating with the Urban Teachers team, our designers broke down the navigation and decided what pages to combine. From there we developed an intuitive UI, with a streamlined lead flow to drive potential recruits to the application page. We worked directly with the client to build the new site navigation and the Information Architecture page-by-page.