How do Parents Experience School Communications?
The project kickedoff with a deep dive into parents’ experience with school communications. What do they read? What don’t they read? What is their context when they receive messages?
QUALTIATIVE USER RESEARCH for attitudes and opinions
Over 20 interviews and six focus groups were conducted to develop intuition around how parent’s felt about school communications.
Research revealed that community members identify strongly with stories that celebrate Nueva uniqueness. Community members also felt anxious about missing critical information and frustrated by the over abundance of content.
QUANTITATIVE ANALYSIS FOR BEHAVIORAL TRENDS
Digging into the analytics of the at open rates, as well as the ratio of opens open/click ratio afforded the Communications Team perspective on actual behavior: over half the community weekly opened the weekly newsletter, with over 70% of high school students clicking on content.
USABILITY TESTING EXISTING PLATFORMS
To contextualize the design challenges that existing platforms faced, usability tests were conducted to evaluate the user experience on mobile and desktop of a typical user flow: receiving a school newsletter and clicking on a link.