CK-12, a free online learning resource for elementary to high school level students, needed to emotionally connect with their users. In a world filled with a plethora of online learning CK-12 needed to find a different way to differentiate themselves.
In our audit we examined the education system spanning from the Industrial Age where students trained to work in factories to the conceptual age where today critical thinking and creative skills are required. We realized that our educational system is currently based on an model from decades ago making it outdated.
We realized that today students are penalized for wrong answers in the classroom and this has lead to a risk averse culture. Affecting testing, classroom engagement, and a drop off in questions being asked in class.
After much research we discovered the reason behind this risk averse culture was fear. Fear, an emotional barrier, kept kids from progressing in the classroom.
Our initial positioning was based on removing fear and becoming an ally to students. We suggested Fearless Learning.
But our client thought this was too aspirational for students. So we went back to our research in order to find a new solution.
As we started reevaluating we realized three major points that couldn't be overlooked.
This led to our new positioning where courage is needed to overcome the barrier of fear. So we proposed Dare to Learn.
Dare to Learn is made up of three pillars: courage, passion, and persistence which are meant to guide CK-12's internal and external behaviors.
Dare to Learn also would effect the language and tone of the company. We envisioned the language to be as bold and daring and fun as the positioning.
CK-12's web design and user experience needed to change to reflect the new positioning and it's pillars. Looking at competitors we realized CK-12 needed a dynamic new site with personality.
This is a potential example of their new site. It reflects the fun, courage, and passion that was missing before.
And once you compare it with the competitors there is a clear distinction between CK-12 and it's competitors.
Instead of having traditional pop-ups we envision CK-12 having pop -ups that encourage kids to keep trying and acknowledging that it is alright if you get an incorrect answer.
By repositioning themselves CK-12 will not only connect with their audience but also redefine the educational system and become a beacon for learning.
This project was done in collaboration with my teammates Farida Leheta, Stephanie Millar, Allison Mussoline, and Memoli Ward.
