inquirED Website Redesign

What I did

• Led brand and content strategy and wireframed the full site in Figma, including motion and animation direction, managing the developer and an external agency through execution.
• Repositioned the site from an education nonprofit to a clear, product-driven brand by making value propositions clear, highlighting conversion paths, and differentiating content for educators and district leaders.
• Simplified website messaging to be direct, human, and easy to understand at a glance, pairing plainspoken language with emotionally resonant classroom photography to build trust and connection.
• Designed the experience to differentiate from ELA competitors through stronger hierarchy, bolder brand expression, and narrative flow, rather than catalog-style layouts or academic language.
• Built for competitive differentiation and SEO/AI search in close partnership with growth marketing.

Homepage

What I loved about this project

Turning the website from nonprofit-style branding into a professional, modern site built on human connection was joyful. It felt like hand-tailoring a suit for someone who'd been walking around in an ill-fitting, off-the-rack jacket.

Product pages

I shaped our product pages through ICP-focused narratives, combining outcomes, classroom experience, and differentiation rather than feature lists or academic framing, and wove compelling content throughout to increase top-of-funnel conversions.

Motion & video

I directed the motion design for the site, including this animated walkthrough of our inquiry pedagogy, built on our custom illustration system to make a complex teaching concept easy to grasp at a glance.

Testimonials

Front-facing, informal video testimonials shot in a fast, TikTok-style edit, a format curricular materials companies rarely use. It gives district and school leaders the feeling of hearing directly from a teacher already using our materials.

Content & messaging

Designed a content system that supports top-of-funnel conversion and SEO/AI search, balancing depth, clarity, and scannability. I led messaging direction across the site, calibrating voice and tone to be plainspoken and clear at a glance for both educators and district leaders.

Mobile

Rebuilt the experience for mobile so hierarchy, motion, and conversion clarity held up across devices and traffic sources.