With growing demand for online study, partly driven by Covid-19 and lockdown restrictions, ICMP recognised an opportunity to strengthen and expand their online proposition. They needed to create a distinct experience for a new audience with a different mindset and goals from ICMP’s core audience, seeking shorter, self-guided courses online. The existing landing pages needed updating and refreshing to provide a more intuitive user experience, creating a clear brand identity that would distinguish them from the wider range of products and courses on offer.

The design phase focused on creating intuitive, distinctive user experiences across desktop and mobile. The landing pages were validated with a round of user testing through Usability Hub, to check that the new designs, page structure and naming conventions worked for our target audience. The response was overwhelmingly positive - descriptions such as energetic, trustworthy, bright, bold, engaging, clear and easy to navigate were music to our ears! We also received some useful nuggets of insight which allowed us to make small improvements to the design before delivering the final output.