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Building Jia's marketing site for personalised language learning

Web designBrand designGrowth marketingEdTech
Role

Digital Media & Production Manager

Team

2 Business · 1 Software Engineer · 1 UX Designer · 1 Marketing Manager

Timeline

Jan – Jul 2023

Tools

Meta Ads Manager · Google Ads · WordPress & Drupal · HTML / CSS · Google Tag Manager (GTM) · Google Analytics 4 (GA4)

The Jia marketing site on a desktop monitor and a laptop, showing the mascot hero and the product cards

Overview

During my time at Jia, I built the marketing website from scratch for their AI-powered storybook platform, which helps parents teach their 3- to 6-year-old children Mandarin through personalised and culturally relevant stories.

The goal was to drive engagement, expand market reach and highlight Jia's interactive approach to language learning. Working with a small team, we built a user-friendly platform that combined educational content with engaging visuals, with a strong focus on lead generation and brand trust.

Problem

Parents teaching their 3- to 6-year-old children Mandarin at home often struggle to find engaging, personalised and culturally relevant resources that make the learning experience enjoyable and effective for their children. Jia, as an AI-powered storybook, aims to bridge that gap with a tool that makes language learning both accessible and fun.

"How might we design a platform that highlights the personalisation and cultural relevance of Jia's AI-powered stories, helping parents understand its benefits in teaching Chinese at home?"

Objectives

The key objectives for the Jia marketing website were to:

01Increase revenue

Convert website visitors into app users by emphasising the product's value.

02Generate leads

Capture parent interest through newsletters, downloads and resource sign-ups.

03Improve brand reputation

Position Jia as an innovative leader in early childhood Chinese language education.

04Increase brand presence

Break into new markets and improve brand visibility.

05Enhance customer experience

Create an intuitive, easy-to-navigate platform for parents exploring language education options for their children.

Target audience

The primary audience for the website was parents of 3- to 6-year-old children who were looking to teach Chinese at home. They needed a solution that was easy to use, culturally relevant and capable of engaging their children in the language-learning process.

Understanding their need for trust and confidence in the product, I designed a platform that showcased Jia's AI-powered storybook and its ability to create personalised, interactive learning experiences.

A parent and young child sitting on a bed, reading a picture book together

The audience the site had to speak to. This photograph anchored the About Jia section.

Features

I explored the key features of Jia's marketing website, each designed to raise user engagement and make it easier for parents to support their children's Chinese language learning journey.

The full Jia marketing website, from the mascot hero down to the footer

The site as shipped. Scroll inside the frame to move through the whole page.

Jia home page: the animated mascot hero, the About Jia band and three value columns above the product cards
Landing & story
  1. 1
    Engaging animation

    Capture attention with a visually captivating animation that immerses visitors in the vibrant world of Jia.

  2. 2
    About Jia

    Emphasise the value Jia brings to children's development and future success.

  3. 3
    Value highlight

    Showcase the expertise and unique features.

Jia pricing plans — Basic, Plus and Premium — above a row of parent testimonials
Conversion & trust
  1. 4
    Sales and registration

    Streamline the conversion process with persuasive design elements and clear calls to action, guiding visitors to register and buy easily.

  2. 5
    Trust-building quotes and reviews

    Establish credibility by featuring testimonials from customers, showing the positive impact of Jia's platform.

Newsletter subscribe band with the mascot, the More About Jia and Our Mission content row, and the footer
Sign-up & content
  1. 6
    Contact sign-up

    Provide a convenient, user-friendly contact form for visitors to express their interest, making it easy to get in touch and learn more about Jia.

  2. 7
    Value-driven content and trust

    Deliver additional value and establish trust by offering videos, informative articles and interactive activities that enrich the learning experience.

Process

01Research & strategy

I began by researching educational products in the language learning space to better understand competitive positioning. We wanted to highlight Jia's AI-powered, culturally relevant content while emphasising ease of use for parents.

Competitive matrix scoring Duolingo, Memrise, Rosetta Stone, Lingualeo, story books and Jia on five criteria: story oriented, personalisation, affordable, accessible to 3- to 6-year-old children, and family focused

Competitive analysis. Jia was the only option that scored a full yes on all five criteria.

02Wireframing & prototyping

After researching user behaviours, I created lo-fi wireframes that focused on simple navigation and easy access to product features. These were refined into hi-fi prototypes, with playful visuals and strategic calls to action to guide parents through the site.

Hi-fi prototype of Jia's bilingual education article page with the newsletter subscribe modal open over it

A hi-fi prototype of the article pages, with the newsletter modal that captured leads.

Jia design system sheet: Rubik type weights, primary and secondary colour swatches, the logo, and the icon and button set

The design system behind the site: Rubik, Jia's deep red and orange, and the shared icon and button set.

03Mascot & visual storytelling

I developed a fun and friendly elephant mascot to capture children's attention while communicating the educational value of Jia. The design also included animations and real customer testimonials to create a connection with families.

Elephant mascot explorations: the graduation-cap elephant holding a recommended-stories card, with smaller face and logo variants around it

Mascot explorations: the graduation-cap elephant, the logo mark, and the face variants that ended up across the site.

The finished Jia lockup: the elephant mascot with floating books and a globe, beside the red Jia logo mark and wordmark

The finished lockup that opened the site.

04User testing

We ran usability tests with 11 parents to make sure the website was responsive, easy to navigate and met their expectations. Feedback helped us improve the flow and accessibility of key features like subscriptions and downloads.

Research summary board: 80% believe passing down Chinese culture and language is important, 60% believe 3-6 years old is the best age, traditional teaching methods don't engage children, 80% rate listening and speaking as the most important skills, 60% name lack of motivation as the biggest challenge, and $50-$200 average monthly spend

What we learned from 11 interviews and 38 survey responses.

Challenges

The main challenge was balancing Jia's business goals with the insights from user research. As a startup, Jia needed to grow brand presence rapidly while keeping the platform user-centred and intuitive. It was crucial to match the website's design with both the business's objectives and the expectations of our target users.

User feedback

The feedback we received from users and stakeholders was overwhelmingly positive. Parents particularly appreciated the simplicity and effectiveness of the website's design, with many noting the ease with which they could subscribe, access resources and contact customer support.

Results

The project delivered strong results, achieving significant improvements across multiple KPIs.

35%more website trafficOver six months, driven by a combination of SEO and targeted ad campaigns
25%more ad engagementFrom market research, strategic ad placement and concept testing

Conclusion

The Jia marketing website successfully positioned the platform as a leading tool for personalised Chinese language learning. Through thoughtful design and strategic collaboration, we created an engaging user experience that increased brand visibility, drove traffic and fostered trust within our target audience.

The project not only achieved significant business results but also enhanced the overall customer journey, reinforcing Jia's value in the competitive educational landscape.

The Jia team gathered around a table in a brick-walled office, smiling at the camera

The team at Jia.

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