ASCL websites

my role
senior ux/ui designer

brief / problem

ASCL (Association of School and College Leaders) is the association and trade union for all school and college leaders, that represent more than 19,000 members across the UK. When I was working at Smart Impact I was tasked to redesign their website developing two different identities, one for the organization and one for the professional development for their members. Furthermore, another separate flexible identity had been required  only for the annual conference, that could change every year. The requests were really challenging; redesigning the current website and creating a new big identity that would be separated into two. It wasn’t an easy task also because the deadline was really short.

Current ASCL website.


The project management team and I had several workshops with the association board members to understand exactly what they required from the new websites. In this stage, we had an opportunity to see how their internal workflows were. After that, a few interviews followed with a small group of school leaders that were habitual to ASCL services or interested in booking their professional courses. After that we had some internal meetings to clarify the user needs and to develop user persona to solidify our understanding of their necessities. These sessions have been really useful for the next steps.

Concepts & Challenges

Based on the research we had a few meetings to build a consistent experience through the different website identities. Working on the existing guidelines I developed two separate identities, blue for the association and green for the professional development. For the conference microsite, because of the freedom requested, my solution was to build a flexible identity with a primary and a secondary colour, that would be exchangeable only with matched colours. To design the key templates requested, we went for some A/B testing and their results helped me to build wireframes and mockups.

Initial sketches.
Wireframes for the User Portal.


The outcome matches the client expectations, the two main identities allow them to provide distinguish services under the same family but without confusion. The website structure allows the client to have the flexibility requested and the user to go through their content efficiently.

ASCL websites.
ASCL main website mockup.
ASCL Professional Development mockup.
ASCL conference website mockups.