Julong Design

A brief history of Tio

Tio is a private business school founded in 1969 offering bachelor programmes in hospitality, tourism and business. They believe in small classrooms, personal attention, and empowering students. The Higher Education Guide rated Tio the Best University of Applied Sciences (small size) in the Netherlands. In addition, Tio received awards & recognition for the most highly rated hotel school and bachelor's degrees in tourism, business administration and marketing.

A brief history of Tio

Tio is a private business school founded in 1969 offering bachelor programmes in hospitality, tourism and business. They believe in small classrooms, personal attention, and empowering students. The Higher Education Guide rated Tio the Best University of Applied Sciences (small size) in the Netherlands. In addition, Tio received awards & recognition for the most highly rated hotel school and bachelor's degrees in tourism, business administration and marketing.

A brief history of Tio

Tio is a private business school founded in 1969 offering bachelor programmes in hospitality, tourism and business. They believe in small classrooms, personal attention, and empowering students. The Higher Education Guide rated Tio the Best University of Applied Sciences (small size) in the Netherlands. In addition, Tio received awards & recognition for the most highly rated hotel school and bachelor's degrees in tourism, business administration and marketing.

Rough customer journey map, current situation

Rough customer journey map, current situation

Rough customer journey map, current situation

Mapping the customer journey

In order to understand current processes, expert reviews and analysis of existing reports helped formulate early research questions to draw a rough customer journey. What needs do aspiring students who approach Tio have? How might we better inform and advise them in a personal manner? Which features to improve the web experience have priority? As a starting point, the journey helped underline user jobs, pains, gains, and recommendations for early concepts and demos.

Mapping the customer journey

In order to understand current processes, expert reviews and analysis of existing reports helped formulate early research questions to draw a rough customer journey. What needs do aspiring students who approach Tio have? How might we better inform and advise them in a personal manner? Which features to improve the web experience have priority? As a starting point, the journey helped underline user jobs, pains, gains, and recommendations for early concepts and demos.

Mapping the customer journey

In order to understand current processes, expert reviews and analysis of existing reports helped formulate early research questions to draw a rough customer journey. What needs do aspiring students who approach Tio have? How might we better inform and advise them in a personal manner? Which features to improve the web experience have priority? As a starting point, the journey helped underline user jobs, pains, gains, and recommendations for early concepts and demos.

Early sketches, image-traced and clustered

Early sketches, image-traced and clustered

Early sketches, image-traced and clustered

Ideating through sketching

A high quantity of ideas results in high-quality ideas. By making ideas tangible early and rapidly, I contributed to the decision-making process. Before synthesising to a client-facing deck, I used this moment to check in with my creative director regarding the strategic direction of the project. Through collaboration with brand designers, we translated functional UX concepts from the essence of the brand and underlying ideas from an emotional perspective

Ideating through sketching

A high quantity of ideas results in high-quality ideas. By making ideas tangible early and rapidly, I contributed to the decision-making process. Before synthesising to a client-facing deck, I used this moment to check in with my creative director regarding the strategic direction of the project. Through collaboration with brand designers, we translated functional UX concepts from the essence of the brand and underlying ideas from an emotional perspective

Ideating through sketching

A high quantity of ideas results in high-quality ideas. By making ideas tangible early and rapidly, I contributed to the decision-making process. Before synthesising to a client-facing deck, I used this moment to check in with my creative director regarding the strategic direction of the project. Through collaboration with brand designers, we translated functional UX concepts from the essence of the brand and underlying ideas from an emotional perspective

Service concept proposal for landing pages

Service concept proposal for landing pages

Service concept proposal for landing pages

Defining the service concept

How do we serve the end user? By converging the agreed-upon concepts with existing content to a first mental model, proposing segmentation of landing pages based on predetermined stages in the customer journey. Providing Tio’s products & services through journey-based content specified on their user jobs, actions, and content. This model also encourages Tio to more actively rationalise their positioning from a user’s perspective.

Defining the service concept

How do we serve the end user? By converging the agreed-upon concepts with existing content to a first mental model, proposing segmentation of landing pages based on predetermined stages in the customer journey. Providing Tio’s products & services through journey-based content specified on their user jobs, actions, and content. This model also encourages Tio to more actively rationalise their positioning from a user’s perspective.

Defining the service concept

How do we serve the end user? By converging the agreed-upon concepts with existing content to a first mental model, proposing segmentation of landing pages based on predetermined stages in the customer journey. Providing Tio’s products & services through journey-based content specified on their user jobs, actions, and content. This model also encourages Tio to more actively rationalise their positioning from a user’s perspective.

Wireframe explorations for templates and patterns

Wireframe explorations for templates and patterns

Wireframe explorations for templates and patterns

Iterating on interface design

After collecting more input from Tio and the team, I started wireframing probable solutions and directions for key parts of the website, like navigation, page templates, and tooling. By showcasing different features, discussions arose and design decisions were made, i.e. increase/decrease prominence of components and elements. Facilitating this rapid decision-making process allowed for high pace towards final versions, developer handoff and design execution.

Iterating on interface design

After collecting more input from Tio and the team, I started wireframing probable solutions and directions for key parts of the website, like navigation, page templates, and tooling. By showcasing different features, discussions arose and design decisions were made, i.e. increase/decrease prominence of components and elements. Facilitating this rapid decision-making process allowed for high pace towards final versions, developer handoff and design execution.

Iterating on interface design

After collecting more input from Tio and the team, I started wireframing probable solutions and directions for key parts of the website, like navigation, page templates, and tooling. By showcasing different features, discussions arose and design decisions were made, i.e. increase/decrease prominence of components and elements. Facilitating this rapid decision-making process allowed for high pace towards final versions, developer handoff and design execution.

Springboard to provide personal content

Springboard to provide personal content

Springboard to provide personal content

Retrieving students’ input

To help guide decisions and provide content accordingly, we first need to know who we are talking with. A brief questionnaire retrieves data regarding their current education, what they’re looking for, and additional preferences. This information allows us to better provide need-based solutions and help aspiring students make a well-considered choice for a bachelor's degree programme.

Retrieving students’ input

To help guide decisions and provide content accordingly, we first need to know who we are talking with. A brief questionnaire retrieves data regarding their current education, what they’re looking for, and additional preferences. This information allows us to better provide need-based solutions and help aspiring students make a well-considered choice for a bachelor's degree programme.

Retrieving students’ input

To help guide decisions and provide content accordingly, we first need to know who we are talking with. A brief questionnaire retrieves data regarding their current education, what they’re looking for, and additional preferences. This information allows us to better provide need-based solutions and help aspiring students make a well-considered choice for a bachelor's degree programme.

Landing page with dynamic tools and content

Landing page with dynamic tools and content

Landing page with dynamic tools and content

Guiding in every situation

After the user fills in the questionnaire, a user profile is shaped by which Tio can follow up with personalised content, and next steps to better serve aspiring students. A tailor-made landing page is offered by layering dynamic content, actions (i.e. tools, study guides, visiting days, and others), and additional information (e.g. event details, requirements, fees, etc.).

Guiding in every situation

After the user fills in the questionnaire, a user profile is shaped by which Tio can follow up with personalised content, and next steps to better serve aspiring students. A tailor-made landing page is offered by layering dynamic content, actions (i.e. tools, study guides, visiting days, and others), and additional information (e.g. event details, requirements, fees, etc.).

Guiding in every situation

After the user fills in the questionnaire, a user profile is shaped by which Tio can follow up with personalised content, and next steps to better serve aspiring students. A tailor-made landing page is offered by layering dynamic content, actions (i.e. tools, study guides, visiting days, and others), and additional information (e.g. event details, requirements, fees, etc.).

Collection of final mobile mockups

Collection of final mobile mockups

Collection of final mobile mockups

Learnings

What I’ve learned is the value of lean UX methods in short periods. For this project, an intense level of collaboration and iteration with both the client and brand designers resulted in the polished UX concepts and next steps for Tio to become more student-centred through their channels. Resulting in clear, tangible results within a month or two.

Learnings

What I’ve learned is the value of lean UX methods in short periods. For this project, an intense level of collaboration and iteration with both the client and brand designers resulted in the polished UX concepts and next steps for Tio to become more student-centred through their channels. Resulting in clear, tangible results within a month or two.

Learnings

What I’ve learned is the value of lean UX methods in short periods. For this project, an intense level of collaboration and iteration with both the client and brand designers resulted in the polished UX concepts and next steps for Tio to become more student-centred through their channels. Resulting in clear, tangible results within a month or two.