Kognent needed one website to do two different things at once.
As an established eLearning company, the existing site was a single-page services brochure. Then came &And, a new learning subscription product targeting SMBs, and with it, a mandate to generate sales, build brand awareness, and attract new hires, all before the product had launched.
For a product launching into an unfamiliar market, findability wasn't a nice-to-have. It was the conversion lever.
The business was in transition. Clients needed to see sophisticated custom eLearning capability. Customers needed to discover and purchase courses. Neither audience was served by what existed.
Competitive analysis of Australian eLearning platforms surfaced a consistent failure: course catalogs were either so heavily filtered they overwhelmed, or so sparse they frustrated.
Each section had a different conversion goal and a different user mental model.
A content audit and new sitemap reorganised the site around three distinct business areas:
For Solutions, courses were grouped into five navigable libraries with keyword search, library filtering, and sort options, structured to serve both the user who knows exactly what they need and the one browsing for inspiration.
Detailed course pages included learning outcomes, authorship, and duration to support business purchasing decisions.
Services pages were templated around real-world examples and Kognent's end-to-end production process, giving prospective clients transparency without a sales call.
Rather than build complex bundle logic before understanding demand, the approach was to validate the broader subscription model first.
&And, still pre-launch, was positioned as a waitlist product, communicating the subscription value proposition, previewing available courses, and laying the foundation for pricing and testimonials to activate post-release.
The site launched in early 2024. By mid-year, 84 courses were live with new content added monthly. A major global client was acquired, producing 12+ courses and animated video content. Four new creative hires joined, nearly doubling the team.
With more runway, earlier-stage research would have sharpened the work further: