Those wishing to develop their business on the web can benefit greatly from working with personas.
Accurate knowledge
Medborgarskolan (The Educational Association of the Citizens’ School) offers knowledge to everyone over the entire country with what is perhaps Sweden’s fastest interactive course catalogue.
Medborgarskolan is Sweden’s largest adult education association, which takes on close to a million participants every year in hundreds of courses and other activities. Moreover, they operate schools from nursery schools to post-secondary education. With such a large range of education and with practically the entire Swedish population as a target group, the website is, of course, the most important sales and communication channel.
Anna is one of the Medborgarskolan personas. An analysis of her behavior and needs revealed what should be prioritized on the website.
Right course in the right place at the right time
When we analyzed Medborgarskolan’s target groups with the help of personas (user profiles) it was apparent that the most common user requirement was to find a course in a certain subject area, in the right place and at the right time. That’s pretty obvious, you might think – and that is probably true!
What is difficult, however, is to dare to focus the solution on that which is most important. In this case, this involved that the search function having the most central position in the website and being designed to distinguish itself from the other content. The user can also directly limit her search to subject area and location in order to avoid sifting through long lists of results.
Anna came to medborgarskolan.se because of her hobby – horticulture. Two clicks later she found what she needed.
EPiServer Enterprise for the whole group
The website is built on EPiServer, and all course information is in the Medborgarskolan course administration system, which is integrated with the website through web services. Every local office has its own pages that can be updated locally.
In addition to medborgarskolan.se there are a number of other websites within the education group that Medborgarskolan runs. Several years ago Medborgarskolan took the strategic decision to base everything on EPiServer Enterprise, with a common framework and functions for all websites.
In addition to medborgarskolan.se, Mogul has developed websites based on this strategy for
Kulturama, Colegio Español, Kompetenstorget, Stockholms Fria Gymnasium and Medborgarskolan Stockholm.