2021
Toddle
Design Lead
Product Design
Redesigning Australia's No. 1 childcare centre comparison site - increasing enquiries by 168%
Making finding the right child care centre as easy as ABC
By helping parents search, compare, shortlist and enquire about any centre in the country, we made the process less stressful for parents. Toddle also works as an efficient marketing platform for the child care centres (Toddle’s customers), helping them stand out from the crowd and generate consistent enquiries for their businesses. The results spoke for themselves, with significant increases across all key metrics, including a 168% increase in phone enquiries to paying customers.
This helped overcome the following challenges:
Child care centres with paid subscriptions to Toddle, were receiving a lower proportion of total enquiries than desired
A significant proportion of parents were using Toddle as a search and comparison tool, but then leaving the website to enquire with centres directly, limiting Toddle’s ability to prove its true value
Not enough users who visited the homepage went on to make a search for child care
Homepage
A focussed, conversion-driven homepage with multiple CTAs to drive our users to search. We've removed the elements that users weren't interacting with and replaced them with educational components that explain who we are and what we do and brought the brand to life with it's playful identity.
Listing
Listing pages contained a huge amount of information and were long and unwieldy. They contained several links out to new pages containing further information, effectively guiding users away from the centre. As a result they showed high drop off and low conversion rates. I redesigned and consolidated listing pages for paying customers, to ensure none of their most valuable content was being overlooked.
Search results
I then completely redesigned the results page adding in a map search as research showed that location was high on parents' list of deciding factors. I added detailed filters and a ‘Toddle Recommends’ feature to promote paid listings.
My Toddle
We facilitated a user being able to create an account with us by just using their email. This is driven at the points of shortlist, enquiry and subsidy calculator.
My Toddle allows a user to see their shortlist, enquiries sent, recently viewed centres (including compared) and sub calc results in one place with the ability to make notes on shortlisted or enquired to centres.
Once logged in, they will be able to view this page on any device where it was previously lost when switching between different devices. The analytics from this will give us better insight into how users are interacting with the centres they are interested in and opens up opportunity to prompt enquiries to shortlisted or recently viewed centres.
Results - 168% increase in phone enquiries to paying customers
By helping parents search, compare, shortlist and enquire about any centre in the country, we made the process less stressful for families. At the same time, Toddle became a more powerful marketing tool for centres, helping them stand out and consistently attract leads. The impact was clear: following our updates, total enquiries increased by 47%, new users starting their search increased by 52%, and phone enquiries to paying customers increased by 168%
Growth and learning
Clarity and trust were the strongest drivers of conversion for parents
Consolidating long listings and persisting data across devices produced disproportionate gains
Proved that a single designer can drive clarity and achieve business results by holding the line on user needs while coordinating between business and delivery
