Alt_Ed
July 2026
UX/UI Website and Tech
Brief
Alt_Ed, part of the Growth-Ten group, builds bespoke learning journeys for organisations focused on workplace impact and behaviour change. The methodology was proven and the client results were real. The website undersold both. Built quickly and never revisited, it was copy-heavy, fragmented, and gave no real sense of what Alt_Ed had actually achieved with its clients.
INSIGHT/CHALLENGE
Alt_Ed’s growth runs through referral and internal advocacy rather than direct outreach, so the website wasn’t going to be the thing that closed a deal. It needed to do something harder to give someone else the confidence to make the case internally, after we were no longer in the conversation.
Our research backed this up. Most visitors were arriving through referral, not open search, and two audiences kept surfacing, each with a different job to do:
- HR and L&D professionals, evaluating development partners and building the internal evidence needed for sign-off.
- Time-poor executives, looking for a fast, credible read on organisational impact and ROI, without wading through programme detail.
STRATEGY
Turning a warm but unconvinced HR or L&D professional into a confident internal champion, someone with enough clarity and collateral to advocate for Alt_Ed in a boardroom we’d never be in. We kept coming back to that line throughout the project, using it to test structural and content decisions as they came up.
We built a lean, referral-aware information architecture, letting content and UX develop side by side rather than in sequence. Structure was validated through low-fidelity wireframes before any visual design work started, so the harder strategic calls got made early, while they were still cheap to change.
The bigger call was walking away from the programme-catalogue format most competitors default to. Instead of listing courses and credentials, the site was built to work the way a champion inside a client organisation would need it to work: as evidence they could use it to build their own case, on their own terms.
EXECUTION
Positioning drove most of what followed. Alt_Ed needed to read less like a training provider and more like a partner organisations bring in to move the needle on performance, and that shift showed up in how we defined success on the site itself. A form submission wasn’t the only outcome that mattered. A resource download, a second visit, someone spending real time with the content, these counted too, and gated resources were built with that in mind: something a prospective champion could actually take into their own internal conversations, not just a lead-gen tactic dressed up as a download.
Creative ASSETS
Website
