Childcare center
Website
Metaphor Elements
From Drop-Off to Deep Engagement (+56% Weekly Increase)
Redesigned with a refreshed visual identity, metaphor-driven design elements, and information architecture to deliver a distinctive user experience.
Overview
Unique Unicorns is a high-quality, long day care centre for kindergarten located in Townsville, Australia.
Key Issues
The earlier version lacked key content and had dense, text-heavy sections, making information harder to find and less aligned with the warm, welcoming feel of a childcare environment.
Solution Approach
Modernized the visual design and improved the information hierarchy to reduce drop-off rates and create a more transparent, easy-to-navigate experience.
Redesign Highlights
Use logo-inspired shapes as a metaphor to reflect brand consistency, making the profiles instantly recognizable as unique unicorns.
The elements are applied to personal profiles and topic-related images.
Refreshed the digital message board with vibrant testimonial cards for an engaging, easy-to-scan experience.
A wooden-style digital noticeboard recreating real wall testimonial vibes on the website.
Improve information architecture and hierarchy for clearer navigation and easier access to key resources.
Grouped all education-related services into a single dropdown menu for clearer navigation.
Displayed enrollment pricing transparently under each relevant service topic.
Consolidated all downloadable resources into one dedicated area (Enrollment Form, Photography Form, Centre Brochure, etc.).
Added an overview summary section to highlight what is included in the Parent Handbook for a quick overview.
Renamed “Reviews” to “Parents’ Voices” to create a warmer and more personal menu label.
Reorganized cluttered photo galleries into two clean, aligned sections for events and activities.
Typography
Primary Font
Secondary Font
Unique Unicorns’ brand personality is warm and nurturing, playful and creative, and strongly community-oriented.
Primary Colors
Secondary Colors
Measurable Results
Increased weekly engagement by 56% within 3 months post-launch, driving longer session durations and reducing website drop-off rates.
Reflection
What I have learned from this project
Organizing information is just as important as refreshing visuals.
I discovered that users often got lost while searching for information, and the absence of transparent pricing led to drop-offs.
Balance playfulness with professionalism.
I learned that designing for a childcare school website should be playful enough to be user-friendly and welcoming, yet professional enough to build trust in education.
Power of UX writing.
Choosing the right words that connect with brand personality can increase user engagement, even through small changes. In my case, shifting ‘Reviews’ to ‘Parents’ Voice’ built trust and made the experience feel more personal.
Metaphor strengthens brand identity.
I realized that including metaphor in the design ensures the symbol carries meaning beyond visuals, building long-term identity.
