Title: Hauskens Impact Learning Lab
URL: https://lineacreative.com/projects/hauskens-impact-learning-lab/
Published: 2023-04-04 16:50:30
Last modified: 2023-12-19 11:00:40
---
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Case Study

# Hauskens Impact Learning Lab

## Rebranding for strategic market growth.

Hauskens Impact Learning Lab helps students diagnosed with dyslexia and dyscalculia
and is led by Allan Hauskens, an educational therapist specialized in this field.
The Lab’s curriculum is informed by recent research from The Association of Educational
Therapy, the 12-step intensive Wilson Reading System, and learnings from the Making
Math Real Institute.

## Services Provided

 * Audience Discovery
 * Brand Strategy
 * UX Design
 * Web Development
 * Conversion Optimization

## Our Approach

### The Challenge

When the project kicked off, Hauskens Impact Learning Lab was named Diablo Valley
Educational Therapy and was moving to an online-based teaching model.

The first marketing goal was to reach a potential audience beyond Diablo Valley.
Namely, casting a wider net for virtual educational therapies in the dyslexia, dyscalculia,
and executive function spaces. It was determined this project would need to start
with a new business name.

The second goal was a new website with a modern, virtual-centric presence focused
on highlighting the organization’s distinct areas of expertise.

### The Solution

Our team started by working with the client on current market positioning. We analyzed
competitors and target audiences, and led a guided discussion to identify the brand
personality, voice, and tone.

At the project onset, the client believed their primary audience to be student advocates.
That perception changed, however, once we conducted an audience workshop where it
became clear the _true _primary audience is parents, followed by neuropsychologists,
school administrators, and finally, advocates.

Another result of the strategy workshops was uncovering the need to validate the
client’s curriculum to parents. This signaled a shift in website focus from purely
outlining programs to reinforcing a message centered around the value and proven
expertise of the programs.

We then focused on updating the center’s name. After several rounds of ideas, we
decided on Hauskens Impact Learning Lab. With this better-aligned name, we turned
to the website to determine updates to the logo, font, and color system that would
be more reflective of the target audiences.

### Key Actions

Built a sitemap with a goal towards conversions.

Designed a new version of the homepage to highlight the new brand and positioning.

Engineered a better lead-generation funnel to get potential clients into the pipeline
easier.

Completely rewrote the website to use the new designs and employ a modern framework
to keep it responsive and up-to-date.

### Results

The resulting website blends modern design with our latest data-driven strategic
methods to ensure that the site is not only beautiful, but effectively speaks to
the Lab’s primary audience and addresses their concerns directly.

This ultimately meets the main objective of producing high-quality leads from potential
new families.

## See the Work

![Hauskens Impact Learning Lab screenshot of Desktop and Mobile view](https://lineacreative.
com/wp-content/uploads/2023/04/SS-DVET.png)

## Project Journey

 Start

 Finish

 1.  Discovery
 2.  a. 1. Competitor Analysis
     b. 2. Vision Statement
     c. 3. Audience Workshop
     d. 4. Market Positioning
 3.  Design
 4.  e.  5. Sitemap
     f.  6. Wireframes
     g.  7. Homepage Mockups
     h.  8. Secondary Mockups
     i.  9. Content Strategy
 5.  Development
 6.  j.  10. Task Refinement
     k.  11. Prototype Build
     l.  12. Feature Build
 7.  Analyze
 8.  m.  13. Conversion Tracking

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