Captain 7
Artwork and Photography from Bassischool Het Eposin
Captain 7 (C7) is an Australian ed-tech startup that aims to prepare students for future challenges through Design Thinking incursions. During the Covid-19 climate, direct reach outs to educators and institutions to generate new leads were severely limited.

In response, we led a product pivot that is accompannied by a brand refresh and expanded our customer reach through an online website presence.
Product Designer.
Research, branding, design, workshopping, prototyping.
4 Designers, 1 Product Manager, 2 Stakeholders.
12 Weeks
Existing website and brand were not portraying value and generating leads
1. Project Requirement Scope
Working with founders defined the project goal of repositioning Captain 7 for better customer alignment.
Business Objectives
- Better align product offerings with demand
- Generate new leads / reach-outs
- Increase service conversion rate
Customer Goals
- Find the right solution to supplement their missing classroom learnings
- Engage the said solution easily
- Existing brand guidelines
- Restricted launch timelines
- COVID environment
My Responsibilities
- Leading design efforts (wireframing, visual, prototyping, layouts, etc.)
- Facilitating design workshops
How might we...
Validate Captain 7’s product offering to increase lead generations?
Jump to solution
2. Research Plan
Mapping our early assumptions revealed focus areas to zoom into when validating through research.
What is the education sector’s current perception and reception of Design Thinking?
How to best position and communicate C7’s offerings to resonate best with audiences?
What are the current industry best practices in design thinking and curriculum building?
3. Validating with users and industry
Interviews with principals, teachers, and curriculum builders revealed the gap in learnings for our opportunity.
‘Life-ready' skills are still absent in classroom teachings.
Teachers and parents agree that students are learning, but not the ‘life skills’ they need for the future. They often lack processes to problem solve and therefore lack resilience when faced with problems outside classrooms.
‘Design Thinking’ contains a lot of sought after learnings.
Audiences were not familiar with the term directly, but are familiar and receptive towards teaching sub-learnings of Design Thinking such as Critical Thinking and Creative Problem Solving in classrooms.
Most schools are still essentially businesses.
Schools place high priority on meeting curriculum requirements and quantify outcomes first before the actual learning processes. This often leaves teachers with no capacity to try anything new in their everyday teaching.
4. Defining target audiences
The needs of 3 personas informed the direction of Captain 7’s new product focus towards curriculums building.
Front-line teachers
Educators directly interacting with students. They represent the biggest audience in the industry.
Provided the right support and resources to equip students with “life-ready” skills.
Decision makers
They sit higher in the school hierarchical chain and deal directly with teachers more than students.
Ensure that various school requirements and expectations are met. .
Burnt-out veterans
Years of teaching experience. They are exhausted with their own workload to want to try something new.
To integrate new curriculums into their existing lesson plans as easily as possible.
5. Design Workshops
Workshopping with founders to pivot core services into one that forms longer lasting integrations with institutions.
6. Touch points
Planning out the journey experience directed the website’s purpose in providing context and encouraging reach outs.
7. Rebranding Guidelines
A rebranding effort of Captain 7 is also introduced to refresh and reflect the new pivot in product offerings.
8. Site Mapping
Checklisting and compartmentalising key contents through several card sorting exercises.
9. Information Architecture
Testing content layout and hierarchy to timely deliver each key information along a users' journey while on the site.
10. User Feedback
Establishing up front C7’s alignment to key school requirements were effective in sustaining visitors’ interests.
Hero Section
Addressing customer’s core criteria #1
Benefits of Captain 7
Addressing customer’s core criteria #2
Brand Credibility #1
How it works #1
How it works #2
How it works #3
CTA Section
Brand Credibility #2
Contact Form
Final Call-to-Action
Proposed Solution
A brand and website refresh to define a new approach for Captain 7's service offerings.
Captain 7 Website
Project Outcomes
Delivering key deliverables, meeting objectives and celebrating a successful pilot launch.
90% increase in leads within first months of soft launch.
C7’s saw a direct increase in schools and institutions inquiring further about their offerings through the website’s contact forms.
85% less inquiries, more direct service conversions.
New leads were considerably less about general questions and more about actual engagements and purchasing processes.
Greater brand awareness and discoverability
C7’s reach-outs saw a wider variety of demographics from schools, to parent groups, and also local educational communities.
Personal Reflection
When in doubt, look to research
While brainstorming for the right product offerings, there was difficulty navigating through everyone’s ideas and coming to an agreement. By referring back to research, it ensured that the final solution is well supported, and there’s no hard feelings between everyone.
Next Steps
Given less Covid-imposed restrictions, the project could be further refined by utilising a bigger testing group.
Set up additional metrics to further track post implementation improvements.
Expand to different types of schools and institutions that may have specific requirements.
Conduct more rounds of testing to further iterate and refine the structure, content and visuals.