In association with Cambridge Assessment (CA), Cambridge University Press (CUP) wished to digitise a series of PDF documents that outline research and guidelines into a range of educational topics. This series, titled The Cambridge Approaches, covered topics such as ‘assessment’ (i.e. how to design and administer assessments) and ‘textbooks’ (how to write, structure and produce world-class learning resources).

CUP wished to design and test a proof of concept for how these ‘flat’ resources might be presented as an interactive site to increase engagement with the content and increase it’s fundability/share-ability online.

Role: Project Director

I led a small team through the project as we:

  • deconstructed and examined the approaches documents
  • prototyped concepts of how the content could translate from print to digital
  • designed and led a workshop to review and refine the concepts with the client
  • tested these concepts with a diverse set of users; from teachers to policy advisors and former policy decision makers, including a former UK Secretary of State for Education and the current Education Minister for Thailand
  • Iterated and presented back to CUP and CA a series of recommendations and next steps

Stakeholder Management

The project involved working with a team of incredibly intelligent individuals at both CUP and CA, but many of whom lacked experience of digital products and services. As such, equally important to the execution of the activities described above was the way in which we discussed, presented and explained proposals to core stakeholders.

Research Findings

The testing revealed several very interesting points, but most importantly the lack of a clearly defined target audience for the content. This meant the content was too long-winded for policy advisors and decision makers, whilst being overly “academic” and theoretical for practitioners (teachers, resource/material producers etc).

Between the two rounds of concept testing, I spent time effectively re-writing excerpts of the document to provide examples of how the tone and style of content could adapt depending on the primary audience and strategy adopted by CUP.