Changing perceptions

The Key offers strategic and operational support for school leaders through the provision of an online one-stop-shop of the latest regulations and policies, as well as templates and frameworks. The aim is to provide school leaders with the right knowledge to empower them to make the right decisions for their schools.



  • Clarify new offering from The Key to new audience
  • Increase lead gen and conversions through best-in-class land:lead form submissions



  • Redesigned brand experience journey
  • Best practice lead generation design; form submissions, social proofing etc.

Schools are facing budget constraints and are being asked to do more with less funding. At the same time, leaders are being held accountable for more and need to remain up-to-date on government regulations and policies which change frequently. This accountability only grows at Multi-Academy Trust (MAT) level with more schools and more teams to manage.

Until recently, The Key had been seen as appropriate for single-school leaders only and not felt to be relevant for MAT leaders. With the launch of the new product, The Key for MAT Leaders (KML), the business wanted to change this perception.

The Key Support website experience wasn’t performing strongly to convert MAT audiences in as few key clicks as possible. The homepage in particular wasn’t optimised to focus on lead generation and conversion. Nalla were asked to bring their UX and UI expertise to help the team redefine the brand experience journey for the new MAT leaders audience with a core focus on conversion.


We ran an internal workshop with stakeholders across the business to understand the new product offering, the different needs of this audience and the content that will be available to them on the marketing pages. This session, coupled with analysis of consumer research, led us to define a user journey specifically for our MAT leaders.

With pressure to act on the most up-to-date guidance and not enough time to wade through lengthy government reports, MAT leaders need to be able to access trusted guidance in a clear and simple way. The journey needed to help MAT leaders to understand the whole MAT offering in a simple and easy-to-follow journey.


We created an optimised product discovery and lead generation journey for the MAT audience, from homepage to marketing pages. The improved UX journey, including timely social proofing and gated content, focussed on driving lead generation to request a demo, request pricing information or submit an enquiry form.

Site journey wireframes
Lead generation and gated content wireframes

The Key Support had recently undergone a brand evolution, but application of the UI on the website hadn’t translated the brand experience through to digital in the most impactful way. Part of our scope was to help the internal design team get the most out of their brand online. Using our UI design expertise, our team used the brand assets and guidelines provided by the client and pushed them to create an engaging, impactful and coherent experience.

To find out more, please visit The Key’s website.

UX and UI Design
Jonny Davidson
Emmett Conroy
Client Partnerships Director
Bethan Thomas

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