To better understand educator behavior, we conducted a mix of Comparative, and Competitive analysis heuristic evaluations, user interviews, and usability testing. We also examined emotional triggers and practical constraints—like budget restrictions, school approval processes, and technical literacy.
Despite role differences, educators showed consistent search behavior. Most came with a clear subject and grade in mind, but struggled to:
- Trust product information
- Compare options efficiently
- Locate key actions like requesting info, sharing, or accessing pilot lessons
💡 Key Insights
ighting the need for clearer structure and support across roles.
- Converging search patterns
Regardless of role or decision stage, users showed similar behaviors and expectations, revealing opportunities for a more unified and streamlined experience.
- High intent, high skill—still stuck
Users came with strong purpose and solid search literacy, but often felt lost or overwhelmed, pointing to UX issues rather than user limitations.
- Multi-stakeholder
Curriculum decisions often involve multiple roles—teachers, coaches, and district leads—who each search with different priorities but face overlapping challenges.
Persona

Affinity Mapping

User Journey
The search and consideration stages are where most confusion happens—users need fewer steps, better structure, and clearer product signals.
“HOW MIGHT WE create a reliable search system and consistent product description page for educators so they can pick the right resources for their school/curriculum/district?”