Digital Fashion Academy: Turning a course offering into a clear, premium digital experience

Digital Fashion Academy: Case Study

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Challenge

Digital Fashion Academy had grown steadily since launch, expanding their catalogue of specialised fashion courses taught by senior industry professionals.
As their offer matured, they needed a digital presence that better reflected their expertise. This means clearer course pages, a more premium brand expression, and a way to capture interest from visitors who weren’t ready to enrol on the first visit.

In short: they needed a website and lead system that matched the quality of their content.

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Approach

Brand & Positioning

We reviewed DFA’s strategy, audience segments, and competitive space to clarify how they could stand out in the premium education market.
We aligned on a structured, minimal, editorial brand direction. The new direction is something that resonates with their segment (fashion industry) while remaining approachable to both junior and senior professionals.

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Website

The core challenge was improving conversion for high-ticket courses while building a system to capture demand earlier in the user journey.

We redesigned the course pages around three goals:

1. Help users understand the value quickly
   We did this with clear layout, instructor credibility, expected outcomes, and structured content.
2. Introduce a soft conversion path
   Not every users are ready to buy from their first visit. “Download the brochure” became a visible step for users not yet ready to purchase, turning passive visitors into warm leads.
3. Reduce friction and build trust
   Added trust elements like ratings, instructor profiles, and payment options; improved navigation and comparison; clarified what each course includes.

This turned the website from a static catalogue into a structured marketing funnel.

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Email Automation

To support the new lead flow, we set up:

• Automated follow-up sequences for brochure downloads
• Targeted nurturing flows for users who added courses to cart
• Clear handoff between website intent and email messaging

This gave DFA a predictable system to guide interested users toward enrolment instead of losing them after one visit.

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Outcome

The updated brand and website immediately strengthened how DFA was perceived by prospective students.
The new structure produced:

• Higher course page engagement
• Increased weekly inbound leads
• A reliable stream of intent signals (brochure downloads, cart additions) they previously couldn’t track

The result: a more premium, more effective, and more predictable digital presence.

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Before / After

Before:
A strong offer hidden behind generic layouts and limited lead capture.

After:
A clear, premium, structured digital experience designed around user intent, from discovery to enrolment.

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Process Snapshot

1. Clarity Sprint (2 weeks)

We aligned on positioning, value proposition, user journeys, content priorities, and conversion structure before designing anything.
This step reduced revisions and created a shared strategic direction.

2. Conversion Mapping

We mapped high-intent vs medium-intent user behaviours and designed the funnel around them:

• Hard conversion → Enrol
• Soft conversion → Download brochure
• Nurture → Email
  This allowed DFA to capture demand at different readiness levels.

3. UX System Build

We built a reusable set of components and layouts:

• Course page structure
• Trust element system
• Lead capture blocks
• Mobile-first patterns
• Navigation and comparison logic

4. Website & Automation Setup

We rebuilt the website in WordPress, connected forms to MailerLite, and created automated sequences tied to user actions.

5. Ongoing Digital Support

We continue to work with DFA monthly to refine UX, support new course launches, optimise emails, and make iterative improvements.

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Partner Testimonial

“Great culture fit! From start to finish, Federico and his team demonstrated a high level of professionalism and punctuality. They ensured that the project brief was delivered by holding virtual meetings and adapting the work to our needs.”
- Kerin Goodall, Digital Learning Manager, Digital Fashion Academy

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Stack / Scope

• Strategy
• Branding
• UX/UI
• Web design & development
• SEO
• Email automation

Tools: WordPress, MailerLite, Figma

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