Print Learn Center (PLC) is a parent-facing platform offering printable foundational learning materials for children aged 3–12. However, it lacked clarity in purpose, faced weak brand recall, and suffered from poor mobile usability, despite 90% of its traffic coming from mobile users.Parents often couldn’t identify PLC as a source for worksheets, confusing it with ed-tech brands like BYJU’S. Weak SEO messaging and friction-heavy navigation pushed them to look elsewhere, undermining engagement and brand stickiness.

To understand parental behavior, we conducted in-depth interviews and eye-tracking studies with 17 participants (8 PLC users, 9 non-users) in Delhi and Lucknow. Participants were parents of children aged 3–12, primarily from SEC A households.

Key focus areas
Parents seek holistic development, balancing academics, emotional growth, and physical play.Online resources are valued for variety and convenience, but offline options still hold relevance.PLC had a low recall due to unclear positioning, and many associated “Learn Centre” with BYJU’S.
The mobile site lacked an intuitive design, causing friction and drop-offs.

Our goal was to reposition PLC as the go-to resource for printable learning content and deliver a seamless mobile-first experience.

Key focus areas

The revamp reinforced the value of mobile-first design, clear positioning, and research-led UX decisions. By building with empathy and creating room for feedback, we transformed PLC into a more accessible and meaningful platform for parents.