UP Academy – Disrupting the English Learning Market in Guatemala
Services
Client
Year
Website
This project stands out not only for creating its own niche within a market that has long been normalized—where learning English is often seen as an academic requirement or a gateway to job opportunities such as call centers—but also for its transformative focus on personal growth. Inspired by the vision of Jensel Aguilar, CEO of UP Academy, the project delivers a disruptive message in an industry where the offering had become predictable and underutilized, creating a proposal that goes far beyond simply learning a language.
The Challenge
Communicating a disruptive value proposition
The goal was not simply to design another website for an English academy. The challenge was to ensure that the platform authentically represented the brand’s essence and purpose. In a market saturated with English academies, launching and positioning a website with high-impact design and content could have a significant positive—or negative—effect. Differentiation had to be clear from the very first user interaction.
The Objective
A website as a strategic asset
The aim was not just to have an attractive website, but to turn it into a strategic digital asset for the company. This meant creating effective communication supported by a clear strategy, designed not only for organic positioning on Google but also for marketing campaigns that offered flexibility for multiple conversion paths and sales funnels. The design needed to be high-quality, fully aligned with the brand’s identity, and built for active, ongoing use in the company’s commercial processes.
How We Did It
User experience and clear differentiators
We applied Google’s user experience design methodology, moving through stages of ideation, definition, design, testing, launch, and post-launch optimization. Before starting the design, we conducted an in-depth competitive analysis to identify clear differentiators from the major players in the market. The result was a visual and functional experience that not only met high-quality standards but also communicated a unique message: learning English at UP Academy is also an investment in personal development.
The Result
A platform that inspires and converts
The outcome is a visually and technically high-quality website, with each page designed for a specific role within the brand’s strategy. The platform combines text, images, and video into an intuitive, seamless, and non-intrusive navigation experience. The content is disruptive, invites personal growth, and breaks away from the traditional perception of an English academy—positioning UP Academy as a unique and forward-thinking option in Guatemala.
