ETFO - Elementary Teachers' Federation of Ontario

Lead UX Designer & Consultant

ETFO - Elementary Teachers' Federation of Ontario

I redesigned ETFO's digital experience to reduce content overload, improve accessibility, and help educators find what they need faster.

User ExperienceDesignWireframesPrototype

Featured Case Lens

Strategic Signal Explorer

Explore how I framed the problem, prioritized decisions, and measured confidence in the final UX direction.

Problem Space

High content depth and broad audience variance

Teachers, members, and stakeholders needed the same system to support very different mental models and urgency levels.

Confidence Score92%

Challenge

Teachers and union members were navigating a large content ecosystem with inconsistent structure, creating friction for both routine and high-priority tasks.

Approach

I led discovery workshops, audit-driven IA restructuring, and prototype validation rounds to simplify navigation, clarify hierarchy, and de-risk implementation decisions.

Outcome

The final direction delivered a calmer, more predictable member experience and a practical blueprint the team could implement with confidence.

Interactive Example

Before/After Experience Comparison

Slide to compare this project against a prior-state visual reference. This module demonstrates how Jesse presents UX impact in a narrative format stakeholders can absorb quickly.

Before design state
After design state
BeforeAfter

Extended Narrative

Case Story Context

ETFO needed a digital experience that could support high-volume information access while still feeling approachable to members with varied digital confidence levels.

Key UX Moves

  • Reframed navigation around real member tasks instead of org structure.
  • Clarified content hierarchy to reduce scanning fatigue.
  • Introduced interaction consistency patterns to increase trust and orientation.

Delivery Impact

The resulting direction improved discoverability and gave implementation teams a clearer UX blueprint with lower ambiguity.

Execution Timeline

Design Delivery Story

1. Align

Clarify goals, stakeholder constraints, and user priorities through focused workshops.

2. Model

Create journey flows, wireframes, and information structure that reduce decision friction.

3. Validate

Iterate prototypes with feedback loops to improve usability and confidence before build.

4. Ship

Support implementation and QA so the final experience preserves intent and quality.

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