NCSEAA K-12 Scholarships
Overview
Led account strategy for the North Carolina State Education Assistance Authority’s K-12 scholarship website redesign
Deliverables
Account Strategy
Workshop Facilitation
Web Design
Agency
Electric Kite
The Need
NCSEAA administers North Carolina’s Opportunity Scholarship and ESA+ programs — serving thousands of families navigating complex state-sponsored funding processes.
As program interest grew, their K-12 website struggled to:
Clearly serve multiple audiences (families, parents, schools)
Provide intuitive navigation for time-sensitive decisions
Deliver consistent messaging across touchpoints
Reduce pressure on call center support
NCSEAA administers North Carolina’s Opportunity Scholarship and ESA+ programs — serving thousands of families navigating complex state-sponsored funding processes.
As program interest grew, their K-12 website struggled to:
Clearly serve multiple audiences (families, parents, schools)
Provide intuitive navigation for time-sensitive decisions
Deliver consistent messaging across touchpoints
Reduce pressure on call center support
NCSEAA administers North Carolina’s Opportunity Scholarship and ESA+ programs — serving thousands of families navigating complex state-sponsored funding processes.
As program interest grew, their K-12 website struggled to:
Clearly serve multiple audiences (families, parents, schools)
Provide intuitive navigation for time-sensitive decisions
Deliver consistent messaging across touchpoints
Reduce pressure on call center support
The Work
I served as the strategic bridge between NCSEAA’s internal leadership and Electric Kite’s multidisciplinary team. I led discovery sessions and stakeholder workshops to surface friction points, clarify audience needs, and align on long-term goals.
Throughout the project, I managed executive communications, aligned priorities across UX, creative, development, and analytics teams, and ensured that strategy translated cleanly into execution. My role centered on alignment — making sure every decision supported both user needs and agency objectives.
The Outcome
The redesigned website launched with measurable impact:
15% increase in sessions (YOY)
23% increase in page views
8% increase in organic traffic
4.6M+ user interactions
Significant reduction in call center support