Clifton College
The Clifton website, blending heritage with a modern UI.
Client
Clifton College
Problem area
Gracefully integrating AI into an existing product or service.
Services provided
User research, competitor analysis, UX audit, user flows, wireframes, UI design, interactive prototypes, user testing and development with CMS integration.
Clifton College, one of the UK's leading independent schools were looking for more than just a website redesign. It had to balance heritage with innovation while directly supporting admissions growth. Their previous site lacked the modern functionality, clarity, and flexibility needed to engage today's families.
We partnered with Clifton to create a scalable, journey–led platform powered by an engaging AI search function and a modular CMS. The result is a digital experience that reflect's the school's prestige while equipping them for future growth.
A fresh new website which reflects the school's high standards.
The status quo: a legacy site undermining user trust
Clifton's old website didn't reflect its high standards. Navigation was unclear, mobile experience lagged, and content was hard to update. Prospective families often dropped off, and staff lacked the tools to make changes easily. Without a personalised or intuitive experience, the site failed to support families through the admissions journey — and limited the school's ability to convert interest into applications.
We did extensive testing with parents.
Putting the voice of parents front and center.
The challenge: earning attention while honouring tradition
The brief was clear: create a digital experience that respected Clifton's heritage while driving modern marketing results. That meant aligning user journeys with parent decision–making, integrating smoothly with backend systems, and ensuring the site worked seamlessly across devices. With admissions targets and international competition rising, Clifton couldn't afford a digital experience that fell short.
Team insight
"Aligning content and navigation to user decision–making journeys creates a more confident, self–serve experience."
Nicolle, Senior UX Designer
Imagery was carefully selected to show off the breadth and depth of the school.
Example of the innovative AI-powered search functionality we designed.
Our approach: journey–led, AI–enhanced, built for the future
We kicked off with stakeholder workshops, UX audits, analytics reviews, and competitor research. This uncovered drop–off points and highlighted key opportunities. We mapped user journeys, created wireframes, and designed a component–based interface rooted in accessibility and brand identity. AI–powered search improved discovery and usability. A modern CMS (Storyblok) gave staff control, and we validated designs with parents and grandparents through moderated user testing.
Team insight
"Bold features like AI search are impactful when embedded into real user needs, not just added for novelty."
James, Managing Director
We placed a strong focus on making sure the site had clear conversion points.
The new site works seamlessly across devices.
Future-proofing the site meant being mobile-first.
The outcome: a future–proof platform that raises the bar
Clifton's new website is modern, mobile–first, and built around user needs. It makes exploration easy, reflects the school's identity with a refreshed design system, and enables teams to manage content flexibly. AI search and modular components position the site for future growth. While performance data is still being gathered, the platform represents a step change in digital experience — designed to convert attention into action.
Client quote
"We are so pleased with our choice — the process and project management were superb."
Stephanie Dawkins, Head of Marketing and Communications, Clifton College
+44 (0) 7862 024 527
"Everyone on the Spinning Fox team is truly dedicated to their craft and passionate about user-centric design. They're an absolute pleasure to work with."
SANS Institute
