Sushi Media

Looplearn - User Experience (UX) campaign

A start-up in Melbourne pioneering an automated roll call marking process in schools, using facial recognition technology.

The Brief

The client is a branch or 'Circle' of a larger social organisation comprising of catholic members. The organisation focuses on 'family, friendship and fun' while also being committed to fundraising activities and events.

The client approached us asking for a new website that would appeal to those aged 25-40. The website would be simple yet promote the Circle, while including a restricted 'members only' area where users, upon logging in, could view information about upcoming events, their profile information and internal contact information.


Looplearn is a start-up based in Melbourne, Australia looking to engage with public and private schools, and offer a new way of carrying out the role-call process.

They developed a Shopify app that allows online stores to create networks with other online stores, and sync inventories in real time. There are currently over 1700 merchants using Syncio, and collectively approximately $25m of gross merchandise value is synced per month.


A three-week Agile sprint.

The problem space

The client needed a website that would target a range of users, from students and parents, to school decision makers and journalists. After breaking down the brief supplied by the client we hypothesised that innovative decision makers who feel frustrated about inefficient roll call practices need to improve efficiency but face outdated thinking and negative misconceptions. Our initial challenge was then to prove or disprove this hypothesis through research.

How might we optimise the LoopLearn website experience to better educate school decision makers about Facial recognition technology, and encourage them to find out more about Looplearn's products?

Primary research

We initially went out and did some guerilla research by going onto the street and asking people what they thought about the concept of facial recognition technology. The responses we got were mixed.

We then decided focus on school decision makers. These might be parents, teachers, principals, vice principals or school governers. We needed to quickly identify a persona based on research. This meant interviewing schools over the phone and in person.

Guerilla interviews

Asking members of the public what they thought about Facial Recognition Technology.


Casting the net wide and asking relevant Reddit and Facebook groups about any preconceptions they may have.

One on one interviews

Asking members of the public what they thought about Facial Recognition TechnologyInterviewing Head teachers, Deputy Head teachers and IT managers about implementing new technology in schools.

Usability tests

Testing the existing site on relevant user groups to discover any pain points.

Some quotes:

  • "I am a visual person - I read the big words first."
  • "What are the benefits of Facial Recognition Technology to me?"
  • "The affiliation logos show credibility"
  • "I have read the big paragraphs and I still don't know what they do!"

Key insights

  • Based on Google Analytics, 77.8% of site users were desktop users.
  • 70% of school business decision makers wait to see how other schools use new technology before trying it themselves.
  • 20% of all survey respondents know nothing about Facial recognition technology.
  • Over 30% of school business decision makers are reluctant to changing the current system.
  • There is a general misunderstanding of exactly how the technology works.
  • Schools distrust how the data is being stored and used.
  • Schools are unsure how FRT will actually improve their current systems.
  • School decision makers are interested in using the technology to improve efficiencies in school, but faces resistance from other people based on misconceptions.
19 Gorilla research interviews
81 Survey responses
6 Usability tests
6 One-on-one interviews


Breaking down the research data.

Affinity Mapping

Deputy Principals generally had a positive outlook on the technology, but that they needed to 'proceed with caution' because of resistance from parents and Principal.
They also need to be able to read and learn about Looplearn products as quickly as possible as they need to be able to relay this information back to peers.

User Persona

A user persona emerged from our research:



Meet Mike.

Mike is a Deputy Principal at a school in Melbourne. He has been in the current role for eight years and is tech savvy and keen to move the school forward with emerging technologies to improve efficiency. He faces resistance from not only the Principal, but also from parents. He distrusts FRT but this could be because a lack of knowledge and current immaturity of the technology.

Customer Journey Map

By diving into Mike's journey, a number of opportunities presented themselves:

  • Provide easily digestible information as Mike found it difficult to digest website information.
  • Detail information specific to data safety and privacy, as parents and Principals remained skeptical.
  • Provide social proof on the site in the form of affiliations and successful case studies.


Ideation started with creating an MVP matrix to identify features that could be incorporated quickly, as well as high value features that were key, and those that would be put into a backlog to be reviewed in future iterations.


MVP Matrix: Key points

  • Images and a "How it works" animation would provide Mike with a digestible guide to how the Looplearn products work, and reassure him that the data is safe and secure.
  • Add statistics and videos to emphasise the positive impact that LoopLearn products have had on similar schools.
  • Prominently communicate the benefits on how the LoopLearn technology will help Mike in his school.

Wireframing & Prototyping

We divided the site into clear sections to make it easier to read for less tech-savvy users, and included 'how it works' animations along with key statistics and FAQs.

After going out and user testing the low fidelity prototypes we fleshed out some more defined prototype using a style guide and branding to present to the client.


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