Mind Tools

Optimising the user experience to achieve the growth potential of the brand

Mind Tools is an online membership business based in London.

Mind Tools provides people with practical and straightforward skills to accelerate their careers.

Founded in 1996 by James and Rachel Manktelow, Mind Tools’ main market is the USA.


Following the production of an industry benchmarking report by an external consultant for the Mind Tools management team, a number of problems were identified that included overall underperformance, low conversion rates and low sign ups compared to industry standards.

I was asked to help solve some of these problems from an information architecture and website planning perspective, to help increase turnover and profits and grow the business to where it should be.


I conducted a thorough brand review of the MindTools website (Image above) to see where website usability, user experience and communications could be improved.

As part of the communications strategy review, I researched comparable websites and conducted a competitor analysis too.

A persona of the target audience, created by the Mind Tools team, helped me empathise with their needs, which helped guide the production of a new sitemap, incorporating the communication strategy.

Website usability, user experience, simplicity and motivational psychology principles guided the production of the wireframes during website planning.

User journeys then mapped out the brand experiences and journeys of the persona through the wireframes.

Once this work was completed, I then advised Mind Tools on agency selection and wrote website briefs for these agencies. 


Increasing turnover substantially was the goal of all this work, and increasing turnover substantially was the result. 

Mind Tools grew considerably since the launch of the new website, with turnover doubling from £800,000 to more than £1.6 million.

Following this relaunch and a period of sustained growth, Mind Tools won the Queen’s Award for International Trade.

Mind Tools was purchased by Emerald Group in 2019. 


If you’d like to find out what James Manktelow thought of my website planning work and how this positively impacted growth, please do so.

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If you would like to explore working together, please book a virtual cuppa and we can talk. 

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