Two goals

  1. Showcase everything, everywhere. Every course, exam and cultural event across the world in one place, in line with the One British Council philosophy: the audience sees everything the British Council offers, which positions it as the world's true English experts. Moreover, people organise their training activities around a calendar, because training sessions compete with sports, work, trips, meetings, medical appointments or dinners.
  2. Maximise class fill. Increase student numbers with a self-service journey: level check, course selection, payment and enrolment.

Features

  • One online portal for every audience: English courses for individuals (children and adults), corporates, governments, schools and higher education institutions, plus partners and cultural engagement. The whole portfolio in one place.
  • Four countries, four languages. A country selector at the top of every page switches between Spain, Saudi Arabia, Singapore and Vietnam. The site changes language (Spanish, Arabic, English or Vietnamese, with the whole layout flipping right-to-left for Arabic), currency (euros, riyals, Singapore dollars or dong) and the local teaching centres. The head-office dashboards stay in English and one currency on purpose, so their reports can be shared across countries.
  • Consultation booking calendars for B2B audiences, adapted to the prospect's country.
  • A chatbot that gives prospects all the information they need, and a WhatsApp chat for those who prefer to speak to a human.
  • A calendar with filters to find the right content: age, level, delivery mode (face-to-face or online) and events.
  • An AI-powered level test journey with a human in the loop, so every result is certified by a British Council teacher:
    1. Speaking, grammar and vocabulary tests, powered by AI. This prototype uses Claude; the final version would use the British Council's own AI tool, AiBC.
    2. A teacher dashboard to manage level tests and approve or reject them.
    3. Course selection once the level is approved. Prices depend on demand: if a course has low demand, the agent sets a price in the lower part of a bracket; if demand is high, the price sits in the upper part.
    4. If there's demand for a course and the teaching centre has classrooms and teachers available, the AI agent opens a new class.
    5. Payment: monthly, or the whole course upfront at a discount.
    6. Enrolment.

Beyond the brief

I've gone well beyond these elements to make the British Council shine. The extra features are linked from the prototype's footer:

  • Student dashboard. Learning English is a journey, and the dashboard reflects it: course information, the recommended path of courses, tests and certificates, a space to connect with the teacher, recent marks, and achievements and gamification to motivate students towards their life and professional goals.
  • Mailboxes. The emails that move the journey forward, for the teacher and the student. When a level test finishes, the teacher receives a review request with the speaking test record, the grammar and vocabulary results, and buttons to confirm or reject the level. The student then gets their confirmed level with the courses open to them, or an invitation to retake the test. Messages students send from the “talk to my teacher” area of their dashboard land here too, and the teacher's reply goes straight back to the student. Nothing is answered automatically: a real teacher replies.
  • Teaching Centre Performance dashboard. Everything business managers need to monitor each teaching centre: turnover, teacher utilisation, class fill, test candidates, new versus re-registering students, teacher KPIs and insights for smarter business decisions.
  • English proficiency insights. The British Council should be the organisation that maps the level of English across the world: speaking, how students use different parts of grammar, the topics adults prefer, test results and more. What can it do with this data? Powerful insights for PR and content marketing campaigns that draw attention to the organisation.

Built for marketing

For marketing, there are dynamic landing pages, one per audience (parents, adults, corporates, higher education and schools), constantly optimised through AI with the right content and keywords to maximise conversions.

A concept prototype: not affiliated with, endorsed by or produced by the British Council. Prices, dates, availability and dashboard figures are illustrative, and nothing in it can be booked or paid for.

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