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Elevating learning experiences on the tutoring platform
Redesigning customer-facing website: pricing page and home page; brand strategy workshop and visual direction validation; revamping the tutor booking process: tutor search, tutor profiles, booking etc.
Competitors Analysis
Lernigo tutoring platform matches students with high-quality pre-screened tutors, offers online tutoring with a virtual classroom and at-home tutoring, and facilitates the communication process between tutors and parents.
I started off collaboration by gathering insights about the product. This included:
• Stakeholder interviews
• Customer personas
• Evaluation of existing data
• Setting design scope and objectives
• Competitor research
• Analysis of past design efforts and outcomes
The image illustrates competitors analysis for pricing pages of German tutoring platforms. Similar analyses were conducted for tutor profiles and search projects for this client.
I started off collaboration by gathering insights about the product. This included:
• Stakeholder interviews
• Customer personas
• Evaluation of existing data
• Setting design scope and objectives
• Competitor research
• Analysis of past design efforts and outcomes
The image illustrates competitors analysis for pricing pages of German tutoring platforms. Similar analyses were conducted for tutor profiles and search projects for this client.
Brand Strategy workshop conducted using Mural
I facilitated an online Brand Strategy Workshop, representing diverse teams, including the CEO, CFO, Sales Team Lead, Marketing Lead, and UI Designer. The workshop aimed to revisit brand personality, align on core messaging, and define brand voice and visual direction.
Through interactive exercises, we achieved the following:
• Brand Voice: Participants identified qualities they wanted the brand voice to embody and how customers should feel while interacting with the brand. This information was transformed into a Brand Voice Chart, providing practical guidelines for content creators with dos and don'ts.
• Brand Visual Identity: I conducted Lightning Demos and a Voting session on pre-prepared visual directions, including color schemes.
• Brand Moodboard: Each participant crafted an individual moodboard, integrating logo ideas, taglines, and images that visually conveyed the brand's personality. In a collaborative voting session, we synthesized these ideas into a unified moodboard capturing the essence of the brand.
Through interactive exercises, we achieved the following:
• Brand Voice: Participants identified qualities they wanted the brand voice to embody and how customers should feel while interacting with the brand. This information was transformed into a Brand Voice Chart, providing practical guidelines for content creators with dos and don'ts.
• Brand Visual Identity: I conducted Lightning Demos and a Voting session on pre-prepared visual directions, including color schemes.
• Brand Moodboard: Each participant crafted an individual moodboard, integrating logo ideas, taglines, and images that visually conveyed the brand's personality. In a collaborative voting session, we synthesized these ideas into a unified moodboard capturing the essence of the brand.
Testing visual directions with target audience using UsabilityHub
During the Branding Workshop, we identified two main visual directions. However, there was uncertainty, especially among our German market customers, about a more playful version. To resolve this, I conducted a validation study aimed at understanding the preferences of our target German customers
Content & Features Structure
This is an example of page architecture for a pricing page. Guided by prior research and hypothesis, I established the sections, their respective objectives, and their sequencing. Similar work was conducted for each module, including the homepage, tutor search, tutor profile, booking views, and more.
Wireframing & Content suggestions
Presented here is a demonstration of a low-fidelity wireframe accompanied by content suggestions for a pricing page. During this design phase, our emphasis lies on content, messaging, and preliminary UI concepts that effectively convey the intended message for each section.
Starting at this juncture, feedback discussions engage both the content writer and UI designer, as they assume ownership of their respective domains from this point onward.
Similar work was conducted for each module, including the Homepage, tutor search, tutor profile, booking views, and more.
Starting at this juncture, feedback discussions engage both the content writer and UI designer, as they assume ownership of their respective domains from this point onward.
Similar work was conducted for each module, including the Homepage, tutor search, tutor profile, booking views, and more.
Collaborating with the UI Designer at various levels of fidelity
As the UI Designer took over my wireframes, my responsibilities included steering the UI design process, imparting my expertise, and providing feedback. This ensured that each section/page was designed with a focus on usability and the previously established objectives for each module/page.
Brainstorming sessions
When we encounter challenges in finding a UI solution for a particular part, I recommended having quick brainstorming sessions. In these sessions, each team member spends up to 30 minutes sketching or designing ideas in Figma for the tricky module. Later on, we gather with the product team for a voting session to choose which ideas we'll work on more to create the final UI.
Final Design. Pricing Page
This is the final design of the pricing page, currently live on the company's website. We have an enhanced version of the package section that is in development and will be implemented soon.
Other pages and modules, including the home page, tutor search, tutor profile, and booking views, have been completely designed. They are currently in the development stage and will be featured in this portfolio once they go live.
Other pages and modules, including the home page, tutor search, tutor profile, and booking views, have been completely designed. They are currently in the development stage and will be featured in this portfolio once they go live.
Final Design. Tutor search
To revamp the booking process, including tutor search and tutor profiles, I extracted insights from marketing, sales, and key stakeholders. I analyzed sales call transcripts to address the following:
• Tutor persona traits: needs, pain points
• Jobs to be done
• Defining tutor success on the platform
• Identifying consistently booked tutors in highly competitive locations
• Reasons behind tutors struggling to secure clients
• Parental criteria for selecting a tutor
• Issues with tutor profile design and search page Issues with tutor profile design and search page using design heuristic rules and HotJar video recordings
• Prior approaches and critical pain points in resolving these issues
The final UI was created in collaboration with UI Design.
• Tutor persona traits: needs, pain points
• Jobs to be done
• Defining tutor success on the platform
• Identifying consistently booked tutors in highly competitive locations
• Reasons behind tutors struggling to secure clients
• Parental criteria for selecting a tutor
• Issues with tutor profile design and search page Issues with tutor profile design and search page using design heuristic rules and HotJar video recordings
• Prior approaches and critical pain points in resolving these issues
The final UI was created in collaboration with UI Design.
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