EdTech
Website
SETTERS EDUCATION Website
Website redesign and whole supervision
My role
Web direction, research, analytics, user scenarios, UI kit, design, development, process guidelines
Team
UX/UI designer (me), UX writer, marketing lead, graphic designers, producers, brand manager
Product
One more redesign? Sure
Since the project grew fast and changed its direction frequently, I directed and executed 3 full-scale redesigns of the company website to align with evolving business strategy.
Low-fidelity wireframes
Thought through the new structure of the main page.
Web analytics
I architected and established a data-driven analytics framework using Yandex.Metrika in order to make the updates and enhancements according to real data.
Design variations
Colors were the initial feature of the new strategy and redesign, because each color scheme represented a certain online-course. So, I tested different color variations for the main page.
Main page evolution
The product grew more mature. From online-courses for beginners and new graduates in 2021 it shifted to the educational project and community for managers, specialists and teams in 2023.
Launched 60+ landing pages
It included product and internal pages, webinars, special projects, personal accounts, events, etc. I also elevated product page conversion from 2% to 3% in 3 months by redesigning key page layouts and implementing A/B testing insights.
UI Kit and guidelines
I built and implemented new Style Guide and documentation from scratch, effectively halving the feature launching time from 2 weeks to 1 (50% efficiency gain).
Special Projects
I also played an integral role in creating landing pages for various special projects, including New Year, Black Friday, Summer Camp, Advent Calendar, St. Valentine’s Day, SE Birthday, and others.
These campaigns helped increase user engagement and drive additional traffic to the website by encouraging users to return and interact with seasonal and promotional content.
For example, New Year's special "Decisions Garland", where the users shared the prominent decisions that shaped their year, boosted website's traffic significantly. We received hundreds of users' decisions through the application form on our website and then added the most interesting ones to our Christmas tree, that grew bigger and in the end had more than 50 baubles. That looked really outstanding.
Results
Launched 60+ landing pages
Directed and executed 3 full-scale website redesigns
Built and implemented new Style Guide and documentation from scratch, effectively halving the feature launching time from 2 weeks to 1 (50% efficiency gain)
Elevated product page conversion from 2% to 3% in 3 months by redesigning key page layouts and implementing A/B testing insights
Architected and established a data-driven analytics framework using Yandex.Metrika