I redesigned the current B2B website of Uspire to acquire more leads & attract more customers.
I was also in charge of designing all the graphics for Uspire's B2B and B2C campaigns, including ads, brochures, video tutorials, and emails.
Uspire is an ed-tech startup specializing in providing AI-powered test preparation platforms for exams such as TOEFL, IELTS, and PTE.
Designer
Business Development Intern
June - September 2024 (12 weeks)
Figma, Wix
I met 1-on-1 with the CEO & CTOs of Uspire and use these conversations to drive my redesign of the design.
I then designed a new website, which caters specifically to the correct customer profile of our B2B campaign, and drives more engagement from site visitors.
I also applied these same problem solving principles to create graphics and marketing materials for Uspire.
To start off, I identified the specific customer that we will be reaching out to and will visit our site. This is mostly informed by the many meetings I have attended with the CEO and our business partners, where we asked our current and prospective business partners more questions about the people that might be interested in our product, and ask them for market estimates for this type of test-prep platform in their country.
Afterwards, I looked at the business sites of other companies providing similar services, what their points of emphasis are, and what their general layouts look like:
Some common points of emphasis:
- The size of the content library
- The use of AI to automate grading & accelerate feedback process
- The feedback is also PERSONALIZED
Through market research & the discussions with the founders, I noted three key points of consideration for the new website & graphics:
Given the two main types of visitors above to the website, the layout and content needs to appeal to their specific needs and attract their attention at the right places.
What can the customers do with this platform? What does Uspire offer that stands out all the other platforms?
How do I establish Uspire's brand identity? What should the website emphasize on in terms of company direction and the connections that it is trying to draw for the customers?
To start of with the design process, I consider the visitor journey as they go through the website.
The main goals set for the business website are to:
1. Maintain interest of visitors throughout their journey
2. Clear separation and declaration of each section
3. Simplify the product and its offerings to the user so that they can make easy yes/no decision on using it.
With that in mind, I changed the layout of the website to reflect these points (considering the user flow correlates with the user scrolling down the page):
After laying out the foundations and main sections of the website, I created mock-ups for the website in Figma, and afterwards migrated the design onto Wix.
All buttons, backgrounds, images accurately reflect the actual platform and company.
Better button texts & button placement to grab user's attention and increase lead follow-ups.
Clear data points to show company's progress, user satisfaction, and resource library. Also shows clearly what the user will gain by choosing our product.
I followed the style guides already developed for Uspire, but also added my own proposed changes in response to the founder's request to align the company's identity more with the AI sector.
Besides the website, I also continued to design & develop other graphics for the company as it goes through B2B and enters the B2C marketing phase:
My graphics are now used in all Uspire's B2B and B2C marketing materials.
The proposed website redesign and changes is set to be implemented by the development team.
Business Brochure I designed was sent to all business partners after first meetings, helping generate deals with major players in the test preparation business (Berlitz, HEC Paris, ...)
My design and UX research process intermixes heavily with the marketing work for this project, especially because I am working as a Business Development Intern.
Working with a startup allows me to make key decisions regarding brand identity and have tangible contributions to the company, as well as learn more from startup founders and their journeys, as well as acquire more knowledge about the sales and marketing processes.
I realigned my design methodologies towards the marketing goals of the company.
I maintained a user-centric mindset despite designing for a Business-to-Business model.
