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qualitative interviews:We conducted extensive qualitative interviews and surveys with current users across multiple continents to gather diverse insights and perspectives.
Market Analysis: A thorough review of competing CPA prep platforms revealed that the existing site lacked a clear brand identity and was significantly more complex and cluttered than its competitors.
Persona Development: Detailed user personas were developed based on research findings to represent key audience segments and guide design decisions throughout the project.
User Testing: We conducted usability testing with current site users from a wide range of geographic locations to gather diverse feedback and ensure broad applicability of our design solutions.
The platform was meticulously designed to deliver an intuitive user experience, thoughtfully balancing educational content, interactive elements, and opportunities for community engagement.
Initial wireframes were transformed into interactive prototypes, which were tested and refined through multiple iterations. This phase was critical in optimizing user flows and enhancing interface usability.
The design aimed to create a visually compelling and emotionally engaging experience, featuring an innovative AI interface, intuitive iconography, and a streamlined, easy-to-navigate layout. User feedback confirmed that the interface not only improved navigation but also made studying feel more approachable and engaging, especially for users who were initially overwhelmed by the exam content.
We placed a strong emphasis on ensuring the platform was accessible to all users, including those with disabilities. Key features included screen reader compatibility, color contrast adjustments for users with color blindness, and scalable text to accommodate varying levels of visual acuity. Accessibility testing was conducted throughout the design process, and user feedback highlighted these features as essential to creating a more inclusive and supportive study environment.
The launch of ExamPrep.ai took place after my team and I transitioned off the project. The CEO and internal team implemented all of our recommended design changes, resulting in a significantly improved platform. Upon launch, users immediately noticed the enhanced navigation and overall ease of use, with many expressing surprise at the dramatic improvements in the user experience.
Following the launch, we closely monitored user engagement and retention metrics. ExamPrep.ai fully implemented our design recommendations, which contributed to a measurable increase in user retention and overall market share.
The client implemented all of our recommended changes, resulting in a significant increase in active user retention—from 12% to 70%. Since simplifying the website, the company has experienced noticeable growth and an improved reputation within its market.