WEB

WEB

Service:

Digital

Type:

Web

Industries:

Consumer Electronics, Saas

Year:

– 2026

WEB

UX WEB DESIGN • CONTRACT • 2026

UI AUDIT • B2B - B2C EXPANSION • VISUAL HIERARCHY • USABILITY

An Al tutoring platform built on a 90% Al / 10% Human Expert model needed to expand from institutional B2B contracts into direct-to-consumer but with no style guide, locked working files, and a designer out of country. The challenge: deliver actionable UI solutions within the existing asset library without a single editable file.

MY ROLE

UX Designer • Web Design Consultant

DELIVERABLE

UI Audit Redesign Recommendations • B2C + B2B Homepage Architecture

CONTRAINTS

No Style Guide • Locked Working Files • Existing Assets Only

DISTINCT AUDIENCE SEGMENTS INDIVIDUALLY RESEARCHED AND DESIGNED FOR IN PARALLEL

COMPETITORS AUDITED ACROSS THE AI EDTECH LANDSCAPE, 7 DIRECT, AND 7 INDIRECT

SUBSCRIPTION TIERS ANALYZED AND RESTRUCTURED FOR B2C CLARITY & CONVERSION

0 - 1 DESIGN SYSTEM REBUILT FROM LIVE SITE EXPORTS WITH ZERO EDITABLE ASSETS PROVIDED

ORIGINAL SITE - UI ISSUES IDENTIFIED

Low Contrast Text on Purple

Heavy use of purple backgrounds with white and light-opacity text failed accessibility contrast thresholds across multiple sections.

Pricing Buried Too Deep

The three subscription tiers $49, $199, and Premium Plus - appeared far below the fold, well after the user's decision window had closed.

Inconsistent CTA Hierarchy

Multiple competing CTAs ("Start Free Trial," "View Pricing," "Book a Demo") appeared at the same visual weight, creating decision paralysis rather than a clear conversion path.

DESIGN SOLUTIONS DELIVERED

Asset-Constrained Redesign

Rebuilt visual hierarchy using only existing brand colors, typography, and imagery - no new assets, full brand continuity maintained throughout.

B2C Homepage Architecture

Designed a new consumer facing homepage flow leading with the 90/10 Al-human model, surfacing pricing earlier, and centering trust signals - COPPA, FERPA, and technology partners higher in the page.

CTA & Section Restructure

Established a single primary CTA ("Start Free Trial") with secondary actions de-emphasized, and resequenced sections to match the B2C decision journey: value - proof - pricing - action.

ORIGINAL ISSUES

Purple saturation causing low text contrast across key sections

Pricing tiers buried mid-to-lower page, reducing conversion visibility

Four competing CTAs at equal visual weight on the hero alone

Trust signals (COPPA, FERPA, partners) placed below the fold

B2B and B2C messaging mixed with no clear audience separation

ORIGINAL ISSUES

+

Contrast-safe text pairings using existing brand palette within WCAG AA

+

Pricing surfaced in the first scroll - visible before decision fatigue sets in

+

Single primary CTA per section with secondary actions visually subordinate

+

COPPA, FERPA, and partner logos elevated to hero/second section

+

Separate B2B and B2C homepages with distinct messaging and IA

B2B VS B2C - AUDIENCE & DESIGN IMPLICATIONS

Educators & Institutions

Persona

Access

Learning

Success

Income

Dr. Alex Martinez, 35-55, Educator

Organization-managed, admin oversight

Structured, program-driven curriculum

Program outcomes & district ROI

$55K-$95K, budget & ROI driven

Parents & Students

Persona

Access

Learning

Success

Income

Jamie Chen, 30-45, Working Parent

Individual sign-up, self-directed

Flexible, on-demand, self-paced

Personal progress & confidence

$50K-$90K, value & trust driven

TECHNOLOGY PARTNERS & TRUST SIGNALS

Google for Startups

NVIDIA Inception

Antler VC

COPPA Compliant

FERA Compliant

Certified Tutors

Patent-Pending Tech

RECOMMENDATION

These trust signals were buried below the fold in the original design. Elevating COPPA/FERPA compliance and tech partnerships to the hero section was a primary recommendation - critical for converting skeptical parents comparing EduSeek against free alternatives like Google Gemini and Socratic.

SUB. TIERS - RESTRUCTURED FOR B2C CLARITY

Al Essential ad Al tutoring

Unlimited Al tutoring • 24/7 access • All subjects K-12

Hybrid Learner

MOST POPULAR

Al tutoring + Human Expert coaching + prog. reports

Premium Plus

Full suite • Parent dshbd •Priority human coaching

DESIGN SOLUTIONS DELIVERED

SchoolAl

Flint K12

Kira Learning

Khanmigo

Noodle Factory

MagicSchool Al

Smartschool Al

Socratic

Al-Tutor.ai

Google Gemini

Quillbot

Brainly

Vedantu

Indirect Competitor

Direct Competitor

WHAT I LEARNED

This project sharpened my ability to deliver professional UX solutions under genuine real-world constraints - no style guide, no working files, and a brand system I could analyze but not modify. It forced a discipline of working within established decisions rather than starting fresh, which is closer to most actual product design work than a blank canvas brief. The B2B-to-B2C expansion also deepened my understanding of how identical features must be positioned entirely differently depending on who is buying - an institution weighing ROI versus a parent looking for affordable, trustworthy support for their child.

WHAT IT SOLVED

The audit identified five high-priority usability issues in the original B2C homepage - contrast failures, buried pricing, competing CTAs, hidden trust signals, and mixed B2B/B2C messaging - and delivered actionable fixes for each that required no new assets. The new B2C homepage architecture gave the founders a clear, sequenced design direction: lead with the 90/10 Al-human differentiator, surface pricing before decision fatigue, front-load COPPA and FERPA compliance, and close with a single frictionless entry point into the free trial.

DESIGN PROCESS

PH.01

DISCOVERY

Brief • Personas • Brand Audit

PH.02

COMPETITIVE

14-Platform Landscape Audit

PH.03

UI AUDIT

Heuristic Review • Issue Log

PH.04

STRATEGY

82B VS B2C UX Mapping

PH.05

DESIGN

B2C Homepage Architecture

PH.06

DELIVERY

Annotated

Recommendations

Provide actionable feedback and design revisions that enhance usability, increase accessibility, and improve visual hierarchy - while maintaining continuity with existing product design.

— EduSeek Al • Design Brief

EDUSEEK AI • WEB DESIGN • UX AUDIT • B2B + B2C

OVERVIEW 01 MOBILE E-COMMERCE

UI AUDIT • B2B - B2C EXPANSION • VISUAL HIERARCHY • USABILITY

An Al tutoring platform built on a 90% Al / 10% Human Expert model needed to expand from institutional B2B contracts into direct-to-consumer but with no style guide, locked working files, and a designer out of country. The challenge: deliver actionable UI solutions within the existing asset library without a single editable file.

MY ROLE

UX Designer • Web Design Consultant

DELIVERABLE

UI Audit Redesign • Recommendations B2C + B2B • Homepage Architecture

CONTRAINTS

No Style Guide • Locked Working Files • Existing Assets Only

DISTINCT AUDIENCE SEGMENTS INDIVIDUALLY RESEARCHED AND DESIGNED FOR IN PARALLEL

COMPETITORS AUDITED ACROSS THE AI EDTECH LANDSCAPE, 7 DIRECT, AND INDIRECT

SUBSCRIPTION TIERS ANALYZED AND

RESTRUCTURED FOR B2C CLARITY & CONVERSION

0 - 1 DESIGN SYSTEM REBUILT FROM LIVE SITE EXPORTS WITH ZERO EDITABLE ASSETS

PROVIDED

ORIGINAL SITE - UI ISSUES IDENTIFIED

Low Contrast Text on Purple

Heavy use of purple backgrounds with white and light-opacity text failed accessibility contrast thresholds across multiple sections.

Pricing Buried Too Deep

The three subscription tiers $49, $199, and Premium Plus - appeared far below the fold, well after the user's decision window had closed.

Inconsistent CTA Hierarchy

Multiple competing CTAs ("Start Free Trial," "View Pricing," "Book a Demo") appeared at the same visual weight, creating decision paralysis rather than a clear conversion path.

DESIGN SOLUTIONS DELIVERED

Asset-Constrained Redesign

Rebuilt visual hierarchy using only existing brand colors, typography, and imagery - no new assets, full brand continuity maintained throughout.

B2C Homepage Architecture

Designed a new consumer facing homepage flow leading with the 90/10 Al-human model, surfacing pricing earlier, and centering trust signals - COPPA, FERPA, and technology partners higher in the page.

CTA & Section Restructure

Established a single primary CTA ("Start Free Trial") with secondary actions de-emphasized, and resequenced sections to match the B2C decision journey: value - proof - pricing - action.

THREE AUDIENCE SEGMENTS - RESEARCHED & MAPPED

ORIGINAL ISSUES

Purple saturation causing low text contrast across key sections

Pricing tiers buried mid-to-lower page, reducing conversion visibility

Four competing CTAs at equal visual weight on the hero alone

Trust signals (COPPA, FERPA, partners) placed below the fold

B2B and B2C messaging mixed with no clear audience separation

ORIGINAL ISSUES

+

Contrast-safe text pairings using existing brand palette within WCAG AA

+

Pricing surfaced in the first scroll - visible before decision fatigue sets in

+

Single primary CTA per section with secondary actions visually subordinate

+

COPPA, FERPA, and partner logos elevated to hero/second section

+

Separate B2B and B2C homepages with distinct messaging and IA

THREE AUDIENCE SEGMENTS - RESEARCHED & MAPPED

Educators & Institutions

Persona

Access

Learning

Success

Income

Dr. Alex Martinez, 35-55, Educator

Organization-managed, admin oversight

Structured, program-driven curriculum

Program outcomes & district ROI

$55K-$95K, budget & ROI driven

Parents & Students

Persona

Access

Learning

Success

Income

Jamie Chen, 30-45, Working Parent

Individual sign-up, self-directed

Flexible, on-demand, self-paced

Personal progress & confidence

$50K-$90K, value & trust driven

TECHNOLOGY PARTNERS & TRUST SIGNALS

Google for Startups

NVIDIA Inception

Antler VC

COPPA Compliant

FERA Compliant

Certified Tutors

Patent-Pending Tech

RECOMMENDATION

These trust signals were buried below the fold in the original design. Elevating COPPA/FERPA compliance and tech partnerships to the hero section was a primary recommendation - critical for converting skeptical parents comparing EduSeek against free alternatives like Google Gemini and Socratic.

SUB. TIERS - RESTRUCTURED FOR B2C CLARITY

Al Essential ad Al tutoring

Unlimited Al tutoring • 24/7 access • All subjects K-12

Hybrid Learner

MOST POPULAR

Al tutoring + Human Expert coaching + prog. reports

Premium Plus

Full suite • Parent dshbd •Priority human coaching

DESIGN SOLUTIONS DELIVERED

SchoolAl

Flint K12

Kira Learning

Khanmigo

Noodle Factory

MagicSchool Al

Smartschool Al

Socratic

Al-Tutor.ai

Google Gemini

Quillbot

Brainly

Vedantu

Indirect Competitor

Direct Competitor

WHAT I LEARNED

This project sharpened my ability to deliver professional UX solutions under genuine real-world constraints - no style guide, no working files, and a brand system I could analyze but not modify. It forced a discipline of working within established decisions rather than starting fresh, which is closer to most actual product design work than a blank canvas brief. The B2B-to-B2C expansion also deepened my understanding of how identical features must be positioned entirely differently depending on who is buying - an institution weighing ROI versus a parent looking for affordable, trustworthy support for their child.

WHAT IT SOLVED

The audit identified five high-priority usability issues in the original B2C homepage - contrast failures, buried pricing, competing CTAs, hidden trust signals, and mixed B2B/B2C messaging - and delivered actionable fixes for each that required no new assets. The new B2C homepage architecture gave the founders a clear, sequenced design direction: lead with the 90/10 Al-human differentiator, surface pricing before decision fatigue, front-load COPPA and FERPA compliance, and close with a single frictionless entry point into the free trial.

DESIGN PROCESS

PH.01

DISCOVERY

Brief • Personas • Brand Audit

PH.02

COMPETITIVE

14-Platform Landscape Audit

PH.03

UI AUDIT

Heuristic Review • Issue Log

PH.04

STRATEGY

82B VS B2C UX Mapping

PH.05

DESIGN

B2C Homepage Architecture

PH.06

DEIVERY

Annotated

Recommendations

Provide actionable feedback and design revisions that enhance usability, increase accessibility, and improve visual hierarchy - while maintaining continuity with existing product design.

— EduSeek Al • Design Brief

EDUSEEK AI • WEB DESIGN • UX AUDIT • B2B + B2C

OVERVIEW 01

MOBILE E-COMMERCE

UI AUDIT • B2B - B2C EXPANSION • VISUAL HIERARCHY USABILITY

An Al tutoring platform built on a 90% Al / 10% Human Expert model needed to expand from institutional B2B contracts into direct-to-consumer but with no style guide, locked working files, and a designer out of country. The challenge: deliver actionable UI solutions within the existing asset library without a single editable file.

MY ROLE

UX Designer • Web Design Consultant

DELIVERABLE

UI Audit Redesign • Recommendations B2C + B2B • Homepage Architecture

CONTRAINTS

No Style Guide • Locked Working Files • Existing Assets Only

DISTINCT AUDIENCE SEGMENTS

INDIVIDUALLY RESEARCHED AND

DESIGNED FOR IN PARALLEL

COMPETITORS AUDITED ACROSS THE AI EDTECH LANDSCAPE, 7 DIRECT, AND INDIRECT

SUBSCRIPTION TIERS ANALYZED AND RESTRUCTURED FOR B2C CLARITY & CONVERSION

0 - 1 DESIGN SYSTEM REBUILT FROM LIVE SITE EXPORTS WITH ZERO EDITABLE ASSETS PROVIDED

DESIGN SOLUTIONS DELIVERED

Asset-Constrained Redesign

Rebuilt visual hierarchy using only existing brand colors, typography, and imagery - no new assets, full brand continuity maintained throughout.

B2C Homepage Architecture

Designed a new consumer facing homepage flow leading with the 90/10 Al-human model, surfacing pricing earlier, and centering trust signals - COPPA, FERPA, and technology partners higher in the page.

CTA & Section Restructure

Established a single primary CTA ("Start Free Trial") with secondary actions de-emphasized, and resequenced sections to match the B2C decision journey: value - proof - pricing - action.

ORIGINAL SITE - UI ISSUES IDENTIFIED

Low Contrast Text on Purple

Heavy use of purple backgrounds with white and light-opacity text failed accessibility contrast thresholds across multiple sections.

Pricing Buried Too Deep

The three subscription tiers $49, $199, and Premium Plus - appeared far below the fold, well after the user's decision window had closed.

Inconsistent CTA Hierarchy

Multiple competing CTAs ("Start Free Trial," "View Pricing," "Book a Demo") appeared at the same visual weight, creating decision paralysis rather than a clear conversion path.

WHAT I LEARNED

This project sharpened my ability to deliver professional UX solutions under genuine real-world constraints - no style guide, no working files, and a brand system I could analyze but not modify. It forced a discipline of working within established decisions rather than starting fresh, which is closer to most actual product design work than a blank canvas brief. The B2B-to-B2C expansion also deepened my understanding of how identical features must be positioned entirely differently depending on who is buying - an institution weighing ROI versus a parent looking for affordable, trustworthy support for their child.

WHAT IT SOLVED

The audit identified five high-priority usability issues in the original B2C homepage - contrast failures, buried pricing, competing CTAs, hidden trust signals, and mixed B2B/B2C messaging - and delivered actionable fixes for each that required no new assets. The new B2C homepage architecture gave the founders a clear, sequenced design direction: lead with the 90/10 Al-human differentiator, surface pricing before decision fatigue, front-load COPPA and FERPA compliance, and close with a single frictionless entry point into the free trial.

DESIGN PROCESS 6-PHASE SPRINT

PH.01

DISCOVERY

Brief • Personas • Brand Audit

PH.02

COMPETITIVE

14-Platform Landscape Audit

PH.03

UI AUDIT

Heuristic Review • Issue Log

PH.04

STRATEGY

82B VS B2C UX Mapping

PH.05

DESIGN

B2C Homepage Architecture

PH.06

DELIVERY

Annotated

Recommendations

TECHNOLOGY PARTNERS & TRUST SIGNALS

Google for Startups

NVIDIA Inception

Antler VC

COPPA Compliant

FERA Compliant

Certified Tutors

Patent-Pending Tech

RECOMMENDATION

These trust signals were buried below the fold in the original design. Elevating COPPA/FERPA compliance and tech partnerships to the hero section was a primary recommendation - critical for converting skeptical parents comparing EduSeek against free alternatives like Google Gemini and Socratic.

Al Essential ad Al tutoring

Unlimited Al tutoring • 24/7 access • All subjects K-12

Hybrid Learner

MOST POPULAR

Al tutoring + Human Expert coaching + prog. reports

Premium Plus

Full suite • Parent dshbd •Priority human coaching

SUB. TIERS - RESTRUCTURED FOR B2C CLARITY

DESIGN SOLUTIONS DELIVERED

SchoolAl

Flint K12

Kira Learning

Khanmigo

Noodle Factory

MagicSchool Al

Smartschool Al

Socratic

Al-Tutor.ai

Google Gemini

Quillbot

Brainly

Vedantu

Indirect Competitor

Direct Competitor

Provide actionable feedback and design revisions that enhance usability, increase accessibility, and improve visual hierarchy - while maintaining continuity with existing product design.

— EduSeek Al • Design Brief

EDUSEEK AI • WEB DESIGN • UX AUDIT • B2B + B2C

ORIGINAL ISSUES

Purple saturation causing low text contrast across key sections

Pricing tiers buried mid-to-lower page, reducing conversion visibility

Four competing CTAs at equal visual weight on the hero alone

Trust signals (COPPA, FERPA, partners) placed below the fold

B2B and B2C messaging mixed with no clear audience separation

ORIGINAL ISSUES

+

Contrast-safe text pairings using existing brand palette within WCAG AA

+

Pricing surfaced in the first scroll - visible before decision fatigue sets in

+

Single primary CTA per section with secondary actions visually subordinate

+

COPPA, FERPA, and partner logos elevated to hero/second section

+

Separate B2B and B2C homepages with distinct messaging and IA

THREE AUDIENCE SEGMENTS - RESEARCHED & MAPPED

Inconsistent CTA Hierarchy

Persona _

Access __

Learning _

Success _

Learning _

Dr. Alex Martinez, 35-55, Educator

Organization-managed, admin oversight

Structured, program-driven curriculum

Program outcomes & district ROI

$55K-$95K, budget & ROI driven

Educators & Institutions

Persona

Dr. Alex Martinez, 35-55, Educator

Access

Organization-managed, admin oversight

Learning

Structured, program-driven curriculum

Success

Program outcomes & district ROI

Income

$55K-$95K, budget & ROI driven

Parents & Students

Persona

Jamie Chen, 30-45, Working Parent

Access

Individual sign-up, self-directed

Learning

Flexible, on-demand, self-paced

Success

Personal progress & confidence

Income

$50K-$90K, value & trust driven

Persona

Access

Learning

Success

Income

Jamie Chen, 30-45, Working Parent

Individual sign-up, self-directed

Flexible, on-demand, self-paced

Personal progress & confidence

$50K-$90K, value & trust driven

THREE AUDIENCE SEGMENTS - RESEARCHED & MAPPED

Al Essential ad Al tutoring

Unlimited Al tutoring • 24/7 access • All subjects K-12

Hybrid Learner

MOST POPULAR

Al tutoring + Human Expert coaching + prog. reports

Premium Plus

Full suite • Parent dshbd •Priority human coaching

SUB. TIERS - RESTRUCTURED FOR B2C CLARITY

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