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




More works
Interested in working with me?
beutelkev@gmail.com
Copied
Social:
Location:
Los Altos, Ca.
5:41:01 PM
Availability: Open
June 2026
Expertise:
Visual Design
Graphic Design
©2026 Visually Persuasive
KB
More works
Interested in working with me?
beutelkev@gmail.com
Copied
Social:
Location:
Los Altos, Ca.
5:41:01 PM
Availability: Open
June 2026
Expertise:
Visual Design
Graphic Design
©2026 Visually Persuasive
KB
Interested in working with me?
beutelkev@gmail.com
Copied
Social:
Location:
Los Altos, Ca.
5:41:01 PM
Availability: Open
June 2026
Expertise:
Visual Design
Graphic Design
©2026 Visually Persuasive
KB



