Context:

sofatutor.com regularly conducts research to evaluate how effectively the platform supports student learning. The results are presented on a dedicated Infopage that communicates the platform’s impact to prospective users.

Following a new research study conducted between December 2022 and February 2023, we updated the Infopage to reflect the latest findings and strengthen its role in supporting informed decision-making and conversion.

My role:

As a Product Designer within the CRO team, I focused on improving conversion through user-centered design. My responsibility was to translate research insights and business goals into a clear, credible, and persuasive information experience.

Discovery:

We facilitated a cross-functional ideation workshop involving stakeholders beyond design to gather diverse perspectives on how the Infopage could be improved.

During this phase, we:

• Benchmarked comparable pages and communication patterns

• Brainstormed opportunities to improve clarity and trust

• Identified key user questions and decision triggers

To ground the design direction, I mapped the user journey leading to the Infopage. This helped reveal how users arrived at the page, what information they were seeking, and how effectively the experience supported both understanding and conversion.

Design Process:

Based on insights from discovery, I developed low-fidelity wireframes outlining the core structure, hierarchy, and content strategy for the updated Infopage.

After validating the direction with stakeholders, I translated the concept into a high-fidelity design that:

• Clearly communicated research outcomes

• Highlighted key value propositions

• Supported user trust and comprehension

• Aligned with conversion goals identified during ideation

The final design integrated both user needs and business objectives into a cohesive, evidence-driven experience.

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Outcome:

The updated Infopage provided a clearer and more credible communication of research results, making the platform’s impact easier for prospective users to understand.

The redesign improved:

• Information clarity and hierarchy

• Trust through transparent presentation of research findings

• Alignment between user questions and content structure

• The pathway from information consumption to conversion

By structuring the content around user needs rather than internal messaging, the page became both more informative and more effective as a decision-support touchpoint within the conversion journey.