Redesigning a Learning Resource Website

• UX /UI
• Website
• E-Commerce
• Content Design
• Automation
• Strategy
  

Studychamp’s e-commerce site successfully sold study bundles but failed to connect with its two main audiences — parents and teachers. The platform was costly to run, hard to manage, and lacked a clear value proposition. The challenge was to redesign the experience to better communicate value, simplify operations and create a system that could scale effortlessly.

I reimagined the experience from both a business and user perspective. We ran surveys with existing and new visitors to understand what mattered most, revealing two distinct audiences — parents and tutors/teachers. Using these insights, I redesigned the site to speak directly to both groups, refreshed the visual identity, built dynamic content systems and automated key backend processes to reduce operational costs.

• Over 50% a month saved in operational costs
• Two distinct audience landing pages that improved engagement
• Fully automated content and product management via Google Sheets
• Copy crafted using real user language and testimonials
• Increased sales from clearer bundles and better user journeys

Showcasing the types of content...

Study materials are based on the  CAPS curriculum and assessments are  IEB aligned.

Discovery & research 

Strategy & content design

Structural & UX improvements

Automation & dynamic content

Design & technology

Positioning the resource offerings...

I began by listening — first to my client, then to their customers. Through surveys with both existing and new users, I uncovered valuable insights into what parents and teachers were really looking for: affordability, clarity and trust. These findings informed every decision going forward. I included detail breakdown of all content types, FAQ's and how the entire process worked once a purchase was made.

Addressing the users questions...

The new design needed to do more than just look modern, it had to communicate value. I created a refreshed homepage that clearly presented StudyChamp’s benefits and unique offerings. Then I designed two targeted landing pages, one for parents and one for tutors, each crafted with language pulled directly from survey responses. This made the content feel authentic and relatable.

I also highlighted testimonials that aligned with each persona’s priorities, reinforcing trust and credibility.

One of the biggest improvements was reorganising the grade and bundle pages. Previously, users struggled to understand what each bundle included. I created a structured grid layout that outlined all available bundles per grade, detailed what was inside each one and offered access to free sample resources. This gave users confidence before purchasing and directly increased conversion rates.

Each grade page connected to the member area, so existing customers could log in and access their downloads without friction.

To streamline operations, I built an intelligent system using Google Sheets as a central database. With simple dropdowns, the client could categorise products, manage pricing and update free resources, all without touching the website backend.

The refreshed site leaned further into the playful illustration style and brand colours I had originally developed for StudyChamp, giving it a more approachable and educational feel.

The enabling tech stack included:

• Ecwid for managing payments and customer data
• Dropbox for hosting resources securely
• Zapier for automating member access and login emails
• Google Sheets for dynamic product and pricing management

This integration drastically simplified site maintenance and improved the client’s day-to-day operations.

This project was a reminder that user insight and operational efficiency go hand-in-hand. By listening to customers and designing for business realities, I was able to create an experience that not only felt better for users but worked smarter for the client.

The automation aspect was particularly rewarding, using no-code and AI tools to make a small business feel like a tech-enabled platform. It proved that thoughtful design doesn’t just elevate aesthetics; it can genuinely transform how a business runs.

“Good design is good business.”

Thomas Watson Jr.