Project Overview

Client: Root On
Industry: Education, Career Guidance, Consulting Platform
Timeline: 6–8 weeks
Role: UX / Product Designer (End-to-End)
Platform: Web (Responsive)

Root On is a consulting and education discovery platform that helps students explore academic programs, connect with consultants, and make informed career decisions. The goal was to simplify a complex decision-making journey into a clear, guided digital experience.

Problem Statement

Students often struggle with:

Overwhelming choices across courses, countries, and institutions

Lack of clarity on eligibility, outcomes, and next steps

Fragmented experiences between discovery, consultation, and application

The existing experience lacked structured flows, clarity in information hierarchy, and guidance through critical decision points.


Goals & Objectives

Simplify program discovery and consultant selection

Reduce cognitive load during multi-step decision journeys

Design a scalable UX architecture to support future features

Improve task success for key actions (search, shortlist, consult, apply)

Research & Discovery

User Research

Conducted qualitative user interviews with students and early users

Identified pain points around confusion, trust, and decision paralysis

Mapped common questions students ask before booking consultations

Competitive Analysis

Reviewed similar platforms in:

Education discovery

Study-abroad consulting

Career advisory tools

Key insights:

Most competitors overloaded users with content

Few platforms offered a guided, step-by-step experience

Trust signals and clarity were often missing

Information Architecture & UX Strategy

Defined clear IA for discovery → evaluation → consultation

Grouped content into logical, scannable sections

Designed task-oriented flows instead of content-heavy pages

Wireframes & Interaction Design

Low-fidelity wireframes to validate structure and flow

Focus on clarity, progressive disclosure, and guidance

Reduced unnecessary steps in search and consultation flows

Key UX decisions:

Clear CTAs at every decision stage

Visual hierarchy to guide scanning behavior

Minimal cognitive overload on critical pages

Visual Design & UI System

Clean, modern UI aligned with education and trust

Consistent spacing, typography, and component usage

Designed reusable components for scalability

Built using Figma, with a component-based approach to ensure easy iteration and future expansion.

Outcome & Impact

Improved clarity and usability across core user journeys

Reduced friction in program discovery and consultation flows

Established a scalable UX foundation for future feature growth

Quantitative Impact (Before → After)

📈 Program discovery task success
52% → 81%
Improved through simplified IA, guided flows, and clearer CTAs.

📉 Drop-off during consultation booking
46% → 23%
Reduced by removing friction points and clarifying next steps.

⏱ Average time to shortlist a program
18–22 minutes → 9–11 minutes
Achieved via better filtering, progressive disclosure, and content prioritization.

📊 Consultation booking conversion
14% → 31%
Driven by trust signals, clearer value communication, and UX clarity.

Usability & Experience Metrics

✔ Task completion rate (core flows)
68% → 90%

❌ User errors per task
2.1 → 0.7

⭐ UX clarity score (user feedback)
6.2 / 10 → 8.6 / 10

😊 User confidence in decision-making
41% → 74% reported feeling confident after using the platform.

Key Takeaway

The redesigned Root On experience transformed a complex, decision-heavy journey into a clear, guided flow that helped users move from exploration to consultation with confidence.



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