As the Lead Product Designer, I shaped Become’s vision, guiding an overhaul of the product and brand to increase customer satisfaction.
Discover what we built and learned ⇣
Test prep for everyone.
Become provides free resources and prep materials to students. It serves over 100,000 monthly active students in college and high school who are aiming to pass an upcoming standardized exam and get into a school or job. Become was faced with the challenge of transforming our product to meet the shifting needs of our user base and our revenue goals. It became critical to convey our value to an audience with limited resources, prompting us to rethink our product offering and brand to better serve our users.
Designing for student goals.
Our audiences were always top of mind. In response to a continuous stream of audience feedback, we took an iterative approach to delicately transform our offer from a free to a premium product. Always careful to not negatively impact our existing foundation of users, our commitment to iteratively adapting our product to evolving needs has been instrumental in ensuring sustained success.
Building inspiration with brand.
As part of our product evolution we introduced the renewed vision and mission for the company. We initiated a comprehensive rebrand to create a brand reflective of our aspirations and convey our focus on building a friendly and accessible product. We intricately embedded our values and vision into every element, from the logo to the language, serving as a continuous source of inspiration for all our endeavors.
Optimizing design for impact.
A new design system was constructed to fit within the new brand standards, reflecting our warmer, human, and accessible brand by utilizing hand-drawn accents and a focus on meeting AAA accessibility standards. Knowing that a broad footprint demands increased effort for alignment and upkeep, our design system prioritized enhancements over additions, ensuring long-term manageability and ease of implementation for our small team.
Evolving through insights.
Adopting continuous testing, iteration, and event-based analytics, we refined our offerings to meet customer needs. Each evolution was carefully tested, monitored, and measured before committing to change. Iterative cycles of experimentation and feedback provided valuable insights and refinements about our customers motivations and goals, allowing us to introduce new product offerings like Cram Course and Premium access with confidence.
Project summary
Our team’s product offering overhaul yielded exceptional results, marked by increased product purchases, revenue diversification, and retention of a thriving user base, underscoring the transformative impact of our collective efforts.
+1900%
Product purchases
+33%
Diversified revenue
100k
Monthly active users
Role
Product Design
Brand Identity
Customer Research
Team
Ryan Montgomery
Andrea Montgomery
David Schofield
Dora Potts
Michael Nÿkamp (brand)