Xiaozhan Education

Xiaozhan Education is an online English learning platform for students preparing to study abroad. Through the platform, students can practise with real past exam questions, learn test strategies through online courses, and study together in group learning sessions.

Online LearningApp DesignUI/UXMarketing Campaign DesignTeam leaderLogo Design
Timeline
Apr 2018 — Nov 2018
Project type
Education apps & website
Role
UI/UX Design Lead

Responsibilities

  • Led a UI/UX design team of three designers across mobile and web products.
  • Established a consistent visual language across IELTS, TOEFL, vocabulary, and related products.
  • Used user feedback and behavioural data to improve user experiences and key product metrics, including click rate and conversion rate.
  • Restructured course content and information to help students understand and choose the right learning products more easily.
Xiaozhan Education desktop and mobile learning products.
01

Visuals

Colours

Unified colours across multiple products

Each test type keeps the same colour direction as its official test branding, but the colours are fine-tuned to work together as a family within the product. This keeps each test recognisable while giving the whole platform a more youthful, and friendly feel. Secondary colours are based on the company’s brand colour, and text and background colours are shared across all products to create a consistent visual experience.

Xiaozhan product colour palette for IELTS, TOEFL, text, and backgrounds.

Fonts

Xiaozhan iOS and Android typography specification.

Redesign Logos

Applied the new brand colours and created a more consistent visual language across the product, with a modern and simple design style.

Before and after redesigns for the Xiaozhan IELTS, TOEFL, and vocabulary app logos.
02

IELTS Redesign

Home page redesign

Showing students their progress, days remaining, and daily completion encourages them to stay on track and achieve their daily goals. The redesign also increased overall user engagement.

Before and after comparison of the Xiaozhan IELTS home page redesign.

Personalise the learning journey

Use goal setting to create tailored learning plans, giving users clearer direction and encouraging ongoing engagement.

A personalised IELTS study-plan onboarding journey and recommendation.

Redesigning the mock exam experience

Improve the usability and visual design of the listening and reading mock exams based on user feedback.

User Feedback

  • The text colours are dull and lack contrast, making articles and quizzes difficult to read.
  • Tap targets are too small and often require multiple attempts.
Redesigned Xiaozhan IELTS listening and reading mock exam screens.
03

Marketing Design

Design learning resource pages

Collaborated with experienced English teachers to create dedicated learning resources, such as TOEFL speaking guides and IELTS essay samples with expert analysis, helping students learn test strategies in a more structured way.

A Xiaozhan learning resource page for English exam preparation.

Online course pages redesign

Redesigned three key course pages:

  • Xiaozhan Open Class
  • 21-Day Intensive Course
  • 14-Day IELTS Starter Course

Refined the content and redesigned the information hierarchy to clearly communicate each course’s value, highlight key benefits, and encourage course enrolment.

Three redesigned Xiaozhan online course landing pages.