A modernized e-commerce experience for the English language testing platform.
E-Commerce
Education
Project Goal
ETS is a company that offers a range of standardized tests for students and professionals worldwide. One of the most popular of these tests is TOEFL, an English proficiency test used by international students wanting to study in English-speaking countries. Alongside a tech ask to replatform their site to Salesforce, we were tasked from a UX/UI perspective to improve the test-taker journey, holistically.
My Role
Our task included redesigning the Test Registration flow, creating consumer-facing PDP's and PLP's for Test Prep products, and designing a unified design system to tie all of these experiences together. I led a team of onshore and nearshore designers to accomplish this goal, and served as the key point of contact for client.
Test Registration Flow
One of the biggest pain points of the current Test Registration experience was that it was locked behind a logged-in state, requiring an account to view availability and purchase. We removed that barrier to entry, and modernized the look and feel to be more in line with best-in-class booking tools.
Shop Test Prep
Test Prep products faced the same issue: they were locked behind a logged-in state, and sales suffered due to this lack of visibility. Mirroring the standard e-commerce patterns customers are used to, we created Product Detail Page and Product Listing Page templates that would work for their 50+ products.
Component System
As we designed pages, we established a cohesive design system in Figma to ensure consistency across all the work we touched. This included type styles, buttons, cards, spacing, and more; all of the UI elements that were used throughout our work.
The Results
The goal of this project was to create a benchmark experience for other ETS sites to use in the future. Unfortunately, due to a variety of factors, our UX/UI work was deprioritized to the replatforming effort and was not implemented. Despite this disappointing outcome, I learned a lot from this project, and gained critical skills in team leadership, project planning, and client management.
