WeLearning homepage redesign:
From chaos to conversion
EdTech
Corporate design
B2B Website
I led the strategic redesign of WeLearning’s homepage, transforming an unclear, underperforming interface into a structured, conversion-oriented experience — increasing form conversion from 3.5% to 9%, boosting the engagement rate from 24% to 65.8%, and raising average time on page from 14 seconds to 1:07.
Project overview
This section outlines the project scope, my role,
and key UX goals behind the WeLearning homepage redesign.
Project summary
Client
WeLearning
Project type
Commercial homepage redesign
My role
Full project ownership
Project scope
UX audit & research
Information rchitecture
User flow optimization
UI design system
Developer collaboration
Figma
Google Analytics
Miro
Maze
Wordpress
Problem
WeLearning's platform was functional but outdated, with a confusing interface that led to high drop-off rates and poor engagement metrics. Key conversion events on the homepage — such as contact form submissions or demo requests — showed consistently low performance, indicating misalignment between user flow and business intent.
Key Challenges:
Confusing navigation structure with inconsistent patterns
Poor information architecture leading to content discovery issues
Lack of visual hierarchy and clear feedback mechanisms
Limited accessibility features and mobile responsiveness
Initial Metrics
Average time on page: 14 seconds
Engagement rate: 24%
Conversion rate (contact/demo): 3.5%
Scroll depth: Majority of users dropped off before 50% of the page
User feedback: Confusing layout, unclear offering, low perceived credibility
Goals & objectives
Improve Usability
Enhance navigation and reduce cognitive load for users
Increase Engagement
Boost user interaction and time spent on platform
Reduce the Load
Minimize user confusion
Redesign results
This section presents the measurable results observed within 90 days after the homepage redesign, compared to the same period in the previous year. The data illustrates how improved UX directly impacted engagement, clarity, and conversion performance.
Time on page:
+357%
increase
Average session duration improved from 14 seconds to 67s
Conversion:
+5.5pp
uplift
Submission rate increased from 3.5% to 9%
User engagement:
+174%
growth
Engagement rate grew from 24% to 65.8%, with deeper scrolls and more interactions
First impression
+96%
positive
96% of surveyed users rated their first impression of the platform as “positive” or “very positive”
Ready to talk?
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I’ll get back to you quickly and clearly. Let’s start something valuable.