English with Cooke
Helped 1.4M social media users buy a 12-week grammar course
Built full eco-system (social media - site - payment - course platform)
Earned 89% positive feedback through survey and boosted new-business revenue
Role: Product Designer (UX/UI), No-code Developer, Visual Designer
Platforms: Web and responsive
Skills: Product design, branding, Usability testing, Qualitative research, Web design
Challenge
In limited time needed to create and put in production a 12-weeks full course and create a working website with integrated payments for 9 different tiers
Success criteria
Easy payment flow
Immediate course access after purchase
Clear communication of tier benefits
Impact
3.1% Conversion Rate to Purchase on launch
89% positive feedback about product after finalizing
Process
🧠 Where to start
Andy, the founder of English with Cooke, and I built a social media brand together. We started with just 265 followers and grew it to 1.9 million across all platforms.
As the audience grew, Andy noticed that many people were messaging him directly about learning platforms. They were asking where they could study English or if he had a product. That’s when we decided to create a Grammar course. I worked with him to build it completely from scratch.
🔍 Benchmarking
I had a look at competitors. The biggest problem with the competitors' sites was that there was so much visual noise. You go to the site, and everything is on one screen.
For a person who doesn't speak English, it could be overwhelming. It was my hypothesis, and I started to check it through the user interviews.
💬 User interviews
You go to the site, and everything is on one screen. For a person who doesn't speak English, it could be overwhelming. Luckily, I have a lot of friends who don't speak English,
so I checked it with them, and they confirmed my hypothesis.
(I promise, no leading questions were used).
5
people
11
questions
3
language levels
❗Insights
For people, it is important to know the answers to all of these questions, which I discovered in an interview.
Based on the interview, I've prepared all the questions that users can have about the brand and the product in general. It helped me identify important areas that should be considered in my future design. It also prevented me from forgetting anything.
📐 Information Architecture
The testing phase was complete, and the wireframe was finalised.
The next step was to gather visual references.
I then created the color scheme. Designed the logotype, making sure both elements were consistent with the brand identity.
website
tires
stripe
course
✨ Visual details
Once the testing phase was completed and the wireframe was selected, the next step was to gather visual references.
I then developed the color scheme and designed the logotype, ensuring they aligned with the overall brand identity.
🌬 Post launch
After launch, I noticed users were paying but then clicking Thinkific’s (course platform) “Subscribe” button instead of registering.
This caused:
Manual enrollment for every student.
Frustration because users couldn’t access courses instantly.
My Solution
Redesigned the post-purchase page with a clear headline and “Register Now” CTA.
Removed confusing links from Thinkific landing page.
Added a 3-step visual guide (Pay → Register → Start Learning).
Tested with new users — 100% registered successfully.
♥️ Final result
I built an eco system which allows Andy to have:
an automation process for new students and people who are buying his product.
Created adaptive version for all type of devices.
I increased the comfort of usability and made it easy and pleasant for both the business and users to use.