Collaborative Project
Kiki’s Selective Redesign
Redesign the landing page for KIKI’s Selective
Role
UX audit, copywriting & UI
Type
Website design
Timeline
Jan - Feb
Tools
Figma & Trello
Project Overview
This collaborative project aims to enhance the user experience of the KIKI’s Selective website and educate new users, with the goal of increasing subscription conversions. The project includes conducting a UX audit, offering heuristic-based recommendations, and providing copywriting suggestions for user-centric improvements. Based on collected data, I have redesigned the landing page to better inform users about KIKI’s Selective.
Client
KIKI's Selective is an AI-powered chatbot designed to assist students in preparing for Selective exams. It works by sending at least one exam-related question daily to students via WhatsApp, offering instant feedback and tips.
KIKI selects questions that align with the Selective exam syllabus and difficulty level, allowing students to answer at their own pace. The chatbot provides immediate explanations and tracks student progress, adapting the questions to their learning needs over time.
Challenge
The client had never conducted UX research prior to designing their website. The current site had an inconsistent layout and brand guidelines, combined with poor content strategies, causing confusion and higher bounce rates by failing to effectively educate users about the new AI tool.
To address this issue, I’ve started the project by analysing the pain points and needs of the users:
Solution
To help KIKI Selective increase engagement and drive subscription conversions, our team conducted a comprehensive UX audit of the entire site. We identified and addressed usability issues, analysed the user experience, and pinpointed frustrations. Additionally, we provided copywriting suggestions to better educate users about this emerging tool.
Using the insights from our heuristic-based analysis, I redesigned the landing page to enhance the browsing experience and, more importantly, to use effective content strategies that clearly convey information about KIKI Selective.
Recreating the brand
Previously, KIKI Selective used five colours in their brand palette. Since their collateral featured multiple colours, I reduced the site's palette to two colours. This change highlights the collateral and makes the site less cluttered and overwhelming.
Landing Page
Maintaining the two-column grid for consistency, I implemented more images to enhance readability and emotional connections. By empathising with the journey of our primary users (parents who are seeking exam preparation options for their children), I developed content strategies tailored to their browsing needs.
Before
After
Result
The new design makes the content more engaging and easier to read and follow. It guides users on a journey to learn about KIKI, understand its benefits, and ultimately respond to effective CTA that encourage purchasing KIKI’s subscription.
