As UWorld expanded its suite of learning products among different verticals of test prep, the company’s outdated website no longer reflected its brand evolution, product breadth, or modern user expectations. The site had inconsistent visuals, a confusing structure, and lacked mobile optimization—limiting its effectiveness as a conversion tool and educational resource.
As the Senior UI/UX Designer, I played a crucial role in leading the full website revamp of UWorld.com and several microsites, transforming them into a cohesive, responsive, and conversion-focused digital experience.
The goal: Elevate the brand, improve navigation, and better showcase UWorld's expanding product line.
Outdated visuals and inconsistent UI diminished brand trust and professionalism.
Disorganized site structure made it difficult for users to explore offerings across different exam categories or compare products.
Limited mobile optimization, despite the significant number of users browsing on mobile devices.
No design system or scalable components for internal teams to manage new content or microsites.
Modernize the visual identity and align the digital presence with UWorld's brand evolution.
Simplify navigation for multiple user types (students, educators, institutions).
Improve mobile performance and accessibility across all devices.
Increase engagement and conversions through clearer product presentation and CTAs.
Create a modular design system to support fast, consistent updates and growth.
Navigation was inconsistent and required too many clicks to find core pages
Visual design lacked cohesion and did not reflect UWorld's high-quality education products.
Mobile users experienced friction with many pages lacking responsive design. (e.g., long content blocks and small tap targets)
Redesigned core website pages, including homepage, product landing pages, and navigation.
Built a design system with components for content sections, CTAs, testimonials, and products.
Worked closely with developers to ensure implementation accuracy and responsiveness across breakpoints.
Partnered with marketing to incorporate conversion-focused copy and layout strategies.
Collaborated on accessibility improvements, including WCAG for color contrast, keyboard navigation, and screen reader support.
25% increase in average time spent on site.
25% drop in bounce rate across top product pages.
30% boost in mobile engagement, including scroll depth and conversion clicks.
Internal teams now manage new content updates with greater speed and consistency.
Website now accurately reflects UWorld's breath of products, brand evolution, and user value.
Scalability matters: A modular design approach made ongoing content and product launches more efficient.
Small mobile changes yield big impact: Better tap targets, reduced page load, and simplified content made the site significantly more mobile-friendly.
Design systems are key: A shared component library improved consistency and development velocity.
