Top Dog Tutors is an early-stage EdTech startup that connects students to nearby tutors. I led the (Re)Design - UX/UI and brand identity - of their website.
Role: Responsive Web Design (UX/UI), Brand Identity
Tools: Sketch, Adobe Illustrator
Tools: Sketch, Adobe Illustrator
DESIGN GOALS
Top Dog's edge is that they remove the hurdles of logistics and vetting in the tutor search. While Top Dog Tutors has a strong, streamlined model, their web interface looks dated and cluttered and doesn't communicate it's value-add. The goals of this redesign were to create a simple and quick-conversion flow, a modern and cohesive visual aesthetic, and compelling brand.
(I then searched for logo designers with an aligned style, and ultimately worked with Ilker Türe who contributed the current Top Dog logo.)
DESIGN PROCESS
As a new player, aiming to ease bumps in the road, in a space with other providers, it was important that the product be distinguished from other sites in the ecosystem, which were plenty in number but rarely credible and even more rarely user-friendly/up-to-date. Competitive research was key in the ideation stage of this design process.
Form: This is why it was key to incorporate elements like flat icons, sans serif fonts, bright colors, minimalist UX, and mobile responsiveness that immediately identify Top Dog as a modern internet business in the tutoring space. This often points to a robustness of service that is lacking in the top competitors.
Function: Another design strategy was to emphasize Top Dog’s “edge” in curation - that is, highly vetted and distinguished tutors - promising a quality that is often a gamble or requires significant effort in other tutoring sites. Across the copy and UI elements, I center the in-demand expertise and stories of tutors.
The new Top Dog is being built and is expected to launch late 2019. I am currently working as the bridge between design (us) and engineering (client), communicating specs for handoff. The designs that came out of this sprint - the pared down flow - led the team to more insights on the distinguishing value-add and core offerings of Top Dog Tutors, which reinforces the power of design-driven development.
This project allowed me to grow a great deal in the role of design lead, helping to further my skills in cross-functional communication and prioritization. I look forward to my next opportunity to grow in this capacity!