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Context and Problem
Initial Research
Defining Problems
✨ The solutions ✨
Learnings and Reflections
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Product Design Internship 2022
Creating an easy, confident, and trustworthy experience for new users
Amotions is a platform for training new managers in soft skills. I audit and redesign experiences for new users, including the dashboard, onboarding process, and payment experience.
TIMELINE
Dec 2022 - May 2023
Role
Strategy, Research
Design
COLLABORATORS
1 Project Manager
3 Developers
TOOLS
Figma, Figjam
Want to skim through this case study? I got you covered.
Here's a 1 min TL;DR version.
Quick overview
In charge of Front-end coding.
Contributed to Concept Development, UX Design.
Quick overview
In charge of Front-end coding.
Contributed to Concept Development, UX Design.
Quick overview
In charge of Front-end coding.
Contributed to Concept Development, UX Design.
Quick overview
In charge of Front-end coding.
Contributed to Concept Development, UX Design.
Context and Problem
Product overview:
Amotions is an education platform that aims to help new managers to practice soft skills for team management and personal development. The main feature is the customized soft skills promotion service. We assess the required soft skills based on the specific problems and goals in real work scenarios and provide personalized training and feedback.
🎯 Design & Research Goal
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To assist new users in comprehending the advantages of Amotions and to motivate them to explore it and become paying users.
Why we were working on this:
Improving retention and conversion rate of new users
Based on usage data, the day-one retention rate is only 5%, which is significantly lower than what we expected. In order to make the business attractive to potential investors, our highest priority is to improve the retention and conversion rate of new users.
Exploring and validating product directions
In addition, through interviews with potential users, we aim to validate and prioritize previous product decisions, as well as explore opportunities for future product directions.
Initial Research
Who are the target audience we were building for?
Our primary target audience comprises new managers who are keen on honing their soft skills to navigate their managerial roles. These individuals seek to identify and bridge their skill gaps, gauge the efficacy of their practices, and adeptly handle various work scenarios, such as conflicts and disagreements among team members.
Defining Problems
Issue 1 - Upon initial login, new users encounter uncertainty regarding the necessary actions to take.
Disordered information hierarchy in the dashboard
The dashboard serves as the initial screen for users upon logging in. However, the information hierarchy of the dashboard does not provide clear guidance to users. As per the reading order, less important information is given prominence location.
Related information is scattered over unconnected pages
To improve soft skills, users should follow a designated. The resources related to the desired skill are scattered across unconnected pages. Users have to navigate through multiple pages to access assessments, practice materials, and track their progress.
Issue 2 - Prospective users seek the means to assess the course quality prior to committing to a subscription.
Less context is provided prior to payment
When users click on the paid materials, the payment page appears immediately. However, it fails to provide information about the quality of the materials and how they relate to the target skills. This lack of information makes it difficult to persuade users to make payments.
✨ The solutions ✨
Solution 1 - Utilizing the dashboard as a central hub to facilitate users' navigation through resources tailored to their target skills.
Interation 1 - Streamlined Information Architecture
Following the user's completion of the sign-up questionnaire, they will seamlessly transition to the dashboard.

The dashboard consolidates all necessary tasks for users, eliminating the need to navigate through multiple app pages.
Interation 2 - Clarify Information Hierarchy
To effectively position the dashboard as the central panel, I refined the information hierarchy within it. This iteration was designed to make the dashboard more intuitive, guiding users seamlessly through essential steps.
Before
Lack of Visual Center: Initially, the app lacked a clear visual center, which resulted in inadequate guidance for users.
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Misplaced Priorities: The main page was dominated by non-priority information, such as emotion analysis and practice time, overshadowing more critical content and functionalities.
After
Intentional Information Distribution: The information is now thoughtfully arranged in two uneven columns.

Optimized Layout for User Engagement: Crucial tasks are listed on the left-hand side of the screen, while users can track their progress and achievements related to their target skills on the right side.
Interation 3 - Skill Library
Based on the target skills, all relevant materials are consolidated onto a single page (skill library), facilitating users in effortlessly tracking their learning progress and exploring potential supplementary skills.
Before
Unclear Resource-Skill Relationship: Previously, the app lacked clarity in linking resources to skills. Users found it challenging to explore new skills as they had to navigate through the 'choose skills' option to access relevant resources.
After
Streamlined Access and Exploration: Now, users can effortlessly access resources related to their target skills and discover more options by simply scrolling down.
Solution 2 - Delivering vital information to aid informed decision-making prior to subscription.
Interation 4 - Leadership skill page
I categorize skills into distinct chapters and offer complimentary preview articles and videos for select chapters, enabling users to assess the material's quality before making a purchase.
Before
Limited Insight into Material Quality: Users could only gauge the quality of materials through their headings. This limited preview capability decreased their willingness to subscribe, as they couldn't fully assess the content beforehand.
After
Enhanced Preview and Free Materials: To build user confidence, several materials for each skill are now offered as free previews. This allows users to experience the quality of the content first-hand, encouraging informed and confident subscription decisions.
4. ✨ The solutions ✨
Solution 1 - Utilizing the dashboard as a central hub to facilitate users' navigation through resources tailored to their target skills.
Streamlined Information Architecture
Following the user's completion of the sign-up questionnaire, they will seamlessly transition to the dashboard.

The dashboard consolidates all necessary tasks for users, eliminating the need to navigate through multiple app pages.
🎨 Clarify Information Hierarchy
To maintain an intuitive reading order, crucial tasks are listed on the left-hand side of the screen, while users can track their progress and achievements related to their target skills.
Skill Library
Based on the target skills, all relevant materials are consolidated onto a single page (skill library), facilitating users in effortlessly tracking their learning progress and exploring potential supplementary skills.
Solution 2 - Delivering vital information to aid informed decision-making prior to subscription.
Leadership skill page
I categorize skills into distinct chapters and offer complimentary preview articles and videos for select chapters, enabling users to assess the material's quality before making a purchase.
Learnings and Reflections
Navigating the dynamic landscape of a startup environment underscored the importance of adaptability, continual goal reassessment, and effective communication with partners. Embracing these practices enabled me to remain agile and responsive, fostering a proactive learning mindset amidst evolving challenges.
Thanks for visiting!
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