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Magic EdTech UI&UX

UI&UX + ACTIVATION

Lopez Design was commissioned to rebrand Magic Edtech by repositioning it in a crowded EdTech market, finding its niche beyond its educational technology expertise.

Deep dive workshops were conducted with the Magic stakeholders across their verticals to understand their business landscape, customers, and unique challenges.  This study led to a discovery of their core strengths that set them apart.

UX Strategy

Highly personalised user flows

One of the key revelations from our audit of Magic EdTech’s site was that their extensive list of services was a time-consuming and challenging experience for the user while making a choice.

We concluded that the presentation of choices was critical in decision-making. With this premise, we restructured the information architecture of the website around two main themes: challenge-centricity and service-oriented user experience.

The first path of challenge-centric meant that users could navigate through the site by quickly identifying the problem they wish to solve by coursing through a list of service choices by role.

Using the second approach of service-oriented, we made a clear distinction between service types, categorizing them according to the service functions of building, supporting, and delivering products.

Action Oriented-Navigation Design

We intended to create effective user journeys aided by seamless navigation, improved findability and minimum cognitive load. The redesign focused on getting the service structure right, by understanding how different target client prospects interact with the services. We conceptualized it as an action-oriented journey for the users, utilizing strong verbs, such as Solve, Build, Deliver & Support.

Converting users through conversion funnels

Our primary objective was to create a design that would optimize lead conversion. All business page flows have been strategically conceived to create relevance, which drives an effective call to action.

UI & Interactive Elements

Defining look & feel

We brought out Magic’s leadership stance and domain expertise to leverage the humanistic nature of the brand. We employed the core brand assets, high contrast typography, new-age colors, and interactive methods to engage users and help them navigate the site with ease.

Flexible & Dynamic system

The business-focussed layout and systems have a clean structure, ease-of-use, and flexibility. The system design has customized modules that are interchangeable: this defines the visual structure and gives the website its strong character.

High Performing Functionality & Intuitive Interaction

The interface has been precisely designed using micro-interactions to make users navigate effectively with a short learning curve.

Driving efficiency with design

The design uses a strong grid structure to separate content and establish a hierarchy resulting in easy navigation, quick action and efficiency.

Team

James Thottan
Antara Dey
Nishtha Sharma
Nishita Karun 
Sukanya Panda
Joash Youtham
Tarka Patil
Sujatha Shankar Kumar
Anthony Lopez

Support

Deepak Lohia
Vijay Kumar Soreng
Zeena Lopez 

 

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