MCI (Hamrahe Aval)
Reimagining EdTech
through Cognitive Design.
Leading the transformation of ino.school for MCI. Merging Cognitive Science Research with UX Strategy to build a habit-forming ecosystem for 3 Million students.
High Traffic, Low Engagement.
MCI had the traffic, but the product wasn't converting. ino.school was functioning as a static content library. Analyzing 100k+ sessions on Microsoft Clarity revealed that the "Subscription Flow" was too complex.
The "Ino" Design System.
To ensure consistency across Web, Mobile, and Marketing assets, I architected a comprehensive Design System. We moved to atomic components and strict tokenization.
Frictionless Entry.
The drop-off rate at login was alarming. I redesigned the Onboarding & Login flow to be seamless and inviting, simplifying the OTP process.
Smart Dashboard & Cognitive UI.
Leveraging Cognitive Science, I redesigned the core experience around a "Smart Dashboard" that predicts the student's next lesson based on exams.
High-Performance Landing Pages.
To support marketing campaigns, I designed over 10 dedicated landing pages (Konkor, Final Exams), each A/B tested for maximum conversion.
Redesigning the Knowledge Hub.
SEO was a major acquisition channel. I led the redesign of the Blog to improve readability and time-on-page.
Data-Driven Decisions.
A/B Testing
Tested 3 variations of the checkout page. The winner increased conversion by 25%.
5-Second Tests
Ensured the value proposition on Landing Pages was understood instantly.
Usability Studies
Moderated sessions to observe friction points in the new onboarding flow.
Heatmaps
Continuous monitoring via Clarity to optimize CTA placements.
From Billboard to Mobile.
We created a unified visual language that extended from the UI to National TV Commercials and City Billboards.
