WordDive - Master English
Master English is a language learning app developed by WordDive which allows users to learn English in an advanced and effective way. Utilising its unique AI technology, Master English offersusers a personalised study program, adjusting tousers’ preferred pace, needs and levels.
My main responsibilities at WordDive were: Updating visual contents in the product, creating UI for mobile and website and creating marketing visual materials such as ad banners and ad videos.
My main responsibilities at WordDive were: Updating visual contents in the product, creating UI for mobile and website and creating marketing visual materials such as ad banners and ad videos.
Date:
2019 - 2022
location:
Tampere, Finalnd
My Role:
UI/UX design
Wireframing
Prototyping
User flows
Branding
Visual design
Case Study : Master English brand creation
Tools used:
Adobe Xd
Illustrator
Photoshop
After Effect
Context
When I joined WordDive, they were planning to launch a new product, which later became Master English. One of my first tasks at WordDive was to collaborate with the lead visual designer to create a new brand.
Brand feel and directions
We began by conducting primary market research and defining the brand identity using the brand archetype method. After the market research and several tests, we decided to narrow our initial target market to South American countries.
Findings & Decisions:
Most language apps in the market are focused on beginner and intermediate-level English. There are few apps that support more advanced English learning.
The main target is users who want to study English to advance their careers or broaden their possibilities and skills.
To differentiate from competitor apps, we take a more serious tone, embracing the challenges of learning a language.
Brand name and visual feel
We began by creating style scapes to determine the visual feel of the brand. After developing multiple style scapes, we conducted internal and external A/B tests to see how each visual was received by viewers. We also held several rounds of testing to decide on the brand name.
Style scape example
Logo creation
After the style scapes and several tests, we chose "empowering, professional, and trustworthy" as the visual direction for the brand.
We began drafting the logo design with the lead visual designer by sketching ideas on paper and exchanging feedback.
After brainstorming and refining ideas, we arrived at a design that symbolized a curvy path (representing the non-linear journey of learning a language), the shape of a flag (symbolizing foreign countries), and opening curtains (marking the beginning of a new chapter). We decided to simplify the logo into a geometric shape to strengthen its silhouette.
Curvy path
Shape of a flag
Stage curtains
Graphic logo
Brand visual style
After several iterations and trials, we settled on a clean and simple visual style. Since the app uses a large number of images as study materials, the clean and simple UI allowed the images to stand out more.
Prototyping and UI design
Once we finalized the visual style, one of my main responsibilities was to create the UI for new learning modes and update the UI for existing modes based on user feedback. I worked closely with developers, content creators, and UX researchers to ensure intuitive and smooth usability.
Master English UI Prototype example
My usual workflow involved creating a UI file for the mode after receiving conceptual wireframes. If the mode required new components, I designed them in alignment with the brand look.
The UI files also included prototypes, specification notes for the dev teams, descriptions of the purpose of each view, and detailed specifications for UI animations and element styles.
Once the UI file was approved, we held a handover meeting.
The UI files also included prototypes, specification notes for the dev teams, descriptions of the purpose of each view, and detailed specifications for UI animations and element styles.
Once the UI file was approved, we held a handover meeting.
Marketing materials and brand guide
Other responsibilities I had included creating marketing materials and selecting images for both marketing and learning materials.
We had to ensure that all images aligned with the brand's identity.
To communicate which types of images were suitable for the brand, I created a style guide for internal use.
We had to ensure that all images aligned with the brand's identity.
To communicate which types of images were suitable for the brand, I created a style guide for internal use.
Example of images used as learning materials and the style guide
What I learnt
My experience at WordDive was invaluable. I learned how to develop a product from scratch and how to populate it with content and assets that aligned with the brand. I polished my skills working in an agile team and collaborating effectively with team members.
I also handled tasks independently, including creating marketing visual assets and updating content with visual elements that fit the brand.
The variety of tasks ranged from still image creation to video editing, which allowed me to step out of my comfort zone, try new things, and be bold.
I also handled tasks independently, including creating marketing visual assets and updating content with visual elements that fit the brand.
The variety of tasks ranged from still image creation to video editing, which allowed me to step out of my comfort zone, try new things, and be bold.