GoodLuca — Professional Development Platform

GoodLuca is an online platform built to empower accounting professionals with curated audio lessons, quizzes, and verified CPD (Continuing Professional Development) tracking. The brief was to design a site that communicates clarity, trust, and professional credibility — while driving users toward a clear action: start with 10 free lessons or upgrade to a paid plan.

Accounting professionals are a skeptical, time-poor audience. They don't browse — they evaluate. The platform needed to earn trust fast, communicate the value of CPD tracking clearly, and convert visitors who had likely never heard of GoodLuca before landing on the page.

The existing space was dominated by dense, institutional-looking platforms that buried the value proposition under walls of text and compliance jargon. GoodLuca needed to feel different — approachable and professional at the same time — without losing credibility with a qualified audience.

As the UI/UX Designer and Framer Developer on this project, I designed and built the full website experience from the ground up.

The hero section leads with a single, outcome-focused value proposition — no jargon, no feature lists. The CTA ("Get 10 free lessons") was placed above the fold and repeated at key scroll points to reduce friction for first-time visitors.

Trust signals were woven throughout: partner logos, testimonials, and CPD verification badges appear at the moments users are most likely to hesitate. Each section was sequenced to answer the next logical question a skeptical visitor would have.

Discovery — Researched the accounting CPD space to understand what professionals actually need from a learning platform and what makes them trust a new product.

Wireframing — Mapped the full page flow in Figma, prioritizing the conversion path from hero to CTA with minimal drop-off points.

Design — Built a clean, professional visual system with a muted palette, strong typographic hierarchy, and trust-first layout patterns.

Development — Built and shipped the full site in Framer, fully responsive across desktop and mobile, with fast load times optimized for SEO.

Copy — Wrote all page copy using plain-language prompts and outcome-focused messaging, assisted by ChatGPT for structure and Claude for tone refinement.

Figma — Wireframes, design system, component library

Framer — Full site build and deployment

ChatGPT — Copy structure and content strategy

Claude — Tone refinement and messaging review