Homework Answers (formerly Toot) faced challenges with low user conversions to subscriptions after the free trial period, prompting the need to redefine its identity and features. As the Lead Designer, my role involved conducting user research, identifying pain points, and implementing a unique suite of new features alongside an updated brand identity and UI.

Working in collaboration with the Marketing Manager, I leveraged their extensive exploration of the target audience to create user personas and a fresh brand identity that directly resonated with both student users and potential tutors. The new identity featured a primary logo, two related marks, an updated color palette, and a suite of branded illustrations.

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Addressing an urgent concern, we tackled the issue of users under 18 lacking the means to manage a subscription tutoring service, coupled with parental trust issues around sharing credit card information. This led to the development of a parent account feature that could be easily linked to a student account through a simple invitation process.

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To remain competitive, Homework Answers aimed to implement an equation analyzing feature, utilizing existing AI technology to provide instant answers to math problems.