Client: Tweakr Limited

Role: Product Designer (UX, UI, Information Architecture) Timeline: March 18, 2025 Platform: Website & Web Application

Tweakr is an automated referencing tool that simplifies in-text citations and reference list generation for academic writing. By scanning documents and matching keywords against academic journals and citation databases, Tweakr inserts accurate citations with a single click—eliminating the manual, multi-step workflows common in competing tools.

This project focused on redesigning Tweakr’s marketing website and core web application to improve usability, transparency, and trust, while aligning the product experience with the expectations of students, researchers, and professional writers.

Despite offering a powerful automation feature, Tweakr’s existing digital experience created friction for users at multiple touchpoints.

Cluttered content sections with poor spacing and weak visual hierarchy

Low readability and unclear messaging around product value

Non-intuitive navigation that made it difficult for users to understand what Tweakr does and how it works

A visual style that did not resonate with the intended academic and professional audience

Deceptive payment experience: users were only informed of charges after uploading documents

No clear pricing breakdown before hitting a paywall

Incomplete form structures and inconsistent layouts

Minimal feedback on user actions (uploads, scans, errors, or success states)

Feature discovery issues due to a lack of contextual guidance

User frustration caused by the expectation of free features, followed by unexpected restrictions

These issues collectively reduced trust, increased drop-off, and limited conversion to paid plans.

The redesign aimed to support both user success and business growth.

Improve website usability, aesthetics, and clarity to attract more users

Reduce bounce rates and increase sign-ups through clearer value communication

Improve transparency around pricing and feature limitations

Increase conversion, targeting 15% of visitors converting to paid subscribers within six months

Create a scalable design system that supports future feature expansion

The redesigned experience positions Tweakr as a trustworthy, intuitive, and efficient referencing tool, reducing friction across the user journey and setting the foundation for improved engagement and paid conversions.

Key expected outcomes include:

Higher sign-up rates due to clearer value communication

Reduced user frustration through transparent pricing

Improved retention through better onboarding and in-app guidance

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