Ms. Saba is an AI-powered exam prep platform designed for Ethiopian 12th graders, helping students practice with tailored questions, track progress, and prepare more effectively for the matric exam.

I led the web, brand, and product design for the project, shaping everything from the visual identity to the core user experience.

Used competitive analysis and screenplays for UX research.

The product includes adaptive practice questions, progress tracking, and a guided quiz experience. I also designed the landing page and supporting UI so the product could be presented clearly to users and potential stakeholders.

We opted for to make the mobile app a progressive web app (PWA) to save on dev time and also to have a unified codebase that's easier to maintain.

The goal was to create a study platform that felt clear, motivating, and trustworthy for students preparing for a high-stakes exam. I designed the brand direction, the web experience, and the product interface to make the system feel approachable while still communicating intelligence and structure.

40 closed beta waitlist signups in one week.

8% Clickthrough rate and 23% Conversion rate.