Define visual language
For any design project, determining the proper visual language is crucial. I started the homepage redesign for Expii by looking at the existing style library and make conscious changes that better advance user experience, facilitate the company to more effectively convey intended messages to the users, while still maintaining the overall look and feel of the whole ecosystem.
Strike a first impression
During the redesign process, a lot of thoughts have been put into designing the landing page. I have run through multiple rounds of iterations first using carousel featuring images of our target audience (middle to high school students). However, soon we realized that stock images about students learning cannot convey the "personal learning revolution" message that Expii wants to convey.
I ended up using an abstract approach to demonstrate that learning is never a linear path. It is like molecules or stars in a universe. There are infinite possibilities and linkages between knowledge.
Design to get the message across
A main motivation behind redesigning the site is to educate people what Expii does. In order to achieve this goal, I have interviewed both people in and outside of the office to make sure I can introduce Expii's products in a clear and intuitive way.
Visually, I used illustration and large images with combination of clear titles, while at the same time truncating our products into meaningful sections that make sense for a first-time viewer.
Social proof to increase conversions
Toward the end of the website homepage, I have used expii's press coverage to serve as social proof to gain more conversions on signing up rate.
As about 50% of Expii's existing users are accessing Expii on mobile devices, it is very important to optimize the design for various screen sizes. Since the beginning, I have kept the mobile usage in mind and made sure that the design is responsive to accommodate user needs.