“Anna crafts bold, immersive experiences that bring brands to life – while managing complexity with clarity and drive. She’s collaborative, decisive, and always elevates the work.”
Jessica - Creative Director, EF Language
Redesigning EF’s language test for clarity and conversion
Company
EF Language Abroad
Project duration
2022 – 2023 (4months)
Role
Experience Design Director
How we used rapid user insight to boost lead conversion by over 20%
SituationEF’s evergreen Language test campaign plays a key role in attracting potential customers.
However, the experience felt outdated and wasn’t performing like it used to, especially for younger audiences across Europe.
+23% relative CvR increase
Why would people who have seen an ad for an English test suddenly want to take another language test?
“What does this old lady have to do with an English test?”
French, 21-yo
Qualitative interviews and flow analysis helped guide the design.
TaskRedesign the Language Test experience to increase conversion while keeping it engaging, relevant, and aligned with EF’s brand tone and lead-generation goals.
We tested different form pages with and without brochure image to increase conversion.
ActionAs an individual contributor, I led a hypothesis-driven redesign process, starting with qualitative user testing across European markets (17–25-year-olds).
Collaborators were: PM, copywriter & growth marketer
Based on the insights, we prioritised the most critical experience blockers and rapidly tested solutions through:
• Design sprint methodology with cross-functional workshops to ideate
• Iterative testing and refinement of the form flow and call-to-actions
Result page loading the test percentage
Result• Streamlined ads, landing page and email flow
• +23% relative percentage increase in lead conversion
• Stronger engagement with younger audiences
• First site to use the newly released design system – a successful launch!
“Anna crafts bold, immersive experiences that bring brands to life – while managing complexity with clarity and drive. She’s collaborative, decisive, and always elevates the work.”
Jessica - Creative Director, EF Language
By mapping our hypotheses in an importance - evidence matrix, we were quicker in prioritising which tests to run and what design efforts to prioritise.
Key takeaways
• Working in hypotheses helped prioritise the right problems early
• Lightweight, iterative testing in collaboration with growth marketeer improved decision-making speed
• Clear user insight enabled sharper content and visual updates
Redesigning EF’s language test for clarity and conversion
Company
EF Language Abroad
Project duration
2022 – 2023 (4months)
Role
Experience Design Director
How we used rapid user insight to boost lead conversion by over 20%
SituationEF’s evergreen Language test campaign plays a key role in attracting potential customers.
However, the experience felt outdated and wasn’t performing like it used to, especially for younger audiences across Europe.
+23% relative CvR increase
Why would people who have seen an ad for an English test suddenly want to take another language test?
“What does this old lady have to do with an English test?”
French, 21-yo
Qualitative interviews and flow analysis helped guide the design.
TaskRedesign the Language Test experience to increase conversion while keeping it engaging, relevant, and aligned with EF’s brand tone and lead-generation goals.
We tested different form pages with and without brochure image to increase conversion.
ActionAs an individual contributor, I led a hypothesis-driven redesign process, starting with qualitative user testing across European markets (17–25-year-olds).
Collaborators were: PM, copywriter & growth marketer
Based on the insights, we prioritised the most critical experience blockers and rapidly tested solutions through:
• Design sprint methodology with cross-functional workshops to ideate
• Iterative testing and refinement of the form flow and call-to-actions
Result page loading the test percentage
Result• Streamlined ads, landing page and email flow
• +23% relative percentage increase in lead conversion
• Stronger engagement with younger audiences
• First site to use the newly released design system – a successful launch!
“Anna crafts bold, immersive experiences that bring brands to life – while managing complexity with clarity and drive. She’s collaborative, decisive, and always elevates the work.”
Jessica - Creative Director, EF Language
By mapping our hypotheses in an importance - evidence matrix, we were quicker in prioritising which tests to run and what design efforts to prioritise.
Key takeaways
• Working in hypotheses helped prioritise the right problems early
• Lightweight, iterative testing in collaboration with growth marketeer improved decision-making speed
• Clear user insight enabled sharper content and visual updates
Redesigning EF’s language test for clarity and conversion
Company
EF Language Abroad
Project duration
2022 – 2023 (4months)
Role
Experience Design Director
How we used rapid user insight to boost lead conversion by over 20%
SituationEF’s evergreen Language test campaign plays a key role in attracting potential customers.
However, the experience felt outdated and wasn’t performing like it used to, especially for younger audiences across Europe.
+23% relative CvR increase
Why would people who have seen an ad for an English test suddenly want to take another language test?
“What does this old lady have to do with an English test?”
French, 21-yo
Qualitative interviews and flow analysis helped guide the design.
TaskRedesign the Language Test experience to increase conversion while keeping it engaging, relevant, and aligned with EF’s brand tone and lead-generation goals.
ActionAs an individual contributor, I led a hypothesis-driven redesign process, starting with qualitative user testing across European markets (17–25-year-olds).
Collaborators were: PM, copywriter & growth marketer
Based on the insights, we prioritised the most critical experience blockers and rapidly tested solutions through:
• Design sprint methodology with cross-functional workshops to ideate
• Iterative testing and refinement of the form flow and call-to-actions
We tested different form pages with and without brochure image to increase conversion.
Result page loading the test percentage
Result• Streamlined ads, landing page and email flow
• +23% relative percentage increase in lead conversion
• Stronger engagement with younger audiences
• First site to use the newly released design system – a successful launch!
“Anna crafts bold, immersive experiences that bring brands to life – while managing complexity with clarity and drive. She’s collaborative, decisive, and always elevates the work.”
Jessica - Creative Director, EF Language
Key takeaways
• Working in hypotheses helped prioritise the right problems early
• Lightweight, iterative testing in collaboration with growth marketeer improved decision-making speed
• Clear user insight enabled sharper content and visual updates
By mapping our hypotheses in an importance - evidence matrix, we were quicker in prioritising which tests to run and what design efforts to prioritise.