UX CASE STUDYUX CASE STUDY

SCHOLLY EDITOR

LAYLA GHAZNAVI | LEAD UX DESIGNER

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 P R O J E C T O V E R V I E W

T H E P R O J E C T D E TA I L S

PRODUCT NAME: Scholly Editor, a SaaS platform by Scholly (myscholly.com)

DATE, DURATION: April 2018 - August 2018

MY ROLES: UX Designer, Visual Designer

TOOLS: Sketch, Invision, Photoshop, Keynote

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 P R O J E C T O V E R V I E W

W H AT I S S C H O L L Y ?
• “Scholly” refers to scholarship

• Scholarship-matching platform

• Funded by SharkTank, 2014

• Chegg and LendingTree have

tried to acquire the startup

• More services such as a college

prep helpbot, essay proofreading,
textbook search math help

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 1 .0
P R O J E C T O V E R V I E W
ITOR

W H AT I S S C H O L L Y E D I T O R ?
ED
L Lz
Y
HO
SC

• Web-based proofreading
platform for Members

• Beta version (1.0) released

in February of 2018

• Early traction for the

feature led to interest in
platform improvement

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 T H E D E S I G N P R O C E S S

RESEARCH METHODS
RESEARCH METHODS: DEFINE:

• Stakeholder Interviews: their GOALS • Business Requirements

(deadlines, scope, intended audience),
their OBJECTIVES, and what success • Issue Areas/Pain Points
looks like.
• User Engagement Data
• UI Audit of Editor 1.0 (Beta)
• Best Practices

• User/Audience Survey and Interviews

• Competitive Analysis

DISCOVER DESIGN TEST BUILD

IDEATE
& DEFINE & PROTOTYPE & ITERATE & DEPLOY !5
 T H E D E S I G N P R O C E S S

S TA K E H O L D E R F E E D B A C K

CEO & CMO

“People love Editor! My friends love Editor! Let’s find out how to make it even
better. I want to roll out an optimized version in 3 months or less for this big event
we have in July!!”

PRODUCT/CTO
“Editor was rolled out too fast with no beta release, it’s super buggy, poor user
engagement. It doesn’t look bad, but we haven’t really user-tested it. Need more
resources dedicated to it if we want it to be a profitable feature.”

DISCOVER DESIGN TEST BUILD

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& DEFINE & PROTOTYPE & ITERATE & DEPLOY !6
 T H E D E S I G N P R O C E S S

UI AUDIT OF 1.0

DISCOVER DESIGN TEST BUILD

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 T H E D E S I G N P R O C E S S

SURVEY INSIGHTS

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 T H E D E S I G N P R O C E S S

USER & AUDIENCE FEEDBACK

“
I don’t agree with all these
suggestions, a lot of the time

“ Is Scholly Editor free? I didn’t even know about it.

“
they’re wrong!

Difficult to go back and forth between

“
tabs just to make corrections to my essay.

Why does my format change? I wanna

“
download my document in a different
format. Sometimes random characters are I didn’t know I could analyze more than
added after I make a correction. This is a once! You guys should make that more
pain. obvious.

DISCOVER DESIGN TEST BUILD

IDEATE
& DEFINE & PROTOTYPE & ITERATE & DEPLOY !9
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T H E D E S I G N P R O C E S S
R L

COMPETITIVE ANALYSIS
A
M
AM z
GR

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 AI D T H E D E S I G N P R O C E S S
G

COMPETITIVE ANALYSIS
T IN
I
z
R
OW
PR

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 T H E D E S I G N P R O C E S S
A B

COMPETITIVE ANALYSIS
EL
I T
W
R z

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 T H E P R O J E C T

DEFINE
OPTIMIZING KEY USER TASKS vs. FULL PLATFORM REDESIGN?
• Survey data identified glaring pain points that required deeper UI overhaul

KPIs:
• Google Analytics for various click tracking data, engagement rate, number
of document downloads

CHALLENGES WE FACED:
• Expedited and reactive deadlines from upper management
• No Product Manager or Agile system in place
• Split resources pulled onto other campaigns, competing priorities

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 T H E D E S I G N P R O C E S S

I D E AT E
Task Flows, Use Cases, Moodboarding UI Designs and Solutions

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 T H E D E S I G N P R O C E S S

SCHOLLY EDITOR REDESIGN

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 T H E D E S I G N P R O C E S S

SCHOLLY EDITOR REDESIGN

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 T H E D E S I G N P R O C E S S

INTERACTION DESIGN HAND-OFF

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 T H E D E S I G N P R O C E S S

F E AT U R E P R I O R I T I Z AT I O N

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 T H E D E S I G N P R O C E S S

ONBOARDING TUTORIAL DESIGN

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 T H E D E S I G N P R O C E S S

U S A B I L I T Y T E S T I N G & I T E R AT E
CONTEXTUAL INQUIRY/USER INTERVIEWS, QA USE CASES, SURVEYS

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 O U T C O M E S & L E A R N I N G S

K E Y TA K E A W A Y S
POSITIVE FEEDBACK & USER RETENTION IN THE PLATFORM
• :12 seconds average user engagement time to 1:04 seconds
• 26% increase of users who completed all corrections
• Increase in number of improved downloaded essays

BETTER ENGAGEMENT RATE LEADS TO INVESTING IN PRODUCT

• Sr. Level Product Manager
• CopyEditing Consultant
• Evolution of the product - feature request in the pipeline such as formatting resumes,
enabling different writing styles with citations, mobile-app integration
• Promotional Campaign

PERSONAL GOAL:
• Establish culture of iterative design through continuous user testing
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 O U T C O M E S & L E A R N I N G S

PROJECT NEXT STEPS

MARKETING CAMPAIGN + IN-APP PROMOTION

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