Cloud English - UI/UX Design

UI/UX Designer / Marketing Strategist

- Creating and running social media campaigns (including designs for campaign materials)

- Creating CE’s brand identity (including the logo)

- Creating infographics and promo materials

- Designing the website and managing the development schedule / ensuring timely deliverables

- Doing market research via interviews and analytics

All original designs by Jing Zhao

Goals:

Establish a clean modern content brand aesthetic that sets CE apart from traditional ‘lame’ language learning content.

Direct followers through ‘the funnel’ and toward the call to action (paid courses) with the highest possible conversion rate. That essentially means removing obstacles so that the teacher's gravitation appeal can do its thing.

Solutions:

The status quo for the industry is either kiddy or hyper-professional. With minimal yet playful shapes and only two colors, the balance is struck between hip and professional.

Free videos are prominent on the homepage in order to widen the funnel; copy is kept to a minimum. Each free video is a single click from related premium content, also prominent. The effect is a funnel with enhanced gravity due in large part to the flow’s utter lack of visual distraction.