Brainathon
Funnel Page Optimisation
User Research
Design systems
UX & UI design
Context
The Brainathon is a free online event where world-renowned experts share evidence-based strategies to enhance mental and emotional strength for personal and professional growth. It also features a hackathon that fosters creativity and collaboration with exciting prizes.
Impact & Results
Increase opt-in rate by 104% And a record-breaking 9.1 million dollars of sales with the refreshed design. For more details, see the bottom of the case study.
My Role
Tools
Responsibility
Design Leadership: Led the full design process from conception to handoff.
UX Audit & Strategy: Conducted a comprehensive UX audit to identify pain points and developed a new UX strategy to enhance usability and align with business objectives.
Competitor Analysis & Wireframes: Analyzed competitors to identify market opportunities and created wireframes to establish a clear user flow and structure.
Mobile-First & UI Design: Designed intuitive, visually appealing interfaces with a mobile-first approach for optimal accessibility and engagement.
Developer Handoff: Provided detailed design specifications and assets for seamless developer implementation.
Business Opportunity
The global business coaching industry presents a vast, untapped opportunity for the new generation of business owners. Here’s a snapshot of the market size:
Market Size
Business Coaching Industry: As of 2023, the global business coaching market is valued at approximately $15.2 billion.
Growth Potential
Business Coaching Industry: The industry is projected to expand at an annual rate of 5.5% from 2020 to 2027, potentially reaching $20.9 billion by 2030.
Problem Statement
The company’s biggest product was underperforming due to a high bounce rate and a low conversion rate of just 4.3%. Despite significant marketing investments, the return on ad spend was poor, resulting in unsustainable customer acquisition costs.
The landing page experience was failing to engage users, leading to lost revenue opportunities and limiting business growth. Without a strategic redesign, the company risked further financial strain and market share loss.
Facing problem
User Experience Audit
The visual hierarchy is unclear, and the lack of breathing space makes the area difficult to read, especially for the target user base.
It failed all contrast ratio tests, making most elements unreadable. Additionally, it does not align with other elements on the page, and the font size is too small.
The header overlay image makes readability difficult, especially for users around 50 years old. The design is overly complex, with too many elements in one place, causing the MVP to get lost among other items.
Guests/experts are key, but the page fails to showcase them. No basic information or credibility is provided.
Why Old Checkout Page Failed?
The checkout page’s overall UX and UI are confusing and outdated. The layout is cluttered, and it’s not mobile-optimized. The PayPal radio button UX is also unclear. As a result, our conversion and refund rates dropped to 20%. Additionally, the design is too busy for our target audience, aged 40-70, to easily navigate.
We are not only changing any part but the entire project. And overall UX and User-Flow. Our users are 80% from our mobile and that’s why our approch was mobile first. Also creating another feature inside our MVP that can help us increase our new app user.
Research & Study
I spoke individually with the sales, support, and affiliate teams to understand the user problems. Since they interact closely with users, they provided valuable insights. Based on their experience, I gathered all the information in one place to identify the main issues users were facing.
Brand New Funnel & Stragic Plan
After completing the competitive analysis, I personally started with the user flows. Our CMO, engineers, & CEO made a user flow before I was involved with the project. And our old onboarding user flow was terrible. It couldn't compete with the market because it didn't consider human behavior at all. So, after I finished my competitive analysis, I took matters into my own hands and came up with a new onboarding user flow.
Wireframes
After an extensive and meticulous process and countless brainstorming sessions with the CEO, CTO, PR, and Dev teams, deep research, and strategic discussions. We finally reached a well-defined direction. With clarity and alignment across all stakeholders, we transitioned into the wireframing phase, transforming our insights and ideas into a structured foundation for the product’s design and user experience.
Final Landing Page Design
After an extensive and meticulous process and countless brainstorming sessions with the CEO, CTO, PR, and Dev teams, deep research, and strategic discussions. We finally reached a well-defined direction. With clarity and alignment across all stakeholders, we transitioned into the wireframing phase, transforming our insights and ideas into a structured foundation for the product’s design and user experience.
Brand New Checkout Page
We designed our checkout page with a mobile-first approach, as most of our paid customers access it via mobile after the event ends. The design is clean and uncluttered, offering a user-friendly experience with a clear understanding of what they’re purchasing. We also introduced two upsell courses in the checkout, resulting in a significant increase in purchases.
High Quality Prototype
After completing the design, we tested the prototype in-house multiple times to identify any bugs or user experience issues before handing it off to the engineers. This led to a significant improvement in productivity and reduced the need for code revisions.
Measuring Performance
In addition to design, testing and measuring product performance are essential. My team and I constantly analyze data to assess performance. We use VWO as our testing and measurement tool, gathering user behavior data and other relevant insights to achieve the best results for our products.
DESIGN OUTCOME
Increase opt-in rate by 104%🔥 And a record-breaking 9.1 million dollars of sales with the refreshed design.
2021 REPORT WITH NEW DESIGNS
Total Revenue: $9.1m (2020: $4.7m)
BAT Month: $3..5m
BBC: $2.2m
Refunds: 15.17%
2022 Q1 REPORT WITH NEW DESIGNS
Q1 Goal: $2.8m (already running $4.2M+)
BBC Countdown series (97k day)
3 new ebook campaigns (BAT- 70% conversion)
Webinar attendance (1000x2)!
CUSTOMER SUPPORT BEFORE AND AFTER
Tickets: 14,293 (avg. 1200/wk)
Efficiency First Reply: 2337 min
Full Resolution: 25.4 hrs
Satisfaction: 92%
I'm so proud of you and so is John for your amazing efforts every day
For over 4 months you've been working here with me, and I want to tell you how much of a joy it is to see you excel and thrive as a designer and team member. Seeing you smiling in the morning meetings and seeing you engage with the team, contribute more and more each day with your wisdom and insights and take initiative is really awesome.
Joe
Operations Manager
Great team members make for an exceptional working experience!
I want MD to KNOW how proud I am of his increasing attention to detail, communication with the team and dedication to delivering perfection in design. I want MD to KNOW that I appreciate him tremendously for his hard work into the late hours of the morning and am so excited to see how he his career will continue to expand and flourish at NeuroGym
John Assaraf
CEO, NeuroGym
Credits
Services
Research
Experience Design
Interface Design
Design Sytem
Tools
Figma
Figjam
Typefrom
Asana
Zeplin
Slack
team
Project Lead
Alan Belkin
Design Lead
Md Eftakher (me)
Design
Md Eftakher (me)
Jh Probas
Audio Design
Carlos
Development
Neurogym Team
Writing
Matt Duffet
