LINGOACE
LINGOACE
Building Customer Trust through Strategic Website Redesign
Building Customer Trust through Strategic Website Redesign
LingoAce is a Singapore-based online learning platform for children to learn Mandarin. As they expanded their reach beyond Southeast Asia, their existing website struggled to meet the needs of their growing global audience. In 2022, we set out to rebuild their site to better accommodate this diverse audience and establish a more trustworthy brand identity.
The website redesign facilitated LingoAce’s North America market expansion, leading to nearly 4 million class sign-ups from North America as of June 2023.
LingoAce is a Singapore-based online learning platform for children to learn Mandarin. As they expanded their reach beyond Southeast Asia, their existing website struggled to meet the needs of their growing global audience. In 2022, we set out to rebuild their site to better accommodate this diverse audience and establish a more trustworthy brand identity.
The website redesign facilitated LingoAce’s North America market expansion, leading to nearly 4 million class sign-ups from North America as of June 2023.
My Role
Design Lead
Design Director
Logan Bishop
Designer
Ryan Taylor
Executive Sponsor
Dhruv Chanchani
Project Manager
Adam Perez
Time
Feb to Aug 2022
Impact
Impact
60%
Increase in session time
Increase in session time
85%
Traffic increase in signup page
Traffic increase in signup page
32%
Increase in conversion rates
Increase in conversion rates
Challenges
Challenges
Despite being a trusted brand, LingoAce faced significant challenges with its fragmented digital presence. Their websites were disjointed and lacked the consistency and clarity necessary to build trust and effectively communicate their offerings. This led to missed conversion opportunities that could have captured a larger share of their growing global audience and driven more business growth.
Despite being a trusted brand, LingoAce faced significant challenges with its fragmented digital presence. Their websites were disjointed and lacked the consistency and clarity necessary to build trust and effectively communicate their offerings. This led to missed conversion opportunities that could have captured a larger share of their growing global audience and driven more business growth.
Business Goals
Business Goals
The goal was to create a trustworthy website experience to serve as a key conversion driver for North America. Recognizing the digital preferences of modern users, it was essential to design an intuitive and engaging platform that would help capture new markets and expand LingoAce’s footprint in this highly competitive region.
The goal was to create a trustworthy website experience to serve as a key conversion driver for North America. Recognizing the digital preferences of modern users, it was essential to design an intuitive and engaging platform that would help capture new markets and expand LingoAce’s footprint in this highly competitive region.
Approach
23 stakeholder interviews across regions!
The internal team and customers never or rarely used the website because the LingoAce’s digital presence is not giving the users confidence in who LingoAce is and what it offers as a brand.
24 in-depth interviews with existing and potential customers.
We found out that parents and students love Lingoace! Most of LingoAce's customers come through referrals and word of mouth, with minimal engagement through the website.
Ran a sprint to brainstorm our ideas together!
We aligned our vision, ideated, and tested a homepage prototype that established the design foundation for the LingoAce website experience we built later.
Conducted tree jack testing with 100 users
We re-evaluated the site hierarchy and identified content patterns to build an intuitive information architecture. This led to a design that emphasizes content flow and guides users to confidently make informed purchasing decisions.
Design Goals
Design Goals
Clear Information
Clear Information
Ensure parents can easily locate and understand the information needed to make informed decisions before signing up for a trial class.
Ensure parents can easily locate and understand the information needed to make informed decisions before signing up for a trial class.
Brand Clarity
Brand Clarity
Clearly communicate LingoAce’s value and offerings to build customer trust and understanding.
Clearly communicate LingoAce’s value and offerings to build customer trust and understanding.
Seamless Enrollment
Seamless Enrollment
Create a user-friendly, automated process for signing up for trial classes, reducing the need for direct contact with course consultants.
Create a user-friendly, automated process for signing up for trial classes, reducing the need for direct contact with course consultants.
Discover LingoAce Effortlessly
Discover LingoAce Effortlessly
Choosing the right class for your child can feel overwhelming. Our new design simplifies this process by making it easy for parents to find the information they need exactly where they expect it. By bringing essential details to the forefront, we’ve created a clear, transparent, and consistent experience that fosters trust and helps parents feel confident in their decisions.
Choosing the right class for your child can feel overwhelming. Our new design simplifies this process by making it easy for parents to find the information they need exactly where they expect it. By bringing essential details to the forefront, we’ve created a clear, transparent, and consistent experience that fosters trust and helps parents feel confident in their decisions.
Our research uncovered that teachers play a major role in parents’ choices, and we understand how important it is to feel comfortable with who’s teaching your child. With our new design, parents can easily explore teacher profiles, giving them a clear sense of who will guide their child and building confidence before committing to a trial class.
Our research uncovered that teachers play a major role in parents’ choices, and we understand how important it is to feel comfortable with who’s teaching your child. With our new design, parents can easily explore teacher profiles, giving them a clear sense of who will guide their child and building confidence before committing to a trial class.
We worked closely with the team to fully grasp their product offerings and reimagined how course information could be presented. The goal was to help parents match their child's level and learning methodology to our course offerings in a way that felt approachable and easy to digest.
We worked closely with the team to fully grasp their product offerings and reimagined how course information could be presented. The goal was to help parents match their child's level and learning methodology to our course offerings in a way that felt approachable and easy to digest.
LingoAce,
Brand Redefined
LingoAce,
Brand Redefined
The website redesign needed to capture the essence of LingoAce—modern, yet deeply rooted in its brand identity. We worked closely with the Lingoace team to introduce a refreshed design system featuring a broader color palette, contemporary typography, and interactive features while preserving what makes the brand unique.
By listening to user feedback and refining the visuals, we crafted a design that feels authentically LingoAce, connecting with our audience and elevating their overall interaction with the brand.
The website redesign needed to capture the essence of LingoAce—modern, yet deeply rooted in its brand identity. We worked closely with the Lingoace team to introduce a refreshed design system featuring a broader color palette, contemporary typography, and interactive features while preserving what makes the brand unique.
By listening to user feedback and refining the visuals, we crafted a design that feels authentically LingoAce, connecting with our audience and elevating their overall interaction with the brand.
Building on their palette, we crafted new gradient options to bring a sense of fluidity and energy to the brand. Paired with interactive elements, we wanted to add layers of depth and vibrancy, creating a more dynamic and engaging user experience.
Building on their palette, we crafted new gradient options to bring a sense of fluidity and energy to the brand. Paired with interactive elements, we wanted to add layers of depth and vibrancy, creating a more dynamic and engaging user experience.
LingoAce’s signature noodle shape was a key branding element, and we leveraged it to create playful animated graphics that not only engage users but also help them quickly grasp important information. These animations add a dynamic touch to the site, making the experience both informative and enjoyable.
LingoAce’s signature noodle shape was a key branding element, and we leveraged it to create playful animated graphics that not only engage users but also help them quickly grasp important information. These animations add a dynamic touch to the site, making the experience both informative and enjoyable.
One website for all audiences
One website for all audiences
With LingoAce's expansion plan in mind, we developed a modular, responsive website designed for scalability and versatility. Components are easily adjustable and can adapt to various flows and cultural elements, ensuring consistency and relevance across different customer segments.
With LingoAce's expansion plan in mind, we developed a modular, responsive website designed for scalability and versatility. Components are easily adjustable and can adapt to various flows and cultural elements, ensuring consistency and relevance across different customer segments.
Final Deliverables
01
Discovery Artifacts
Includes a journey map and JTBD framework, showing the customer journey, motivations, goals, and pain points
02
Sitemap and Content Strategy
Outlines the proposed site structure and content organization to help LingoAce understand our approach.
03
Design & Design System
Provides a ready-to-use design file for developers and a design system to scale and maintain consistency.
04
User Testing Summary
Explains our design process and how user feedback shaped our decisions to create a user-focused experience.
Final Deliverables
01
Discovery Artifacts
Includes a journey map and JTBD framework, showing the customer journey, motivations, goals, and pain points
02
Sitemap and Content Strategy
Outlines the proposed site structure and content organization to help LingoAce understand our approach.
03
Design & Design System
Provides a ready-to-use design file for developers and a design system to scale and maintain consistency.
04
User Testing Summary
Explains our design process and how user feedback shaped our decisions to create a user-focused experience.
Final Deliverables
01
Discovery Artifacts
Includes a journey map and JTBD framework, showing the customer journey, motivations, goals, and pain points
02
Sitemap and Content Strategy
Outlines the proposed site structure and content organization to help LingoAce understand our approach.
03
Design & Design System
Provides a ready-to-use design file for developers and a design system to scale and maintain consistency.
04
User Testing Summary
Explains our design process and how user feedback shaped our decisions to create a user-focused experience.
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© Copyright CreativeOutsider 2025. All rights reserved.
Got a project? Get in touch at:
hello@thecreativeoutsider.com
© Copyright CreativeOutsider 2025. All rights reserved.
Got a project? Get in touch at:
hello@thecreativeoutsider.com
© Copyright CreativeOutsider 2025. All rights reserved.
Approach
23 stakeholder interviews across regions!
The internal team and customers never or rarely used the website because the LingoAce’s digital presence is not giving the users confidence in who LingoAce is and what it offers as a brand.
24 in-depth interviews with existing and potential customers.
We found out that parents and students love Lingoace! Most of LingoAce's customers come through referrals and word of mouth, with minimal engagement through the website.
Ran a sprint to brainstorm our ideas together!
We aligned our vision, ideated, and tested a homepage prototype that established the design foundation for the LingoAce website experience we built later.
Approach
23 stakeholder interviews across regions!
The internal team and customers never or rarely used the website because the LingoAce’s digital presence is not giving the users confidence in who LingoAce is and what it offers as a brand.
24 in-depth interviews with existing and potential customers.
We found out that parents and students love Lingoace! Most of LingoAce's customers come through referrals and word of mouth, with minimal engagement through the website.
Ran a sprint to brainstorm our ideas together!
We aligned our vision, ideated, and tested a homepage prototype that established the design foundation for the LingoAce website experience we built later.