Engineered a Purpose-Driven EdTech Platform in 3 Weeks to Drive Clarity & Engagement
Client
Plan Forward - EdTech Startup for US K-12 Districts
Industry/Domain
EdTech, B2B SaaS
Areas of Impact
Conversion Rate Optimization (Primary Focus), Information Architecture, Brand Credibility, User Trust, Go-to-Market Strategy.
Role
UX Designer & Researcher, Visual Designer, No-Code Developer
Tools or Methods
Competitive Analysis, Content Architecture Mapping, Low-Fidelity Wireframing, High-Fidelity Prototyping (Figma), No-Code Development (Framer).
Timeline
3 weeks (Sprint)
The Result
Achieved instant clarity for district administrators and investors through focused messaging and IA.
Directly generated high-intent leads delivered straight to the founder's inbox.
3w
Fully designed, developed, and launched a responsive B2B website in a 3-week sprint.
Engineered a Purpose-Driven EdTech Platform in 3 Weeks to Drive Clarity & Engagement
Client
Plan Forward - EdTech Startup for US K-12 Districts
Industry/Domain
EdTech, B2B SaaS
Areas of Impact
Conversion Rate Optimization (Primary Focus), Information Architecture, Brand Credibility, User Trust, Go-to-Market Strategy.
Role
UX Designer & Researcher, Visual Designer, No-Code Developer
Tools or Methods
Competitive Analysis, Content Architecture Mapping, Low-Fidelity Wireframing, High-Fidelity Prototyping (Figma), No-Code Development (Framer).
Timeline
3 weeks (Sprint)
The Result
Achieved instant clarity for district administrators and investors through focused messaging and IA.
Directly generated high-intent leads delivered straight to the founder's inbox.
3w
Fully designed, developed, and launched a responsive B2B website in a 3-week sprint.
Engineered a Purpose-Driven EdTech Platform in 3 Weeks to Drive Clarity & Engagement
Client
Plan Forward - EdTech Startup for US K-12 Districts
Industry/Domain
EdTech, B2B SaaS
Areas of Impact
Conversion Rate Optimization (Primary Focus), Information Architecture, Brand Credibility, User Trust, Go-to-Market Strategy.
Role
UX Designer & Researcher, Visual Designer, No-Code Developer
Tools or Methods
Competitive Analysis, Content Architecture Mapping, Low-Fidelity Wireframing, High-Fidelity Prototyping (Figma), No-Code Development (Framer).
Timeline
3 weeks (Sprint)
The Result
Achieved instant clarity for district administrators and investors through focused messaging and IA.
Directly generated high-intent leads delivered straight to the founder's inbox.
Fully designed, developed, and launched a responsive B2B website in a 3-week sprint.
Plan Forward - AI-powered planning tool
Plan Forward - AI-powered planning tool
Designed to support K–12 school districts in implementing strategic goals.
Designed to support K–12 school districts in implementing strategic goals.
Being a key member of the core team, I served as a UX Designer and Researcher, defining the product's scope, strategy, and site map. My involvement began with establishing Plan Forward's identity from the ground up, including the initial logo design and visual assets.
Being a key member of the core team, I served as a UX Designer and Researcher, defining the product's scope, strategy, and site map. My involvement began with establishing Plan Forward's identity from the ground up, including the initial logo design and visual assets.
I was then entrusted with a critical, separate mandate: leading the launch of the external web presence. Given my unique ability to control the entire pipeline from design through no-code development, I was specifically tasked with launching their complete digital presence, building a conversion-focused, brand-defining website, all within a strict 3-week timeline.
I was then entrusted with a critical, separate mandate: leading the launch of the external web presence. Given my unique ability to control the entire pipeline from design through no-code development, I was specifically tasked with launching their complete digital presence, building a conversion-focused, brand-defining website, all within a strict 3-week timeline.
The mandate for this rapid sprint was rooted in the CEO’s fundamental strategic decision and her words for me:
The mandate for this rapid sprint was rooted in the CEO’s fundamental strategic decision and her words for me:
"Kaushik always tackled new challenges through careful research and learning.”
"Kaushik always tackled new challenges through careful research and learning.”
This non-negotiable principle became the foundation for the entire website design process, ensuring our minimal time was spent building a verifiable, evidence-based solution.
This non-negotiable principle became the foundation for the entire website design process, ensuring our minimal time was spent building a verifiable, evidence-based solution.
No Product. No Time. One Shot to Make an Impression
No Product. No Time. One Shot to Make an Impression
In the kickoff week, I collaborated directly with the CEO and CTO to define the vision and requirements.
In the kickoff week, I collaborated directly with the CEO and CTO to define the vision and requirements.
In the kickoff week, I collaborated directly with the CEO and CTO to define the vision and requirements.
Key Highlights from our meetings:
Key Highlights from our meetings:
Build a clean, professional web presence for a pre-launch AI product.
Prioritize conversion to the "Contact Us" form above all else.
Keep the design lean and flexible for future scaling (V.2).
Build a clean, professional web presence for a pre-launch AI product.
Prioritize conversion to the "Contact Us" form above all else.
Keep the design lean and flexible for future scaling (V.2).
Constraints Management
To manage the extreme time constraint, we focused on launching Website v0.1 - a focused MVP that:
Excludes product screenshots (as the product was evolving).
Showcases core messaging, team, and contact information.
Establishes immediate credibility for both clients and investors.
Constraints Management
To manage the extreme time constraint, we focused on launching Website v0.1 - a focused MVP that:
Excludes product screenshots (as the product was evolving).
Showcases core messaging, team, and contact information.
Establishes immediate credibility for both clients and investors.
Target Users
Target Users
Target Users
B2B
Client, School District Administrators
B2B
Client, School District Administrators
B2B
Client, School District Administrators
10+ years in design industry
Stakeholder
EdTech Investors
Stakeholder
EdTech Investors
Stakeholder
EdTech Investors
3+ years in digital design
Consultant
External Partner - Influencer
Consultant
External Partner - Influencer
Consultant
External Partner - Influencer
50+ overall projects delivered
Building Direction Without a Finished Product
Building Direction Without a Finished Product
Competitive Analysis and Content Architecture
Competitive Analysis and Content Architecture
Competitive Analysis and Content Architecture
Without a full product to showcase, I leveraged a lean research approach, focusing heavily on competitive analysis and content architecture.
I quickly explored leading EdTech and B2B startup websites to identify best-in-class patterns:
Without a full product to showcase, I leveraged a lean research approach, focusing heavily on competitive analysis and content architecture.
I quickly explored leading EdTech and B2B startup websites to identify best-in-class patterns:
Key Insights
Key Insights
Effective Tone and messaging for the K-12 leader audience.
10+ years in design industry
High-converting Homepage layout trends.
3+ years in digital design
Optimal CTA placement strategies.
50+ overall projects delivered
Exploring the Flow
Exploring the Flow
Exploring the Flow
I then mapped out the site map, balancing narrative structure with user needs.
I then mapped out the site map, balancing narrative structure with user needs.
I then mapped out the site map, balancing narrative structure with user needs.
Note: Product Features, Login, and Pricing pages were mapped for next phase, V2.
Note: Product Features, Login, and Pricing pages were mapped for next phase, V2.
Design & Development: Iteration and No-Code Execution
Design & Development: Iteration and No-Code Execution
Iteration and No-Code Execution
Design & Development: Iteration and No-Code Execution
Week 2 began with low-fidelity wireframes, rapidly moving to high-fidelity mockups based on iterative CEO and CTO feedback. As the sole contributor, I controlled the entire design and development pipeline to ensure maximum speed.
Week 2 began with low-fidelity wireframes, rapidly moving to high-fidelity mockups based on iterative CEO and CTO feedback. As the sole contributor, I controlled the entire design and development pipeline to ensure maximum speed.
Week 2 began with low-fidelity wireframes, rapidly moving to high-fidelity mockups based on iterative CEO and CTO feedback. As the sole contributor, I controlled the entire design and development pipeline to ensure maximum speed.
From Figma to Framer - Built to Launch
From Figma to Framer - Built to Launch
Strategic Focus: To provide maximum depth and highlight solutions for conversion and credibility, this case study will focus exclusively on the design and rationale behind the Landing Page and the About Us page.
Strategic Focus: To provide maximum depth and highlight solutions for conversion and credibility, this case study will focus exclusively on the design and rationale behind the Landing Page and the About Us page.
Created a high-fidelity Figma prototype optimized for clarity and conversion, balancing messaging for two distinct audiences: K–12 leaders and investors.
Developed the site in Framer, ensuring full responsiveness and a CMS-ready structure to meet the strict launch deadline.
Created a high-fidelity Figma prototype optimized for clarity and conversion, balancing messaging for two distinct audiences: K–12 leaders and investors.
Developed the site in Framer, ensuring full responsiveness and a CMS-ready structure to meet the strict launch deadline.
The Landing Page
The Landing Page
The Landing Page
Initial Hero Section with Primary & Secondary CTAs
Hero Section- Heat Map Analysis
Design Pivot: Maximizing Credibility for V1
Design Pivot: Maximizing Credibility for V1
Design Pivot: Maximizing Credibility for V1
While the initial concept included 'Sign In' as a secondary CTA, we strategically abolished it for the V1 launch. This ensured we maintained absolute credibility and focused all user attention solely on the primary objective: lead generation via 'Contact Us'.
The resulting V1 Hero section focused on a single imperative:
While the initial concept included 'Sign In' as a secondary CTA, we strategically abolished it for the V1 launch. This ensured we maintained absolute credibility and focused all user attention solely on the primary objective: lead generation via 'Contact Us'.
The resulting V1 Hero section focused on a single imperative:
Final Hero Section focused on a single imperative - "Contact Us"
Middle Sections introducing the product and offerings
Lower Sections focused on Testimonials, Conversion Point and the Footer
The About Page
The About Page
The About Page
The page is designed as a strategic credibility funnel, confirming that the company is serious (Guiding Principles), staffed by experts (Team), and rooted in a valid market narrative (Story).
The page is designed as a strategic credibility funnel, confirming that the company is serious (Guiding Principles), staffed by experts (Team), and rooted in a valid market narrative (Story).
About Page - designed as a strategic credibility funnel
About Page - designed as a strategic credibility funnel
Impact, Learnings & Postscript
Impact, Learnings & Postscript
Impact, Learnings & Postscript
From Blank Page to Live Site — in Just 3 Weeks
From Blank Page to Live Site — in Just 3 Weeks
From Blank Page to Live Site — in Just 3 Weeks
Delivered
Delivered
Responsive, no-code website
Clear navigation and compelling messaging
A scalable foundation
Key Takeaways
Key Takeaways
Communicate Early and Often: Continuous communication with stakeholders is essential for rapid alignment.
Design Lean: Don’t wait for perfect assets; focus on prototyping the core experience first.
Tailor CTAs: Context matters more than uniformity when driving specific conversion goals.
Final Thoughts
Final Thoughts
Final Thoughts
This case study reflects the version of Plan Forward that I designed during my engagement. The company has since evolved the website further, but the core UX strategy, structure, content model, and product thinking showcased here were foundational to their next iteration.