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Redesigning an Academic Counselling Platform

Redesigning an Academic Counselling Platform

Project Overview

Project Overview

Over the course of two months, I led the end-to-end site redesign for AlphaMed, an academic counselling service for medical school admissions. As the sole product designer, I guided the project from discovery to launch by conducting user research, gathering stakeholder feedback, streamlining the information architecture, and prototyping in Figma.

Over the course of two months, I led the end-to-end site redesign for AlphaMed, an academic counselling service for medical school admissions. As the sole product designer, I guided the project from discovery to launch by conducting user research, gathering stakeholder feedback, streamlining the information architecture, and prototyping in Figma.

Team Members

Individual

Role
Timeframe
Team Members

UI/UX Designer

2 months

Individual

Role
Timeframe

UI/UX Designer

2 months

THE PROBLEM

A reputable service with an invisible value proposition

A reputable service with an invisible value proposition

AlphaMed is a UK-based academic counselling program that guides students through medical school admissions. Despite having steady website traffic, their conversion rate remains as low as 2.1% due to one critical barrier: visitors are unable to distinguish the quality of their service. 

AlphaMed is a UK-based academic counselling program that guides students through medical school admissions. Despite having steady website traffic, their conversion rate remains as low as 2.1% due to one critical barrier: visitors are unable to distinguish the quality of their service. 

When do buyers get stuck?

COMPANY INSIGHTS

I interviewed the company’s founder to uncover hidden growth barriers

I interviewed the company’s founder to uncover hidden growth barriers

Through affinity mapping my research, I realized that AlphaMed was trying to serve three distinct audiences (students, parents, and institutions) through a single messaging strategy.

USER RESEARCH

For families, academic counselling feels like a risky investment

For families, academic counselling feels like a risky investment

I conducted user interviews with UK students (ages 16-18) actively applying to medical schools, alongside their parents. These conversations revealed the financial weight of this commitment:

"We're already spending thousands on A-levels and application fees. I need to be convinced that counselling will make a measurable difference."

"We're already spending thousands on A-levels and application fees. I need to be convinced that counselling will make a measurable difference."

This uncertainty emerged from three underlying issues:

This uncertainty emerged from three underlying issues:

IDEATION

I leveraged these pain points to guide my design decisions

I leveraged these pain points to guide my design decisions

These barriers were transformed into targeted solutions, making AlphaMed's competitive advantages immediately visible to visitors.

After establishing content priorities, I restructured the user flow

After establishing content priorities, I restructured the user flow

I eliminated unnecessary content layers and consolidated similar information previously scattered across multiple pages. 

Some of my key decisions include:

  • Simplified Navigation Bar: Implemented dropdown menus that group content by category and keep them on the same page

  • Partnership Pathway: Created a journey for potential partners that systematically builds trust while attracting a larger base

  • CTA Placement: Positioned CTAs throughout the site to ensure conversion opportunities are readily available without being intrusive

WIREFRAMES

Sketching out four key pages with conversion in mind

Sketching out four key pages with conversion in mind

After receiving approval for my content hierarchy, I created wireframes to visualize my solution.

ITERATION

Experimenting with page structure

Experimenting with page structure

I developed low-fidelity prototypes of core pages to explore different approaches to layout. During this process, I collaborated with AlphaMed's team for feedback and direction.

FINAL DESIGN

AlphaMed: A trusted partner in your medical school application journey

AlphaMed: A trusted partner in your medical school application journey

Seamless Onboarding & Interest-Based Discovery

Upon logging in with your student ID, select up categories that reflect your passions, and instantly discover and join relevant clubs at your university.

Landing Page

Success metrics are displayed in a compelling and scannable format with users directed to three paths. The “Who We Are” section adds differentiation by emphasizing UK-specific expertise.

Onboarding & Interest-Based Discovery

Upon logging in with your student ID, select up categories that reflect your passions, and instantly discover and join relevant clubs at your university.

Application Services

By surfacing hourly rates at the top, parents receive transparency and students can easily compare options. Service cards are presented in a consistent and professional format.

Newsletter & Case Studies

Blog posts are now standardized with clear headlines, better visual spacing, and engaging imagery, making content feel more credible and accessible.

Blog posts are now standardized with clear headlines, improved spacing, and engaging imagery, making content feel more credible and accessible.

IMPACT & TAKEAWAYS

This redesign is expected to ship Fall 2025!

We plan to conduct post-launch usability testing to identify opportunities for iterative improvements based on user feedback.

IMPACT & TAKEAWAYS 

This redesign is expected to ship Fall 2025!

We plan to conduct post-launch usability testing to identify opportunities for iterative improvements based on user feedback.

You made it to the end ᯓ★︎

Thank you for reading this case study! If you'd like to learn more about this project, please reach out at efan.song@mail.utoronto.ca ◡̈︎

Next Project ↓


You made it to the end ᯓ★︎

Thank you for reading this case study! If you'd like to learn more about this project, please reach out at efan.song@mail.utoronto.ca ◡̈︎

Next Project ↓


© 2025 Efan Song 𖤣.𖥧.𖡼.⚘

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