Brief
As the Lead Product Designer at Ruangguru, I managed the end-to-end design process for Skill Academy (B2C) with a primary focus on Conversion Rate Optimization (CRO) for the landing page. I led my team in redesigning the class info UI to be more compact and scannable, allowing users to quickly digest course benefits and make faster purchase decisions. By streamlining the user journey and improving the visual hierarchy, we successfully drove higher engagement and sales, reinforcing my ability to lead complex edtech projects that balance user needs with measurable business growth.
Project Name
Skill Academy
Role
Lead Product Designer
Fundamental Research
Nov 3 - 18
Conducting Survey NPS & CSAT
450-300 confidence lv 95% Error rate ±5%
User feedback customer
High light pain point and opportunity
Kick off Design (ideation & Workshop)
Nov 19 - 20
Gap analysis - Stakeholder interview
QnA Problem definition
User research review
Find out related data to the problem
Initial User journey mapping
Find out the touch point problem & opportunity solution
Confirm user flow
Create initial user flow with PMs and limitation check and implication check
Sizing project
Create timeline task and milestone, communication plan and checkpoint for next action item for deliverable and also design goals
Crafting Wireframe
Nov 21 - 31
Information Architecture
Determine the hierarchy of content
Initial Layout design
Create basic layout for placement information and copy for navigation, header, content, ect
Check funct component
Define placement and behavior's of interaction
UT planning
Plan usability testing use the low-fi to check the usability issue
Transition to Hi-fi design
Wireframe finalized, prep detail for color schemes, typography & design system alignment
Scenario & Prototype
Create prototype based on hypothesis UX research document
User Testing
Oct 4 - 9
Test Planning
Define target audience and research goal
Conducting UT
Probing question, follow up question & take note pain points
Insight generation
Find out and identifying area for improve
Iteration process
Find out and identifying area for improve
Iteration design
Oct 10 - 12
Design critique
Get design feedback from other stakeholder
Priority change
Based on severity and complexity issue change the features and decide which aspect need to be next improvement
Enhance visual design
Iterate on the visual aesthetics of the design
Asset Prep
Prep screen, icon, color, interaction and animation (micro interaction)
Feedback limitation
Get dev team feedback on give solution on the implementation
Handover to Engineer
Oct 12
Process Design
Milestone
Benchmark
Ui Design
Research Data
Key Research Findings
The study identified six distinct learner segments within three super-segments to help Skill Academy move beyond Prakerja-based initiatives.
Motivation Discrepancy
Learners fall into three "Super Segments"—Self-Driven (Hobby, Entrepreneurial, Achievers), Situational (Self-Doubters), and Triggered (Complacents, Reluctants). The "Self-Driven" group represents the "lower-hanging fruit" due to their high intrinsic motivation to learn.
The "Price-UX" Hygiene
Across all segments, Price Affordability and Ease of Use are the primary drivers for platform selection. Users perceive Skill Academy as "value for money" but often view it as less affordable than competitors.
Segment-Specific Desires
Hobby Learners seek personal growth in fields like cooking and beauty, prioritizing interesting illustrations and experienced tutors.
The Achievers learn to compete and value networking/connections with other learners.
Self-Doubters are driven by FOMO (Fear of Missing Out) and follow trends in new knowledge.
Structural Expectations
Most users prefer structured materials divided into 3–4 sessions per subject, with an ideal session duration of approximately 60 minutes
Business Metrics
30% Increase in CTR
Achieved by optimizing the landing page and call-to-action triggers
20% Mobile Conversion Boost
Driven by a streamlined checkout funnel designed for on-the-go users.
Higher Purchase Volumes
Strategic refinements led to a direct increase in course sales.
Improved ROI
Enhanced the overall Return on Investment for the B2C segment through data-driven design
UX Metrics
95% Task Success Rate (TSR)
Achieved a high success rate for the end-to-end course enrollment and checkout process, ensuring B2C users could navigate the platform and complete purchases without friction.
Engagement Rate
Achieved a 30% lift in section-specific interactions by simplifying the visual hierarchy and messaging for B2C learners.
80 (Grade A) SUS Score
Validated the platform's high usability through the System Usability Scale.
Reach & Impact
By streamlining the landing page content and messaging, we achieved a 30% increase in the Click-Through Rate (CTR) to the checkout page. The new compact Class Info UI led to a 20% rise in mobile conversion rates, as users could now make informed decisions faster. Overall Customer Satisfaction (CSAT) improved to 4.6/5.0, supported by a System Usability Scale (SUS) score of 80 (Grade A), proving that a better information hierarchy directly impacts sales.
Lessons Learned
Managing a high-traffic B2C platform like Skill Academy taught me that in e-commerce, every pixel affects the bottom line. I learned that "less is more" by making the class info UI more compact, we actually increased user engagement because the cognitive load was lower. This project reinforced my ability to lead a team through complex design cycles while staying laser-focused on business metrics like CRO.
