2023
BYJUS
byjus.com
Background
BYJU'S Global Webpage
Role: Lead Designer
BYJU’S, an Indian multinational educational technology company founded in 2011, has grown to become one of the world’s largest EdTech players, with a valuation of $22 billion and over 150 million registered students (as of mid-2023). The company offers three main products catering to students aged 3 to 17 and is actively expanding its international footprint through global acquisitions like OSMO, Epic, and Tynker.
To support this global push, the need arose for a dedicated web presence a central brand page that would introduce BYJU’S global offerings, serve as a lead generation platform, and showcase the latest developments in the brand’s evolution, including its AI-powered assistant, BYJU’S WIZ.
Launch a global product platform tailored for the US and UK markets
Connect users to BYJU’S acquired products: OSMO, Epic, and Tynker
Provide a seamless registration flow for students Pre-K to Grade 12
Introduce BYJU’S WIZ, an AI assistant that solves academic problems using internal knowledge systems
Build brand trust through updates, storytelling, and content-driven engagement
Drive lead generation while ensuring low bounce rates and high engagement
Core problem
Metric | Target | Achieved |
|---|---|---|
Bounce Rate | < 50% | ✅ 49% |
Click-Through Rate | > 6% | ✅ 6% avg. |
Page Visits (2 mo.) | ~10K+ visits | ✅ 10K+ |
Conversion Funnel | Optimized for early-stage lead capture (Pre-sales) |
Design Approach
1. Discovery & Research
We kicked off with in-depth user research, focusing on education trends and digital behaviors among parents and students in the US and UK. This helped shape:
Audience personas
Regional preferences
Behavioral triggers and barriers
2. Define
Based on stakeholder discussions and research insights, we aligned on the following:
Clear user flows prioritizing product exploration and registration
A scalable visual language combining BYJU’S core identity with international sensibilities
Content hierarchy that educates, engages, and converts
3. Ideation
Using persona-based insights, we:
Created multiple user journey maps
Developed low- and mid-fidelity wireframes
Identified opportunities to reduce friction in call-to-action moments
4. Prototype & Design
Built high-fidelity wireframes incorporating interaction design for CTAs, product exploration, and registration
Crafted UI with visual storytelling that made product benefits tangible
Iterated through stakeholder reviews to finalize the prototype
We had a defenitive flow that started off with user research about the new market that helped us define the users and their journey, Once we have the journey the flow of information was determined, with the help of all the data and the reserach we were able to create high fedility wireframes, visual designs and the prototype.
Define
We have worked on the challenges put forth by the stakeholders and have worked on different ideation and defined the user flow and visual language.
Ideate
We created personas and with the qualitative data we had, we created different user flow and wireframes that resulted in valuable insights.
Prototype & Design
We created the basic interaction for CTA and other instances on the wireframe, and received approval
from the stakeholders.
Results and Impact
Results (Pilot Phase: First 2 Months)
✅ Bounce Rate: 49% – Successfully below the 50% benchmark
✅ CTR: 6% – Meeting stakeholder target for engagement
✅ Traffic: ~10,000 visits – Strong organic and campaign-driven interest
Conclusion
This pilot project successfully laid the groundwork for BYJU’S international brand experience. With strong early engagement and validated UX patterns, this initiative is ready to scale across global markets. Our team’s design-led, research-informed process proved pivotal in ensuring that the experience resonated with new users while staying true to BYJU’S educational mission.
