Language Gives You
Opportunity
Client: LTI (Language Testing International)
Role: Lead UX/UI Designer
Team: Me - Visual Designer, 1 Interaction Designer,1 Creative Director, 1 Project Manager
Project: Within our 4 month engagement we were tasked with redesigning and rebranding the LTI web experience.
Challenge: After being acquired by Samsung, LTI was tasked with growing its user base by a set percentage. This required a full brand refresh and a redesign of the entire user journey—from sign‑up to test scheduling. We collaborated with a wide range of stakeholders, each with differing visions for the company’s direction, which meant a significant focus on client management. Clear communication and transparency into our process were essential as we implemented sweeping changes to both the brand and the product’s user experience.
We created a more contemporary brand
LTI had not updated their brand in over 20 years and were in desperate need of a brand refresh to bring them into the 21st century. After working closely with the client we came up with four values of LTI that defined the look and feel of the brand.
Using iconography, candid photography, a primary color palette, a San Serif and serif combo - we created a brand that is both professional and academic while indexing on the aspirational with playful iconography and punchy headlines.
A Streamlined Site Structure
The current site ai was overly complex and repetitive. We simplified LTI’s site ai and created page templates to support their varying content
Interaction Made Simple
Signing up for testing in the current LTI experience was onerous and clunky. We developed a simple widget flow that leads the user through a series of steps that allows them to add and subtract testing modules based on their need, schedule their test date, and checkout.
