IronBrush Academy is an online art school offering professional courses for aspiring artists.
When I joined the project, the platform lacked a clear brand identity and presented usability issues that affected trust and conversion — particularly around course pricing and information clarity.
Users struggled to understand what they were purchasing, what was included in each course, and why pricing varied. This created hesitation during the decision-making process.
During this phase, I conducted competitive analysis, user interviews, and usability reviews to identify friction points in the purchase flow and overall structure.
Based on the findings, the focus shifted toward clarity and confidence.
We restructured the information architecture, simplified course presentation, and redesigned the pricing display to reduce ambiguity.
Different layout variations were explored to test hierarchy, visual emphasis, and how pricing information was grouped. The goal was to ensure users could quickly understand:
What they were buying
What was included
Why it had that value
The redesign aimed to balance strong visual identity with functional clarity.
I found that unclear pricing and course structure created confusion and hesitation, negatively impacting purchase decisions.
I redesigned the pricing display and course presentation, improving clarity, strengthening perceived value, and increasing confidence during the purchase process.
Once the structural issues were resolved, I developed a refreshed brand direction and applied it consistently across the website.
The new interface emphasized:
Clear visual hierarchy
Strong but clean branding
Improved readability
A smoother purchasing experience
Results
The platform moved from a visually inconsistent and confusing experience to a structured, trustworthy, and conversion-oriented website.
By clarifying pricing and simplifying the purchase flow, we reduced friction in the decision-making process and created a stronger alignment between brand perception and user expectations.
New community members from organic traffic
improvement on conversion
