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One Word a Day (OWAD) is an exclusive online platform, accessible at https://owad.de/, committed to enhancing individuals' English skills, with a particular emphasis on advanced business English. Through captivating content and daily newsletters, OWAD cultivates an engaging learning environment tailored to language enthusiasts. In its ongoing pursuit of innovation, OWAD is excited to introduce an English IQ Test, a dynamic online tool meticulously designed to evaluate and benchmark users' levels of English proficiency.
The task at hand entailed the creation of a new visual identity and style for the test page—a critical component aimed at enhancing the user experience. This endeavor sought to address the unique challenge of developing an engaging, efficient, and time-effective testing interface that seamlessly evaluates users' English language capabilities. The intended audience, individuals aged 40 to 60, seeks language assessment that aligns with their holistic development without demanding excessive time investment.
The English IQ Test is divided into three distinct sections:
Phase One: User-Centric Foundation
The project's inception involved the meticulous construction of UX personas and a comprehensive user flow. A thorough analysis of the target demographic enabled the creation of UX personas, which served as invaluable guides for crafting a user-centered design. These personas were instrumental in designing a seamless user flow, ensuring that the test interface aligns perfectly with the audience's expectations and preferences.
Phase Two: Elevated User Experience
The journey proceeded to the development of HI-FI wireframes, which served as a bridge between user flow and the final interface. On the UX side, meticulous attention was given to streamline and expedite the testing process. This enhancement aimed to make navigation effortless for older users, ensuring they could comfortably engage with the application. This phase highlighted the significance of creating an interface that resonates with the users' unique needs and facilitates a smooth assessment experience.
Phase Three: Visual Identity and Aesthetics
This phase focused on defining the style and colour palette that embody OWAD's sophistication. A mood board was meticulously crafted, presenting various design options to the client. The chosen aesthetic—cool minty greens blended with serene gradients—lends a refreshing touch to the design. Calming shades of grey complemented by substantial word cards reflect a mature and contemplative tone, ensuring both engagement and ease of comprehension. The design choices cater to the mature audience's preferences while adding a contemporary flair.
Phase Four: Design Elevation
In the final design phase, the focus shifted to enhancing user accessibility. The chosen approach emphasized large word cards and bold fonts for inclusivity and ease of engagement, catering to the mature audience's preferences.
The design employed bold fonts against clean white cards, guiding attention to selected words. Ample whitespace enhanced clarity, while intuitive interactions marked unfamiliar words. Animations were seamlessly integrated, not just for visual appeal, but to elevate engagement and reinforce user interaction, resulting in an informative and dynamic testing experience.
Conclusion
The OWAD English IQ Test represents a harmonious blend of strategic design thinking, user-centricity, and aesthetic excellence. This case study underlines the multi-faceted approach applied to the project, from understanding user behavior and preferences to refining user interfaces. The result is a cutting-edge testing environment tailored to a mature demographic, showcasing OWAD's unwavering commitment to excellence in language assessment.
