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 Challenge

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:

  1. Introduction: This initial section will provide users with a comprehensive overview of the test's mechanics and purpose. It aims to ensure that participants have a clear understanding of the test's structure before embarking on the assessment journey.
  2. The Test: The central aspect of the English IQ Test involves participants navigating through a carefully curated list of 70 words. Users will be prompted to identify words they are not acquainted with, and these unfamiliar words will be highlighted for subsequent evaluation.
  3. Evaluation: Following the completion of the test, users will be presented with their final IQ score. To enhance the user experience, an animated chart will visually compare the user's performance with that of other participants.

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.


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.

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Wonderful team to work with, they are incredibly skilled, dedicated and work exactly to deadlines. All communication was very clear and the aims were laid out and they went above and beyond. Was a real pleasure working with the guys and I look forward to working with them again in the future!

Andy Croft

Moken are a brilliant agency to work with. They took the time to understand our requirements and worked very quickly to ensure we could deliver this project on time. The whole execution was great from the designs to supplying the HTML & CSS. The Travis Perkins team were really impressed once it was live.

Mollie McGrath
Digital Content Executive
Travis Perkins

Moken were great to work with. The team understood the requirements and took true ownership of the project adding invaluable advice. I would recommend Moken as their services and delivery was second to none.

Amit Patel

We approached Moken to help create a fresh and engaging user experience for our fishing app. As a result, our original dark interface has been adapted into a light and delightful user interface which has been rolled out across the app. Our continued collaboration has seen an overall increase in user engagement for new users and our existing angler activation rates.

Chris Atkinson

It’s a pleasure for me to endorse Moken. They delivered above and beyond our expectations. Providing a thoroughly professional and consultative level of service throughout the project as well as round the clock communications and proactive ideation for me and my team. They produced a top-notch platform on time and more importantly within budget, Well done guys!

John Murphy

Very professional, timely and high-quality work, helping us execute on sophisticated Optimizely experiments.

Ralph Chochlac
VP of Product

The team were straight to the point and understood our needs right away. The final product exceeded our expectation and we will be definitely using Barry and team in the future.

Jake Bartlett