Lingumi-Store | Laura Masters Design

Redesigning Lingumi's Store

Helping parents discover, understand and confidently purchase new learning content.

Outcome: Simplified navigation | Greater purchase confidence.

Lingumi

EDTECH

The problem

From one subject to many

Lingumi was evolving from a single-subject learning app into a multi-subject learning platform.

As the range of content grew, the existing grown-up area wasn't designed to help parents discover and purchase new subjects. The route to making a purchase wasn't obvious, and parents often struggled to understand whether a course was right for their child.

The challenge was to rethink the grown-up experience so that parents could discover new content, understand what it offered and confidently decide what was right for their child.

"After the free trial ended, I felt like I was wandering aimlessly trying to find my way to make a purchase."

- Lingumi User

Understanding the experience

What do parents need to feel confident?

Through research with parents and exploration of the existing experience, I identified several areas of friction.

Finding something new: There was no clear way to discover or purchase additional subjects.
Understanding what's relevant: Parents wanted to know whether content was suitable for their child's age and learning needs.
Making a decision: Product descriptions didn't always provide enough information to help parents understand what they were buying.

"I found it difficult gathering useful information about the course - if it would be suitable for my son. I felt a bit lost and overwhelmed." - Lingumi user.

These insights helped shape the experience around a simple goal: make it easier for parents to find the right learning content for their child.

Exploring the opportunity

Rather than treating the Store as a standalone destination, I looked at the wider journey from discovering content through to purchasing it.

I explored competitor experiences, ran creative sessions with the team and created low-fidelity concepts to test different approaches.

This helped us identify three key opportunities:

Make it easier to find the Store.

Create a clear route from the main product into purchasing.

Make content easier to explore.

Help parents browse subjects and learning packs without feeling overwhelmed.

Give parents more confidence.

Provide the information and reassurance they needed to make a decision.

NAVIGATION STRATEGY

Defining a clear path for parents

The existing navigation was focused around using Lingumi rather than discovering new content.

I introduced a dedicated Store entry point, making purchasing a visible part of the overall experience. I explored different navigation patterns through low-fidelity prototypes before testing the approach with users.

The new navigation provided a much clearer pathway to discover and purchase additional content, while requiring relatively little change to the existing product structure.

OPTIMIsING THE DISCOVERY EXPERIENCE

Connecting parents with the right content

As Lingumi expanded into more subjects, simply listing everything available wasn't enough.I explored different ways of presenting learning packs and subjects, including a more feed-like browsing experience.

We also explored personalised recommendations based on a child's age and learning history, helping make the Store feel more relevant to each family.

The goal wasn't to make parents browse more - it was to help them find something useful more quickly.

Building confidence

Helping parents make informed decisions

Research showed that parents wanted to understand more than just the name and price of a course.

They wanted to know what their child would learn, whether the content was age appropriate and what the experience actually looked like.

I designed more informative product pages to bring this information together, giving parents a clearer picture of what they were considering before purchasing.

Validating the design

Understanding what drives decisions

I used prototypes and A/B testing throughout the project to validate different parts of the experience.

One area we explored was social proof - whether showing that other children were already learning with Lingumi could provide additional reassurance.

An A/B test using messaging around 10,000+ students currently learning reduced purchase hesitancy, helping validate the approach for the MVP.

The testing helped us understand which changes genuinely improved the experience, rather than replying solely on what felt intuitive from a design perspective.

The outcome

A more confident path from discovery to purchase.

The redesign created a clearer Store experience as Lingumi moved towards becoming a multi-subject platform.

The MVP provided a stronger foundation for Lingumi's growing content offering, with some elements requiring further technical refinement before full rollout.

Decide

Find additional subjects through a clear Store entry point.

Parents could now:

Explore

Browse learning content in a more intuitive way.

Decide

Use recommendations, product information and social proof to make a more confident purchase.

Understand

See clearer information about what each product offered.

Designing the Store was really about designing the decision

Reflection

The project started with a fairly straightforward problem - How do we create a Store? But the research revealed that the important questions was:

How do we help a parent decide what is right for their child?

That shifted the focus from designing a destination to designing a whole discovery and decision making journey.

It was a good example of how research can change the problem you're actually solving, and how product design can sit somewhere between user needs, business goals and the practical constraints of the product.

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