INTRODUCING
flashcards
Revise in short,
engaging sessions
INTRODUCING
flashcards
Revise in short,
engaging sessions
INTRODUCING
flashcards
Revise in short,
engaging sessions
Driving Daily Engagement: A Strategic Redesign of the ALLEN App Homepage.
The Allen Design Language System : A Technical Study.
Redesigning the Allen app homepage to reduce noise and boost student focus
Redesigning the Allen app homepage to reduce noise and boost student focus
The Allen App homepage had become a cluttered "billboard" of internal priorities, making it difficult for students to focus on their actual studies. To fix this, we transitioned from a feature-heavy layout to a purpose-driven experience. By separating deep-learning tools from administrative tasks and replacing intrusive pop-ups with guided onboarding, we removed the friction and restored a seamless daily study habit.
The Allen App homepage had become a cluttered "billboard" of internal priorities, making it difficult for students to focus on their actual studies. To fix this, we transitioned from a feature-heavy layout to a purpose-driven experience. By separating deep-learning tools from administrative tasks and replacing intrusive pop-ups with guided onboarding, we removed the friction and restored a seamless daily study habit.
Duration
Duration
6 months
6 months
Platform
Platform
Mobile, tablet, desktop
Mobile, tablet, desktop
Outcome
Outcome
Average content access time
Avg content access time
15 min → 3 min
15 min → 3 min
15 min → 3 min
↓ 60%
Feature Adoption
~35% → ~85%
~35% → ~85%
~35% → ~85%
↑+50%
New feature adoption
15% → 42%
15% → 34%
15% → 42%
↑3x
Student satisfaction (NPS)
NPS on discovery
2.8/5 → 4.3/5
2.8/5 → 4.3/5
2.8/5 → 4.3/5
↑1.5
Quick Actions CTR
~22-27%
~22-27%
~22-27%
DAU
Ecosystem Situation : The “Everything Everywhere” Crisis.
Great Features. Low Discoverability.
The "real estate" war:
The "real estate" war:
With no unified content strategy, the homepage became a battleground. Every team tried to surface their feature on the homepage - tests, live classes, marketing, etc. The result was a crowded screen full of competing widgets.
With no unified content strategy, the homepage became a battleground. Every team tried to surface their feature on the homepage - tests, live classes, marketing, etc. The result was a crowded screen full of competing widgets.
Key features like Custom Practice, Improvement Book, Homework etc. were buried below the fold
Key features like Custom Practice, Improvement Book, Homework etc. were buried below the fold
The "everything everywhere" anti-pattern:
The "everything everywhere" anti-pattern:
Because everything was surfaced at once, nothing was truly discoverable. Student interviews confirmed this:
Because everything was surfaced at once, nothing was truly discoverable. Student interviews confirmed this:
Student interview verbatim :
“I didn’t even know the Allen App had Custom Practice and Improvement Book. I would’ve used it if I knew.”
“I didn’t even know the Allen App had Custom Practice and Improvement Book. I would’ve used it if I knew.”
2. The "Day 0" & Onboarding Vacuum
When students opened the app before classes began (“Day 0”), they had no guidance at all.
Offline students received orientation and bridge material - online students received nothing. There was:
When students opened the app before classes began (“Day 0”), they had no guidance at all.
Offline students received orientation and bridge material - online students received nothing. There was:
No walkthroughs
No walkthroughs
No starter content
No starter content
No guidance on what to do first or how to use the app
No guidance on what to do first or how to use the app
No way to collect addresses for onboarding kits
No way to collect addresses for onboarding kits
So students simply opened the app and felt lost.
So students simply opened the app and felt lost.
Overlay failure
Overlay failure
New features were introduced via full-screen blocker pop-ups on app launch. These were perceived as intrusive ads and dismissed almost instantly, failing to drive awareness or adoption.
New features were introduced via full-screen blocker pop-ups on app launch. These were perceived as intrusive ads and dismissed almost instantly, failing to drive awareness or adoption.
Ad-hoc promotion
Ad-hoc promotion
Because discovery failed in-app, feature awareness depended on WhatsApp and manual communication — not the product.
Because discovery failed in-app, feature awareness depended on WhatsApp and manual communication — not the product.
Failed interim "day 0" solution
Failed interim "day 0" solution
An earlier attempt introduced a Day 0 surface with a large banner, orientation rail, and “how to use the app” rail. But engagement was still low, and the UI changed again once classes began, creating more confusion instead of clarity.
An earlier attempt introduced a Day 0 surface with a large banner, orientation rail, and “how to use the app” rail. But engagement was still low, and the UI changed again once classes began, creating more confusion instead of clarity.
Course-Fit Failure & Experience Fragmentation
Beyond visual clutter, the experience broke down because course homepages were not optimised for the needs of the courses they represented.
While the app supported multiple course types, the homepage treated them uniformly failing to prioritise what mattered most to each student cohort and weakening both discovery and engagement.
Beyond visual clutter, the experience broke down because course homepages were not optimised for the needs of the courses they represented.
While the app supported multiple course types, the homepage treated them uniformly failing to prioritise what mattered most to each student cohort and weakening both discovery and engagement.
Misaligned course homepages:
Misaligned course homepages:
Across JEE/NEET/PNCF, we supported five core course categories, each with distinct student intent:
Across JEE/NEET/PNCF, we supported five core course categories, each with distinct student intent:
Course type
Student intent
Available features
What should be prioritised
What broke
Study material only
Consume core content
Modules, revision notes, flashcards
Fast access to content
Treated like richer courses; no clear content-first focus
Practice first
Practice & improve weak areas
Custom practice, improvement book, score booster*+ all features above
Access to practice features
Practice features under-discovered and under-prioritised
OLTS/CBT (Test series)
Take tests & track results
Test series + all features above
Upcoming tests, centre vs online tests, results & announcement
Tests competed with non-essential features; poor prioritisation
Recorded courses
Watch recorded lectures
Recorded videos + all features above
Video access, continuity, and progress
Secondary features existed but were largely undiscovered
Live/CCP course
Attend live classes
Live classes + all features above
Class schedule, join flow, post-class actions
Overloaded surfaces diluted focus and discovery
Cross-app fragmentation:
Cross-app fragmentation:
The experience was further fractured between the modern Allen App and the legacy Allen Digital App. Core study loops—attend class → take test → check results → review solutions - often required students to switch apps, breaking flow and eroding trust and adoption.
The experience was further fractured between the modern Allen App and the legacy Allen Digital App. Core study loops—attend class → take test → check results → review solutions - often required students to switch apps, breaking flow and eroding trust and adoption.
Research: Uncovering the Student Cognitive Model.
We employed a mixed-methods research strategy combining quantitative NPS analysis with deep-dive qualitative interviews to deconstruct the "Student Journey" from course purchase to completion.
We employed a mixed-methods research strategy combining quantitative NPS analysis with deep-dive qualitative interviews to deconstruct the "Student Journey" from course purchase to completion.
Two Study Mindsets & One Shared Academic Rhythm
From 1:1 interviews across performance bands, we observed two clear mental models for studying. This distinction became the foundation for our product architecture.
From 1:1 interviews across performance bands, we observed two clear mental models for studying. This distinction became the foundation for our product architecture.
The Independent Planner
These high-performing students create their own plans, choose topics, and pace themselves.
These high-performing students create their own plans, choose topics, and pace themselves.
They prefer fast, direct access to tools - without hand-holding or guidance.
They prefer fast, direct access to tools - without hand-holding or guidance.
When they open the app, they already know what to study and which feature to use.
When they open the app, they already know what to study and which feature to use.
Design need: Keep the experience unblocked, fast, and flexible.
Design need: Keep the experience unblocked, fast, and flexible.
The Guided Learner
Average and Below Average students struggle with strategy, planning and momentum, and prefer clear next-step guidance.
Average and Below Average students struggle with strategy, planning and momentum, and prefer clear next-step guidance.
They lack consistent study habits and need the app to act as a proxy teacher - and need the app to suggest what to do next and where to focus.
They lack consistent study habits and need the app to act as a proxy teacher - and need the app to suggest what to do next and where to focus.
Without a clear “command centre,” they often miss updates or feel overwhelmed.
Without a clear “command centre,” they often miss updates or feel overwhelmed.
Design need: Provide guidance, prioritisation, and recommendations.
Design need: Provide guidance, prioritisation, and recommendations.
A Shared Academic Rhythm
A Shared Academic Rhythm
Regardless of mindset, students follow the same natural learning loop:
Regardless of mindset, students follow the same natural learning loop:
Learn
Learn
Practice
Practice
Revise
Revise
Repeat
Repeat
Learn : Live class or recorded content
Learn : Live class or recorded content
Practice : Homework, important questions, PYQs
Practice : Homework, important questions, PYQs
Revise : Mistakes, weak areas, key formulas
Revise : Mistakes, weak areas, key formulas
After class, students consistently shift focus to Practice, Homework, and Improvement Tracking - forming the backbone of their asynchronous learning workflow.
After class, students consistently shift focus to Practice, Homework, and Improvement Tracking - forming the backbone of their asynchronous learning workflow.
Synthesis: Key Realisation
A single interface can’t support both guided learning and deep study without creating overload.
A single interface can’t support both guided learning and deep study without creating overload.
Whenever planning & discovery (schedules, guidance, browsing tools) mixed with execution (focused study & practice) 👉 student focus collapsed.
Whenever planning & discovery (schedules, guidance, browsing tools) mixed with execution (focused study & practice) 👉 student focus collapsed.
Our Decision
Our Decision
We split the experience:
We split the experience:
Home → for discovery, guidance, schedules, reminders, and urgent actions
Home → for discovery, guidance, schedules, reminders, and urgent actions
Study → a distraction-free space for deep work — organised by subject → topic → sub-topic, with seamless access to content & practice
Study → a distraction-free space for deep work — organised by subject → topic → sub-topic, with seamless access to content & practice
Task : Redefining the Digital Campus.
Our mandate was to redesign the Allen App homepage and onboarding experience to resolve systemic discoverability and fragmentation issues, while preserving focus for high-intent study workflows. Specifically, I was responsible for:
Our mandate was to redesign the Allen App homepage and onboarding experience to resolve systemic discoverability and fragmentation issues, while preserving focus for high-intent study workflows. Specifically, I was responsible for:
Improving discoverability and navigation
Ensure all high-value study features and content - across practice, tests, and learning materials, were easily discoverable without overwhelming students or breaking focus. Discovery and planning would live on Home, while deep, distraction-free consumption would be reserved for Study.
Ensure all high-value study features and content - across practice, tests, and learning materials, were easily discoverable without overwhelming students or breaking focus. Discovery and planning would live on Home, while deep, distraction-free consumption would be reserved for Study.
Creating a unified, course-agnostic experience
Design a consistent homepage framework that works across all course types (study-only, practice-first, test series, recorded, and live), while intelligently prioritising what matters most to each cohort.
Design a consistent homepage framework that works across all course types (study-only, practice-first, test series, recorded, and live), while intelligently prioritising what matters most to each cohort.
Designing effective user and feature onboarding
Introduce a structured “Day 0” and feature-onboarding experience that guides students before and during their journey - without intrusive pop-ups or a drastic Day 0 vs Day 1 UI shift, and with high engagement by design.
Introduce a structured “Day 0” and feature-onboarding experience that guides students before and during their journey - without intrusive pop-ups or a drastic Day 0 vs Day 1 UI shift, and with high engagement by design.
Defining a clear homepage governance model
Establish a strict purpose and governing philosophy for the homepage to prevent feature sprawl, align stakeholders, and ensure the surface scales sustainably as the ecosystem grows.
Establish a strict purpose and governing philosophy for the homepage to prevent feature sprawl, align stakeholders, and ensure the surface scales sustainably as the ecosystem grows.
Action: The Final Designs.
Home - built for discovery and actions
he Home screen was redesigned as the student’s command center, not a study surface.
Students see what needs attention now:
he Home screen was redesigned as the student’s command center, not a study surface.
Students see what needs attention now:
Their schedule
Their schedule
A test announcement card that appears the moment a test is declared
A test announcement card that appears the moment a test is declared
Homework assigned/due today
Homework assigned/due today
An urgent alert strip above the bottom navigation that can be used for any important alerts/notifications
An urgent alert strip above the bottom navigation that can be used for any important alerts/notifications
Home also focuses on awareness and guidance :
Home also focuses on awareness and guidance :
A Quick Action Grid that exposes all major tools and features in one place
A Quick Action Grid that exposes all major tools and features in one place
Each feature surfaces updates via badges (e.g., new homework) or small tags with subtle motion, avoiding disruptive prompts
Each feature surfaces updates via badges (e.g., new homework) or small tags with subtle motion, avoiding disruptive prompts
“How to use Allen App” and Referrals remain visible even after Day 0, reinforcing discovery beyond onboarding
“How to use Allen App” and Referrals remain visible even after Day 0, reinforcing discovery beyond onboarding
This ensured students never missed important actions or features without interrupting study.
This ensured students never missed important actions or features without interrupting study.
Feature Discovery Without Noise
Instead of scattered, PM-owned components, every feature lives inside a single Quick Action Grid.
Instead of scattered, PM-owned components, every feature lives inside a single Quick Action Grid.
One clear entry point per feature
One clear entry point per feature
Updates appear on the feature itself (badge or tag), not as global pop-ups
Updates appear on the feature itself (badge or tag), not as global pop-ups
Minor updates use lightweight hover/tool-tip animations to stay informative yet ignorable
Minor updates use lightweight hover/tool-tip animations to stay informative yet ignorable
An urgent alert strip above the bottom navigation that can be used for any important alerts/notifications
An urgent alert strip above the bottom navigation that can be used for any important alerts/notifications
This created a predictable discovery pattern that scaled cleanly as features grew.
This created a predictable discovery pattern that scaled cleanly as features grew.
Introducing New Features (Non-Intrusive)
New features are introduced through a top-down, expandable surface, not modal interruptions.
New features are introduced through a top-down, expandable surface, not modal interruptions.
A lightweight animated banner expands from the top of the Home screen
A lightweight animated banner expands from the top of the Home screen
A short carousel explains what’s new and why it matters using illustrations or Lottie
A short carousel explains what’s new and why it matters using illustrations or Lottie
On scroll, it collapses into a pill that can be reopened anytime
On scroll, it collapses into a pill that can be reopened anytime
The expanded view appears once per day until the student explores the feature
The expanded view appears once per day until the student explores the feature
Behind the scenes (Logic) :
Behind the scenes (Logic) :
Teams could use a configurable template which were developed, for fast launches
Teams could use a configurable template which were developed, for fast launches
Or opt for custom Lottie / Rive experiences for marquee features
Or opt for custom Lottie / Rive experiences for marquee features
Visibility duration was configurable per feature - with a default duration of 14 days / until next new feature release
Visibility duration was configurable per feature - with a default duration of 14 days / until next new feature release
This created a predictable discovery pattern that scaled cleanly as features grew.
This created a predictable discovery pattern that scaled cleanly as features grew.
Study : A Pure Focus Zone
Study designs by Sumit
Study designs by Sumit
When students enter Study, everything changes.
When students enter Study, everything changes.
No alerts, no discovery, no guidance layers
No alerts, no discovery, no guidance layers
Direct navigation by Subject → Topic → Sub-topic
Direct navigation by Subject → Topic → Sub-topic
Clear access to all content types: recorded videos, teacher notes, PDFs, revision notes, flashcards, and practice
Clear access to all content types: recorded videos, teacher notes, PDFs, revision notes, flashcards, and practice
“Continue learning” always resumes the exact point they left off
“Continue learning” always resumes the exact point they left off
This screen exists purely for learning, revising, and mastery, nothing else.
This screen exists purely for learning, revising, and mastery, nothing else.
Course Aware Home Variants
The Home experience adapts subtly based on the course type, without breaking the mental model:
The Home experience adapts subtly based on the course type, without breaking the mental model:
Live/CCP : Quick actions paired with schedule and test announcements.
Live/CCP : Quick actions paired with schedule and test announcements.
Test series / Recorded courses (1st image from left) : Quick actions + test announcements + guidance content.
Test series / Recorded courses (1st image from left) : Quick actions + test announcements + guidance content.
Practice only courses (2nd image from left) : Home prioritises practice actions (custom practice, improvement book) , followed by secondary tools.
Practice only courses (2nd image from left) : Home prioritises practice actions (custom practice, improvement book) , followed by secondary tools.
Study-material only courses (3rd image from left) : A single-page home (no bottom nav) with subject entry points, continue learning, referrals, and “How to use Allen.”
Study-material only courses (3rd image from left) : A single-page home (no bottom nav) with subject entry points, continue learning, referrals, and “How to use Allen.”
Day 0 & Onboarding (🌟 Proposed design)
At the top of Home, students access story-style onboarding content:
At the top of Home, students access story-style onboarding content:
Orientation and app walkthroughs
Orientation and app walkthroughs
“How to use Allen” stories for each major feature
“How to use Allen” stories for each major feature
Always accessible beyond Day 0, not buried or one-time
Always accessible beyond Day 0, not buried or one-time
This ensured onboarding didn’t fight the Home layout - and discovery remained continuous.
This ensured onboarding didn’t fight the Home layout - and discovery remained continuous.
Day 0 & Onboarding (🚢 What was shipped)
Despite strong alignment on the design, there was no dev bandwidth to build the full Day-0 system
Despite strong alignment on the design, there was no dev bandwidth to build the full Day-0 system
So we shipped a lightweight version using existing components and added how to use Allen as a story style content
So we shipped a lightweight version using existing components and added how to use Allen as a story style content
We designed desktop and tablet versions of the Home screen as well, available in light and dark mode for a consistent cross-device experience
We designed desktop and tablet versions of the Home screen as well, available in light and dark mode for a consistent cross-device experience
Results.
Core Product Impact
Average content access time
went from 15-20 min to :
3-5 min
↓ 60%
Feature Adoption
went from ~35% to :
~85%
↑+50%
New feature adoption
went from 12-15% baseline to :
38-42%
↑3x
Student satisfaction (NPS)
went from 2.8/5 to :
4.3/5
↑1.5
Quick Actions CTR
~22-27%
DAU
Operational and Behavioural Outcomes
Reduced operational cost
We built smart notifications and an in-app discovery loop for feature promotion.
That meant fewer manual nudges (WhatsApp, SMS, mentor reminders), reducing dependency on external communications and saving ~$25K–$30K annually in operational cost.
We built smart notifications and an in-app discovery loop for feature promotion.
That meant fewer manual nudges (WhatsApp, SMS, mentor reminders), reducing dependency on external communications and saving ~$25K–$30K annually in operational cost.
Increased time-on-task
Students stayed focused longer - time-on-task per active session increased 2.3×, indicating stronger engagement and better deep-work behaviour.
Students stayed focused longer - time-on-task per active session increased 2.3×, indicating stronger engagement and better deep-work behaviour.
Introducing New Features (Non-Intrusive)
Learnings.
Intent-based navigation reduces cognitive load
Intent-based navigation reduces cognitive load
Students come with different intent. Splitting Home (guidance + actions) and Study (deep work only) reduced confusion and context-switching, and hence time-on-task increased.
Students come with different intent. Splitting Home (guidance + actions) and Study (deep work only) reduced confusion and context-switching, and hence time-on-task increased.
One flow cannot serve all, but one system can
One flow cannot serve all, but one system can
High performers want speed; others want structure. Different courses valued different features, but a clear, consistent system, anchored in predictable navigation and feedback, served all groups and solved key product challenges like feature launches, updates, and governance.
High performers want speed; others want structure. Different courses valued different features, but a clear, consistent system, anchored in predictable navigation and feedback, served all groups and solved key product challenges like feature launches, updates, and governance.
Trust is a UX feature
Trust is a UX feature
Inconsistent content instantly broke confidence and retention. Content quality needs the same rigor as product design.
Inconsistent content instantly broke confidence and retention. Content quality needs the same rigor as product design.
Impact over perfection
Impact over perfection
We couldn’t ship the full onboarding vision - but a leaner version still improved clarity on Day 0. Great design works within constraints and moves the needle before it polishes the edges.
We couldn’t ship the full onboarding vision - but a leaner version still improved clarity on Day 0. Great design works within constraints and moves the needle before it polishes the edges.
Open to new ideas, learnings and coffee chats.
+91 9667319653
saraswathyp.design@gmail.com
Made with love on Framer
© SARASWATHY 2025
Open to new ideas, learnings and coffee chats.
+91 9667319653
saraswathyp.design@gmail.com
Made with love on Framer
© SARASWATHY 2025
Open to new ideas, learnings and coffee chats.
+91 9667319653
saraswathyp.design@gmail.com
Made with love on Framer
© SARASWATHY 2025