About the project
HITA is an AI-powered learning platform for students and educators, specializing in subject-aware assistance, offering hints instead of direct answers to foster independent problem-solving. While the product had strong pedagogical value, its growth was limited by unclear messaging and a lack of long-term strategic direction.
Our mission was to redesign the promotional landing page to drive conversions and develop a research framework to guide product expansion, without compromising educational integrity.
This case study shows how strategic design paired with focused research can deliver immediate sales impact while setting the stage for sustainable product growth in the competitive AI-powered learning market. It is a must-read for EdTech founders, product strategists, and startup teams who are building AI-powered tools and looking to scale without compromising educational value.
First Point
Created clear positioning through visual language and focus on value
To strengthen trust in HiTA and support product growth, we redesigned the landing page to immediately answer the audience’s main question — “What value will I get?”. We established several core principles: the use of technical backdrops to reinforce the association with AI and highlight the product’s technological nature; the inclusion of authentic human photography to build an emotional connection with students and educators; and a clear, structured layout that simplifies information perception.
Special emphasis was placed on metrics and results. They were brought to the forefront of communication and highlighted with large, accent typography. This allowed us to clearly demonstrate tangible benefits: students learning 3x more efficiently and educators reducing administrative workload by up to 70%. As a result, the landing page evolved from a promotional tool into a strategic asset that builds trust, communicates value at a glance, and drives conversions.
The complete website redesign guide: strategy & launch
Second Point
Built a scenario-driven structure and integrated AI Assistant
To make HiTA’s value clear and directly tied to the needs of different audiences, we completely restructured the landing page. At its core is a division into two key segments: For educators and For EdTech & Research. This approach allowed us to clearly communicate the distinct benefits for each group, from improving student learning efficiency to reducing administrative workload. We also showcased the product through real use cases: analyzing learning gaps, contextual chatbot, and supporting research processes. This ensured that users could immediately see the platform’s practical applications.
A key element was embedding an AI Assistant chat directly on the landing page, enabling visitors to get answers to their questions while exploring the site. This not only increased interactivity and engagement but also reinforced HiTA’s core principle, being a constant assistant in solving educational and organizational challenges.
As a result, the landing page evolved into a transparent, scenario-driven sales tool that adapts to different audiences and demonstrates HiTA’s value from the very first interaction.
Third Point
Developed a research strategy for focused roadmap planning
HiTA’s main challenge was uncertainty around its product development path: the team lacked clarity on what to prioritize and when. This slowed down decision-making and prevented the formation of a sustainable long-term strategy. We designed a research strategy built around three pillars: market research, user research, and problem validation. This structured approach turned scattered observations into actionable insights.
Through workshops and user scenario mapping, we identified audience segments, their goals, and pain points. This gave the team clarity on which features should be developed first and which could be scheduled for the long-term backlog. The outcome was a focused product roadmap that ensures not only short-term growth but also sustainable development, all while preserving HiTA’s core educational mission.