This case study documents the re-architecture and redesign of two Crimson Education platforms: Revision Village (RV) and Crimson Global Academy (CGA). Working within Crimson's dynamic startup culture, my challenge was to evolve these platforms to meet aggressive expansion goals while navigating constant organizational change. The core mission was to scale both platforms without alienating the 1.3 million students who relied on their simplicity and effectiveness.

As part of a cross-functional team, I contributed to design strategy and execution from initial information architecture through final UI, ensuring every design decision balanced user needs with business growth objectives.

Honoring Legacy While Forcing Evolution

The original RV was successful because of its focused simplicity. Our primary challenge was to evolve it from a single-subject site into a multi-subject, multi-curriculum platform following the Crimson acquisition. This meant a significant increase in complexity. The central question became: How could we introduce this complexity without destroying the clean, efficient UX that users loved?

Operating in a Dynamic Startup Environment

Working within Crimson's fast-moving startup culture presented unique challenges. With frequent leadership changes and shifting priorities, requirements and product vision evolved constantly. This created a dynamic environment where adaptability was as important as design skill.

Intent-Driven Navigation

To solve the content navigation problem, I took inspiration from high-intent platforms like airline booking sites. I designed a central module that prompts users to declare their intent first—"Which curriculum and subject are you studying?". This single interaction steers them directly to relevant content, making the vast increase in options feel manageable.

I added mega menu to the header navigation. This meant that students who have more than one subject with us, were able to quickly switch between them.

Considering how similar all pages were, it was very easy to get lost on the site. To tackle this, I implemented breadcrumbs that have segmented dropdowns, allowing the user to quickly jump to almost any educational page on the site.

Maintaining Design Consistency in a Dynamic Environment

To maintain consistency amidst changing priorities, our team embraced transparent design practices. We used Figma as our central source of truth, documenting decisions and rationale openly. This collaborative approach helped new team members understand the context quickly and ensured design continuity even as requirements evolved.

If everyone has a say, what goes ahead?

With so many stakeholders and shifting priorities, I relied heavily on insights from Datadog to guide decision-making. By surfacing real user behavior and pain points, I was able to prioritize features and fixes that had the greatest impact. This data-driven approach helped align stakeholder opinions and ensured our roadmap focused on what mattered most to users and the business.

The redesign was a significant commercial and user experience success. By navigating the complex environment and focusing on scalable, user-centric design, my work directly contributed to a sustained year-on-year sales growth of 30-50% and successfully opened up a new teacher market.

• Thriving in Dynamic Environments. This experience taught me how to maintain design quality and user focus in a fast-moving startup environment. Clear documentation and transparent processes became essential for preserving design intent across changing priorities.
• Resourcefulness in Research. Operating without formal research budgets taught us to leverage analytics and available data for evidence-based design decisions. This constraint-driven approach often led to more focused, high-impact solutions.
• Balancing User Needs and Business Goals. Every design decision required careful consideration of both user experience and business objectives. This taught us to find solutions that served both masters effectively.