Lean UX / UI Design for Techstars Startup

Designed by Laurens van Wieringen

“I had the pleasure of working with Lindsay while I was at SmartOn. She was one of our coaches @ the Kaplan-Techstars EdTech accelerator. Lindsay and I worked very closely to drive SmartOn’s product roadmap. She is an awesome product owner, agile coach and an expert UX advisor.” –

Srivatsa Sreenivasarao

Problem: Like many early stage start-ups, SmartOn had a great business idea (massive online open course platform in India) but a software product that was weighed down with functionality. It was highly unusable, and the team struggled on how to prioritize features against design and bugs. On top of these development challenges, the startup also had to meet expectations at demo day and in pitch meetings.

Solution: The SmartOn team needed clarity, and a plan that laid a clear path to reach both short term and long term goals. I started with an expert review to take stock of the platform; this way I could propose quick UX fixes as well as clarify the intended interactions throughout the platform. I then worked with the CTO (Srivatsa) to prioritize the work and provide wireframes to his team in India.

Once the development team was set on the new path, I worked with a freelance front-end development team to rebuild the public-facing marketing site, and the initial course sign up pages. I provided the wireframes, visual design and product roadmap to help SmartOn achieve their demo day goals.

What I Did

  • Expert Review
  • User Experience Design
  • Wireframes
  • Visual Design & Direction
  • Front-End Prototyping