Main OKRs
Increase engagement rate to 70% (B2C benchmark), maintain bounce rate near 40%
Live URL
Role
Lead UX/UI Designer
Tools
XD / Miró / Hotjar / GA / Midjourney
Industry
eLearning / EdTech
The Rosen School of Hebrew needed a redesigned homepage to align with their business OKRs, which focused on improving engagement and conversion. As the Lead UX/UI Designer, I was responsible for strengthening the above-the-fold experience, clarifying the value proposition, and creating a more consistent user journey.
Analytics showed an engagement rate of 59.39% (below the B2C benchmark of 70%) and a bounce rate of 40.61%. Hotjar revealed that while the hero section received the most interaction, only 15–25% of users scrolled beyond the About section. On mobile, engagement dropped sharply, with a 39.8% drop-off after the first fold.
I redesigned the hero with a bolder value proposition, stronger CTA hierarchy, and trust signals above the fold. The Modern Hebrew course was repositioned closer to the hero to increase visibility, while underperforming sections such as the magazine and “Our Teachers” were consolidated. On mobile, vertical padding was reduced, CTAs made sticky, and secondary content reorganized into collapsible blocks.
The new homepage improved clarity, surfaced key drivers earlier, and created a smoother, conversion-focused flow across devices. It positioned Rosen closer to its engagement goals while reducing early churn.
