Lido Learning

Personalized online tutoring for students
Lido Learning offers live tutoring and personalized online coaching sessions for India-based students in grades 5-9 studying math, science, English, and most recently, coding. The platform characterizes itself as an immersive live online tutoring platform for students and features engaging educational videos, quizzes, games, and more.

Indian schools have standardized curriculums and board exams which determine college admissions. To get the best chance in their education and in life, students are often enrolled in after-school tutoring programs (both online and in-person) to receive extra help with difficult subjects or for examination prep. 

In the wake of COVID-19 lockdowns, the demand for online education has significantly increased, now becoming mainstream as opposed to a secondary option to the offline, in-person tutoring model. As a result, competition between Lido and other Indian EdTech companies has increased. Standing out amidst the competition is vital in order to attract the new influx of users seeking online tutoring services. 
My client is looking to set itself apart from the high number of competitors in the Indian EdTech space by redesigning its webpage to both improve usability and effectively communicate product quality to parents and students.

Because Lido is based in India, the 12 and a half-hour time difference added to the challenge of coordinating with stakeholders and communicating directly with Lido’s user-base. 
As a solo UX Researcher and Designer, I collected user data, mapped out an appropriate user flow, designed a minimum viable product (MVP) user interface, and presented a high-fidelity interactive prototype to Lido stakeholders for feedback.


To understand the problem space better, I conducted a competitive analysis of Lido’s top competitors, primarily comparing value for the product and usability of the website.

I then explored the existing base of user interviews Lido has collected to synthesize user motivations and expectations into affinity maps for both parents and students. Next, I generated personas of both parent and student users. This all helped me establish a foundational and empathetic understanding of Lido’s user base.

Finally, I synthesized data from the competitive analysis and user research to uncover key insights as to how to improve the Lido website user experience, attract new users, and retain its current user base. These insights were used to generate sketches, wireframes, and a final prototype of the proposed changes to the Lido website.

Competitive Analysis

I compared Lido against its main competitors, specifically evaluating each platform’s product value and website usability.

Comparing Value

I compared the six top learning platforms (see matrix below) against one another by specifically looking at their taglines (which provides a good baseline understanding of how the company represents itself to users), features and content (to compare what each platform offers), which boards and exams their content prepares students for, and finally comparing the price (shown in Rupees and USD).

Currently, Lido’s top competitor is Toppr, which offers more subjects and Exam/Board curriculums for a lower price, but doesn’t offer the small, personalized live classes that Lido does.

Comparing Usability

To compare the overall usability of each of these platforms, I tested the discoverability of the following:

  • Features
  • Mission Statement
  • Primary CTAs (“join now”/ “download now”)
  • Pricing
  • Testimonials & News

I tested these features by examining where they were located, how they were labeled, and how they were communicated on each competitor’s website.

Again, I found that Toppr leads with the best usability based on the discoverability of the site’s features and offers.

User Research

Due to the time-difference and potential language-barrier, instead of conducting live user interviews with Indian-based users, I accessed Lido’s collection of recorded interviews to assess user needs. I examined data from 11 interviews with parents and students located in India. I sought to understand student learning motivations as well as parental concerns when seeking online tutoring services for their children.

I wrote down key observations from the interviews on sticky notes then arranged them into affinity maps (see below).


In their interviews, students reported enjoying their classes more when engaging activities, fun games, and videos are involved. Students also expressed a preference for teachers who are kind, patient, and prioritize giving students personalized attention so that they understand school topics thoroughly (as they would say, having “no doubts” about a subject). Students are motivated by positive reinforcement such as their teacher’s praise and recognition, as well as by rewards.

These findings suggest that students associate positive learning experiences with high levels of attention, engagement, and reward.


Conversely, parents who participated in the interview sessions expressed very practical needs for an ideal tutoring experience for their children. Their primary concerns included proof of quality (regarding curriculums, teachers, and test scores of Lido students) and money (i.e. wanting value for what they pay). Understandably, parents also wanted their children to receive the best possible education from the best teachers so they gain overall development.



The first persona recognizes the motivations and needs of students who are in need of tutoring services.


The second persona captures the main concerns of parents seeking tutoring support for their children


Combining what I learned from the competitive analysis and user research, I uncovered the following insights:

  • Lido clearly understands its user base because its service provides a positive learning experience in which teachers give personalized support to their students. These small, live online classes integrate engaging learning material that students can both enjoy and learn from.
  • Overall, Lido already provides the tools and support to help students succeed academically, but this isn’t well presented in the Lido webpage, so parents may remain unconvinced that Lido is the best learning platform for their children.


How Might We?

I reframed understanding the challenge that Lido faces using the following How Might We statements:

  • ☝️ How might we reassure parents that Lido is the best learning platform for their children?
  • ☝️ How might we showcase Lido’s key features to parents?
  • ☝️ How might we redesign Lido’s homepage to represent its values and stand out from the competition?


I came up with a list of suggestions to improve the usability and communication design of the Lido website which I presented to the primary Lido stakeholder:

  • Showcase Lido’s features front and center on the homepage
  • Ensure copy is consistent with brand language
  • Show examples of learning videos and games
  • Highlight testimonials, news, stats, awards
  • Redesign the pricing page for clarity
  • Add CTA (“join now!”)
  • Rewrite the tagline so it better represents Lido’s values
  • Improve discoverability
  • Match the website style to the free Lido mobile app


I worked on a solution to this challenge by creating and recreating a sitemap to understand the architecture of Lido’s website and to ensure that the navigation is structured intuitively for users.

The original sitemap places important content in unexpected places or uses unintuitive naming conventions -- for example, it may be unclear to some users that the navigation header “Learning Plans” is where pricing information can be found, or similarly that “Teach With Us” includes important information for parents to learn about the qualifications of Lido teachers.



I then sketched out what these design changes would look like visually. I’ll note that several of the original sketches were changed with the final prototype in order to better present important information on Lido’s website.


Next, I generated wireframes to establish a blueprint for the final design.


Check out the interactive Figma prototype here


I made several suggestions to improve the navigation headers in order to ensure clarity and best organization practices:

  • "Courses" was changed from "Syllabus" because this is a more familiar word and increases discoverability for users wanting to check out more detail on the courses offered and the accompanying syllabus
  • "Pricing" was changed from "Learning Plan," again for recognizability and easy discoverability for users who want to quickly see the cost of the courses
  • The "Our Teachers" header was changed from "Teach With Us" to automatically put more emphasis on the user. Many parents mentioned wanting to know about Lido teachers’ qualifications and teaching approaches so this provides a clear path
  • A :Start Free Trial" CTA was added in the header because the current site only shows a "Log In" button

Because Lido is for kids, I wanted to bring some fun elements and personality to the homepage by introducing more color and a variety of shapes. Visually, this is more interesting than what the current site displays as well as what Lido’s competitors show.

The homepage tagline was changed from “India’s best online classes” to “Personalized Learning so every student can succeed” which better aligns with the Lido mission statement and stands out in the crowd of “best online classes” which many online tutoring platforms boast. This also embraces student success as the main theme of the page, bringing emphasis back to the user.

I rewrote the mission statement under "Why Choose Lido?" to emphasize the problem with current overcrowded classrooms and lack of personalized attention. I wanted to highlight that “Lido believes that every student deserves the resources to succeed in school and in life.” 

Lido’s special features are now showcased directly on the homepage. I titled this section "The Lido Difference" to emphasis that Lido offers special features which the competition doesn’t. 

A "Best in Class "section was added to close out the mission statement and reiterate that Lido offers the best of the best tutoring services and welcomes parents and students to join its wholesome education community.

The "See For Yourself" section was introduced to showcase exactly what makes Lido great -- educational videos and interactive games. Parents can now personally experience the engaging content that Lido offers right from the homepage.

Finally, the "Testimonials" and "News" sections were enlarged and presented as carousels to feature one quote at a time for readability.


I originally had a different idea for the "Features" page which can be seen in my initial sketches and wireframes. I wanted to compile the images and copy into a card formation. My thinking was that this would provide a short and quick overview of the Lido features, but it seemed too at-a-glance. 

I recognized that the current "Features" page shows fantastic images of Lido’s product in action, but these images are too small to appreciate detail. I decided to keep the same layout but increase the image sizes and group the listed features closer together. This creates a more cohesive flow to showcase Lido’s main features.


Aside from changing this page name from "Syllabus" to "Courses," to ensure clarity for users, this page stayed roughly the same. It’s long but provides a detailed overview of the syllabus for each course that Lido offers.


I liked that the current homepage shows each learning plan in a separate card, so I wanted to maintain that format. However, I saw an opportunity to show everything side by side in order to better visually explain what users get with the free app vs with the paid Learning Plans.

Our Teachers

Finally, the "Our Teachers" page showcases Lido’s awesome teachers front and center. On the current site the teacher bios are overshadowed by a CTA for new teachers to work at Lido.

I saw a missed opportunity on the teacher acquisition page where it could be leveraged to both showcase current teachers as well as give potential teachers a place to apply. The new layout better communicates Lido’s mission overall and brings focus back to the users.

Stakeholder Feedback

Overall Lido stakeholders were pleased with the improved tagline and mission statement which better capture Lido’s values and bring focus to student success while also better aligning with branding and business goals.

This better represents Lido’s mission and stands out from our competitors
I love the 'See For Yourself' section! Parents can immediately experience Lido’s learning content straight from the homepage

Stakeholders also had some questions about several of the chosen naming convention and layout choices.

I would want us to highlight our course offerings higher on the page

The overall stakeholder feedback was positively received and Lido quickly went on to incorporate some of the changes I suggested to their website. This project's success can largely be attributed to taking Lido's business needs and feedback into equal consideration with user needs when redesigning the website in order to better communicate product quality.