WordDive - Master English
About the Company
WordDive is a Finnish company that created the award-winning language-learning app, WordDive, which offers a patented method to help users quickly develop real-life language skills.
Project Overview
The project involved creating Master English, a new language-learning app and brand developed by WordDive. Master English uses unique AI technology to offer users a personalized English study program, adjusting to individual pace, needs, and skill level.
2019 - 2022
Tampere, Finalnd
Tools:
Adobe Xd
Illustrator
Photoshop
After Effect
Case Study : Master English brand creation
My Role
I worked side-by-side with the Lead Designer as one of two designers on the team.
My responsibilities included:
My responsibilities included:
Contributing to the creation of the overall visual identity and logo design.
Shaping the brand’s visual language, look, and feel, and contributing to the development of the brand guide.
Designing intuitive UI and UI components for the mobile app and website.
Updating and enhancing visual content across the product.
Producing marketing materials, including ad banners and promotional videos.
Context
When I joined WordDive, they were preparing to launch a new product, which later became Master English. One of my first tasks was collaborating with the Lead Visual Designer to create the new brand.
Shaping the Brand Through Research and Strategy
We launched the project with thorough market research and crafted the brand identity using the brand archetype method.
After analyzing the insights and conducting multiple rounds of testing, we strategically narrowed our focus to Central and South American markets, with a particular emphasis on Mexico, to maximize impact and relevance.
After analyzing the insights and conducting multiple rounds of testing, we strategically narrowed our focus to Central and South American markets, with a particular emphasis on Mexico, to maximize impact and relevance.
Key Findings:
Most language apps focus on beginner and intermediate levels, with few supporting advanced English learning.
Many in Central and South America want to work in the USA to advance careers, but face language barriers.
Users feel language apps lack proficiency and business-ready English, while private lessons are seen as effective but difficult to commit to due to scheduling challenges and high costs.
Decisions we made:
Target career-focused users
Focus on individuals seeking English proficiency for career advancement, particularly in Central and South America, aiming for opportunities in the USA.
Flexible, personalized learning
Provide an alternative to private lessons by leveraging WordDive’s patented Speak with AI technology, which teaches oral English like a private tutor, and the individual optimization system that adapts learning speed and repetition to each user’s needs.
Clear, results-driven tone
Differentiate the app with a serious, motivational approach that resonates with users’ professional goals and learning ambitions. We emphasized the real challenges of learning a language through ad campaigns and branding, reinforcing a tone of commitment and authenticity.
Defining the Brand’s Visual Language
We began by creating style scapes to determine the visual feel of the brand. After developing multiple style scapes, we conducted internal and external A/B tests to see how each visual was received by viewers. We also held several rounds of testing to decide on the brand name.
Style scape example
Bringing the Logo to Life
After several rounds of testing, we defined three keywords to guide the brand’s visual direction and feel.
Empowering
Professional
Trustworthy
We kicked off the logo design process by sketching ideas on paper and exchanging feedback with the lead visual designer. Through rounds of brainstorming and iteration, we developed a concept that symbolized the non-linear journey of language learning (a curving path), exploration (a flag), and new beginnings (opening curtains).
To make the logo bold and adaptable, we distilled these ideas into a clean, geometric form with a strong silhouette and distinctive color.
To make the logo bold and adaptable, we distilled these ideas into a clean, geometric form with a strong silhouette and distinctive color.
Curvy path
Shape of a flag
Stage curtains
Graphic logo
Brand Visual Style
After multiple iterations and testing, we landed on a clean, minimal visual style.
With the app relying heavily on images as study materials, a simple UI was essential, allowing the content to take center stage and creating a more focused, immersive learning experience.
With the app relying heavily on images as study materials, a simple UI was essential, allowing the content to take center stage and creating a more focused, immersive learning experience.
Prototyping and UI design
With the visual style finalized, I moved into designing and refining the UI for both new and existing learning modes. Collaborating closely with developers, content creators, and UX researchers, I focused on building an intuitive and seamless user experience, ensuring every interaction felt purposeful and aligned with user needs
Workflow Overview:
Received conceptual wireframes from the team as a starting point.
Created detailed UI files for each learning mode, ensuring alignment with the brand’s visual style.
Designed new components when necessary, maintaining consistency across the app.
UI File Contents:
Interactive prototypes.
Specification notes for developers.
Descriptions outlining the purpose of each view.
Detailed guidelines for UI animations and element styles.
Final Steps:
Once approved, held a handover meeting with the development team to ensure a smooth implementation.
Master English UI Prototype example
Curating Consistency: Marketing & Brand Guidelines
In addition to product design, I was responsible for creating marketing materials and selecting images for both promotional and learning content.
To maintain a consistent brand identity, I developed an internal style guide that defined the visual direction and ensured all imagery aligned with the brand’s tone and feel.
To maintain a consistent brand identity, I developed an internal style guide that defined the visual direction and ensured all imagery aligned with the brand’s tone and feel.
Example of images used as learning materials and the style guide
What I Learnt
My time at WordDive was an incredible learning experience. I gained firsthand knowledge of how to build a product from the ground up, create content that stays true to a brand, and work effectively within an agile team.
I also grew by managing tasks independently, from designing marketing assets to updating product visuals.
The wide range of challenges, from still image creation to video editing, pushed me out of my comfort zone, strengthened my creative confidence, and helped me become a more versatile designer.
I also grew by managing tasks independently, from designing marketing assets to updating product visuals.
The wide range of challenges, from still image creation to video editing, pushed me out of my comfort zone, strengthened my creative confidence, and helped me become a more versatile designer.