Codedamn redesign increased conversion rate by 40% in the first three months
Education · SASS
Education · SASS
Codedamn is a practice-first coding platform for aspiring and early-career developers. Brought in as a Designer/Researcher on a responsive web redesign (Jan–Apr 2023), I partnered with the founder, an engineer, a copywriter and a senior product designer.
Services
UX/UI Design
UX/UI Design
Team
Founder, engineer, senior product designer
Founder, engineer, senior product designer
Year
2025
2025
Challenge
User feedback and tests showed the interface felt outdated, making navigation harder, suppressing exploration and hurting retention/bounce. Codedamn needed a trustworthy, modern, practice-centric experience that clearly signposted value, reduced friction across key flows and lifted core KPIs (activation, engagement, retention).
Solution
I ran three moderated user testing sessions to pinpoint pain points, followed by a quick survey to validate themes at lightweight scale. I mapped findings into a primary persona, and completed a focused competitor review to calibrate expectations on navigation, information density and motivation cues. From there, I produced low-fi flows and wireframes, then high-fi UI backed by a lightweight design system (tokens, components, type/colour), all built on an 8-point grid for speed and consistency. Accessibility was baked in through AA contrast checks and robust states (empty, error, loading). The final package included 20+ production-ready screens (100+ explored during iteration), covering home, discovery, learning surfaces and pricing, ready for engineering handoff.
Outcomes
+45% active engagement after the redesign, measured via practice completion and continued interactions.
+25% user retention post-launch, reflecting clearer value and smoother journeys.
+15% traffic and +40% conversion rate associated with my freelance redesign.
Challenge
User feedback and tests showed the interface felt outdated, making navigation harder, suppressing exploration and hurting retention/bounce. Codedamn needed a trustworthy, modern, practice-centric experience that clearly signposted value, reduced friction across key flows and lifted core KPIs (activation, engagement, retention).
Solution
I ran three moderated user testing sessions to pinpoint pain points, followed by a quick survey to validate themes at lightweight scale. I mapped findings into a primary persona, and completed a focused competitor review to calibrate expectations on navigation, information density and motivation cues. From there, I produced low-fi flows and wireframes, then high-fi UI backed by a lightweight design system (tokens, components, type/colour), all built on an 8-point grid for speed and consistency. Accessibility was baked in through AA contrast checks and robust states (empty, error, loading). The final package included 20+ production-ready screens (100+ explored during iteration), covering home, discovery, learning surfaces and pricing, ready for engineering handoff.
Outcomes
+45% active engagement after the redesign, measured via practice completion and continued interactions.
+25% user retention post-launch, reflecting clearer value and smoother journeys.
+15% traffic and +40% conversion rate associated with my freelance redesign.
