Context
In 2024, I contributed to a series of initiatives aimed at driving growth in the US market for Reading Eggs. One of these projects focused on improving subscription management, where I owned the concept, design, and handover.
Problem
US schools were unknowingly reaching their student limit on Reading Eggs, leading to product abandonment, cancelled subscriptions and revenue loss.
Solution
A redesigned subscription management page and improved notifications aimed to enable district coordinators to track each school’s student limit and provide the business with opportunities for cross-selling other products.
Timeline
Q3 2024
(Revisited in Q2 2025)
Team
Myself
Project manager
Product manager
Senior Developer x1
My contributions
Concept
Hi-fi designs
Outcomes
Contributed to an 135% YoY increase in new business and cross-sells
Supporting sales across 15 US states enabled the business to build a stronger business pipeline.
MANAGEMENT INTERFACES
The Reading Eggs District Dashboard is the web tool district coordinators use to monitor school performance, manage staff, and oversee billing. Over the course of a week, I redesigned and collaborated with the product team to improve usability and align the experience with broader US business goals.
Capacity bar: I redesigned the subscription overview by introducing a bar component and tweaking the layout, making it easier for district coordinators to spot schools approaching or exceeding their limits and take action faster.
Before
After
Aligning with business goals: The flexibility of the new interface elements allowed us to support a wide range of billing scenarios while encouraging coordinators to connect with our teams. This was crucial as subscription renewals and upselling happened offline through account managers.
NOTIFICATIONS
I added notifications to the Home and Management pages to help coordinators identify where action was needed and encourage them to take action. In the table view, I introduced the capacity bar to reinforce this idea.
Before
After
3ESSENTIALS DASHBOARD
During the development of the 3Essentials Dashboard, we re-used the capacity bar design pattern to provide the same level of visibility and control for subscription coordinators in APAC and EMEA schools.
In parallel with this project: I oversaw the end-to-end design and handover of both the Reading Eggs District and 3Essentials Dashboard, liaising with senior stakeholders and development teams to ensure timely delivery.
