Keeping ADDA Home Simple & Approachable

Revamping the Adda247 home screen to enhance onboarding, boost engagement, and drive free-to-paid conversion for 3M+ competitive exam students.

The home section lacked modern design aesthetics, making it less appealing and trustworthy — especially to first-time users evaluating whether to invest time in the platform. The question we set out to answer: How might we create a seamless and engaging home experience that fosters trust, enhances product discovery, and motivates students to study — while reducing clutter, improving navigation, and leveraging top educators to drive retention and conversions?

We worked in 4 phases: Research & Opportunity Areas; what & how; feedback, ux patterns & consistency; mockups, high-fidelity & prototype delivery. Behavioural analysis of 3M+ user interactions, heatmaps, session recordings, and stakeholder interviews to identify the biggest friction points and missed engagement opportunities..

What the learner came for, in the order they use it. For Adda247 that meant organising the home around three intents, Watch, Practice and Read, and promoting the most-used content (study material, Daily Quiz, Job Alerts, Current Affairs) above the fold, ahead of promotions.

Let people experience value before the upsell. The redesigned home gives new users a guided self-trial of the core features and frames premium content by what it adds, instead of redirecting them to the store on first open.

It usually means the screen in front of people is not giving them a clear next step. On Adda247, menu taps were one of the signals that key sections needed to move into the bottom navigation and the home screen itself.

Usage data first, opinion second. We ranked features by how often learners actually used them and gave the visual hierarchy to match, so the most valuable actions are visible without scrolling.

Small, honest reasons to come back: daily streaks, badges, educator recommendations and community nudges. They work when they reward real study, not just opening the app.

Yash, a 17-year-old first-time free user from a tier 2 city preparing for defence exams. He wants quality material, a free trial or an affordable plan, progress tracking and doubt resolution, and he struggles with too much choice and with convincing his parents to pay for a course.

The lowest moments came when students compared apps, checked prices, chose a course and made their first practice attempts. The redesign focused there: value before the store, clearer course information, and practice that is easy to start from the home screen.

A Design Sprint is delivered in 5 business days. Full product design engagements run 4–12 weeks depending on scope. Monthly retainers are ongoing, with one active request at a time and a 24-hour response time.

Designit is based in Noida, India, and works with clients in India and the UAE; we also take on projects for teams in the United States and the United Kingdom. All communication is in English, and invoices are in the client's market currency: INR in India, USD in the US, GBP in the UK, and USD or AED in the UAE. Working hours overlap with EST and PST for US teams and with GMT for UK teams, so scheduled calls land inside a normal working day on both sides.

Senior practitioners, from kickoff through to developer handoff. There are no account managers in the middle, no junior hand-offs once a contract is signed, and no offshore layer. Clients talk directly to the people producing the work, which is what keeps the feedback loop short enough to ship in days rather than weeks.

Figma is the primary canvas, with prototyping in Figma or Protopie and engineering handoff through Figma Dev Mode. Research runs on Maze and Hotjar. Project tracking sits in Notion or Linear, and teams are welcome to work inside their own stack instead.