Scaler USA Website
Redesigned Scaler’s USA site and grew signups by 11% by improving clarity and intent, boosting international user acquisition.
Business Impact
This project delivered the following value:
Improved clarity and alignment between user expectations and offering led to a 23% uplift in CTA clicks and an overall better engagement.
Built a mobile-first layout to serve the ~81% mobile-heavy traffic.
Delivered a high-converting site experience tailored to the international audience while maintaining Scaler’s core brand.
The Objective
Scaler had a strong foothold in the Indian upskilling space, but its US expansion efforts needed a new web presence. The existing site structure was too India-centric, and early feedback from US visitors indicated disconnects in credibility markers, content flow, and program value articulation.
The objective was to redesign Scaler’s USA website to establish clarity, convey trust, and align with international expectations, while working within tight timelines and SEO constraints.
Understanding the Problem
US-based learners visiting Scaler’s site struggled to understand what Scaler offered, how it compared to other upskilling options, and why it was credible. The information architecture didn’t support fast scanning, and testimonials, program structures, and outcomes felt culturally mismatched.
Users needed a site experience that spoke their language—literally and metaphorically—with clear structure, upfront value propositions, and localised social proof to feel confident in exploring further or signing up.
Websites of Scaler Academy in India (Left) and in the USA - at the time (Right)
Challenges
Stakeholders wanted quick execution with minimal disruption to backend systems, requiring modular thinking across design.
The site needed to appeal to a variety of learner personas (career switchers, recent grads, working professionals) without overwhelming any one group.
A Usability test revealed that the version with more people in it (on the right) is much more appealing and approachable than the concept-heavy version (on the left).
India-centric content and tone created a trust gap for international visitors, especially around outcomes and recognition.
The Process
Conducted stakeholder interviews and reviewed support queries and browsing behaviour. From this, we defined three core personas. Each had distinct needs and triggers, which shaped our IA and content hierarchy.
Structured the page layout and created modular and interactive content blocks for value proposition, program highlights, career outcomes, and social proof.
Low-fidelity wireframes helped align stakeholders quickly on direction, getting early buy-in and enabling parallel progress in dev setup. We explored 3 layout variations, testing which sequence and emphasis resonated most across personas.
Optimised the UX copies by rewriting sections with an outcome-first narrative. Added US-specific success stories, proof points, and reframed terminology to match US expectations.
Used Scaler’s core design system and focused on clean layouts that conveyed approachability. Infused visual contrast to highlight action areas without distraction from core messaging.
Delivered developer-ready UI specs, design tokens, and handoff documentation using Figma’s inspect tools. Collaborated with the engineering team on component mapping to reduce rework and preserve dev bandwidth.
We ran rapid usability tests with 8 users and captured feedback.
Evolution of design concepts into wireframes and subsequently into the design that went live.
Learnings
Design isn’t just visual—it’s deeply rooted in user centricity. Trust markers need to shift when audience expectations do.
Modular content blocks made it easier to scale and test new variants post-launch without redesigning the whole site.
