A.I.M. Institute
Creative direction for a Literacy Diagnostic Tool6–8 Weeks | Education | Research, Strategy, UX, Design Oversight
Overview
My Role: As Creative Director, I led research interpretation, design direction, and strategy—delivering three distinct, high-fidelity prototypes for different user types.
The Challenge
Individual Teachers: who discover the tool independently
Administrators: assessing their own instructional knowledge
System-Level Educators: completing a school- or district-wide diagnostic
Each pathway needed a unique UX flow while maintaining visual and structural unity across the experience.
My Role
• Leading stakeholder workshops to define user journeys and goals
• Translating research into a scalable interaction model
• Directing the UX and UI of three distinct but cohesive pathways
• Overseeing usability testing, synthesis, and design iteration
• Ensuring brand alignment and accessibility throughout
• Presenting milestones and final deliverables to AIM’s leadership.
Process
• Analyzed pre-existing empathy interviews
• Facilitated collaborative working session with AIM
• Defined 3 user flows based on educator roles
2. MVP Design (Individual Teacher)
• Directed layout, tone, and interaction strategy
• Designed to reduce cognitive load and maximize usability
• Incorporated brand elements with a modernized visual style
3. Usability Testing
• 7 user tests (5 teachers, 1 media specialist, 1 literacy specialist)
• Led synthesis and refined questionnaire based on feedback
• Findings shared in a comprehensive research report
“Quick, easy, but thorough… warm and inviting.”
— User Test Feedback
4. Multi-Pathway Expansion
• Oversaw design of two additional flows (Admin & System-Level)
• Ensured UX consistency while adapting to each user’s role
• Maintained modular design system for scalability
5. Finalization & Delivery
• Refined content structure and navigation based on AIM feedback
• Delivered 3 clickable prototypes + research documentation
• Facilitated handoff to AIM’s development team for implementation
Outcome
• Iterative UX informed by 7 real users
• Research-backed content refinements
• Phase 2 engagement secured (Development phase)
• User feedback praised clarity, tone, and design polish
“It has a nice feel to it, graphically.”
“Friendly and usable.”
Deliverables
• Usability testing plan, session recordings, synthesis report
• Visual system aligned to AIM’s brand identity
• Research-driven recommendations for questionnaire content