Transforming
Germany's #1
learning app
for 2M+ users
I led the UX and Product Design team at simpleclub for nearly 3 years, during an exciting chapter of growth and transformation.
Throughout this journey, I focused on maturing the quality of UX and driving innovation, helping simpleclub grow from a K-12 learning platform to a leader in vocational training.
We tackled ambitious goals, while adapting to a shift in user needs and evolving business priorities. With a fast-paced release cycle every two weeks, our work wasn’t just about shipping features, it was about shaping the future of education for millions of users.
As simpleclub expanded from Germany’s leading K-12 learning app into the B2B market, it faced an exciting yet complex transformation. Once celebrated for its colourful, playful interface for school-aged learners, the platform now needed to mature to meet the needs of vocational training and professional users.
As the focus shifted to vocational training, we saw a growing reliance on desktops and laptops. This shift highlighted the need for a seamless, intuitive web experience. It had to meet the needs of the professional audience while delivering the efficiency and engagement of a modern web platform.
My goal was clear: to design with growth in mind, understanding and meeting user needs, ensuring design decisions contributed to scalable, impactful solutions.
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Conducted user research & A/B tests to validate assumptions, driving insights that directly shaped our design decisions, iterations, and product roadmap.
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Redefined the visual language to resonate with a more mature, professional audience while maintaining simpleclub’s vibrant brand identity.
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Optimised the web app to feel native, refining design patterns and UI components, while improving navigation, readability, performance, and overall usability.
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Rebranded the website to serve dual audiences: retaining the B2C site for K-12 learners while introducing a dedicated landing page for vocational training.
Ross has incredible attention-to-detail, team leadership and mentorship skills, and superb taste in visuals and aesthetics. Ross has a very pleasing personality and has been very nice to work with even under high pressure environments. I would jump at an opportunity to work with him again in the future.
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Head of Product at simpleclub
I led the design and development efforts, creating and refining the landing page through A/B testing and data-driven enhancements.
These strategic improvements resulted in a 50% increase in conversion rates, delivering a surge of high-quality leads. This directly empowered the sales team with qualified leads, directly fuelling the business's growth and creating a seamless connection between design improvements and measurable success.
I can confidently say that he played a pivotal role in our success. Ross completely transformed our website, elevating it from a functional page to a powerful tool for scaling our marketing operations. His work directly contributed to an over 50% increase in conversion rates—a result that speaks volumes about his expertise in UX design and web development.
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Head of Growth at simpleclub
I led design efforts with a clear focus on balancing user needs and business goals. Every decision was guided by UX best practices, user research, and iterative testing, ensuring our solutions supported both trainers and learners while driving company objectives.
Collaborating closely with cross-functional teams, we delivered impactful design solutions that helped simpleclub expand beyond its K-12 foundation into a leader in vocational training.
By leveraging design thinking and product-led growth strategies, I ensured every solution was not only impactful and intuitive but also aligned with simpleclub’s mission to educate the world and revolutionise learning.
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Consistently met business OKRs on time and within budget, aligning solutions with both user needs and company goals.
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Increased feature adoption through AI Tutor enhancements, personalising the learning experience and driving higher engagement.
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Streamlined design-to-development workflows by introducing a design system, with design tokens, improving team efficiency and quality, and speeding up the release cycle.
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Enhanced accessibility with Level A WCAG-compliant components and a roadmap for full AA compliance by 2025.
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Fostered team growth by mentoring a junior designer to an intermediate level within a year.
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Introduced UX benchmarking and scorecards to evaluate design effectiveness and ensure continuous improvement.
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Improved design processes to iterate quickly in a fast-paced, remote work environment across multiple time zones.