Scaling an EdTech startup from 0 to 30,000+ users

Designing America's #1 Community College transfer application
August 2022 - May 2024
Lead UI/UX Designer


A quick intro

I joined EdVisorly as a Lead UI/UX Designer in 2022, when the company had about 10 employees. During my first year, I experienced the typical startup environment, collaborating closely with stakeholders to rapidly deliver features in weeks that would take other companies months. Since then, EdVisorly has expanded to nearly 50 employees, undergoing major changes in team structure and product offerings.

Although the work pace remained intense, we started focusing more on new strategic directions. As part of the original small team, I played a crucial role in key company milestones such as achieving profitability, designing the app from scratch, the development of V1 of our design system, and numerous feature releases.


UX Process

Our UX resources were spread extremely thin, especially since I was the only designer. Due to the startup nature, most of our features were designed without the luxury of in-depth research. I worked closely with the Product Manager to get as streamlined a process as possible.

003. inventing eddy


I helped EdVisorly take their brand from a simple logo to a more character-based brand called Eddy! I worked closely with our illustrator to bring the “Eddy” character to life.


Design System

I created the new EdVisorly design system while also designing the app from the ground up. This design system was very much created “on the go” as more and more components were realized. I then had some time last year to go through and clean it up and create all of the necessary variants and states so that future designers can use it along with the devs.

Reduced development time
Reduced design time



In the fast-paced startup environment at EdVisorly, I worked on a range of large-scale projects across smartphone applications and desktop platforms

006. PROJECT #1


KPI: Conversion rates
As with any app, the onboarding experience is crucial. I created V2 and V3 of EdVisorly’s onboarding.
The biggest challenge when it came to designing the onboarding was that stakeholders wanted to collect a large amount of information right off the bat. I did the best I could to push back on this ask (since asking too much at once could negatively impact CR stats), but it was only a matter of time before universities were also asking for the same information. That being said, the onboarding experience became quite long, but I managed to breakdown the long process into bite-size bits to keep CR high

007. PROJECT #2

Student dashboard

This is the main hub where students can access all of their resources and activity on the app

008. PROJECT #3


KPI: Increased transfer rates according to university reports

A really cool feature in EdVisorly is it’s TransferPath. This is where students could upload their transcripts, have our proprietary AI algorithm read it, and then evaluate their credits and what they’re worth. From there, our AI can put together the recommended “Transfer Path” of which courses to take and when to ensure the student transfers with the most amount of credits in the least amount of time.

009. PROJECT #4

Discover universities

I helped to create the first version of EdVisorly’s “Discover experience”, where students can search for universities to find out more information such as group chats, programs, finances, majors, and upcoming events.

KPI: Increased transfer rates according to university reports

010. PROJECT #5

Apply with EdVisorly

KPI: Increased application submissions at universities from transfer students

One of the main features of EdVisorly is the “Apply” feature. This allows students to apply to universities directly through our app, for free (for reference, university applications cost anywhere from $50-75, creating a disadvantage for low-income students).

The current standard to apply for universities right now is either directly through the university or through the universally known CommonApp, but both experiences are clunky and time-consuming. We made sure our application is quick and easy to submit.

Increase in transfer student applications as reported by Texas Tech University
Less time spent on EdVisorly application than CommonApp

011. PROJECT #6

Student profile

The student profile is where the student can add relevant information in order to accurately get matched to universities, connect with other students, and keep track of their activity.

KPI: Connected and engaged users

012. PROJECT #7


KPI: Students engaging in group chats and counselor chats

Another unique feature in EdVisorly is it’s messaging. Community is an important aspect of the transfer journey, so we wanted to give students a reliable resource to cultivate their own communities. Through groupchats, students can create and join those that they most relate to and ask questions, get/give advice, and make friends.

They can also directly message with universities and university counselors. This is super helpful because it gives the student a direct line to transfer knowledge that they might not have yet.

A video showcasing the final designs of the messaging feature

013. PROJECT #8

Roles & permissions

In order to instill a sense of safety for our students as well as prove validity to universities, we wanted to make sure that students verified their education status before participating in group chats and submitting applications.

KPI: Increase verified student emails

014. PROJECT #9


KPI: Engaged universities

EdVisorly’s market is not just students, but also universities. One of our main selling points was the AI Transcript Reader, which allows universities to rapidly validate student’s transcripts without having to spend time manually going through each one. This feature has saved thousands of hours of work for our university clients.

Showcasing the final designs of the EddyAI desktop screens

reduction in hours worked by admissions teams on reading transcripts

015. PROJECT #10


KPI: Increased attendance at university events

We created events so that universities could host in-person and virtual events for students. This aided in student-to-university engagement.

“Alyssa is an incredible designer and, most importantly, a great human being. Alyssa leads with empathy toward the user journey and understands what it takes to design a product with multiple stakeholders and diverse user needs. She has integrity, she is an effective communicator, and she is diligent. Our developers love to build her designs. Alyssa has become a trusted and vital teammate!”

Lizzie A.

Head of Product