Industry
Education
Company
Fluency Academy
Team
Me (Lead Designer), Thiago Bisewski (Head of Design), Marcelo Lionço (Designer), Jullie Harten (PM) + Engineering Team
We rebuilt how students access the whole Fluency ecosystem, cutting account related support tickets by 40%.
Fluency Academy grew into a small ecosystem of products built for different parts of the learning journey.
Lessons lived on Kajabi as an LMS, flashcard practice ran on Memhack, and conversation classes happened on Yowza. Each one did its job well, but each one also had its own login. Students ended up juggling three separate accounts to do one thing: learn English. That setup quietly became one of the biggest sources of friction in the whole experience, and it was costing us in support time, trust, and momentum at exactly the moment students were trying to build a habit. I led the design effort to fix this at the root, not by patching each product, but by building a single account layer that the whole ecosystem could plug into.
Solutions & Implementation
We grouped the work around three goals: unify identity, make connections visible, and reduce the number of paths that led to a support ticket.
1. A dedicated Account product
We designed Fluency Account as a standalone experience with its own login, separate from any single product. This became the front door for the entire ecosystem and the home base for managing email, password, and connected products in one place.
2. A connection flow instead of a migration
Rather than forcing students to abandon existing logins, we built a guided flow to link an existing Kajabi, Memhack, or Yowza account to their new Fluency Account. The flow was designed to feel like adding a benefit, not fixing a problem.
3. One dashboard, full visibility
The dashboard surfaced every connected product with clear status indicators, so a student could see at a glance what was linked, what was not, and where to go next. This replaced what used to be three disconnected logins with one clear map of the ecosystem.
Key Decisions
Sixty days after launch, the numbers backed up the hypothesis.
Fewer tickets
Account related support tickets dropped from an average of 1,180 per month to roughly 710, a 40% reduction.
Faster resolutions
Average handling time for the access issues that remained dropped from 14 minutes to about 6, since support could now look up one account instead of three.
Real adoption
78% of active students linked at least one additional product to their Fluency Account within the first 30 days of launch.
Higher confidence
Login related NPS for the overall experience moved from 32 to 61 in our post launch survey.