Quiz Recommender
UX Designer | iD Tech
The quiz experience relied on a static, hard-coded backend that required Engineering for updates, limiting speed and flexibility.
We introduced a dynamic recommendation system, removing backend dependencies and enabling non-technical teams to create and manage recommendations independently.
This unlocked faster iteration and personalization, driving an 18% increases in conversion rates.
Problem & Goal
Problem
The quiz relied on a hard-coded backend algorithm, requiring Engineering support for every update. This created bottlenecks, slowed iteration, and limited the ability to adapt recommendations based on evolving user needs or business goals.
Goal
Design a flexible, scalable quiz experience that removes dependency on hard-coded logic, enabling faster updates and ongoing optimization without Engineering involvement.
Discovery & insights
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User research revealed that quiz results were rigidly tied to predefined criteria, generating limited and often overly narrow recommendations.
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Each user was directed to a static results page, restricting exploration.
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The experience was not optimized for mobile, despite strong user demand for completing the quiz on mobile devices.
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Users were capped at three results, even when more relevant options existed, leading to missed opportunities for engagement and conversion.
"I’d take this on my phone, but it’s just not built for it—it’s hard to read and not worth the effort."
Solution
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Partnered with Engineering to decouple quiz logic from the backend by leveraging quiz responses as dynamic filters on the course product listing page.
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Collaborated with Marketing to extend this functionality by generating shareable, persistent filtered links for follow-up campaigns, allowing users to revisit and continue exploring personalized results.
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Introduced a mobile-first redesign to ensure accessibility and usability across devices. This approach also empowered users to adjust filters post-quiz, expanding beyond the previous limitation of three results.
Result
The redesigned experience improved flexibility, discoverability, and personalization—driving an +18% increase in conversion rate compared to the previous period.
