We rebuilt how students access the whole Fluency ecosystem, cutting account related support tickets by 40%.

We rebuilt how students access the whole Fluency ecosystem, cutting account related support tickets by 40%.

Industry

Education

Company

Fluency Academy

Team

Me (Lead Designer), Thiago Bisewski (Head of Design), Marcelo Lionço (Designer), Jullie Harten (PM) + Engineering Team

Fluency Academy grew into a small ecosystem of products built for different parts of the learning journey.

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.

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.

Constraints with validation

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

Decision 1
Treat the account experience as its own product, not a feature bolted onto one of the existing tools. This meant a dedicated Account app that every other product would authenticate through.

Decision 2
Make linking existing accounts the default migration path instead of forcing a hard cutover. Students could connect their existing Kajabi, Memhack, and Yowza logins to one Fluency Account at their own pace.

Decision 3
Design the dashboard around a single question, "what can I access and how do I get there", rather than around account settings. Connections to other products needed to feel like the main event, not a buried menu.

Multi-brand approach

The project was implemented in a way that adopts the identity of each brand within the ecosystem, ensuring scalability and the use of style tokens.

Key Learnings and Outcomes

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.

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.

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.