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Project

Allakando — France Expansion

Role

UX/Design Lead

Focus

UX Design, Project Leadership, Multi-brand

Entering the French Tutoring Market

UX/Design Lead across three websites for a Swedish tutoring company's expansion into France

TopSoutienScolaire.fr
ÉcoleFrance
EmploiEtudiant.fr
Context

A new market, from scratch

Allakando, a Swedish tutoring company, decided to expand into France — a large market with high demand for subsidised private tutoring. I was brought in as UX/Design Lead and took on extended project ownership alongside a PO: planning deliverables, coordinating with SEO specialists and content teams, and designing all three digital products end to end.

The Strategy

Three sites, one goal

The market entry relied on owning as much search real estate as possible. This meant designing three distinct websites — a direct conversion tutoring brand (TopSoutienScolaire.fr) to capture high-intent users, and two SEO content platforms (EmploiEtudiant.fr and ÉcoleFrance) to drive top-of-funnel organic traffic.

TopSoutienScolaire.fr

TopSoutienScolaire.fr

Direct conversion tutoring brand

EmploiEtudiant.fr

EmploiEtudiant.fr

SEO content platform, student jobs

ÉcoleFrance

ÉcoleFrance

SEO content platform, academic resources

The Process

How it came together

PO
Overarching oversight

01

Competitive Research

02

Wireframes

03

Content & SEO

04

Final Design & Tech Brief

05

Development

06

QA & Launch

Designer (me)
Content Specialist
French Specialist
SEO Specialist
Developer
PO
The Work

TopSoutienScolaire.fr — A closer look

TSS was the primary conversion site — a large-scale website covering multiple page types including landing pages, city and subject pages, pricing, blog, and a full conversion flow. Here we focus on the core user journey: from the hero, through a 5-step progressive form, to a thank you page that continued the experience with a secondary form gathering tutor preferences. You can visit the live site at topsoutienscolaire.fr

TopSoutienScolaire.fr design mockups
The Brief

Handing off to the developer

Every design was delivered with a written technical brief covering intended functionality, component references and integration requirements. Visual specs lived in Figma — the brief covered everything else.

Technical Brief

TopSoutienScolaire.fr

Date

Q1 2025

PlatformWebflow
Component LibraryRelume
Form PluginFormly for Webflow
01

Hero — profile selector

Base: Relume navbar + hero block

  • —Profile selector triggers redirect: Parent → /formulaire-famille, Élève/Étudiant → /formulaire-etudiant
  • —Google rating badge pulls from Google Places API
  • —Hero image lazy loads on mobile
02

Multi-step form — stage 1

Plugin: Formly for Webflow — functionality specified below, technical implementation by developer

  • —5 steps, no page reload between steps
  • —Step 1: profile type / Step 2: subjects (multi-select) / Step 3: grade level / Step 4: postal code / Step 5: contact details
  • —All form data passed to thank you page via URL params
  • —Form submits to backend data collection on completion
03

Thank you page — stage 2

Continuation of conversion flow

  • —User data from stage 1 pre-populated and displayed on arrival
  • —Secondary form collects tutor preferences (teaching style, availability, personality)
  • —All data aggregated and passed to client management system
04

Visual specs

  • —All spacing, typography, colors and component details defined in Figma file
  • —Breakpoints: 1440px desktop / 768px tablet / 375px mobile
  • —Developer references Figma directly for all visual implementation

Visual specs (margins, padding, colors, typography) are defined in the Figma file. This document covers functionality and integration requirements only.

The Challenge

Three sites, three purposes, one tight deadline

The challenge wasn't just designing three websites — it was delivering three distinct digital products simultaneously, each serving a different user need, without compromising quality. A tutoring conversion site, a student job board and an academic content platform — all built to the same standard, in parallel.

Reflection

What this project taught me

Working at this pace reinforced something I already knew — discovery is a luxury in smaller, results-driven companies. The research we did was enough to make informed decisions, but as a designer I would always push for more time to explore and validate. Learning to deliver quality work within tight constraints, without abandoning good UX principles entirely, is one of the most valuable skills I've developed.

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