Blocksi
Blocksi — connecting product, brand and digital experience for a growing EdTech company
Product design, website strategy and brand evolution for an international B2B EdTech company serving schools, teachers, students and parents.
Product design · UX research · Website strategy · Brand identity · Design systems · Digital communication
Visit websiteOverview
Blocksi is an international EdTech company providing student safety, classroom management and content filtering solutions used by schools, teachers, students and parents worldwide.
During our regular collaboration from February 2022 to September 2023, I worked across product, marketing, development, QA and customer success to improve both the company’s digital products and the way they were presented to the world.
My role extended far beyond interface design. Rather than focusing on individual deliverables, I helped connect product experience, brand identity, website strategy and marketing into one coherent digital ecosystem.
The challenge
Like many growing SaaS companies, Blocksi was evolving quickly. New features were constantly being introduced, the website no longer reflected the maturity of the platform, marketing materials had grown organically over time and different teams naturally focused on different priorities.
The challenge was not redesigning a dashboard or refreshing a website. It was creating consistency across the entire customer journey — from first discovering the company to using the product every day.
Connecting teams through design
One of the most valuable aspects of this collaboration was working across departments rather than inside a single design function.
Every project required balancing business goals, technical feasibility, customer feedback and user needs while collaborating with product management, engineering, QA, customer success, marketing, sales and leadership.
Instead of treating design as the final step, it became a way of helping different teams move toward the same outcome.
Product design
The product itself remained at the centre of the collaboration. I designed experiences across multiple dashboards and applications used daily by school administrators, teachers, students and parents.
The work included:
- UX research and feature discovery
- workflow mapping and user journeys
- information architecture
- wireframes and interactive prototypes
- usability improvements
- developer handoff
Several new capabilities were designed during this period, including AI-assisted quiz generation, plagiarism detection and reporting tools that simplified everyday classroom management while supporting future product growth.
Website strategy
As the platform matured, the website needed to become more than a marketing brochure. It had to explain multiple products, speak to different audiences and support conversion across complex buying journeys.
The redesign included stakeholder workshops, personas, user journeys, analytics review, SEO research, information architecture, sitemap planning, navigation redesign, wireframes, high-fidelity concepts and reusable components.
Rather than designing individual pages, the focus was on creating a scalable website that could grow together with the company.
Brand evolution
One of the most unexpected projects started with merchandise concepts. Those early explorations gradually evolved into a complete redesign of Blocksi’s visual identity.
The new logo became the foundation of a broader brand system applied across the website, marketing materials, trade show graphics, social media, printed collateral, sales assets, internal communication and brand guidelines.
The objective was not simply creating a new logo, but building a visual identity capable of supporting an international technology company as it continued to grow.
Design systems
As more products and marketing initiatives were introduced, consistency became increasingly important. To support future growth, reusable systems were created for both digital products and marketing experiences.
This included UI component libraries, website components, navigation patterns, landing-page modules, CTA patterns, card systems, documentation and reusable interaction principles.
The result was faster collaboration, greater consistency and a stronger foundation for future development.
Visual archive
More moments from the collaboration
Beyond individual deliverables
One of the most rewarding parts of this collaboration was not designing a specific feature. It was helping different teams communicate more effectively.
Because I worked across product, marketing and development, design naturally became a shared language that connected business objectives, technical constraints and user needs. Rather than delivering isolated screens, the work focused on creating alignment across the organisation.
Results
During the collaboration, Blocksi’s digital experience evolved across multiple levels — from product interfaces and UX improvements to branding, website strategy and marketing communication.
The project demonstrates how design becomes significantly more valuable when it connects products, people and business goals into one coherent system rather than treating every deliverable as a separate project.
The regular collaboration ended in September 2023. Later project-based work included trade show design.
Approach & Learnings
Great digital products rarely succeed because of a single feature. They succeed because every touchpoint tells the same story.
When product, brand, website and communication work together, users experience one company — not a collection of disconnected departments. That is the kind of work I enjoy most.
Services delivered
- Product strategy
- UX research
- Product design
- Information architecture
- User journeys
- Wireframing
- Interactive prototyping
- Dashboard design
- AI feature design
- Website strategy
- Website UX
- SEO research
- Brand identity
- Logo design
- Brand guidelines
- Design systems
- Component libraries
- Marketing assets
- Trade show design
- Social media assets
- Cross-functional collaboration
Next step
Every project begins with understanding.
A good solution is not an accident. It emerges when people, goals and users are aligned around one clear direction.