ExamJam

AI Tutoring Platform

ExamJam is an AI-powered GCSE and SAT tutoring platform operating on a 7-day freemium trial model. Early engagement was strong, but sustained progression and subscription conversion not so much. This is where the fun-maker comes in...

My Role: Lead Product Designer

Focus: Learning architecture, progression systems, dashboard strategy, parent reporting

Core Problems

Early user sessions showed strong interaction with the AI tutor. Students asked questions, completed exercises, and explored topics.

But they weren’t advancing.

• Sessions were fragmented.

• Progress across subjects was unclear.

• Students didn’t know what to do next.

• Parents couldn’t see structured academic value.

The product had intelligence. It lacked direction and the glue to keep the students in there.

Business Risk

ExamJam operates on a 7-day freemium trial. Cohort analysis and research revealed a sharp drop-off after day three.

Students sampled content but did not build momentum. Trial-to-paid conversion lagged projections.

Without visible progression, the product could be perceived as a novelty AI tool rather than a serious exam preparation platform for GCSE and SAT.

Engagement vs Exam Fidelity

GCSE and SAT exams are formal, standardized, and visually sucky. That is just the name of the game with these tests.

Question is - could we do something about it - at least the studying could be fun and engaging, right?

Would narrative Worlds and Boss Battles increase motivation or undermine academic credibility? Would parents be pissed off?

Early test versions mirrored real exam layouts closely.

Engagement dropped sharply because obviously that is a boring way to go about this.

The data and research forced a decision.

The Strategic Decision

Instead of choosing between realism and motivation, we separated them. When I say we - I mean the team.

Here was the plan:

Transformed syllabus into narrative Worlds.
Introduced Boss Battles as mastery checkpoints.
Preserved exam-authentic layouts for timed assessments.
Concentrated delight in progression moments, not test screens.

The journey felt exciting. The assessment remained credible.

The Dashboard Architecture

Designing Visible Momentum

The dashboard became the system’s control center.

• Subject progression percentages

• Boss completion states

• Weak topic indicators

• Recommended next action

• AI feedback tied to mastery thresholds

When a student opens the app, they immediately know what to do next. Clarity! Eureka!

AI Tutor Milo - front and center

Way-finding - Where did I leave off? What is next?

Each subject has it's own Boss & World

Game combined with real momentum - Help the Math Boss defend their world!

Progression at it's finest - Revise - Study - Practice - repeat!

Is it time for a Boss Battle?

Building ExamJam's World

Designing for the Payer
(aka - Parents)

Parents are the economic decision-makers. Obviously... we needed to make these folks happy because they carry the magic credit card.

While students responded positively to narrative progression, parents wanted proof of academic excellence that we were promising.

Here is the lay of the land on what we did.

Mapped Boss progress to official GCSE syllabus topics
Highlighted mastery and weak areas
Showed time spent and topic completion
Used restrained, formal visual styling

Student experience: motivating and shall I say fun

Parent experience: credibility that little Billy will get into a D2 school...

Engagement and trust were both preserved like a mosquito in amber.

Following the Rollout

Retention extended beyond the Day 3 drop-off window.
A larger share of trial users completed the full 7-day experience.
Structured topic progression increased across subjects.
Trial-to-paid conversion improved.
Parent confidence increased in follow-up interviews.

Students are happy - Parent's projections of themselves in their children are cemented. Win, win overall. Chef's kiss!

What you are supposed to get out of this case study...

Systems-level thinking in consumer AI
Behavioral motivation design
Multi-stakeholder product strategy
Balancing engagement with academic credibility
Growth-aligned design decisions
Ownership beyond interface execution

Luke Ramsden, Senior Deputy Head at St Benedict’s School, Ealing

“ExamJam is a super-powered online textbook that hands real control to students, allowing them to steer their own learning while receiving exceptionally detailed and academically rigorous support. It works alongside teachers rather than replacing them, giving pupils the depth, structure, and confidence they need to make genuine progress.”