Priority Pass

Leap Scholar I Ed-tech

Summary

Priority Pass is a premium study-abroad plan offering faster access to top counsellors, exclusive offers and support

Resarch I Strategy I UI/UX


Problem statement

Users lack a compelling reason to stay committed to Leap Scholar (LS) for applications, beyond their counsellor experience.

What is Priority Pass?

Priority Pass is a prepaid wallet-based premium offering for study-abroad aspirants. Users pay once and unlock high-value benefits like discounts and cashback on test bookings, application fees, and deposits. It boosts user commitment by offering flexibility, tangible savings, and a reason to choose Leap Scholar over competitors.

Background

Many users interact with Leap Scholar counsellors, benefit from the guidance, but ultimately apply through other agents.

Despite strong counselling experiences, there wasn’t a compelling financial or emotional reason for users to stay committed to Leap Scholar.

Data showed that users are willing to pay when they see guaranteed cost-saving value especially on application fees and test bookings. Priority Pass was conceptualized to turn this insight into a scalable solution.

Benchmarking

Key Message Across Platforms: Premium plans are positioned as essential tools to boost admission success, especially for top universities. Most offerings combine multiple services—SOP/LOR support, expert counselling, fee waivers, faster turnaround times.

1) Yocket:

  • Emphasizes outcomes with bold stats like 21% Harvard acceptance rate for premium users.

  • Uses memorable hooks like the “1 in 60 Rule” to highlight how small decisions impact big goals.

2) Ambitio:

  • Leverages AI-powered university matching and alumni mentorship.

  • Uses specific, personalized testimonials to communicate value.

3) Leverage Edu:

  • Positions premium as a VIP concierge service.

  • Offers high-touch extras like free flight tickets, SIM cards, and international bank account setup

Key Message Across Platforms: Premium plans are positioned as essential tools to boost admission success, especially for top universities. Most offerings combine multiple services—SOP/LOR support, expert counselling, fee waivers, faster turnaround times.

1) Yocket:

  • Emphasizes outcomes with bold stats like 21% Harvard acceptance rate for premium users.

  • Uses memorable hooks like the “1 in 60 Rule” to highlight how small decisions impact big goals.

2) Ambitio:

  • Leverages AI-powered university matching and alumni mentorship.

  • Uses specific, personalized testimonials to communicate value.

3) Leverage Edu:

  • Positions premium as a VIP concierge service.

  • Offers high-touch extras like free flight tickets, SIM cards, and international bank account setup

Key Message Across Platforms: Premium plans are positioned as essential tools to boost admission success, especially for top universities. Most offerings combine multiple services—SOP/LOR support, expert counselling, fee waivers, faster turnaround times.

1) Yocket:

  • Emphasizes outcomes with bold stats like 21% Harvard acceptance rate for premium users.

  • Uses memorable hooks like the “1 in 60 Rule” to highlight how small decisions impact big goals.

2) Ambitio:

  • Leverages AI-powered university matching and alumni mentorship.

  • Uses specific, personalized testimonials to communicate value.

3) Leverage Edu:

  • Positions premium as a VIP concierge service.

  • Offers high-touch extras like free flight tickets, SIM cards, and international bank account setup

Key Message Across Platforms: Premium plans are positioned as essential tools to boost admission success, especially for top universities. Most offerings combine multiple services—SOP/LOR support, expert counselling, fee waivers, faster turnaround times.

1) Yocket:

  • Emphasizes outcomes with bold stats like 21% Harvard acceptance rate for premium users.

  • Uses memorable hooks like the “1 in 60 Rule” to highlight how small decisions impact big goals.

2) Ambitio:

  • Leverages AI-powered university matching and alumni mentorship.

  • Uses specific, personalized testimonials to communicate value.

3) Leverage Edu:

  • Positions premium as a VIP concierge service.

  • Offers high-touch extras like free flight tickets, SIM cards, and international bank account setup

Common Themes: Stress reduction, error avoidance, and time-saving are core selling points. Tiered pricing plans cater to different student needs and budgets. EMI options and success metrics are used to justify pricing.

Takeaway for Priority Pass: Reframe as a flexible, high-value product—not just a discount tool. Highlight clear benefits early in the journey. Retain affordability as a differentiator while exploring premium perception triggers.

...I sketched out ideas on the paper, built the wireframes to bring life to the concepts and worked on the execution of the final work...
...and the following was the end result

Presenting

Presenting

Priority Pass

Priority Pass

  • Constant recall

    Identified key points in user journey to showcase the key attributes of the pass

  • Coins Page

    This page shows the Leap Coins that users can get and redeem on the platform

  • Priority Pass Page

    This page shows more detail about the pass and how it can benefit the user

  • Shop Page

    Users can see the offerings on the platforms that they can get by redeeming the coins

  • Constant recall

    Identified key points in user journey to showcase the key attributes of the pass

  • Coins Page

    This page shows the Leap Coins that users can get and redeem on the platform

  • Priority Pass Page

    This page shows more detail about the pass and how it can benefit the user

  • Shop Page

    Users can see the offerings on the platforms that they can get by redeeming the coins

Iterations and testing

We tried multiple variants with different positioning to see which strikes a chord with the user. The 1st variant was about showcasing the offerings upfront, whereas other variants were about showing the money they would save and how they can redeem it.

As part of this task, we tried several iterations with different communication and positioning to see what works with the users. The following screens are some of the variants that were tried for the Priority Pass page.

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