SARA is RayDass’s test prep app designed for schools, focused on helping students master PSAT, SAT, and ACT skills. The platform offers personalized practice, video lessons, and teacher support.

The app, which was the company’s second product after Merit Scholars, saw declines in renewals for the first time. From an average of 10–12 school contracts per year, it dropped to just 5 in 2024. At the same time, LTV per school fell from ~$150K (three renewals) to ~$50K, meaning most schools chose not to renew their contracts.

The new team’s main goal was to stabilize the business before the next renewal season and address the issues that had been accumulating for years. Schools, teachers, and students had long reported usability and feature problems, and the outdated product experience had started to affect sales and customer trust.

I led all research, UX strategy, and design from discovery through developer handoff. I worked closely with three developers on implementation, and partnered with our lead teacher on educational flows and test prep content.

The CEO owned product vision and high-level decisions. Our Senior Director handled client relationships and gathered ongoing school feedback.

We rolled out the redesigned SARA platform in March 2025 for sales demos, with full launch in April 2025.

Data period shown: April–September 2025 (vs. the same period in 2024)