Urban Traffic School
Urban Traffic School
Jan 2026 to present
Online traffic school
Enriching how our students sign up and study, designed for the phones and tablets they already use.
Enriching how our students sign up and study, designed for the phones and tablets they already use.
Chapter 3 of 9
Right of way
When two drivers reach an intersection at the same time, the driver on the left yields to the driver on the right.
3 of 9
Ask about Chapter 3
Chapter 3 of 9
Right of way
When two drivers reach an intersection at the same time, the driver on the left yields to the driver on the right.
3 of 9
Ask about Chapter 3
01 · Research
Laying a Foundation
Laying a Foundation
My first step at UTS (more lately in general) was to gain a solid foundational understanding of our user base. I talked with recent students and went through our analytics myself. Everything I designed after that traces back to what I found here.
My first step at UTS (more lately in general) was to gain a solid foundational understanding of our user base. I talked with recent students and went through our analytics myself. Everything I designed after that traces back to what I found here.
Discovery
Aligning approach
Most UTS students are drivers with a ticket, keeping points off their record. I asked recent students what they use to reach the site and what got in their way. Two answers kept coming up, and they set the direction for everything that followed.
Discovery
Aligning approach
Most UTS students are drivers with a ticket, keeping points off their record. I asked recent students what they use to reach the site and what got in their way. Two answers kept coming up, and they set the direction for everything that followed.
Studies on a phone or tablet
Wants login codes by text
bigger tap targets everywhere
bigger tap targets everywhere
Phone
Tablet
Desktop
Most visits came from phones and tablets.
DEVICE MIX
Phone
Tablet
Desktop
Most visits came from phones and tablets.
DEVICE MIX
Course details
Account form
Checkout
Done
Many people stopped at the account form.
SIGN-UP FUNNEL
Analytics
Getting a closer look
I went through our analytics data myself. The numbers matched what students told me, and they added something interviews couldn't: exactly where sign-up was losing people. That gave me a clear place to start.
Analytics
Getting a closer look
I went through our analytics data myself. The numbers matched what students told me, and they added something interviews couldn't: exactly where sign-up was losing people. That gave me a clear place to start.
Validation
Confirming our assumptions
I didn't want to redesign on instinct. We checked the registration design against our onboarding numbers, and they backed it. Then we counted account upgrades to test the tiered layout. Accessibility got the same care, with checks built into our regular routine.
Validation
Confirming our assumptions
I didn't want to redesign on instinct. We checked the registration design against our onboarding numbers, and they backed it. Then we counted account upgrades to test the tiered layout. Accessibility got the same care, with checks built into our regular routine.
Onboarding numbers
Onboarding numbers
Account upgrades
Account upgrades
Covering our users
Accessibility Features
I helped make accessibility checks a regular occurrence at UTS. The goal is that no student gets stuck because of how a screen was built.
Covering our users
Accessibility Features
I helped make accessibility checks a regular occurrence at UTS. The goal is that no student gets stuck because of how a screen was built.
02 · SEO and AI search
SEO and Visibility
SEO and Visibility
SEO is easy to overlook, and it decides whether students find us at all. A driver with a fresh ticket starts with a search, so that’s where we have to be. I set the direction for how UTS shows up in search and in AI answers.
SEO is easy to overlook, and it decides whether students find us at all. A driver with a fresh ticket starts with a search, so that’s where we have to be. I set the direction for how UTS shows up in search and in AI answers.
Staying on Top
I started in our analytics, then used what I found to choose the keywords we write around. I wanted the words students actually type, not the ones we’d use internally.
Staying on Top
I started in our analytics, then used what I found to choose the keywords we write around. I wanted the words students actually type, not the ones we’d use internally.
User Retention
Our articles are written around those keywords, so the copy matches how people search. Each one answers a question a student would really ask.
User Retention
Our articles are written around those keywords, so the copy matches how people search. Each one answers a question a student would really ask.
Styleguide & Branding
Every article carries the same UTS branding, so it all reads as one school. A student who lands on any page should know where they are.
Styleguide & Branding
Every article carries the same UTS branding, so it all reads as one school. A student who lands on any page should know where they are.
An AI-First Approach
An FAQ shaped so AI tools can pull a direct answer. I set the direction and drafted it with AI.
An AI-First Approach
An FAQ shaped so AI tools can pull a direct answer. I set the direction and drafted it with AI.
how can i get points off my record?
Urban Traffic School
urbantrafficschool.com › faq
Removing Points | Urban Traffic School FAQ
Traffic school can keep a ticket's points off your driving record. See who qualifies, how the course works and how your completion is reported.
how can i get points off my record?
Urban Traffic School
urbantrafficschool.com › faq
Removing Points | Urban Traffic School FAQ
Traffic school can keep a ticket's points off your driving record. See who qualifies, how the course works and how your completion is reported.
AI answer
How does online traffic school work?
You study the lessons online, pass a final test, and your completion is reported for you. Urban Traffic School’s FAQ explains each step.
urbantrafficschool.com
AI answer
How does online traffic school work?
You study the lessons online, pass a final test, and your completion is reported for you. Urban Traffic School’s FAQ explains each step.
urbantrafficschool.com
03 · Workflow
Defining a process
Defining a process
UTS is a small team doing work at a large scale. I introduced weekly design reviews to keep us moving: I walk the dev team through my screens, and they build from there with some freedom. They know the build better than I do, so I’d rather agree on the intent than dictate every pixel.
UTS is a small team doing work at a large scale. I introduced weekly design reviews to keep us moving: I walk the dev team through my screens, and they build from there with some freedom. They know the build better than I do, so I’d rather agree on the intent than dictate every pixel.
Illustrative
WORKFLOW
Research
Design
Weekly review
Build
Check
Release
revisions
Discover
Make
Review
Ship
Illustrative
WORKFLOW
Research
Design
Weekly review
Build
Check
Release
revisions
Discover
Make
Review
Ship
04 · Projects
Projects & Solutions
Projects & Solutions
Projects & Solutions
Most of my time at UTS has gone into these three projects. Each one started with something I heard from students or saw in the numbers.
Most of my time at UTS has gone into these three projects. Each one started with something I heard from students or saw in the numbers.
StudyBuddy
StudyBuddy
Traffic school content can be monotonous. StudyBuddy is a study assistant I designed to make the course more engaging for every student. Instead of rereading a chapter, a student can just ask about it.
Traffic school content can be monotonous. StudyBuddy is a study assistant I designed to make the course more engaging for every student. Instead of rereading a chapter, a student can just ask about it.
Generative AI
The UTS StudyBuddy
In interviews, students mostly asked for summaries. So StudyBuddy sits beside the lesson and starts there. The lesson stays on screen, so asking a question never pulls a student out of the chapter.
Generative AI
The UTS StudyBuddy
In interviews, students mostly asked for summaries. So StudyBuddy sits beside the lesson and starts there. The lesson stays on screen, so asking a question never pulls a student out of the chapter.
Chapter 3 of 9
Right of way
When two drivers reach an intersection at the same time, the driver on the left yields to the driver on the right.
3 of 9
Ask about Chapter 3
Chapter 3 of 9
Right of way
When two drivers reach an intersection at the same time, the driver on the left yields to the driver on the right.
3 of 9
Ask about Chapter 3
StudyBuddy
Cited answers
Every answer cites the Vehicle Code section it came from, so students can check it themselves. For a course tied to someone's driving record, I didn't want answers anyone had to take on faith.
StudyBuddy
Cited answers
Every answer cites the Vehicle Code section it came from, so students can check it themselves. For a course tied to someone's driving record, I didn't want answers anyone had to take on faith.
UTS StudyBuddy
Summarize Chapter 3
Chapter 3 is about right of way. Yield to traffic already in the intersection, then to the driver on your right at a four-way stop.
§
California Vehicle Code 21800
Yielding at intersections
UTS StudyBuddy
Summarize Chapter 3
Chapter 3 is about right of way. Yield to traffic already in the intersection, then to the driver on your right at a four-way stop.
§
California Vehicle Code 21800
Yielding at intersections
StudyBuddy
Cited answers
Every answer cites the Vehicle Code section it came from, so students can check it themselves. For a course tied to someone's driving record, I didn't want answers anyone had to take on faith.
StudyBuddy
Voice mode
Students can ask a question out loud instead of typing on a small screen. It also helps anyone who finds typing slow or hard.
StudyBuddy
Voice mode
Students can ask a question out loud instead of typing on a small screen. It also helps anyone who finds typing slow or hard.
What does a solid yellow line mean?
What does a solid yellow line mean?
StudyBuddy
Developing a touch-first layout
Knowing the UTS customer base was mainly on tablet and mobile, we redesigned our in-course experience to better facilitate use of StudyBuddy. Everything had to work with a thumb first and a mouse second.
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Chapter 3: Right of way
Right of way tells drivers who should go first when their paths cross. It is about safety, not speed. When in doubt, wait.
At a four-way stop, the first driver to arrive goes first. If two arrive together, yield to the driver on your right.
Figure 3.1
Pedestrians in a crosswalk always have the right of way. Stop and wait until they have fully crossed.
48px
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Chapter 3: Right of way
Right of way tells drivers who should go first when their paths cross. It is about safety, not speed. When in doubt, wait.
At a four-way stop, the first driver to arrive goes first. If two arrive together, yield to the driver on your right.
Figure 3.1
Pedestrians in a crosswalk always have the right of way. Stop and wait until they have fully crossed.
48px
UTS StudyBuddy
Need a hand studying?
Ask me about this chapter…
Summarize this chapter
Who goes first at a 4-way stop?
Explain a solid yellow line
Using larger chapter selection icons, course elements, and navigation, we eased the experience for tablet users without compromising the desktop viewport.
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Chapter 3: Right of way
Right of way tells drivers who should go first when their paths cross. It is about safety, not speed. When in doubt, wait.
At a four-way stop, the first driver to arrive goes first. If two arrive together, yield to the driver on your right.
Figure 3.1
Pedestrians in a crosswalk always have the right of way. Stop and wait until they have fully crossed.
48px
UTS StudyBuddy
Need a hand studying?
Ask me about this chapter…
Summarize this chapter
Who goes first at a 4-way stop?
Explain a solid yellow line
Using larger chapter selection icons, course elements, and navigation, we eased the experience for tablet users without compromising the desktop viewport.
Guardrails
in progress
Will not give out test answers.
No access to non-curriculum related answers.
Doesn't have access to user information.
Registration Redesign
Registration Redesign
The account form asked for more than people had ready, and many stopped there. So I rebuilt registration as its own short flow, made for phones. It now takes two steps, and it tells people what to have ready before they start.
The account form asked for more than people had ready, and many stopped there. So I rebuilt registration as its own short flow, made for phones. It now takes two steps, and it tells people what to have ready before they start.
Registration
Sign-up, moved off the home page
Taking the form off the home page seemed odd. But most people skimmed past that page anyway, so one button now opens a flow of its own. The home page gets to be a home page again, and sign-up gets the whole screen.
Before
Before
After
Courses
How it works
FAQ
Traffic school, made simple.
Sign up now
Start with just your phone number.
After
Courses
How it works
FAQ
Traffic school, made simple.
Sign up now
Start with just your phone number.
Registration
Phone-number sign-up
Students hated email codes. So step one is a phone number and a text code, which phones fill in automatically. No switching apps, no hunting through an inbox.
Registration
Phone-number sign-up
Students hated email codes. So step one is a phone number and a text code, which phones fill in automatically. No switching apps, no hunting through an inbox.
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Phone number
(555) 010-0142
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From Messages · 482913
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(555) 010-0142
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From Messages · 482913
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Have these ready
Your phone
Your ticket
Have these ready
Your phone
Your ticket
Registration
Tiered Registration
Tiers can feel like an upsell trap in a traffic school. In A/B tests, three tiers read as scammy and two worked. So we kept two, with one clear difference between them.
Registration
Tiered Registration
Tiers can feel like an upsell trap in a traffic school. In A/B tests, three tiers read as scammy and two worked. So we kept two, with one clear difference between them.
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Full name
Alex Rivera
Your ticket
Ticket details added
Student
Full online course
Learn on phone or tablet
Academic
Everything in Student
Comes with StudyBuddy
Ask about any chapter and get answers that cite the code.
What’s StudyBuddy?
Continue
2 of 2
Full name
Alex Rivera
Your ticket
Ticket details added
Student
Full online course
Learn on phone or tablet
Academic
Everything in Student
Comes with StudyBuddy
Ask about any chapter and get answers that cite the code.
What’s StudyBuddy?
Continue
Registration
Tiered Registration
Tiers can feel like an upsell trap in a traffic school. In A/B tests, three tiers read as scammy and two worked. So we kept two, with one clear difference between them.
Leading to an overall
46%
increase in registration completion rate
Site refresh
Site refresh
What’s here is a fresh concept built from the refresh’s goals: a warmer first impression, less to read and a faster route into registration.
What’s here is a fresh concept built from the refresh’s goals: a warmer first impression, less to read and a faster route into registration.
Whole site
A warmer, simpler home page
The refresh made the site feel more like a product. One big photo leads, registration starts in a tile beside it, and the course info and services sit just below.
Courses
How it works
FAQ
Log in
Traffic school, made simple.
Study on your phone, tablet or computer, at your own pace.
Start with just your phone number.
Phone number
Sign up now
Have your phone and ticket ready.
California traffic school
Nevada point credit
Teen permit course
Traffic school, made simple.
Start with just your phone number.
Phone number
Sign up now
Have your phone and ticket ready.
California traffic school
Traffic school, made simple.
Start with just your phone number.
Phone number
Sign up now
Have your phone and ticket ready.
California traffic school
05 · Takeaways
What I took away
What I took away
Working at UTS taught me to design for the device people actually hold. It’s easy to design on a big monitor and forget that. Once I knew most students were on phones and tablets, that shaped the tap targets, the lesson layout and the sign-up flow.
I also learned that removing things can be the fix. Taking sign-up off the home page and settling on two tiers both felt odd at first, and both made registration simpler. Now I ask what can come out before I ask what to add.
StudyBuddy is still a proof of concept. Deciding what to hold back for now taught me as much as designing it. A study tool only works if students can trust it, so the guardrails matter as much as the features.
Working at UTS taught me to design for the device people actually hold. It’s easy to design on a big monitor and forget that. Once I knew most students were on phones and tablets, that shaped the tap targets, the lesson layout and the sign-up flow.
I also learned that removing things can be the fix. Taking sign-up off the home page and settling on two tiers both felt odd at first, and both made registration simpler. Now I ask what can come out before I ask what to add.
StudyBuddy is still a proof of concept. Deciding what to hold back for now taught me as much as designing it. A study tool only works if students can trust it, so the guardrails matter as much as the features.
True simplicity is derived from so much more than just the absence of clutter and ornamentation. It’s about bringing order to complexity.
Jony Ive
Apple’s iOS 7 design video, WWDC 2013