Improving on-boarding Experience for a billion dollar conglomerate.

Experience Design

Improving on-boarding Experience for a billion dollar conglomerate.

the client

The client is an ed-tech player, part of a billion dollar conglomerate.

The client has a platform for school kids which enables online learning for primary classes.

the problem

On-boarding experience is not optimum for Tata Studi application; currently the ratio of visits to onboard is 56% which is aimed at 90%.

We redefined the problem statement and narrowed down to the actual problem or root-cause by asking ‘Why?’ does this happen and then iterating the same after getting its answer.

Why? – Users lack the motivation to complete the onboarding process.
Why? – Non-intuitive process hampers converting from visit to Trial & Subscription.
Why? – Lengthy and confusing user journey through onboarding.

our approach

We followed Design Thinking process where the team created User Personas, User Journey Maps, Heuristic Studies, Primary & Secondary Research and Competitor analysis.

our solution

Designed the platform considering these important aspects.

Research & Analysis – Discovered the drop-offs in customer journey through primary and secondary research.
Personalised Experience – Cut down on steps to on-board and made it more personalised experience.
Value Proposition – Added features and value proposition of the application at home screen to encourage parents.
Reward Programs – Added reward programs to motivate kids to take the next steps on the application.