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.
a look at our work
the outcome
We were able to achieve these outcomes after following our approach.
Faster Turn around time
1
Motivational push to on-board
2
Improved engagement
3
Enhanced Customer Experience
4
Higher gains
Faster Turn around time
More engagement
Motivational push to on-board
Higher retention
Improved engagement
Higher retention
Enhanced Customer Experience
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