An application for children (3-6 years old) learning English, where you will find a bright world with incredibly cute residents who will help you achieve your goal.
I was part of the team and I was responsible for the user experience, interaction design, and visual design.
In addition, I worked alongside two product managers and a researcher.
Under the stable iteration, Jiliguala has accumulated a certain number of users and won a certain reputation among users. As the number of users increased, users began to confuse our product positioning, thinking that we were “not an application for learning English seriously” rather than “an application developed scientifically based on children's cognition”.
Our challenge was to deliver a clear sense of product positioning to users, as well as remove the payment resistance in the user journey, to bring greater revenue growth.
We conducted a series of questionnaires, telephone interviews about user-paid willingness and course completion.
These are the key user voice that we received based on the launch version of the product.
After a series of user interviews, we combined with the questions with a high consultation provided by the customer service team,
divided several stages to better understand the problems encountered by users.
In the past login process, we guided parents to fill in the child's age and name, which caused some confusion for parents. Parents did not understand why they had to fill in this information.
On the previous homepage, except for showing the entrance of paid course,
we will also display various other free courses. It takes one more click to see the learning path of paid course, and the display of various free courses makes parents feel that learning free courses is enough.
We have promotions from time to time, so parents are always concerned about if it is the best time to purchase.
In the old onboarding flow, we will recommend the same course no matter what the age of the child’s when parents fill in
the information, which caused:
a、The reason for guiding to fill in the information is not fully expressed.
b、Recommend the same course without understanding every child’s English proficiency.
c、The recommended course is not based on the child’s actual level.
Before starting to design, I do some competitive analysis to see how the other products do in the onboarding flow. Through the analysis of
competing products, it found that one of these also recommended the course according to the age of the child. But according to our survey,
it is not accurate enough just recommended courses based on the age.
So in the new onboarding flow, we have optimized the flow, partnered with the teaching and research team, add different questions based on the age of the child to better understand the child’s current level of English, and recommend the course.
Regarding the longer onboarding process, in addition to paying attention to the registration success rate after launched (We checked the data after launch, and the registration success rate has not dropped), and also added some character animations before the recommendation page, on the one hand, it is because it needs some time to calculate before the program recommends the level, and on the other hand, it is also to prevent the process from being too dull.
In the beginning, we believed that due to the large number of free courses displayed, more parents would choose to take free courses instead of formal learning courses. In addition, because the original homepage was a vertical screen, and the course was a horizontal screen, the frequent switching between horizontal and vertical was not good.
So we plan to take a horizontal screen on the homepage.
In the initial plan, the paid courses are placed 2/3 of the first screen and swipe left to see other free courses. When we used the prototype and discussed it internally, we found that there is no essential difference between this solution and the original vertical screen homepage, it just changed the direction of the screen. The homepage is still full of entrances to various free courses. It didn’t help to emphasize our course positioning and systematic learning path.
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So we have a bold idea, why not just use the learning roadmap as our homepage? In this way, the homepage is the official learning course, and there is no need to click twice like the old version, and it also prevents parents from being attracted by a large number of free courses.
At the same time, to differentiate from our competitors, we decided to try this plan after discussions at the time.
In addition, feedback from the survey shows that the course planning is not clear enough, so we have optimized the display of the course. Although we used symbol intervals to indicate the original weekly courses, our background is a little fancy, parents will misunderstand the interval symbol for the decoration on the background.Therefore, the new course planning highlights the learning content of each week with modules and links them with a route.
After optimizing the course display, we found that the old background image was no longer applicable, the background was too fancy, which robbed the vision of the course, so we optimized the background image.
So we reset the color of the background image to 6 levels, the new roadmap can still be looped and stitched as before.
In addition to adjusting the background, we have made course switching、purchase、parent center、operational activities, and some free resources into different entrances to maximize that neither interferes with the visuals of the main course, but also maintains the identity of the entrance.
Click on the course circle, we have added several new course types, reading, writing, testing, review, and employ cartoon teaching to keep children interested so that they can continue to learn.
In the past, when parents entered the parent center, coupons would pop up from time to time.
And from what we learned from the survey, parents will be there for their children while they have a trial lesson.
In the new version, we have optimized the process, learning path, and perception of discounts. From our data analysis, the effect is more ideal than we expected. The longer onboarding path that we worried about before affects the registration success rate, and the backend data shows no decline. The optimization has also received positive comments from parents and children, and the metrics have also improved.
After the new version was launched, we conducted a research using a questionnaire. The survey object was the same as the old version. We wanted to see if there were any new problems in the new version and whether the previous problems still existed.
Conduct qualitative interviews with users who have not paid for the new version, focusing on:
1、Discounts:
How to more engage parents to promote payment?
3、Eyesight:
How to reduce parents' worries about electronic screens harming children's eyesight?
1、In the design process, if we are not sure about user operations and the design effects, we can conduct A/B tests to determine which effect is better and pay attention to the relevant data of the function after it is launched.
2、When a design has an initial vision, we can invite colleagues from different projects to test it internally. Listening to different opinions to see if the current solution can achieve the effect we want.
3、After a version is launched, it doesn't mean that the work is over. For major iterative versions, users can still be invited to conduct interviews after a while to see if the problem is solved. After the analysis data comes out, we can notice which effect has improved and which effect has declined.
4、The design implementation is very important. At the end of the day, the design needs to be implemented to the electronic device by the development colleagues through the code. Therefore, in the design stage, some animation and special effects can be communicated with the development in advance to ensure that the design will not be modified in the later stage due to technical difficulties.
