Tutoring visibility
Enhancing Visibility through Strategic Growth Approaches.
Senior Product Designer
2022
Tutoring visibility
Enhancing Visibility through Strategic Growth Approaches.
Senior Product Designer
2022
Tutoring visibility
Enhancing Visibility through Strategic Growth Approaches.
Senior Product Designer
2022
Main product & business challenges we must address
Main product & business challenges we must address
Brainly has 35.000.000 million registered (non-paying) users. We wanted them to be aware of Tutoring, our premium and most profitable offering, to ultimately increase subscriptions. At the same time, we didn’t want to disrupt the current experience, which has been very successful in getting us this huge userbase.
So the idea was to leverage the Question Page (our most frequently used part of the platform), presenting Tutoring as an uplift of the current experience in order to upsell.
Brainly has 35.000.000 million registered (non-paying) users. We wanted them to be aware of Tutoring, our premium and most profitable offering, to ultimately increase subscriptions. At the same time, we didn’t want to disrupt the current experience, which has been very successful in getting us this huge userbase.
So the idea was to leverage the Question Page (our most frequently used part of the platform), presenting Tutoring as an uplift of the current experience in order to upsell.
Main product & business challenges we must address
Brainly has 35.000.000 million registered (non-paying) users. We wanted them to be aware of Tutoring, our premium and most profitable offering, to ultimately increase subscriptions. At the same time, we didn’t want to disrupt the current experience, which has been very successful in getting us this huge userbase.
So the idea was to leverage the Question Page (our most frequently used part of the platform), presenting Tutoring as an uplift of the current experience in order to upsell.
How might we seamlessly incorporate our premium product into the existing experience, while also raising awareness about it and fostering a sense of trust among users?
How might we seamlessly incorporate our premium product into the existing experience, while also raising awareness about it and fostering a sense of trust among users?
How might we seamlessly incorporate our premium product into the existing experience, while also raising awareness about it and fostering a sense of trust among users?
Ideation
Ideation
When designing a solution for our problem, I decided to leverage the UI Design System of the company and considered the deep knowledge about users that our historical data gained us, but also leaned heavily on applying behavioral design concepts to the solution, as we wanted to incentivize new behaviors.
When designing a solution for our problem, I decided to leverage the UI Design System of the company and considered the deep knowledge about users that our historical data gained us, but also leaned heavily on applying behavioral design concepts to the solution, as we wanted to incentivize new behaviors.
When designing a solution for our problem, I decided to leverage the UI Design System of the company and considered the deep knowledge about users that our historical data gained us, but also leaned heavily on applying behavioral design concepts to the solution, as we wanted to incentivize new behaviors.
I created a user journey that guided registered users towards discovering and engaging with the Tutoring functionality. Implementing nudges to gently encourage specific actions. I strategically placed a visually compelling call-to-action button on the Question Page and entice them to explore Tutoring.
I created a user journey that guided registered users towards discovering and engaging with the Tutoring functionality. Implementing nudges to gently encourage specific actions. I strategically placed a visually compelling call-to-action button on the Question Page and entice them to explore Tutoring.
I created a user journey that guided registered users towards discovering and engaging with the Tutoring functionality. Implementing nudges to gently encourage specific actions. I strategically placed a visually compelling call-to-action button on the Question Page and entice them to explore Tutoring.
Ideation
Social proof
Brainly is a heavily social learning platform, so we leveraged the use of "social proof" (our tendency to engage in behaviors that we learn from other members of the community). Showcasing testimonials or success stories from other registered users who have benefited from Tutoring creates a sense of belonging and credibility, motivating more users to give it a try.
Social proof
Brainly is a heavily social learning platform, so we leveraged the use of "social proof" (our tendency to engage in behaviors that we learn from other members of the community). Showcasing testimonials or success stories from other registered users who have benefited from Tutoring creates a sense of belonging and credibility, motivating more users to give it a try.
Singularity effect
Incorporating a photograph and the name of each tutor in a card enhances empathy and connection. Individuals are more inclined to empathize and connect with a single, identifiable person compared to a larger, more abstract group. By attaching a face and a name to each tutor, we humanize the Tutoring experience, making it relatable and fostering a sense of familiarity.
Singularity effect
Incorporating a photograph and the name of each tutor in a card enhances empathy and connection. Individuals are more inclined to empathize and connect with a single, identifiable person compared to a larger, more abstract group. By attaching a face and a name to each tutor, we humanize the Tutoring experience, making it relatable and fostering a sense of familiarity.
Authority bias
Users attribute more importance to the opinion of an authority figure. Ex: Certified, Verified, Expert, Pro tutors.
Authority bias
Users attribute more importance to the opinion of an authority figure. Ex: Certified, Verified, Expert, Pro tutors.
A/B testing
We conducted an experiment on the Question page, introducing three distinct design variants to gauge their effectiveness and validate our hypothesis. Notably, the variants featuring Tutor cards (Variant C - accessed via a button click, and Variant D - displayed immediately upon entering the question page) exhibited a substantial improvement, resulting in a 47% increase in the number of users who initiated the new Tutoring flow through the question page.
A/B testing
We conducted an experiment on the Question page, introducing three distinct design variants to gauge their effectiveness and validate our hypothesis. Notably, the variants featuring Tutor cards (Variant C - accessed via a button click, and Variant D - displayed immediately upon entering the question page) exhibited a substantial improvement, resulting in a 47% increase in the number of users who initiated the new Tutoring flow through the question page.
Learnings
Learnings
Highlights
Highlights
Highlights
Primary goal CVR to new flow from verified answer question page lifted significantly by 47%.
Primary goal CVR to new flow from verified answer question page lifted significantly by 47%.
Primary goal CVR to new flow from verified answer question page lifted significantly by 47%.
Takeaways
Takeaways
Takeaways
The less answers are given for the question the more likely it is for a user to use tutoring button on question page. For mathematics questions there is a higher chance to use tutoring button than for other Tutoring subjects.
The less answers are given for the question the more likely it is for a user to use tutoring button on question page. For mathematics questions there is a higher chance to use tutoring button than for other Tutoring subjects.
The less answers are given for the question the more likely it is for a user to use tutoring button on question page. For mathematics questions there is a higher chance to use tutoring button than for other Tutoring subjects.
Follow-up
Follow-up
Follow-up
Should we have to limit this entry point to question pages with verified answer? Given that fewer answers lead to a greater chance to enter flow observation, lack of verified answer could add up to the CVR to payment flow.
Should we have to limit this entry point to question pages with verified answer? Given that fewer answers lead to a greater chance to enter flow observation, lack of verified answer could add up to the CVR to payment flow.
Should we have to limit this entry point to question pages with verified answer? Given that fewer answers lead to a greater chance to enter flow observation, lack of verified answer could add up to the CVR to payment flow.