Digital Transformation in Ed-Tech
GROWTH · CRO · Responsive web design
As a Senior Designer at GoStudent, I led the design process for the digital transformation of the customer acquisition journey. By working collaboratively, we successfully reduced company costs while significantly improving the overall user experience.
Users faced frustration when searching for a tutor for their child. Although the Landing Page promised a comparison of local tutors, parents ultimately couldn't view any options. Instead, they had to provide their contact information and wait for a call from a sales representative.
1. 😣 Inefficiency and frustration: Customers couldn’t independently find a tutor and book a trial lesson, they had to wait ∼2h to get a phone call from a sales representative, causing frustration and low trust.
2. 💸 High Cost of Acquisition (CAC): The entirely manual, sales-led acquisition process resulted in high and unsustainable customer acquisition costs.
3. 👎 Off-brand Landing Page and inaccurate promise: The existing Landing Page didn’t include the GoStudent brand, was not generating trust and promised a comparison of local tutors, which was false.
Considering the issues above, we came up with 2 main objectives for the project:
• In order to effectively translate the sales flow into a digital experience, we needed to understand it. Our goal was to discover what motivates parents to book a trial lesson with one of GoStudent tutors.
• We organised a workshop with sales agents, and mapped out every step of the manual process, considering unique selling points and risks.
By asking the parents a few questions about their child we would be able to filter the tutors by subject and grade while building trust. After asking these questions we would allow them to independently browse tutors and self-book trial lessons with their preferred choice.
We launched the user flow as our MVP, collected valuable data, and gained insightful lessons from the process. We derived insights from four sources: data, usability testing, A/B testing, and a bot.
We launched a couple of usability tests with the objective of uncovering frustrations and understanding potential improvements on the whole “Trial Lesson Booking” flow.
We analysed each screen and found that the tutor list was the most problematic step, with a 87% drop-off rate. Using this data, we prioritised and iterated on the steps that had the highest issues.
We tested 2 different versions of the flow, one where we showed the users the full tutor list, and another one where we presented the user with one single tutor.
In addition to the above, we implemented a bot that analysed all sales call and trial lesson transcripts. We could ask the bot any question directly from Slack, which helped us gain deeper insights into what really happens during sales calls and trial lessons. These insights enabled us to create a more improved and seamless experience.
Using insights from our MVP release, data, and testing, we refined the design and user flow. We re-released an improved version that addresses key issues, enhances user experience, and better meets user needs. The updated version is now live, and we're continuing to monitor and gather feedback for ongoing improvements.
Our lead-to-trial conversion rate was solid, but in order to get more leads, we needed to revamp our landing page. The old page used outdated branding and offered a poor user experience, which was holding us back.
We tested the original Landing Page against the new design.
In a traditionally sales-driven organisation, implementing these digital changes can be challenging, but with design playing a central role, we’ve ensured that new technologies and processes are user-friendly and effective. This comprehensive approach has made the transition smoother and has added significant value to the company.
