REVAMPED VALUE PROPOSITION AND CONTEXT-SPECIFIC INTEGRATION
to Unlock Conversion
& Activation Rate

ROLE
Project Lead Designer, Strategy, Research, Establishing Cross-Functional Collaboration, UX & UI design, Workshops Facilitator, Consultant for AI team

COLLABORATION WITH
Director, VP, PM, DM, PD, FE DEV, BE DEV, DA, QA, UX Writer, Marketing Specialist

DELIVERABLES
Customer Jurney Map, User Interview Script with Interactive tasks, User Flow, Wireframes, UI Design, Workshops creation, Survey, Presentations for stakeholders, AI integration

WHAT IS BRAINLY TUTORING?

Brainly is a global platform connecting students with peers, experts, and educational resources. It has 350+ million users and offers Brainly Tutoring premium features for live online study support from experts, aiding students worldwide.

BUSINESS PROBLEM

Brainly's tutoring service faces a low conversion rate from subscribers to actual users, with only 20% of subscribers initiating a session. This low activation rate suggests a lack of understanding and context regarding the tutoring service, particularly during the customer journey.

USER RESEARCH INSIGHTS

Multiple data points and user research insights have shown that:

People don't know what to expect from Tutoring

  • The product has a confusing name that doesn't match our offer.

  • Users lack detailed information on how it works, what it is, etc.

“I expected to be able to work with a tutor in real-time. Instead, the one time I was able to work with a tutor was for one question only. I was told I had to log out and log back in!”
— Martin 14yo

Users don't know about the existence of Tutoring

  • Not all users can easily find Tutoring because it is buried too deep in the customer journey.

  • Tutoring does not address behavioral-specific moments when users need immediate help from an expert.

“What If you could ask questions to a live tutor or teacher in Brainly?
-Yeah, that would be very interesting and very helpful because sometimes, when we ask, some people can give wrong answers.”
— Hannah 15yo

ASSUMPTION & PROJECT GOALS

We can significantly improve conversion rates, activation rates, and feature retention by presenting a clear, compelling value proposition and integrating Tutoring seamlessly into the customer journey.

PROJECT GOALS:

  • Determine the value proposition and keywords of the new tutoring service to prepare communication guidelines.

  • Introduce Tutoring in the right words and at the right moments of the customer journey. 

  • Track and measure the impact of these changes on conversion rates, activation rates, and feature retention.

METRICS TO IMPACT

  • Conventions to trial and subscription.

  • Activation rate — conversion from subscribing to using the first session.

  • Feature retention — conversion from the first session to the next one and all the following.

  • Overall user retention. 

STEPS TO ACHIEVE SET GOALS

  1. ANALYSING EXISTING DATA

To address the identified challenges and achieve the project goals, we implemented a comprehensive strategy that involved data analysis, user research, and strategic product design.

To gain a comprehensive understanding of the issue and identify potential solutions, we conducted a comprehensive analysis of existing data. This included analyzing:

  • Best converting entry points,

  • Entrpoints with the most visitors,

  • Retention analysis,

  • Analysis of Customer Journey in the app from a data perspective.

2. CUSTOMER JOURNEY MAPPING

By meticulously mapping the customer journey, we gained a comprehensive understanding of how users interact with the Tutoring feature at various stages of their Brainly experience. This analysis revealed a disconnect between Tutoring and the overall Brainly ecosystem, prompting us to identify strategic entry points for Tutoring to seamlessly integrate into the user experience and elicit "aha moments."

3. COMPETITIVE ANALYSIS

I conducted a thorough competitive analysis to gain insights into how our competitors are integrating their tutoring services into their offerings.

I teamed up with UX Researcher and designed User Research together.
We conducted qualitative and quantitative research to determine what language and communications would best resonate with users and ultimately get more users to convert and purchase the service.

4. CONDUCTING USER RESEARCH

RESEARCH GOALS

  • Discover language and keywords that will prove value and resonate with users.

  • Explore perceptions of and associations with the new value proposition of the tutoring service.

  • Establish the most critical touch points in the user journey where new value propositions should be presented.

  • Understand the decision-making process and triggers involved in the purchase of digital subscriptions to educational products and services.

  • In-depth interviews with students (13-17 yo) and parents with miro tasks and samples of new designs with new value propositions. (Platform: Desktop web & iOS mobile app)

METHODOLOGY

One of User Interview Activities

  • Run a survey to back up qualitative data about new value proposition understanding from interviews with quantitative insights.


KEY TAKEAWAYS
AND NEXT STEPS

WHAT WE LEARNED:

  • Seamless Integration: We identified strategic entry points for the Live Expert Answers that allowed users to discover the feature at the most opportune moments, triggering "aha moments" and encouraging them to explore its benefits further.

  • Information-Driven Engagement: We gathered insights into the type of information users desired to learn about the product to increase user engagement and instill confidence in their decision to use it.

  • Enhanced Value Proposition: We learned the language and keywords that resonate the best with users. Our new value proposition results in a significant improvement in user understanding and engagement.

  • Adaptive Value Messaging: By segmenting our user base and tailoring value propositions for each group, we can effectively address their unique concerns and motivations.

5. HOW DID WE LEVERAGED THESE INSIGHTS INTO OUR PRODUCT?

PROJECT KICKOFF AND ALIGNMENT WORKSHOP
for all team members

Together with the project manager, we prepared a project kickoff and alignment workshop for all team members to share all findings, get a common understanding of the issue, brainstorm potential solution ideas, and spot initial obstacles that might arise on the way from other team members' perspectives.

View details here >>>

 NEW COMMUNICATION GUIDELINES CREATION

By combining insights from user testing, marketing research, and data analysis, we developed new communication guidelines in collaboration with a UX writer and marketing specialist

 DESIGN OF A NEW LANDING PAGE

These guidelines informed the design of a new landing page that was tested with users and found to resonate better with their needs and preferences.

APPLYING A NEW VALUE PROPOSITION 
as copy changes across the product

We identified the need to simplify and unify entry points, starting from the top of the funnel (TOFU). We applied these learnings to update the descriptions of tutoring across the product. While retaining 'tutoring' as the feature name, we consistently referred to it as 'Live Expert Answers' in all descriptions.

Before

After

DESIGN OF CONTEXTUALLY INTEGRATED ENTRY POINTS

Designed contextually integrated different entry points before and after the purchase that prompted users to connect to Live Expert Answers when they needed it the most. Here are a few examples of implemented changes:

  • CTA “ASK QUESTION” - Now the Tutoring User can connect immediately any time they need without a hassle. This streamlined the process of connecting with subject experts, making it more efficient and convenient for users.

Before

After

  • PROFILE INFO BOX - Added info about the subscription plan and Live Expert CTA to highlight Live Expert avibility.

  • CHAT-LIKE ENTRY POINT - When a user wanders on a website, the “Chat” would appear to prompt the user to connect with an Expert. We tested several options, and this won.

  • QUESTION PAGE - ANSWER BOX 1st Iteration - When a user wasn’t satisfied with an answer, or there were no answers at all, we added a contextual message to prompt him to ask an expert.

  • CHAT GPT Integration - “Brainly Ginny AI Tutor”
    At some point, I started collaborating with the core team to integrate the Tutoring feature with Brainly Ginny- Brainly's newest AI-powered features.

PROJECT OUTCOMES:

Trial conversion grew by 30 % & user activation tripled - By contextually integrating the product with the right message at the right moment because users understood what Live Expert Answer is and were aware of the feature existence and had more accessible, more intuitive access to the feature.

  • By leading this initiative, we discovered and implemented the new, consistent value proposition across the product, which led to revenue growth.

  • Suggested new ways to integrate a feature into the existing landscape of Brainly offering, which leads to starting a new initiative to reimagine product vision and its deeper integration in Brainly universe.

    Here is a sneak peek at the Miro board that I created in collaboration with another designer while kicking off this initiative.

  • Suggested a way of communication that, according to research, was more understandable for users.