INTRODUCING A NEW MONETIZATION MODEL
to Increase Product Revenue

ROLE
Sr. CX Product Designer, Research, UX Design

COLLABORATION WITH
Director, PM, DM, PD, FE DEV, BE DEV, DA, QA

DELIVERABLES
UX Research (Surveys, User Interviews), Data Analysis, Wireframes, UI Design,Usability Study, A-B Testing

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 feature for live online study support from experts, aiding students worldwide.

PROJECT OVERVIEW:

As the main CX Product Designer at Brainly Tutoring Revenue team, I spearheaded a transformative project to revitalize our struggling tutoring feature, plagued by low usage and high subscription cancellations. Through a deep understanding of user needs, meticulous research, and collaborative design, we successfully implemented a new monetization model that propelled revenue by a staggering 70% and tripled user activation.

UNEARTHING THE ROOT OF THE ISSUE

We conducted a comprehensive user research effort to understand the underlying causes of the tutoring feature's struggles. We delved into a range of insights, including:

  • Churn Reasons Survey: We surveyed users to understand the reasons behind their voluntary cancellations. The findings revealed that 45% of respondents cited the high price of the tutoring feature as a deterrent, while 16% felt that the subscription plans did not adequately align with their needs.

  • Price Sensitivity Study and Usage Survey: We designed a price sensitivity study with our data analysts to assess user preferences for different subscription plan options and their willingness to pay. We also gathered data on user usage patterns to understand their engagement levels better.

  • User Interviews: We conducted in-depth interviews with users to gain firsthand insights into their perceptions of the tutoring feature, their expectations, and the decision-making processes that influenced their purchasing decisions.

NAVIGATING THE MAZE OF INSIGHTS Uncovered Key Issues

Through this comprehensive research, we uncovered several key issues that were hindering the success of our tutoring feature:

  • Perception of a Separate Product: The distinct subscription plan names, "Brainly Plus" and "Brainly Tutor," led users to view tutoring as an entirely separate product rather than an integral part of the Brainly platform.

  • Inaccurate Feature Representation: "Tutoring" conveyed an inaccurate image of the service, leading users to expect lengthy one-on-one tutoring sessions. This disconnect resulted in disappointment and decreased engagement.

  • Lack of Information: Users lacked clear and concise information about the tutoring feature, its benefits, and how it worked. This lack of transparency led to confusion and hesitation to utilize the service.

  • Inflexible Subscription Plans: Users expressed a desire for flexible subscription plans that catered to their specific needs rather than being limited to a fixed 20 sessions per month option.

CRAFTING A COMPELLING SOLUTION

Armed with these insights, we developed a comprehensive plan to revitalize the tutoring feature and address the underlying issues:

  1. Integrating Tutoring into Brainly Plus: We incorporated the tutoring feature into the main Brainly Plus subscription, enhancing its visibility and accessibility.

  2. Elevating the Value Proposition: We refined the messaging around the tutoring feature, emphasizing its ability to provide targeted one-question-and-answer assistance, aligning with user expectations.

  3. Introducing Flexible Subscription Plans: We developed tiered subscription plans that offered varying levels of sessions and flexibility, catering to a broader range of user needs.

TESTING AND REFINING THE DESIGN

To ensure that our new approach resonated with users, we conducted a series of user testing sessions, employing UserZoom to gather feedback on:

  • New Value Proposition Perception: We evaluated how users understood the concept of "Expert Live Answer," the key benefit of the tutoring feature.

  • Plans Perception: We assessed how users understood the differences between the various subscription plans and their corresponding benefits.

  • Navigation Patterns: We analyzed how users interacted with the payment form and identified areas for improvement.

Based on the feedback gathered through these tests, we made iterative refinements to the design, ensuring that it was clear, user-friendly, and effectively communicated the value proposition of the tutoring feature.

ACHIEVING REMARKABLE RESULTS

Revenue Growth:
Product revenue increased by a staggering 70%, demonstrating the effectiveness of our new approach.

We AB tested our refined designs, and the introduction of flexible subscription plans resulted in
a remarkable result:

User Activation:
User activation tripled, indicating a significant improvement in user engagement with the tutoring feature.

LEARNINGS AND REFLECTIONS

This project underscored the importance of a user-centric approach to product design. By deeply understanding user needs and preferences, we developed a solution that resonated with them and drove significant business outcomes.

The collaborative nature of this project also played a crucial role. By working closely with data analysts and stakeholders, we were able to harness diverse perspectives and insights to create a truly impactful solution.

I am incredibly proud of the impact this project has had on Brainly's tutoring feature and its positive impact on our users. This experience reinforces my belief in the power of user-centered design to achieve remarkable results.