EMBIBE LIVE Classes Batching & Monetisation of Student App
Monetization of the EMBIBE Student App began with batching, where courses were offered as bundled live classes tailored to specific goal exams, creating a structured and value-driven learning experience for students.
Employer
Embibe
My Role
Research, product design, design systems, user-testing.
Contribution
Solo designer worked with VP product, Teaching Faculty
Timeline
May '23 - Aug '23
4 months
Projected to generate ₹1Cr every 4 months, providing interactive learning and personalized feedback for exam success.
If 5,000 out of 10,000 (current) active viewers Sign up, ₹2,000/course = ₹1Cr in 4 months
Timeline based Live class courses
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Solving Existing Problems and improving conversions
Transformed the current system of Live Classes to support batch-based courses that can be bought as a package, ensuring a seamless purchasing process for students.
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Simplify decision making
Precisely state the value that the student would get by purchasing the Course. To give them enough pointers of the impact the course would provide to accomplish their Exam Goals.
Optimising for Monetisation
Designed features like payment gateways and access management, ensuring that students can purchase and access their course materials without any friction.
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New direction for Embibe Student app
Convincing stakeholders,
designing for a better experience.
Highlighting challenges validated by teaching faculty, I proposed refined flows to address gaps, building credibility and driving updates to the requirements which matured over the project timeline.
Requirement V1
Batch Allocation Through Performance Assessment
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- Beginner: Basic level classes
- Performer: Intermediate level classes
- Achiever: Advanced level classes
Requirement V2
Existing Standalone Classes into Subject and Exam Batches
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Requirement V3
Turning Batches into Purchasable Subject and Exam Courses
Addressing user pain points for rewarding learning experience.
Understanding what holds users back from achieving their full potential in online education.
When I am preparing for competitive exams,
I want to find a structured course that aligns with my exam goals and provides a clear learning path,
so I can focus on achieving high scores without wasting time on irrelevant resources.
When I am exploring multiple learning platforms,
I want to compare experiences across platforms to find the best fit for me,
so I can feel confident that I am investing in the most effective solution for my education.
Live Classes feature was unable to fully deliver its intended value.
The low continuing registration to the Live classes and low overall Pre and Post Class activities completion owing to the issues
Embibe users face difficulty enrolling in multiple classes, as they are required to register for each class separately, leading to a fragmented experience.
The overall completion rate of users for Pre and Post-class activities is low, impacting the effectiveness of the learning journey and reducing engagement with class materials.
Building upon clarity
Replicating Real-life coaching class experience
To create a well-structured live class batching system that enhances the learning experience by replicating real-life coaching environments. This system aims to optimize student engagement and performance by providing personalized batch allotments based on assessment results.
Batch allotment
Problems Identified
In Requirement 1 PRD, I found gaps. I proposed flows using expert advice (in house faculty) and UX best practices to highlight issues. This built credibility and convinced stakeholders to update the Requirement.
The Live Classes feature is embedded within the Embibe Live Classes tab on the home page, impacting its discoverability.
Users are required to register for each class separately, leading to a fragmented learning experience.
Skipping test assigns students to Improver batch (slowest paced learning). There was a grey area on when the retaking of Test scenario should be allowed for the student. Students could feel they have no control over the pace of their learning
Are 10 questions enough to gauge student level?
The Test performance could be affected by the preparation level at that point of time and inaccurate categorisation due to lack of understanding of few of question topics
The overall completion rate of users for Pre and Post-class activities is low, impacting the effectiveness of the learning journey and reducing engagement with class materials.
Increase load on the faculty as the same faculty have to now handle three cohorts of classes
With inputs from Teaching Faculty, I identified gaps and proposed flows, leading to a Co-creation Workshop to strategize a new approach.
Resolving backlog
Re-imagined Experience
To create a comprehensive live class batching system that empowers students by allowing them to enroll in entire batches, eliminating the need for individual class registrations.
Live classes were included as an addition menu item to get full visibility and for it be showcased a standalone page, which was previously inside the Learn page.
The Achieve menu item was proposed to be decommissioned based business decisions, hence going down to 4 menu items.
Benchmarked features to find mental models for timeline-based task completion.
Webflow expert
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The Class cards
The retrofit Live Class cards were merged into a single expandable card, encompassing all pre- and post-class activity content.
An approach that integrates a calendar-style view with a sequential progression for completing pre- and post-class activities.
About Page
Through competitor analysis and the co-creation workshop with Design team, User Research team, Category leads, VP growth, we identified the key details a student would need when deciding to subscribe to a batch.Even looking through a more streamlined Information Architecture.
Capitalising on the
value proposition
Batching Monetisation
To create a system where live class batches are offered as purchasable courses, categorized by subject and exam, enabling students to buy access to an entire course instead of individual classes.
Validating our decisions
Iteration 3 was tested
Key Research Focus
- Identify motivations for using live classes.
- Understand barriers to live class adoption, focusing on drop-offs and new users.
- Analyze awareness and compare ed-tech platforms.
- Investigate gaps in existing platforms and explore user experiences.
Target Users
- 3 - Flirtatious Users: Users active on both Embibe and competitor platforms.
- 2 - Embibe Live Class Users: Active users engaged for at least 2 weeks (K12, PPG, PUG).
- 2 - Competition Users: Users from competitor platforms (e.g., Byju's, Physics Wallah).
Overall
All the users found the flow easier to navigate owing to clarity in terms of the courses and subjects and the key benefits mentioned.
Also, all the relevant information is seen to be available right at the homepage itself like:
- Live Class banner
- Class wise segregation
- Duration of the course
- Price
Demo/Trial class CTA on homepage
Users need a first hand experience of the live classes that they wish to enroll for. A trial/demo CTA on the home page banner and a tag on the course tile itself will give the user more confidence to proceed further
Sample of Content offered
Though users liked the different modules provided on the 'View details page'. Before making a purchase decision, they would like to see samples of different modules, such as practice questions, study notes, and so on.
Evaluating Teacher’s style of teaching evaluation
More than the information about the teacher’s experience, No. of classes taken, students are seen to be more interested in the way of teaching. As a result, it is suggested to display a video of the teacher explaining the concept as an example to give the confidence to the students and parents
Aesthetics and Minimalist - UX heuristic
6 menu icons given at the bottom is seen to be too much of a task for the user and the attention is not paid to these icons. Hence, it is recommended to have lesser icons ( ‘Achieve’ as a feature due to low conversions was planned to be Discontinued)
Seamless Experience
Key Flows
The video player view was designed based on insights gathered from competitor analysis of MOOC course providers.
Notifications
I also worked on the notifications for the student app, which was part of a different project scope. However, in the context of Live Class batching, the notifications are as follows:
- Class has begun reminder
- Class cancelled
- Class rescheduled
Content Player view
Users can interact with different content, and the hero part of the screen would contextually display different CTAs relevant to the content interacted with, namely:
- Videos
- Practice
- Test
- Notes
- Live Class
Edge Cases
To address various edge cases in the video player view, solutions were designed to inform and educate users about specific conditions.
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Project status
In development
The project has received approval from all stakeholders and is now in the development phase after design debriefing was done to core product dev team.
As of Mar 2024, an initial beta release has been launched.
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