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ed tech app | feature

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

Position

Senior UX/UI Designer

Contribution

Individual contributor

Timeline

Dec '22 - Aug '23

Feature name
Playing Video
Payment Information
Accessed Premium content
Feature name
Feature name
Feature name
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Projected to generate ₹1Cr every 4 months, providing interactive learning and personalized feedback for exam success.

If 5,000 out of 10,000 (current) viewers sign up, ₹2,000/course = ₹1Cr in 4 months

Highlights

Timeline based Live class courses

Highlights

Solving Existing Problems and improving conversions

We 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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Highlights

Simplify descision 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.

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Minimum of 5 offerings, for each and every Goal Exam
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Carefully Researched to meet students expectations
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A Syllabus timeline broken down for students
Highlights

Solving Existing Problems and improving conversions

We 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.

Import:

.docx

.xlsx

.odt

Export:

.pdf

.pptx

.rtf

.webp

Highlights

Optimising for Monetisation

Designed features like payment gateways and access management, ensuring that students can purchase and access their course materials without any friction.

live_tv
30 different pages, one for every use case
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Carefully studied layouts, typography, and spacing
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A pricing that's fair and accessible for all users
context

New direction for Embibe Student app

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.

Convincing stakeholders,
designing for a better exeperience.

Requirement V1

Replicating Real-life coaching class experience

Approach:
Replicating Real-Life Coaching Experience
Assessment based batch allotment
Based on the result of the Skill Test
- Beginner : Beginner level classes
- Performer : Intermediate level
classes
- Achiever : Advanced level classes
Requirement V2

Live Class Batching
‍

Approach:
Integrating existing Live class experience
Batches based on subject and Exam
Grouping into cohorts of batch offerings based on Subject or Exam type.
Requirement V2.1

Monetization of Batching and Student app

Approach:
Integrating batch-based course offerings
Courses segmented by subject and exam
Optimizing experience for conversions - Purchase of course.
problems

Live Classes feature was unable to fully deliver its intended value.

Users are facing challenges that hinder their full learning experience. These challenges include:

Difficulty enrolling in multiple classes: Users have to register for each class separately, leading to a fragmented experience and making it difficult to manage their learning schedule.

Low completion rate of pre and post-class activities: A significant portion of users are not completing their homework, impacting the effectiveness of the learning journey.

Requirment v1

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 Registration
Skill Test
Result based Batch allotment

Problems Identified

In Requirement 1 PRD, I found gaps. I pinpointed flows using expert advice (in house faculty) and UX best practices to highlight issues. This built credibility and convinced stakeholders to update the Requirement.

1

The Live Classes feature is embedded within the Embibe Live Classes tab on the home page, impacting its discoverability.

3

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

2

Users are required to register for each class separately, leading to a fragmented learning experience.

4

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

:

Increase load on the faculty as the same faculty have to now handle three cohorts of classes

5

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.

Requirment v2

Resolving backlog

Re-imagined Expereince

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.

Batch Card Iterations
Final version
Subject Batch card - Not Registered
Exam Batch card - Registered
Exam Batch card - Class Live
Exam Batch card - Full Batch Completed

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 content consumption.

Erin Philips

Webflow expert

"I needed a template that was easy to use, flexible and powerful at the same time and that was the only solution that fit the bill. I have been using it for over 3 years."

The Class cards

From Retrofitting Live Class cards
To Timeline based Live Classes

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.

Initial Iteration
Final Iteration
Requirment v2.1

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.

Purchasable Courses
Course details
Buying Course
USER TESTING

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).

Findings of Usability Testing

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.

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)

final designs

Seamless Experience

Video Player view

The video player view was designed based on insights gathered from competitor analysis of MOOC course providers.

Edge Cases

To address various edge cases in the video player view, solutions were designed to inform and educate users about specific conditions.

My Contribution

As the Senior UX/UI Designer at Embibe, I was the sole designer responsible for driving this project from inception to completion. I led the design process, ensuring alignment with both the Design Lead for preliminary reviews initially from Sr.VP Growth and later parts of the project from VP engineering for project approval.
/ MY ROLE

Design Execution & Validation

I contributed to the web versions of Live Classes. I also designed the complete batch management feature, ensuring it met both user and business requirements while maintaining seamless usability across platforms.

Oversight & Coordination

I designed across and collaborated with VP of Embibe and Category leads(Subject faculty leads), User Research team and their respective Project managers to translate product features for each requirement.

Leadership

I designed up and presented works to gain buy‐in from executives, senior stakeholders and many other Embibe teams throughout the project lifecycle.
/ ABOUT

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Embibe is an AI-powered learning platform that revolutionizes education for students at various levels and competitive exams. It offers features to enhance learning outcomes and provide personalized support.

AI-Powered Learning

Embibe has delivered over 19 million learning outcomes, improving student performance.

Interactive Content

3D interactive learning experiences, making complex concepts easier to understand.

Practice and Tests

Practice questions, mock tests, assignments to reinforce learning and track progress.
IA of EMBIBE Student App
Embibe Student App

The Embibe Student app is an educational platform designed to enhance learning, practice, and assessment for students across various grades and competitive exams. The app is centered around personalized learning, offering a comprehensive experience that adapts to the needs of each student. Here’s a breakdown of the key pages within the app:

Home Page
The Home page is the central hub of the Embibe Student app, offering a personalized dashboard where students can easily access all features and track their progress.
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Features:
  • Personalized recommendations based on a student’s learning history, such as suggested lessons, practice questions, or tests.
  • The user would be able to access his assignments from school and parents here.
  • Access to announcements, updates, and motivational content to keep students informed and inspired.
  • A quick overview of recent activities, including last viewed lessons, pending practice sessions, and upcoming tests.
Learn Page
The Learn page is where students can dive into educational content tailored to their curriculum and learning needs. The content can be filtered on basis of subjects
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Features:
  • High-quality video lessons, detailed concept explanations, and notes available for various subjects and topics.
  • Adaptive content delivery, ensuring students thoroughly understand foundational concepts before progressing to more advanced topics.
  • AI-driven suggestions for additional resources based on the student’s current progress and identified learning gaps.
Practice Page
The Practice page is where students can practice multiple set of question based on Subject Chapter or Topic and can reveal solutions and tips for each question.
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Features:
  • The Adaptive Practice questions in  app' uses AI-powered algorithm adjusts the difficulty level of questions based on the student's performance,
  • The app provides students with detailed analytics of their practice sessions, including their progress over time, strengths and weaknesses, and areas for improvement.
  • Based on the student's performance and learning patterns, the app suggests additional practice resources, such as videos, notes, or quizzes, to support their learning journey.
Test Page
The Test page helps assessing their understanding and progress. It offers a variety of tests, including chapter tests, topic tests, and full-length mock exams, designed to simulate real-world exam conditions.
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Features:
  • The app allows students to practice time management skills by simulating exam time constraints and providing feedback on their pacing.
  • Students can track their progress over time and identify trends in their performance to stay motivated and focused on their goals.
How Live Classes worked
Task flow Scenarios
Below is the Flow chart with the Live scenario-wise screen flow in the next following section

Problems

  • User has to individually register to each Live Class, due to which they were low repeat registrations.
  • Live Class section is not as easily accessible or as prominent as other content sections.
Scenario 1: New User
Registered to Live Class
Pre-Class activities
Scenario 2: Registered User - Exploring app
Home Page
Live Classes Section
Pre-Class activities
PROJECT KICKOFF

Live Class batching

Overall Project timeline
I was tasked on multiple priority assignments running parallel to the ‘Live Class Batching’ project, hence gaps in the timeline. The Iterations were influenced by stakeholder feedback and evolving requirements.
/ Requirement V1
Objective
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.

Embibe Live class batching

Approach
1

Replicating Real-Life Coaching Experience

We need to create an online system that closely mirrors the personalized experience of a real-life coaching center, particularly in how students are allotted to batches.
2

Assessment based batch allotment

To aide this batch allotment students are supposed to give an assessment test based on which students will be allotted into batches based on test performances
3

The Batches

Based on the result of the assessment , students are batched so as to ensure they receive teaching that matches their skill level :
- Beginner : Beginner level classes
- Performer : Intermediate level classes
- Achiever : Advanced level classes
Questions asked to Stakeholders
The above Userflow and Questions were put across to the category leads(faculties) and stake holder to get more clarity on the Requirement V1.
/ 1
/ QUESTIONS ON THE REQUIREMENT
  • What is the motivation behind this feature?
  • How would the videos be categorized for "Achiever", "Performer", "Fighter" buckets?
  • For a topic, how would the teaching in three different video types ("Achiever", "Performer", "Fighter") buckets be?
  • Will the same teacher take separate live classes for the different skill categories?
  • When a student registers for a batch, is he enrolled for a series (multiple classes) of live classes?
  • Will the Diagnostic test be chapter, topic, or subject-wise?
  • The student might be performing well in one topic's test and weak in another. How will we deal with this?
  • Can the student retake the test? What is the frequency of retaking?
  • How many questions would be asked in the test and how long would the test be?
  • Will the class performance have an effect on the test result?
/ 2
/ FOR EXISTING USER - WHO HAVE VIEWED LIVE CLASS
  • 1 . Before taking diagnostic test
  • How will the journey of already covered videos be taken into consideration once the test is taken again?
  • 2 . Before joining a live class
  • Has your preparation pattern changed from what it used to be earlier?
  • 3 . After viewing a live class
  • The test can be on the topics covered in that video alone (contextual).
  • 4 . CTA in Embibe Live Classes Tab
  • Will it be a cumulative test on the selected goal?
  • 5 . Pre/Post Class Activities
  • The test can be on the topics covered in that video alone.
  • 6 . Prompt to take test
  • Prompt to take the test on the basis of season (near approaching dates of goal exam).
/ 3
/ AFTER TAKING DIAGNOSTIC TEST
  • How will the skill categories affect the "Pre class activities" tab or "Post class activities"?
  • Will there be different assignment in different class detail pages?(This will surely be a confusion in users' minds.)
  • Will the effect of performance in the rest of the app on this diagnostic test result?
  • Switching between skill categories?
  • How to avoid repeatedly attending classes of a previously covered topic?
/ 4
/ FOR EXISTING USER - WHO HAVEN'T VIEWED LIVE CLASS BEFORE & FOR NEW USER
  • 1 . Before viewing a Live Class (from other tabs)
  • Taking the live class in the start of the first live class journey.
  • 2 . Before joining a live class
  • Has your preparation pattern changed from what it used to be earlier?
Userflow Exploration
Based on the User research teams exploration of userflows, as these requirements were proving to be complex to solve, we created a user flow diagram to put our thoughts on paper so as to visualise the flows.
BASED ON REQUIREMENT V1

Iteration 1

Prototyping
Replication of existing real world coaching class scenarios, where the students when get admitted have to take up a mandatory entrance test which would help the management to gauge each student and assign them into different cohorts according to the test classes.
Batch Registration Flow
For New Registration into Live classes the student would be asked to Take Test based on which he would be assigned into different Cohorts/Batches
Live Classes
The Live classes placement were retained embedded within the Home gage
Success message
Once user Registers to a class he gets this message modal with detail of the class.
Take Skill Test
User is asked to take a Skill Test in order to evaluate them and batch them into cohorts
Skipped Test
If the user plans to Skip the Test he would be put in to the Beginner level - Improver batch
Skill Test flow
The Skill test attempting flow based on which batch would be assigned. The test would be 10 question test for the subject.
Test Instructions
Has the basic details of test being attempted and how aligned its for the goal/exam
Test Instructions
Test interface navigation level items are explained here
Taking Test
The test taking flow is shown here and this can be of MSQ, SCQ and Answer based.
Test Progress
This give a summary of time left and questions answered before submission.
Skill Test Result and Batch assigned
Based on the skill test performance the students are assigned into cohorts.
Test Result
The Test results after submission are show here
Batch Assigned
Based on Test performance the Student is assigned to a batch type.
Batched classes
Based on the batch assigned student gets to see all Live classes of the assigned batch and lower batches.
Scenarios
The impact of performance of the over the three batch types were assessed.
1

Scenario 1 : Improved performance Performer and Improver

2

Scenario 2 : Decreased performance Performer and Achiever

3

Scenario 3 : Decreased performance Improver or Performer batch

Assumptions on Root Causes and User Challenges
The below mentioned are the Root Causes and User Challenges for both the existing Live Class Experience and Iteration 1.
/ 1
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 feel they have no control over the pace of their learning
/ 2
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
/ 3
Fast paced cohorts like Achiever & Performer might not suit slow learners
Slow learners struggle to keep up with the fast pace of the Achiever cohort
/ 4
Increased faculty load with three cohorts.
Increase load on the faculty as the same faculty have to now handle three cohorts of classes
/ 5
Core issues not solved, older experience retained (mentioned below)
Students and faculty continue to experience the same frustrations with the App.
/ IDENTIFYING ISSUES AND DRIVING CHANGE
The impact of performance of the over the three batch types were assessed.These problems were presented to stakeholders to highlight the potential challenges confirmed by Teaching Faculty members.

In Requirement 1 PRD, the Design team identified gaps that needed further refinement. By leveraging expert advice from category leads (Teaching Faculty), and UX best practices, I proposed multiple flows to show these root causes.This process helped the Design team validate potential issues and frustrations faced by both users and faculty. By presenting these challenges, the team was able to build credibility and showcase usability issues that could arise. This convinced stakeholders to  to push for a better updated Requirement.

These iterations were aimed at addressing the core issues

Issue 1

Embibe users face difficulty enrolling in multiple classes, as they are required to register for each class separately, leading to a cumbersome and fragmented experience.

Issue 2

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.
Objective
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.

Embibe Live class batching

/ Requirement V2
Approach
1

Integrating existing Live class experience

We need to create an online system that closely mirrors the personalized experience of a real-life coaching center, particularly in how students are allotted to batches.
2

Batches based on subject and Exam

To aide this batch allotment students are supposed to give an assessment test based on which students will be allotted into batches based on test performances
3

Grouping into cohorts

The Requirement V1 proposed grouping existing Live classes by tagging and displaying only those classes relevant to the user's performance on the skills test. However, we've adopted an alternative approach. Instead of individual tagging, we've grouped classes into batch offerings based on Subject or Exam type.
Cocreation Workshop
The outcome
The Design team, User Research team, Category leads, VP growth all sat together in a meeting to finalise the following approach
1

Subject Batch card

  • Name of the Batch
  • Image of the Teachers
  • Name of the Teacher
  • Starting Date
  • “Enroll Now” Button
2

Exam Batch card

  • Image of Teachers
  • Name of the Batch
  • Subject Name
  • Tagged Cohort (Improver, Performer, Achiever)
  • Start Date of the Batch
  • Morning/Afternoon/Evening Slot and Time
  • Total Embiums
  • Enrollment and View Batch Details Button
  • Share button to share on Social Media
3

Batch Details Landing Page

  • Hero Banner : Batch Trailer, Teacher Image, Name of the Batch, ….. Whatever is there on the batch tiles)
  • Batch Details (About the batch) :
    - Exam Details - exam date, duration, pattern, marking scheme, syllabus (in PDF format?)
    - How many classes per subject per week
    - How many practice sessions per week per subject
    - When will we complete the syllabus?
    - Test series detail
  • Teacher Profile (Know your Teacher) -
    - Teacher image
    - Teacher Name
    - About the Teacher : Subject Expertise, Achievements (Personal and Academic), Hobbies
  • “Enroll Now” Button
4

Schedule

  • The user should be able to see the weekly Schedule of the batch after landing on the schedule landing page.
  • The student should be able to filter their weekly schedule week-wise and subject wise both.
    The Carousels shown here are
    - Upcoming Classes (for the current week)
    - Completed Classes (for the current week)Calendar Format
5

Previous Classes

  • The Classes should be in order of occurrence
  • The users should be able to filter the previous classes based on the Subject and Chapters.
  • This should be a continuous list and should have a button on the right for taking them to the post-class activities page.
    Design inspiration can be taken from the revision list in our current product on user home page - Revision List Embibe
6

Notice Board/Announcements

  • The user should be able to see all the batch level announcements  after clicking on the Announcement/Notice Board button on Details Landing Page. Announcements can be related to:
    - Cancellation
    - Rescheduling
    - Any Major Test Coming up
    - Guidelines
7

Revision List

  • This will be similar to what is shown in the Revision List feature on our product right now. So whatever, question are incorrectly attempted during live class or pre and post class activities, based on that, Revision List will suggest some questions which can filtered through subject, chapter and topic
BASED ON REQUIREMENT V2

Iteration 2A

Prototyping
Iterating on the batch cards from Left to Right, where left most was the Existing Live Class card.
This iteration was into retro fitting already implemented Live Class components and packaging them into batches, which could be multiple subject with multiple faculties for an Exam batch and single subject with single teacher batch.
Batch Cards
As there was a need for having a parent UI element,hence the Batch Cards.The Live classes were driven by organic audience from the side of teaching faculties experience, hence they are kept highlighted.
Subject Batch card - Not Registered
The single subject batch card displays basic batch details, and clicking on it will take the user to the full batch information. The "Subject"tag indicates the specific subject that will be taught in the batch.
Exam Batch card - Registered
The user is registered for an Exam batch. The card displays multiple faculty members and basic batch details. The tag "Full Syllabus" signifies that the batch covers the entire syllabus for the user's chosen Goal or Exam.
Exam Batch card - Class Live
This indicates that a Live class is currently in progress for this Exam batch.
Exam Batch card - Full Batch Completed
This indicates that the Exam batch has been fully completed. All scheduled Live classes have been conducted, and there are no pending items.
Scenario 1 : New User
Embibe Live Classes Page
The Live classes still exist in the Learn page.In this version the batches were grouped as Exam batches and subject batches(not in image)
‍
Features:
  • The hero section keeps changing with new batches and a demo video.
  • A filter was added for easily finding the classes of interest
  • Ongoing classes would be listed first and then followed by upcoming one below the other
  • Access to announcements, updates, and motivational content to keep students informed and inspired.
  • The user would be able to access his assignments from school and parents here.
  • Each batch card was designed with sufficient details for user to make a decision at one glance.
Batch details - About
After clicking on a batch card we have the about. It has all the details of the batch
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Features:
  • Batch offerings given to all subscribers
  • Embibe experts details
  • Syllabus and then FAQ
Classes - Detailed view
The existing Live classes cards were retained, on clicking on which the user can complete the respective Pre-class activities and for completed class the Post-class activities can be completed.
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Features:
  • Upcoming Live classes from batch are listed in the carousel
  • with completed classes below it.
Classes - Calendar view
The classes under the batch are listed in a calendar view.
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Features:
  • Latest upcoming or live class is show on the top
  • followed by calendar view of the scheduled clases on a later date
  • The Pre and Post Class activities opens up same as before.
Scenario 2 : Returning User
Ongoing Live class
As soon as the user lands he gets to see "Join Ongoing Live Class" CTA to join the class.
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Features:
  • with other ongoing classes of the batches registered to below with al light blue card just as in current Live classes
  • Upcoming Live classes from batch are listed in the carousel
  • Followed by completed Live Classes
Ended or Completed batch
As soon as the users lands he gets to see "View Recording" to view the class which has already passed, a non-interactive video recording.
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Features:
  • Followed by completed Live Classes or even ongoing section can show up depending on the scenario at that moment
Problem-Solution Matrix

After identifying problems for the Existing Live Class Experience and Iteration 1, they were examined deeply and possible solutions for each of them were arrived at after multiple brainstorming sessions. Depending on the effort to impact ratio, these were either implemented or suspended to arrive at the next Version.

Problems
/ 1
Users were finding it difficult to find next follow-up Live Classes for the topic attended, as the features is embedded in the Home Page and also as each Live class is a separate card to which a student has to Register individually.
Solutions
  • Create roadmap of entire syllabus and schedule to be covered without the need to register to individual classes
  • Populate the hero banner with the next class details and Register CTA, if thats missed send push notifications redirecting to next upcoming class.
/ 2
There was an overall low repeat registrations to Live classes of the attended by the users.
  • Live Class being a true value feature for students, and as the organisation was planning to monetise from business point of view. As the design team we were tasked to provide a streamlined flow for purchase along with feature page, till conversion
/ 3
Low overall Post/ Pre class activities completion percentage seen across the users registered to the Live class
  • Allow for students to get class completion Test or Final exam only after they have completed a minimum percentage of pre and post class activities
  • Restrict students to attends live class without completing a few minimum Pre class activities
Competitor Analysis
Goal : To look for existing mental models and patterns in digital products for timeline based completion of tasks(in our context it is a student completing his syllabus by Learning, Practicing and Clearing Tests).
BASED ON REQUIREMENT V2

Iteration 2B

Prototyping
In a meeting with stakeholders, we recieved instructions to go ahead with a approach of how we can group the topics, Pre and Post class activities as courses. Hence we iterated on this approach and alter relying on on competitor Analysis to see and take refrence how such kind of grouping works in similar platforms and apps.
Batching Assets
As before the Live classes are driven by organic audience from the side of teaching faculties experience, hence they are kept highlighted.
Exam Batch card
User gets basic detail of subject, faculty, batch start and end date, class details like timings and more.
Topic based Live class timeline
User has already registered to batch and class is yet to start, so clicking on cta would take them to next upcoming class where they can completed Pre class activities
Timeline with Locked content
User has already registered to batch and class is Live so users can join the class directly.
Scenario 1 : New User
Dedicated Live Classes Page
In this version the batches were grouped as Exam batches and subject batches.
‍
Features:
  • The hero section keeps changing with new batches and a demo video.
  • Each batch card was designed with sufficient details for user to make a decision at one glance.
Batch details - Syllabus
After clicking on a batch card we have the about. It has all the details of the batch
‍
Features:
  • Entire Syllabus divided topic wise is shown to user, at one glance
  • View batch details CTA would drill down to further granular details of the offerings
All Batch details
This page has the details of offerings of the selected batch, the values and the details of the teachers.
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Features:
  • The cards were styled with respect to the Student app designs and colors
  • The top level details give basic idea of the promised minimum number of different types of learning content that user will get.
Live Class progress timeline
T‍he Syllabus is put across in timeline view topic wise

Features:
  • followed by calendar view of the scheduled classes on a later date
  • The video player is sticky on the screen and can be sped up, maximised
Scenario 2 : Returning User (Class Live)
Class is Live
After clicking on the batch card when class is live.

Features:
  • The CTA becomes Join Class
  • A red badge appears whenever the class is live .
Live Class progress timeline - Class is Live
The Live Class player page, with the syllabus timeline below it.

Features:
  • The video playing is highlighted in the timeline.
  • If the users interacts with any other content in the timeline, he has taken to that and can join back to the class when needed.
Scenario 3 & Sceanrio 4 : Returning User (Missed Class & Continue Progress respectively)
Live class has been missed
After each Live class, the recordings are saved for users to watch, with Watch recording CTA.
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Features:
  • If user has missed the class he gets the Watch recording CTA, ignoring the content he was last interacting with( as shown in the next scenario)
Continue with progress
When the user starts watching a video, Practice, Test, he can return back to continue it later. The CTA changes accordingly based on last incomplete content the user was interacting with.
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Features:
  • The user is shown this hero section and CTA while he is interacting with other pages in the App, to give a sense of continuation
  • If there are multiple topics in incomplete the hierarchy of the topics in the entire timeline is followed, from top to bottom, making sure none of Pre or Post class content is missed.  
Scenario 5 : Practice Assignment
Practice Assignment
User select a content other than videos , he gets this kind of a view.
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Features:
  • The content CTA change according to content type maybe Notes, Practice or Test
Practice - in progress
This is how the practice activity would look, just like in the Student app

Features:
  • Practice is made specifically topic wise b the teacher (done on the School app)
Objective
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.

Embibe Live class first step to Monetisation of Student App

/ REQUIREMENT V2.1
Approach
1

Integrating batch-based course offerings

We need to transform the current system to support batch-based courses that can be bought as a package, ensuring a seamless purchasing process for students.
2

Courses segmented by subject and exam

To facilitate this, batches will be structured by subjects and specific exams, ensuring tailored course offerings for each student's needs.
3

Optimizing for monetization

This system will include features like payment gateways and access management, ensuring that students can purchase and access their course materials without any friction.
Competitor Analysis
Goal : Compare different offerings given by competitors in the journey of a Live Class user. Was given by the User Research team comparing our Top competitors.
Pre-purchase free trial experience
Module wise features and details
Payment flow
BASED ON REQUIREMENT V2.1

User Testing on Iteration 3

/ USERTesting

Problem Statment

  • Research plan
  • Questions
  • and was an observer in the interviews
As new design around live class pricing and details was introduced, and user research was conducted to gather feedback pre-implementation.
This Research activity was handled mainly by User Research team, I was involved in formulating:

Target Groups

  • Flirtatious Users: Users active on both Embibe and competitor platforms.
  • Embibe Live Class Users: Active users engaged for at least 2 weeks (K12, PPG, PUG).
  • Competition Users: Users from competitor platforms (e.g., Byju's, Physics Wallah).

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.

Contextual Enquiry

User Profiles
The Script and Questions asked
/ 1
/ INTRODUCTION
  • Tell me a little about yourself? Who all are there in your family?
  • What do they do? What class/grade/Course are you in? Which school do you go to
/ 2
/ SETTING UP THE CONTEXT
  • How do you prepare for your exams/course?
  • Has your preparation pattern changed from what it used to be earlier?
  • What do you think of the live classes?
  • Since how long you have been taking live classes?
  • How do you evaluate the teacher?
  • How much would you rate the concept of live classes on the scale of 1-10?
/ 3
/ SCREEN SHARING ACTIVITY - 1 -SETTING THE AGENDA
  • Imagine I am not present here,
    so how would you go about log in … I would request you to keep telling me as you navigate:
    Whatever is going on in your mind while using the app… your feelings/ thoughts…
    fore.g. If you are facing any barrier anywhere please let me know
  • As the User uses the App, Moderator makes a note of:
    What is the process followed- step by step clicking on every page
/ 3A
/ NEW LIVE CLASS LANDING PAGE
  • What do you understand from this?
  • What do you think they are trying to show?
  • Do you think the details mentioned here are sufficient?
  • How many marks would you give to these sections on 10 (10 being the highest)?
/ 3B
/ LIVE CLASS ABOUT PAGE
  • What do you think about this section?
  • What do you think about the specific aspects mentioned?
    - Total Duration
    - Live Lectures
    - Practice Questions
    - No. of Tests
    - Study Notes
/ 3C
/ MEET THE EMBIBE EXPERTS
  • What do you understand from this?
  • What do you think about the information given…is there anything more which you would like to see?
/ 3D
/ SYLLABUS PAGE
  • What do you understand from this?
  • What do you think about the information given…is there anything more which you would like to see?
/ 3E
/ PAYMENTS PAGE
  • What do you think about this?
  • What do you think about the information given…is there anything more which you would like to see?
/ 4
/ USER USES THE COMPETITOR COHORT
  • Now that you have see both:
    Which one do you think is better and why?
  • How many marks would you give both on 10 and why?
  • What learnings should Embibe take from  this?
Screen wise observations
Live Class Landing Page
The Live classes have separate page with new version of  both Exam and Subject cards
‍‍
Whats Working:
  • All users seem to be clear owing to the clear mention of subject-wise courses.
  • Users find this clean as all the course-wise segregation is clearly defined.
  • Users did not feel any issue in scrolling down.
  • All the information given is seen to be relevant pertaining to the live classes like start date, duration, and timings.
Whats Not Working:
  • Few users feel demo class information should have been provided right on the home page.As they were hesitant to purchase without trying the service first.
    - Users wanted to see trial class to mainly to experience the teaching style of the teacher.
Areas of Improvement:
  • Add a CTA stating the amount of Demo/Free classes to motivate users further on the home page.
About Class
All basic required details of the number of different content types given to a student are present in this page

Whats Working:
  • All the blocks information is seen to be relevant 
Whats Not Working:
  • Users were not able to view samples of the notes or Tests mentioned, to gauge the level of the material provided
Areas of Improvement:
  • Against each block there should have been mentions on the no of free classes, notes, etc.
  • Include sample study notes and practice questions
Syllabus Page V1
The Syllabus page list all the topics and different content covered in the course selected.
The free demo videos Autoplays, which isn't given enough justice as its a mockup.
As a part of the first 2 interviews itself we found out that the current version (V1)  wasn't working, hence modified it (V2).
‍
Whats Working:
  • Users were able to understand the division of classes and learning content topic wise
Whats Not Working:
  • Even though it the first initial couple of topics are free to watch and use, few users feel that they will have to watch all of them then only they will be able to view the rest of the videos
Areas of Improvement:
  • Clearly mentioning that the First few videos are Demo.
Syllabus Page V2
In the modified version (V2) we added tags and ribbons to highlight free demo classes.
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Whats Working:
  • NA
Whats Not Working:
  • Users are not able to notice the sticker. Also, at the probed level, they are not able to understand the rationale behind as they are not able to understand the terminology of the word “Demo”
Areas of Improvement:
  • Look for options to highlight primary task possible here, being both payment and Watch demo
Payment
The intermediate screen before payment showing breakup of what users would be paying for and how much, usually viewed by parents of the user.
‍‍
Whats Working:
  • Price given Rs 5K and 2K respectively is seen to be Value for money owing to the duration and the content it is offering
Whats Not Working:
  • NA
Areas of Improvement:
  • NA
Payment Confirmation
The confirmation page to show successful payment has details about price breakup and option to download invoice.

Whats Working:
  • Users did not find any problem whatsoever in the payment gateway section. It is seen to be a smooth process
Whats Not Working:
  • NA
Areas of Improvement:
  • NA
Post Purchase Experience
In the Post purchase experience users would have all the course content unlocked.
‍‍
Whats Working:
  • Users are able to identify that since the premium is now paid they will be able to view the rest of the videos 
Whats Not Working:
  • NA
Areas of Improvement:
  • NA
Video Playing Screen
The Live classes still exist in the Learn page.In this version the batches were grouped as Exam batches and subject batches(not in image)
‍
Whats Working:
  • NA
Whats Not Working:
  • NA
Areas of Improvement:
  • NA
Key Insights and Recommendations
/ 1
/ FOCUS AREA
Overalll
/ FEEDBACK
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
/ 2
/ FOCUS AREA
Demo/Trial class CTA on homepage
/ FEEDBACK
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
/ 3
/ FOCUS AREA
Sample of Content offered
/ FEEDBACK
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.
/ 4
/ FOCUS AREA
Evaluating Teacher’s style of teaching evaluation
/ FEEDBACK
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
/ 5
/ FOCUS AREA
Aesthetics and Minimalist -  
UX heuristic
/ FEEDBACK
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)
HANDED OFF

Final Version

Minimum Viable Poduct
Final Version included monetisation as a part of the designs, its the version with fixes based on the feedback of the User Testing. "Batches" as a feature was renamed as "Courses".
Course Assets
The different elements of the New Monetised batching experience were made robust to accomodate for different course types.
Subject Course card
Card state when user has not yet purchased/enrolled the course, with basic details and timings
Enrolled Subject Course card
User has already enrolled to the course, clicking on which would take them to the detail page of the course
Exam Course card
  • Card state when user has not yet purchased/enrolled the Exam course, with basic details and timings
  • The Exam course is shown in basis of batch for the Goal/Exam selected during registration.
Content based Live class timeline
Users can learn from specifically curated Videos, Practices, Tests for the Live class by the Teachers.
Filter drawer - Type of Course
User has already registered to batch and class is yet to start, so clicking on cta would take them to next upcoming class where they can completed Pre class activities
Filter by Course status
User has already registered to batch and class is yet to start, so clicking on cta would take them to next upcoming class where they can completed Pre class activities
Filter by Course Subject
User has already registered to batch and class is yet to start, so clicking on cta would take them to next upcoming class where they can completed Pre class activities
Filter by Start date & Teacher
  • Start date was used over a calendar because they would be only few courses and they will usually be on decided period of few month over the year
Scenario 1 : New User
Live Class Landing Page
The Live classes now have a separate page in the menu bar.This page has all the Exam and Subject courses.
‍‍
Features:
  • The hero section would be the with the Embibe Live Class CTA clicking on which would show an introductory video of Live Classes as a whole.
  • The Full Syllabus course ( based on selected goal of the active user, here 10th CBSE ) and Subject course cards.
  • There can be maximum of 15 cards at a time.
  • Users can filter by teacher, course name and many other filter types as shown above.
About Course
After clicking on a course card we have the about page. It has all the details of the batch
‍
Features:
  • Batch offerings given to all subscribers
  • Syllabus and then FAQ
  • Embibe experts details
Syllabus Timeline
In this section users get to see all the Syllabus contents(Live classes, Videos, Practices) to be covered topics wise.
‍‍
Features:
  • Start Demo CTA was added on User Testing feedback to make it clear to all users that there are Free demo classes for users to view.
  • The Demo classes are highlighted with Ribbon on tabs to indicate demo classes offered when user is in other tab sections and stickers in the timeline
FAQ
All the main doubts that could arise in a users mind are covered here.

Features:
  • Collapsible cards are used to show FAQs.
Payment Gateway
Users can view the course they are about to purchase, add coupons and get sense of the Price breakup one final time before purchase.

Features:
  • Users can add coupons or coupon codes to get discounts
Payment Confirmation
After a successful payment user gets this confirmation.

Features:
  • It has the basic details of the breakup of payment information
  • Users can download Invoice or Proceed to continue with the course.
Scenario 2 : Paid User (Continues learning after payment)
Post Purchase Experience
The user is redirected to this page after payment for them to explore the course content they just purchased.
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Features:
  • Start Learning CTA would play the first immediate content on the timeline.
Watching Video
User now get to access any of the paid content in the timeline
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Features:
  • The Video being played is highlighted
Scenario 3 : Returning Paid User
Class is Live
The Live classes still exist in the Learn page.In this version the batches were grouped as Exam batches and subject batches(not in image)
‍
Features:
  • The purchased course would be on the top in the My Courses list.
  • As a  Live class is Live. the CTA changes to Join class.
Live Class progress timeline - Class is Live
I‍f the user click on the Join Class CTA he would be taken to this page with Live class playing.

Features:
  • The user can click on the Live Class badge to go to back to Live instance of the Class.
  • The Class Live would be highlighted in the timeline below
Scenario 4 : Assignments
Practice - Assignment
When the user click on a Practice content in the timeline he gets this Start Practice CTA in the player section, clicking on which would start a Practice of questions.
Read - Assignment
When the user click on a Reading content/Assignment in the timeline he gets this Read Lesson CTA in the player section, clicking on which would take the user to read the Points to Remember PDF.
Test - Assignment
When the user click on a Test in the timeline he gets this Strat Test CTA in the player section, clicking on which would start a Test
Scenario 5 : Edge cases
Premium content
User tries to access premium content but is met with a paywall. The system informs the user that they need to purchase the content to proceed, providing pricing details and a "Buy Now" option.
Classes will begin on later date
Users have registered for the class, but it is scheduled to begin at a future date. The system displays the date and time for the upcoming class, ensuring users are aware and can plan accordingly.
Class has been Rescheduled
The class has been postponed, and a new date has been set. The system informs users of the rescheduled class time so they can adjust their plans.
Class has been Cancelled
The scheduled class has been canceled, and a notification is shown to inform users that the class will not take place. The system clearly marks the class as canceled and advises users of the change.
Web Version
The Web version followed similar visual elements, but we also leveraged the larger real estate for optimum experience.All use cases were clearly defined and handed off to product team.

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.

Overview
Highlights
Context
Problems
Requirement V1
Requirement V2
Requirement V2.1
User Testing
Final Designs