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ed tech app | feature

Optimizing EMBIBE Web for Organic Conversions

Redesigning the header menu, introducing a global search, and improving the sign-up funnel optimized Embibe’s web platform to streamline access to educational content and as a result boost student app sign-ups.

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Employer

Embibe

My Role

Research, design strategy, product design, design systems.

Contribution

Solo designer, with guidance from a Lead designer, SEO Team

Timeline

Nov '22 - Feb '23
4 months

5M+ downloads.
Trusted by 10,000+ schools.

Embibe's student app offers adaptive learning for every student. Using AI, it identifies strengths and weaknesses, creating a customized and optimized educational journey.

Executive Summary

Problem

The Embibe Web pages faced significant challenges in delivering value to users due to:

  • The absence of primary navigation on SEO pages hindered content exploration and user engagement.

  • High organic traffic but low sign-up conversions due to drop-offs in the onboarding process.

  • Inefficient search functionality and lengthy sign-up steps affected user experience and app monetization.

Learnings

Collaboration resulted in new learnings and opportutnities

  • Embibe's startup culture featured a flat structure, direct CEO collaboration, and a fast-paced environment.

  • Collaboration across teams ensured alignment and smooth execution of design goals.

  • Iterative testing and analytics-based decision-making refined the user journey effectively.

Challenges

Working within porject constraints

  • Streamlining the Information Architecture (IA) to accommodate Embibe's wide range of goals and exams, including 400+ offerings like JEE, NEET, and government exams.

  • Limited access to users due to the new feature rollout, requiring reliance on Monthly Search Volume (MSV) data from competitors and Google search trends.

PRoblem Statement

What was i Solving?

The Embibe SEO pages generate massive organic traffic, but the absence of primary navigation and insufficient engagement strategies lead to user drop-offs during the sign-up process. Users find it difficult to explore content effectively, hindering their decision-making and onboarding journey. How might we simplify the user journey by improving content accessibility and fostering deeper engagement to boost sign-up conversions.

Process

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Discover

Understand the requirement and evaluate the existing state of designs

  • Problem identification

  • Expert Enquiry

  • Competitor Analysis

Ideation

Quick prototypes and learn from feedback and Iterate on designs

  • Brainstorming

  • Wireframes

  • Quick Mockups

  • Final designs

  • Parity check

Validation

Ideas were tested to gauge improvements and iterated to release.

  • A/B Testing

  • User Analytics

  • Iterative Design

outcomes

This design resulted in a 64% increase in the Signup rates.

Due to its success, what was initially designed for Embibe exam pages was rolled out across all Embibe web pages.

Highlights

Designed to improve learning content discoverability

The menus enhance SEO with better crawling and indexing by linking key pages, improving page rank and ensuring seamless navigation after landing on a page.

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

Optimised Search for Better User Engagement

The search functionality aims to improve user engagement, session duration, and content discoverability by offering a seamless search experience across various content types.

Import:

.docx

.xlsx

.odt

Export:

.pdf

.pptx

.rtf

.webp

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

Reduce Steps Reduced drop offs

Strategically designed to reduce number of steps to minimize drop-offs at the OTP stage, and simplify goal selection by auto selecting Goal & Exam based on page visited.

Import:

.docx

.xlsx

.odt

Export:

.pdf

.pptx

.rtf

.webp

My learnings

My Key Takeaways

  • Collaboration across teams ensures alignment and smooth execution of design goals.

  • Analyzing actual analytics data is a valuable approach when direct user access is limited.

  • Simplifying navigation structures enhances usability and improves user experience.

  • Iterative testing and feedback loops are essential for refining designs effectively.

Project status

Project is live!

The project deliverables have been live since early 2023. The success of the redesigned header menu has led to its implementation across all 11 product webpages in Embibe's portfolio, improving overall user experience.

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EMBIBE LIVE Classes Batching &
Monetisation of Student App