Case study: Take-home test for UX research position (entry-level) for the first time
Increase Conversion & Retention Rate
Prolog : Okay, so this is the first time I try to write a blog after such a long time. I keep on reminding myself to write like “write an article 1000x” ringing in my head, but… no action at all, until now. It feels so awkward but yet fulfilling since I beat my laziness of writing, out of my comfort zone.
May this article will give you an idea about how I experienced it. Hehe
For my first home test I got the challenge from one of EdTech StartUp in Indonesia, I have a task on how to optimise an app, especially on their premium package sales. The data found out that in recent months, data shows the number of new transactions has not increased. So I need to research WHY the transaction was not increased and HOW to improve the purchase flow.
Ok. So, this is my first time learning about conversion and retention rate.
Conversion rate is the percentage of how many regular users are enrolled as loyalist or premium users. This metric is used to know the growth of premium package offered.
Meanwhile, retention rate is how many users across period over previous period. Basically it’s a comparison of current and previous subscription period (for example). This metric is used to measure how many users are loyal.
So this is my research approach on solving the challenges stated above.
- Discover : To find out what really happened in the field, uncover user needs, validate assumptions. Methods used: Brainstorm Guiding Question, Desk Research, Discussion, User interview, Observation
- Explore : Understand problem, how to satisfy user needs. Methods : Competitive analysis
- Test : Make sure the app flow is understandable and work for the users. Methods : User Testing
- Listen : Listen to potential user’s voice, open for review and feedback. Methods : Usability test analysis
***
- Discover
Brainstorm guiding question — This round is a curiosity-driven exploration that takes a wide view and is designed to uncover themes or anomalies connected to the Big Idea and initial Challenge. The Guiding Question ranging from general to specific topics.
•How familiar are you with EdTech platform?
•How did you expose to EdTech platform?
•What makes you interested to sign up for EdTech platform?
•What makes you enroll free trial feature?
•What makes you decide to/not proceed to premium feature?
•How to access Siap Belajar feature?
•etc
Desk Research — World bank report, UNICEF report, etc.
Desk Research Key Findings
1.People wanted to experience EdTech based on its accessibility, usability, appropriateness and affordability.
2.Data shows that < 5 percent of users convert to paid users once free trial periods expire. One of the cause is that people are willing to pay, but will not do so because they are not interested in educational products and services.
3.People doubt that tutor can’t monitor directly their students and their problems quicker because they are not face-to-face.
4.Based on lesson learned, most of cases to improve user conversion and retention is to improve user engagement quality.
Interview Process — Collected some informations to validate the problem and potential solutions, criteria of interview participants :
Persona 1 : High School Students
Persona 2 : Parent
Persona 3 : Experienced Premium User
Interview Data collection method — Card sorting
Gathering some user insights (language: Bahasa Indonesia)
Interview Key Findings
Based on data collected, I found out that the users are very concern to several topics such as : Content, Feature, Information, Motivation, Payment, Warranty, Pain Point and Accessibility (Device)
High School Students
1.They are concerned on how the courses are being delivered and how they can receive it well according to their study styles / preferences.
2.Even though the learning process held virtually, they wanted to feel the presence of their tutor and wanted to have interactions.
3.They wanted to have a good price so that they can buy the course by their own pocket money using various payment methods.
4.They are motivated and being competitive if they have study buddy.
Parent
1.They are concerned about warranty program.
2.They wanted to see study report of their children.
3.They are looking for information about the package in order to buy it.
4.They wanted the application to be accessible using many kind of devices.
Premium Course User
1.Need to look for premium material content to convince in order to get my interest to buy.
2.Looking for reward as premium user.
3.Need easiness for payment process.
***
2. Explore — Competitive Analysis
Competitive analysis are held to know our company value and position compared to other EdTech in the industry. The competitors are selected based on its similarity. All the EdTech listed are have same mission, that is to help students across Indonesia to enjoy their study and successfully pursue their dream universities by helping them on university admission test or UTBK.
This analysis is based on comparison between study package for senior high school level or “Siap Belajar” package, without comparing UTBK preparation and any other of their speciality package.
Pahamify is leading when it comes to pricing offered. However, compared to Zenius and Ruang Guru, Pahamify is left behind in term of amount of study content materials.
3. Test — User Test
User testing is the process through which the interface and functions of the app are tested by real users who perform specific tasks in realistic conditions. This testing is using zoom as for the test medium, with user task scenario as follows :
Task 1 : Sign up and complete profile
Task 2 : Explore video materials
Task 3 : Purchase premium package for regular senior high school daily study named “Siap Belajar” package
4. Listen — Feedback
Finding during the Usability Test :
1.Adelia and Bilqis are successfully completed all the tests, the users feel familiar with the features, it means the app is understandable and easy to use.
2.However on Feby’s iPhone, we couldn’t find anything inside the package and kind of confusing. This bug might have affected the purchases as well.
3.The user didn’t know if there is a package Siap Belajar if they don’t go to “Purchase” section.
4.The user hopes to see as wide as possible great offer and payment gateway.
CONCLUSION
Based on Desk Research, In-Depth User Interview and Usability Test, I found out that despite having a really cool content materials, good price and accessible (available on various devices), Pahamify should work on :
1.Information (Promotional Content, Campaign, Warranty Program, etc) regarding available package.
2.Keep innovating on the features and content materials (gamification, study buddy, personalized study plan, study report and analysis, material content summaries)
3.Make sure that the students can feel the presence and direct monitor from the tutors.
4.Make sure there is no bug in the way and leave such bad experiences to the users, include optimizing payment process.
5.Improve user engagement to convince active users and re-engage passive users.
POSSIBLE SOLUTION & RECOMMENDATION
Disclaimer
1.The Research was conducted within the timeframe : 14–16 June (First Version) and 24–26 June (Revised Version).
2.There are a lot of limitations in terms of data sources and data collected methodology.
Thank you.
reach me : https://febylailani.carrd.co
