New discovery experience
Designing for the new parent experience of this SaaS marketplace in the e-learning industry
My role: working end-to-end from discovery to delivery
Team: 7 people
Context
Goals
Shipping the MVP of the new parent experience in 6 months
My role
Working in a product trio with the tech lead and the PM on the parent experience. Also part of a wider cross-functional team
Responsible for conducting & analysing user interviews and usability testings, presenting to stakeholders, creating userflows, delivering high-fidelity prototyping and collaborating with developers
Gathering feedback and collaborating with designers from other squads.
Constraints
Navigating ambiguity with little time on our hands
Collaboration to resolve ambiguity
We had to decide quickly on what the best experience for parents would be, so as a trio, we had a workshop to identify the next steps and most urgent issues to solve.
⏳
When parents finally find the right tutor, their request has a 20% reject rate and 11% no response rate
❌
30% of tutors didn’t update their availability once last year
Defining the problem
Parents struggle to find suitable, available tutors due to outdated availability and an overwhelming number of options, leading to drop-offs and low conversion rates.
The PM and I looked at both direct and non-direct competitors to understand what was their common behavior in matching customers with contractors.
Crafting a new discovery experience for parents
Parents would fill out a form with their tutoring needs and create a ‘tutor request’, which would be sent to tutors on the marketplace. Only tutors that are actually available, and area good match would come forward. I presented user flow to the wider tech team, which agreed on the approach.
Testing the concept with parents
Summarising insights from usability testings
5 out of 5 parents found the approach straightforward
4 out of 5 are fine with waiting a few hours if highly relevant tutors respond to their request
2 out of 5 parents wanted more than three matches
“It’s pretty straightforward” - Iwona
A previous CRO test I worked on, proved that adding benefits in the staggered flow, parents would see immediate value and complete it.
As we were rebuilding from scratch, I had the chance to propose a new component for the staggered flow.
I presented various iterations to other designers until we all agreed the new component was working.
On the dashboard, parents would be able to see which tutors answered their tutor request. During the usability testings 40% of parents wanted more than three matches so we found a midground solution and decided to cap the matches at 6.
The Product Manager suggested adding a sense of personalisation to the list of tutors, so I included a personalised message. It showed value to the parents as they would only see tutors that were matching their specific requirements.
The Product Designer in the payments squad joined forces to ensure this new payment mechanic, where the final membership price is associated to the individual lesson price was clear. We run several usability testings and there were quite a few aspects of the model that weren't clear to parents - including things like why payment happened before being able to book lesson and secure a slot, what the payment schedule was, and how flexible membership plans were to changes.
The final step before completing the payment, summarised all information. I chunked the different elements to make it easy to scan, and to highlight what plan they were choosing.
Results
🗓 +9% Free Meetings Booked
Our solutions allowed parents and teens to find tutors relevant to their needs and that were available at the time needed, resulting in increased free meetings booked
✍️ +2% sign ups
We used findings from the a/b tests we conducted, to inform the sign up flow. We added more relevant fields and imagery.
Learnings
Overcommunication is vital
Roadmaps need to be aligned
Organise a coworking sessions with designers in different teams as soon as possible: they might have requirements very different from yours