E-learning for healthcare
Helping parents to find the right tutor for their teens
Goals
Identifying a better experience for parents looking for a tutor
Changing how payments work
Shipping the MVP within 6 months
My role
I worked in a product trio with the tech lead and the PM. Responsible for conducting & analysing user interviews, presenting to stakeholders, creating userflows, delivering high-fidelity prototyping and testing with users. Also, I iterated designs during developer hand-off.
Constraints
Little time
Lack of a design system, we only had a design library
Many answered questions before starting the sprints
Ideating the new experience
The PM, the tech lead and I had a workshop to identified potential opportunities which would inspire the new experience for customers.
We came up with some MHWs and voted. The most voted ones were:
How might we help new customers find a tutor smoothly and have their first tutorial?
How can we make payment work when there are 5 price bands and it's so dependent on what tutor they pick?
Endless process
When parents finally find the right tutor, their request has a 20% reject rate and 11% no response rate
Paradox of choice
Parents often mention how they feel overwhelmed by the amount of choice (online and on our platform)
Inactive tutors
50% of tutors that reject and give a reason give the reason they are not looking for work
Unavailable tutors
30% of tutors didn’t update their availability once last year
Solution: changing the discovery experience for parents
Parents would fill out a form with their tutoring needs and create a ‘tutor request’, and available tutors would come forward. I made a user flow and we presented it to the wider team, which agreed that the approach felt safe as the sales team used a similar process. Indeed our sales representatives would often call parents over the phone to understand their needs, and then book free intro sessions on their behalf.
Testing our concept with real parents
We organised some sessions with parents to check if:
the amount of information requested was appropriate
how long they’d be ok to wait for matches
how many matches they would like to see
Below are some of the screens we tested
Insights
100% of parents found the approach straightforward
80% are fine with waiting a few hours if the matches were carefully selected
40% of parents wanted more than three matches
“It’s pretty straightforward” - Iwona
Making the concept come to life
My team and I introduced the concept of a tutor request. We would gather information about the tutoring needs of the parents and teens, and while doing so, communicating the benefits of using MyTutor to increase retention.
During the sprint I had the chance propose new components and, which got approved by the wider the design team.
The flow a parent booking lessons
Clarifying how pricing works
Parents that participated in the usability testing, were confused by the payment mechanics (membership fee in particular).
“Ohh, is it a membership fee? So is that once or is that each time you book a set of lessons?” - Sharon
The designer dealing with payments and I then collaborated to understand how to make the membership fee more understandable.
