A platform for K12 students to learn flexibly and effectively
Snapask is an education technology company that applies machine learning and mobile cloud services to make education more effective, personalised, and accessible to everyone.
In APAC, Snapask supports 4+ million students across 11 regions in their post-secondary studies - aspiring to be the largest and best online self-active learning service for students.
Scope
In Snapask, there are different squads with diverse goals and tasks.
This project belongs to MCX squad, focus on the experiences between marketing and customers' experience.
We run agile development and spend almost 6 months (2.5 months for design and 3.5 months for development) to accomplish the goal from finding to validation
Product Manager
Mandy Hsu
Researcher
Cher Mo
Brand Designer
Amy Lin
Product Designer
Minyu Wu
Content Designer
Cher Mo
Marketing
Xinyun Kua
Katherine Cheung
Growth
Christopher P Hugentobler
iOS
Paul Liu
Android
Jerry Che
Backend
Ivan Chen
QA
Arthur
Interviewed users and collected data details
Clarified the issues
Brainstormed for solutions
Established user flow design, wireframe, and mockup design
Developed and ran A/B testing for in-app onboarding completion
Optimized the in-app interaction effects and app store screenshots
Explore
Around 82% of new users dropped out within the first day of signing up
Users dropped seriously in some stages
We can clearly see that there is a significant drop in 3 main stages: launching the app, password setting, and E-mail account verification.
PASSWORD
Commonly misunderstood strings
95% of university students who applied to become a tutor misunderstood the options while choosing the role (student or tutor), which led to dropouts.
Redundant information collecting
Users were asked to set up passwords and select curriculums even after they signed up through third-party sign on services. Retrieving passwords was time-consuming.
Inconsistent value prop messages between App store and In-app experiences
Users were not sufficiently informed that this product was specifically designed to help K12 students with their homework.
Before download the app
After download the app
Guerrilla usability testing
To clarify the problems and findings from the research side, I also built the hi-fi prototype and ran guerrilla usability testing in mandarin to see if it was a good starting point to improve the experience.
We set our main character - Eve as a mentor in the testing prototype, and lead students to understand which subjects they can ask and how to use the app in their daily life. However, test users just kept clicking the next button without reading any context, and prefer to explore the features on their own.
Define
We categorized these findings into 2 main issues we had to improve
Unclear and inconsistent messages blocking user experience
Redundant sign up procedures negatively affecting customer satisfaction
Objective
Lower the registering gate
・Decreased onboard steps
Acquire more new users
・Clear and eye-catching stories
Enhance the consistency of App store and product
・Strengthened user expectation
Lower the dropout rate
・Streamlined onboarding steps
Ideate
We redefined the user journey and streamlined the student sign-up flow from at most 9 steps to even 4 steps only
Positioning
Users can see the “create account / apply for tutor” option at first sight
Convenience
Sign up would be first done through phone number verification
Easy to onboard
No more password setups for third-party sign on
More friendly
Adjust the timing to collect the current grade level from students
Previous steps vs. new steps
Flow & Wireframe
Flow in details
Wireframe
Mockup
Prototype
Test
Due to the insufficient beta users, we ran the AB testing on our production for 2 weeks to see the if the drop out rate decreased or not
And after the new flow and look were released for 2 months, the average dropout rate decreased from more than 82% to 34%.
We can clearly see that as the user launch the app and drop around 20% and around 20% at the set password stage of 3rd party users and 15% drops of E-mail users at account verification.
Accomplishment
Through this project I've learnt that user needs and voices is surely vital for us to define the experiences, and through the feedback from users, we successfully saved the huge cost of engineering.
This success is quite impressive and makes me proud of myself, and I am very grateful for the cooperation from all the members who participated in this project.