Behind the Design: Boosting Revenue by 5% at GrowthSchool
Behind the Design: Boosting Revenue by 5% at GrowthSchool
Behind the Design: Boosting Revenue by 5% at GrowthSchool
Behind the Design: Boosting Revenue by 5% at GrowthSchool
Behind the Design: Boosting Revenue by 5% at GrowthSchool
Behind the Design: Boosting Revenue by 5% at GrowthSchool
In this case study, I’ll walk you through the process of crafting an user experience that not only assists users in discovering and selecting new products but also significantly contributes to a 5% revenue increase at GrowthSchool.
In this case study, I’ll walk you through the process of crafting an user experience that not only assists users in discovering and selecting new products but also significantly contributes to a 5% revenue increase at GrowthSchool.
In this case study, I’ll walk you through the process of crafting an user experience that not only assists users in discovering and selecting new products but also significantly contributes to a 5% revenue increase at GrowthSchool.
In this case study, I’ll walk you through the process of crafting an user experience that not only assists users in discovering and selecting new products but also significantly contributes to a 5% revenue increase at GrowthSchool.
In this case study, I’ll walk you through the process of crafting an user experience that not only assists users in discovering and selecting new products but also significantly contributes to a 5% revenue increase at GrowthSchool.
In this case study, I’ll walk you through the process of crafting an user experience that not only assists users in discovering and selecting new products but also significantly contributes to a 5% revenue increase at GrowthSchool.
Hola! 👋
Hola! 👋
I’m Abhay, currently in Canada pursuing my Master in Engineering Design – Product Design at McMaster University, Canada. Previously, I use to work as a Founding member & Product designer at GrowthSchool where I developed a feature called "Explore Programs" (Product Discovery) which helped users to find and choose the right products for them and helped business to increase it’s revenue by 5%.
Do you want to know how we did it? Start reading!
I’m Abhay, currently in Canada pursuing my Master in Engineering Design – Product Design at McMaster University, Canada. Previously, I use to work as a Founding member & Product designer at GrowthSchool where I developed a feature called "Explore Programs" (Product Discovery) which helped users to find and choose the right products for them and helped business to increase it’s revenue by 5%.
Do you want to know how we did it? Start reading!
I’m Abhay, currently in Canada pursuing my Master in Engineering Design – Product Design at McMaster University, Canada. Previously, I use to work as a Founding member & Product designer at GrowthSchool where I developed a feature called "Explore Programs" (Product Discovery) which helped users to find and choose the right products for them and helped business to increase it’s revenue by 5%.
Do you want to know how we did it? Start reading!
But first, what is GrowthSchool?
But first, what is GrowthSchool?
GrowthSchool is an ed-tech startup based out of Bangalore, India where we partner with the top 1% of instructors to create high-impact cohort-based courses on personal and professional growth for learners worldwide.
GrowthSchool is an ed-tech startup based out of Bangalore, India where we partner with the top 1% of instructors to create high-impact cohort-based courses on personal and professional growth for learners worldwide.
GrowthSchool is an ed-tech startup based out of Bangalore, India where we partner with the top 1% of instructors to create high-impact cohort-based courses on personal and professional growth for learners worldwide.
You might ask, how a user enrol into one of these courses? 🤔
Most of it is done through Ads on different platforms like Twitter, Instagram, Facebook, YouTube and more
You might ask, how a user enrol into one of these courses? 🤔
Most of it is done through Ads on different platforms like Twitter, Instagram, Facebook, YouTube and more
You might ask, how a user enrol into one of these courses? 🤔
Most of it is done through Ads on different platforms like Twitter, Instagram, Facebook, YouTube and more
Know some Terminology
GS Learn
GS Learn is the platform each user use to get access to the content of the course they bought. They have to login using LinkedIn or a login link when they want to access the platform.
The platform have a lot of features in itself like assignments, messaging, events*, and more.
GS Learn is the platform each user use to get access to the content of the course they bought. They have to login using LinkedIn or a login link when they want to access the platform.
The platform have a lot of features in itself like assignments, messaging, events*, and more.
Events
Events are basically live or broadcasted sessions which users have to watch at the time they are scheduled, some events do have recording available and some don’t.
Events
Events are basically live or broadcasted sessions which users have to watch at the time they are scheduled, some events do have recording available and some don’t.
Current Scenario
Current Scenario
How a User who is already part of GrowthSchool get to know about more courses?
While we knew that there is no way in GS Learn to explore and found a new course.
That’s why we rely a lot on ads for the acquisition of customers, i.e. customers get targeted again for a course that could have been done by GS Learn itself.
Our retention rate is about 30% which is quite high for a company our size!
GS Learn was not helping to generate direct revenue in any way.
So, to dig deep, we conducted Interview with 10 existing learners of GrowthSchool, below is the summary of those Interviews
How a User who is already part of GrowthSchool get to know about more courses?
While we knew that there is no way in GS Learn to explore and found a new course.
That’s why we rely a lot on ads for the acquisition of customers, i.e. customers get targeted again for a course that could have been done by GS Learn itself.
Our retention rate is about 30% which is quite high for a company our size!
GS Learn was not helping to generate direct revenue in any way.
So, to dig deep, we conducted Interview with 10 existing learners of GrowthSchool, below is the summary of those Interviews
How a User who is already part of GrowthSchool get to know about more courses?
While we knew that there is no way in GS Learn to explore and found a new course.
That’s why we rely a lot on ads for the acquisition of customers, i.e. customers get targeted again for a course that could have been done by GS Learn itself.
Our retention rate is about 30% which is quite high for a company our size!
GS Learn was not helping to generate direct revenue in any way.
So, to dig deep, we conducted Interview with 10 users, below is the summary of those Interviews
Insights we gathered from Interviews
Insights we gathered from Interviews
1
Users explore our website a lot to find new courses
1
Users explore our website a lot to find new courses
1
Users explore our website a lot to find new courses
2
User wants some clarity before buying any courses, they have some question (Most of these were common between users like refund, support, prerequisites and more)
2
User wants some clarity before buying any courses, they have some question (Most of these were common between users like refund, support, prerequisites and more)
2
User wants some clarity before buying any courses, they have some question (Most of these were common between users like refund, support, prerequisites and more)
3
User usually try to figure out what is their next step at the end of the program they are already doing
3
User usually try to figure out what is their next step at the end of the program they are already doing
3
User usually try to figure out what is their next step at the end of the program they are already doing
4
Users get to know about new courses through the community chat i.e. mostly on WhatsApp or Discord
4
Users get to know about new courses through the community chat i.e. mostly on WhatsApp or Discord
4
Users get to know about new courses through the community chat i.e. mostly on WhatsApp or Discord
5
In terms of what is important for users to know before buying a program?
- Which type of program like Extensive, Career Accelerator, this is not Important - Duration is really important - Mentor & their designation is important - Course content is important - More details about the program is important but not necessary for making the purchase, so we added in Maybe Bucket
5
In terms of what is important for users to know before buying a program?
- Which type of program like Extensive, Career Accelerator, this is not Important - Duration is really important - Mentor & their designation is important - Course content is important - More details about the program is important but not necessary for making the purchase, so we added in Maybe Bucket
5
In terms of what is important for users to know before buying a program?
- Which type of program like Extensive, Career Accelerator, this is not Important - Duration is really important - Mentor & their designation is important - Course content is important - More details about the program is important but not necessary for making the purchase, so we added in Maybe Bucket
Key Problems
Key Problems
How can we help make it easier for our users to find courses inside the platform leading to less friction?
How can we help make it easier for our users to find courses inside the platform leading to less friction?
How can we provide users the necessary details which are needed to make a decision about the purchase without overwhelming them with too much information?
How can we provide users the necessary details which are needed to make a decision about the purchase without overwhelming them with too much information?
Key problems we decided to solve:
How can we help make it easier for our users to find courses inside the platform leading to less friction?
How can we provide users the necessary details which are needed to make a decision about the purchase without overwhelming them with too much information?
Business goals in mind:
Reducing cost for Marketing which is used to target returning users
Making Product (GS Learn) generate direct & indirect revenue for the Business
Business goals
Business goals
Reducing cost for Marketing which is used to target returning users
Reducing cost for Marketing which is used to target returning users
Making Product (GS Learn) generate direct & indirect revenue for the Business
Making Product (GS Learn) generate direct & indirect revenue for the Business
Key problems we decided to solve:
How can we help make it easier for our users to find courses inside the platform leading to less friction?
How can we provide users the necessary details which are needed to make a decision about the purchase without overwhelming them with too much information?
Business goals in mind:
Reducing cost for Marketing which is used to target returning users
Making Product (GS Learn) generate direct & indirect revenue for the Business
Phew, we did a lot of work till now, but the Project just got started
Phew, we did a lot of work till now, but the Project just got started
Ideating
Ideating
Having a Problem space in focus, now we started to work towards ideating around which path to take for this feature 🤔
Having a Problem space in focus, now we started to work towards ideating around which path to take for this feature 🤔
Having a Problem space in focus, now we started to work towards ideating around which path to take for this feature 🤔
We did a lot ideating but the idea of creating a specific page which is in a way separate from GS Learn was revolving around and was liked by everyone.
So, we started exploring that idea itself.
We did a lot ideating but the idea of creating a specific page which is in a way separate from GS Learn was revolving around and was liked by everyone.
So, we started exploring that idea itself.
We did a lot ideating but the idea of creating a specific page which is in a way separate from GS Learn was revolving around and was liked by everyone.
So, we started exploring that idea itself.
Visual Context
Visual Context
GrowthSchool was going through a Brand revamp towards more of Neu-brutalism approach.
You ask why? 🤥
Over the past few months, we were conducting experiments with various visual styles for our landing pages. Our most recent approach involved incorporating Neu-brutalism.
GrowthSchool was going through a Brand revamp towards more of Neu-brutalism approach.
You ask why? 🤥
Over the past few months, we were conducting experiments with various visual styles for our landing pages. Our most recent approach involved incorporating Neu-brutalism.
GrowthSchool was going through a Brand revamp towards more of Neu-brutalism approach.
You ask why? 🤥
Over the past few months, we were conducting experiments with various visual styles for our landing pages. Our most recent approach involved incorporating Neu-brutalism.
But why we wanted to use this particular style? Why Brutalism? 🤔
But why we wanted to use this particular style? Why Brutalism? 🤔
But why we wanted to use this particular style? Why Brutalism? 🤔
Chose Neu-Brutalism for its unique balance between professionalism and creativity, diverging from traditional educational visuals.
Aimed to differentiate from K-12 educational styles and avoid monotony.
Selected Neu-Brutalism to establish a distinct identity in the Ed-tech industry, where no other companies had adopted this style.
Embraced Neu-Brutalism to present GrowthSchool as a pioneering, innovative platform combining education with cutting-edge design.
Chose Neu-Brutalism for its unique balance between professionalism and creativity, diverging from traditional educational visuals.
Aimed to differentiate from K-12 educational styles and avoid monotony.
Selected Neu-Brutalism to establish a distinct identity in the Ed-tech industry, where no other companies had adopted this style.
Embraced Neu-Brutalism to present GrowthSchool as a pioneering, innovative platform combining education with cutting-edge design.
Chose Neu-Brutalism for its unique balance between professionalism and creativity, diverging from traditional educational visuals.
Aimed to differentiate from K-12 educational styles and avoid monotony.
Selected Neu-Brutalism to establish a distinct identity in the Ed-tech industry, where no other companies had adopted this style.
Embraced Neu-Brutalism to present GrowthSchool as a pioneering, innovative platform combining education with cutting-edge design.
By staying true to our brand principles and integrating them into our design choices, we were able to create a unique visual identity that reinforced our position as an innovative education platform. The end result was a style that not only stood out but also effectively communicated our brand’s core values.
By staying true to our brand principles and integrating them into our design choices, we were able to create a unique visual identity that reinforced our position as an innovative education platform. The end result was a style that not only stood out but also effectively communicated our brand’s core values.
By staying true to our brand principles and integrating them into our design choices, we were able to create a unique visual identity that reinforced our position as an innovative education platform. The end result was a style that not only stood out but also effectively communicated our brand’s core values.
Back to Solution
Back to Solution
As said we wanted to create a page which is separate from GS Learn but in way connected as well.
I know sound confusing, perhaps the solution can help you understand it better, here you go:
As said we wanted to create a page which is separate from GS Learn but in way connected as well.
I know sound confusing, perhaps the solution can help you understand it better, here you go:
As said we wanted to create a page which is separate from GS Learn but in way connected as well.
I know sound confusing, perhaps the solution can help you understand it better, here you go:
What went behind these designs?
What went behind these designs?
Below are the some of the parts where we did iterations of what went right and what didn't:
Below are the some of the parts where we did iterations of what went right and what didn't:
Below are the some of the parts where we did iterations of what went right and what didn't:
Entry Point
Entry Point
The biggest complexity of the feature was because it was directly related to purchasing, we didn’t wanted it to too into the face leading to user walking away.
The biggest complexity of the feature was because it was directly related to purchasing, we didn’t wanted it to too into the face leading to user walking away.
The biggest complexity of the feature was because it was directly related to purchasing, we didn’t wanted it to too into the face leading to user walking away.
What worked?
What worked?
Visuals matched our expectation & worked well the brand visual direction
Visuals matched our expectation & worked well the brand visual direction
What didn't work?
What didn't work?
CTA wasn't clear
Because it was inside the library which generally two clicks away from the home page, this might lead to more friction
Not enough information
CTA wasn't clear
Because it was inside the library which generally two clicks away from the home page, this might lead to more friction
Not enough information
What worked?
What worked?
Better Visuals
Better CTA
Better Visuals
Better CTA
What didn't work?
What didn't work?
This felt too much for the users to grab at the first glance when they see the home page
Highly exposed entry, which might intimidate the users
This felt too much for the users to grab at the first glance when they see the home page
Highly exposed entry, which might intimidate the users
This was much subtle, easy to access and won’t be a distraction in the main purpose of the platform which is Learning
This was much subtle, easy to access and won’t be a distraction in the main purpose of the platform which is Learning
This was much subtle, easy to access and won’t be a distraction in the main purpose of the platform which is Learning
Discoverability
Discoverability
What worked?
What worked?
What worked?
Tap surface was enough for it to clicked
Tap surface was enough for it to clicked
Tap surface was enough for it to clicked
What didn't work?
What didn't work?
What didn't work?
Less Categories
Limited search capability
Less Categories
Limited search capability
Less Categories
Limited search capability
This design had discovery exposure including search bar and better categorisation for users to find the right course for them.
I will explain in the next section about why this as a data point for categorisation
This design had discovery exposure including search bar and better categorisation for users to find the right course for them.
I will explain in the next section about why this as a data point for categorisation
This design had discovery exposure including search bar and better categorisation for users to find the right course for them.
I will explain in the next section about why this as a data point for categorisation
Information Architecture
Information Architecture
This is a must important page because our research indicated that users need to know more about a program before purchasing it specially courses which are on the high end of price.
Detail Page was not a Brochure but was enough to make the user download and explore the brochure.
This is a must important page because our research indicated that users need to know more about a program before purchasing it specially courses which are on the high end of price.
Detail Page was not a Brochure but was enough to make the user download and explore the brochure.
This is a must important page because our research indicated that users need to know more about a program before purchasing it specially courses which are on the high end of price.
Detail Page was not a Brochure but was enough to make the user download and explore the brochure.
Scalability (Edge & Infinity Cases)
Scalability (Edge & Infinity Cases)
Below are below of edge cases we wanted to take care for which were really common for users to experience:
Below are below of edge cases we wanted to take care for which were really common for users to experience:
Below are below of edge cases we wanted to take care for which were really common for users to experience:
Mood Board
Mood Board
Mood board was really important for us to bring that visual brand in our prodcut and specially this feature, so below is the one we created for this feature:
Mood board was really important for us to bring that visual brand in our prodcut and specially this feature, so below is the one we created for this feature:
Mood board was really important for us to bring that visual brand in our prodcut and specially this feature, so below is the one we created for this feature:
Impact
Impact
Now the part everyone is waiting for, what impact did it create?
Now the part everyone is waiting for, what impact did it create?
Now the part everyone is waiting for, what impact did it create?
Learnings & Takeaways
Learnings & Takeaways
Our expectation was that there might be more increase in purchasing of the Smaller grab & go courses, but what happened was opposite the increase in application implied that the value of the courses was really great it just needed a great way of representation and not a pushy sale pitch
Feedback & user testing indicated that the design is different than GS learn but skill gives them the feeling of GrowthSchool to trust it, the product helped them to give the right amount of information to make a decision, one prompt thing was they were looking for ways in which a course can be recommended to them according to their needs. We took into notes and are explored this in parts of other projects.
Our expectation was that there might be more increase in purchasing of the Smaller grab & go courses, but what happened was opposite the increase in application implied that the value of the courses was really great it just needed a great way of representation and not a pushy sale pitch
Feedback & user testing indicated that the design is different than GS learn but skill gives them the feeling of GrowthSchool to trust it, the product helped them to give the right amount of information to make a decision, one prompt thing was they were looking for ways in which a course can be recommended to them according to their needs. We took into notes and are explored this in parts of other projects.
Our expectation was that there might be more increase in purchasing of the Smaller grab & go courses, but what happened was opposite the increase in application implied that the value of the courses was really great it just needed a great way of representation and not a pushy sale pitch
Feedback & user testing indicated that the design is different than GS learn but skill gives them the feeling of GrowthSchool to trust it, the product helped them to give the right amount of information to make a decision, one prompt thing was they were looking for ways in which a course can be recommended to them according to their needs. We took into notes and are explored this in parts of other projects.
And It's a Wrap!
And It's a Wrap!
Thank you for sticking around till the end of this case study, it means a lot to me! I hope you found it insightful and enjoyed reading it as much as I enjoyed designing the feature.
🚨 I am currently looking for a co-op Product/UX Designer role in Canada!
If you’d love me to be a part of your amazing design team and help add value to your product, do reach out on LinkedIn /X.com (Twitter)/ Instagram or mail me at theabhaychopra@gmail.com
Thank you for sticking around till the end of this case study, it means a lot to me! I hope you found it insightful and enjoyed reading it as much as I enjoyed designing the feature.
🚨 I am currently looking for a co-op Product/UX Designer role in Canada!
If you’d love me to be a part of your amazing design team and help add value to your product, do reach out on LinkedIn /X.com (Twitter)/ Instagram or mail me at theabhaychopra@gmail.com
Thank you for sticking around till the end of this case study, it means a lot to me! I hope you found it insightful and enjoyed reading it as much as I enjoyed designing the feature.
🚨 I am currently looking for a co-op Product/UX Designer role in Canada!
If you’d love me to be a part of your amazing design team and help add value to your product, do reach out on LinkedIn /X.com (Twitter)/ Instagram or mail me at theabhaychopra@gmail.com
More projects
Know some Terminology
GS Learn
GS Learn is the platform each user use to get access to the content of the course they bought. They have to login using LinkedIn or a login link when they want to access the platform.
The platform have a lot of features in itself like assignments, messaging, events*, and more.
Events
Events are basically live or broadcasted sessions which users have to watch at the time they are scheduled, some events do have recording available and some don’t.
What worked?
Visuals matched our expectation & worked well the brand visual direction
What didn't?
CTA was clear
Because it was inside the library which generally two clicks away from the home page, this might lead to more friction
Not enough information
What worked?
Better Visuals
Better CTA
What didn't?
This felt too much for the users to grab at the first glance when they see the home page
Highly exposed entry, which might intimidate the users