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Free Assessment Feature

Role
UX Designer
Context
Web-based assessment for kids
Duration
02.2023 -- 05.2023
My individual contribution:
  • My contribution to the project as a full-stack UX designer was integral to its success.
  • I first recognized the need for a free assessment of the landing page through user testing, and took ownership of the entire process, from researching to designing and prototyping the solution, all by myself.
  • My initiative and self-reliance set a positive example for the team, and my dedication to detail, creativity, and problem-solving skills played a critical role in improving the overall user experience.
  • My ability to work closely with cross-functional teams including product, marketing, pedagogy, and engineering, to ensure that the product was of the highest quality.
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Understanding the company

About
Spark Math is a new online math learning platform that offers live instruction with certified teachers in small class sizes,
aiming to support kids’ learning success in a fun and engaging way.
Design Challenge
As an online math learning platform that recently entered the US market, Spark Math focuses on increasing user acquisition and retention.
Considering several leading brands in the competitive EdTech Industry, Spark Math demands effective user engagement strategies for sustainable growth.
Project Tags

Website

Brand

Growth

EdTech

2

Project

Managers

1

UX 

Designer

1

Product

Manager

3

Software Engineer

1

QA

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01/ Research

Research Methods

Persona

User Journey Map

User Interviews and Survey

Information Architecture

Competitor Analysis

User Testing

Key Focus Areas
  • How do users interact with Spark Math's landing page
  • Which features or functionality caught users' attention?
  • How do users perceive the brand of Spark Math?
  • How do users perceive competitors' products?
  • How do parents value math education?
  • What are the approaches parents apply to address math learning needs?
  • What are the key factors that help parents decide in choosing a math supplementary program?
Core Customer Needs
Understand kids' math proficiency level
Personalzied learning report
Flexible and time-wise schedule
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How Might We

develop an effective and efficient feature that provides 
a comprehensive and accurate assessment of a student's math proficiency level,
while also offering personalized learning report that tracks progress and provide targeted recommendations for improvement, all within a flexible and affordable framework that 
accommodates busy schedules and tight budgets?

02/ Interactions

Design Solutions
To address the HMW of
1. Understanding kids' math proficiency level
2. Personalized learning reports,
3. Accommodating tight budgets and schedules
 
Spark Math could implement a free pre-enrollment assessment feature that provides a customized learning path for three types of learners:
  1. kids who love math and need to be challenged,
  2. kids who feel comfortable with math but need to improve,
  3. and kids who struggle with math.

​
Key Features
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The landing page features three cards, each offering a distinct assessment, accompanied by a prominent "Free Assessment" button.
The introduction page provides pre-answered information about the assessment, including its purpose, duration, anticipated outcomes, and number of questions.
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The feature offers easy initiation with two options: start now or resume later. Users can effortlessly begin or complete the task at their convenience.
The feature is fun and engaging with kid-friendly animations featuring branded characters. Users receive instant feedback after answering questions.
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The diagnostics report page evaluates users' overall math performance, highlighting strengths and areas for improvement.
It provides personalized recommendations for skills and programs to enhance their abilities.

03/ Testing

User Testing
73.33% users strongly advocate this feature
99% users express their motivation to have kids take the assessment
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04/ Metrics

User Conversion Rate
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05/ Learnings

What goes well
  • The free pre-enrollment assessment feature was well-received by users, achieving a 10% sign-up increase and a 20% engagement rate improvement.
  • The personalized learning reports provided valuable insights for students and parents, leading to improved learning outcomes.
  • The customer support team was responsive and helpful in addressing user questions and concerns.
What didn't go well
  • The initial marketing efforts did not reach the target audience effectively, resulting in lower-than-expected sign-up rates.
  • Some users found the course content to be too easy or too difficult for their skill level, indicating a need for further refinement and personalization.
  • The platform's user interface could be improved to make it more intuitive and user-friendly, particularly for younger students.
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