BrAINLY
TUTORING VISIBILITY
TUTORING VISIBILITY
.Summary
This project aimed to increase awareness and adoption of Tutoring, a premium offering, among Brainly's vast user base of 35 million registered users.
The challenge lay in seamlessly integrating Tutoring into the existing user experience without disrupting its success while fostering trust and incentivizing user engagement.
Leveraging the Question Page, the most frequented part of the platform, the goal was to position Tutoring as an enhancement, encouraging users to explore its benefits.
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Client • Brainly
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Roles • Product Design . User Interface and Interaction Design
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Year • 2023
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oBJECTIVES & KEY FEATURES
1. Enhance Awareness
2. Seamless Integration
3. Foster Trust
4. Optimize User Engagement
1. Enhance Awareness: The primary objective of the project is to increase awareness and adoption of Tutoring, Brainly's premium offering, among its vast user base. For that, we implemented visually compelling elements strategically placed on the Question Page to encourage users to explore Tutoring.
2. Seamless Integration: Seamlessly integrate Tutoring into the existing user experience without disrupting the platform's success, ensuring a smooth transition for users.
3. Foster Trust: Foster trust and credibility among users by leveraging social proof (showcasing testimonials and success stories, for example), and authority bias (highlighting certified, verified experts) to create a more personalized and relatable Tutoring experience.
4. Optimize User Engagement: Optimize user engagement by implementing features and design elements that incentivize exploration and interaction with Tutoring, ultimately driving user conversion and retention.
Learnings & Future Directions
The A/B Test yielded valuable insights. The variants featuring the Tutor Cards C and D showed an immediate 43% and 45% increase in user engagement with Tutoring through the Question Page.
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It was observed that fewer answers on a question page correlated with a higher likelihood of users accessing the tutoring feature. The project also highlighted the potential impact of limiting entry points to question pages with verified answers, potentially enhancing conversion rates to the payment flow.
Moving forward, the project suggests exploring further integration of Tutoring into the user experience, optimizing entry points based on answer verification, and continuing to leverage social proof and authority bias to enhance user trust and engagement.
These insights pave the way for ongoing enhancements and improvements to Tutoring Visibility, ensuring Brainly remains at the forefront of user-centric design and innovation in online education.