Research to scale the mobile app to initiate lead-gen and eventually bring revenue into the system.
Refer the complete FigJam file — https://www.figma.com/file/uExLGxmGXNZhG4Sxm1Hu2H/App-User-Research-Nov-2022?type=whiteboard&node-id=203%3A59&t=VjXYLJeuYSPBdtop-1
Overview
The primary goal of our app is to generate leads and engage users with our free offerings to groom them so that they purchase our Scaler Academy or DSML courses. The first version of the app was released in June 2022.
The North Star metric of the app is
- To give 150 first-touch payments per cohort by June 2023
- To give 250 first-touch payments by Dec 2023
One payment is roughly around INR 3 Lakhs - building a new avenue bringing over INR 7.5 Cr annually.
To know more about how we plan to reach these numbers, refer to our roadmap of the app for H1 of 2023
Market Size and Business Needs
What this is: To study the business model of different edtech apps.
Purpose: To broaden the vision of what an ed-tech app can offer.
- What is their target group, and why do their users choose them
- What is their value proposition? How do they give this value? (key features, information, etc)
Customer reviews (what’s missing in a competitor’s product) - Pricing modal, how have they monetized their product, do they have any offers or perks?
How much revenue, and profit do they generate, insights into the distribution - The number of products they have. Do they cross-sell?
- What is their content strategy? What is the format of their content? Photos, videos, text, etc.
- Do they have a large volume of content or a specialized small volume
- How often do they create new content?
- How do they sell their product? Online or through 1:1 sales?
- Where do they sell their product? Web, app, non-digital?
Competitor Landscape
Divided the whole set into the following categories for takeaways;
- Lead Generation
- Content Consumption
- Practice-based engagement
- Traditional Education Systems
- In-app Sales or Lead-gen
- Event Hosting
- High ticket price courses
- Community
- Gamified learning
- Online Coding
- Subscription-based learning
GTM Plan
- What we offer to the user
- How we generate revenue from it
- Features/capabilities of app
- Experience strategies
- Form / UI strategies
User Personas
Two ideal customers — Tech students and working professionals. No bar on age, income, or demographics within India.
Card Sorting & Affinity Mapping
Key Takeaways for Different Avenues of the Mobile App
But how do we target Non-Tech users?
Generally, these users End up as our Target Users if their college is good enough to get them placed in a service-based
Designing: Homepage IA
- Grouping of information
- Relation between groups of info
- Hierarchy of information
- Visual representation of navigation/ relation between information
Final App & Design Critique
Onboarding — Funnel Improvements
User Flow — Critique
Final Results
As of December 2023, Scaler’s Mobile App turned out to be not just a lead-gen source bringing in an average of 285+ payments monthly or INR 8+ Cr into the system but also serves as a quick tool for paid learners to access lecture recordings, attend live sessions, book mentor sessions, chat with TA and much more.
Check Scaler on PlayStore — Check the live app here
Thanks for reading this far, Reach out to Ash M for any questions.
