Nice to teach you!
From natural learning to digital experience, from initial motivation to lasting loyalty.
Client
- ABA English
Industry
- Educación
Skills
- Investigación
- Sistemas de diseño
- Testeo de soluciones
- Diseño de interacción
Team
- 1x Project Manager
- 2x Product Designers
Date
- 2014
Context
Natural learning brought to a digital environmentDigital dawning
From face to face to screens
In 2014, ABA English - an online academy specialising in English language teaching - decided to make a business change to its main product, the ABA English Campus e-learning platform, and to rethink the most suitable channels for future students with little time but high motivation.
With a long history in the world of online teaching, ABA English had a well-established e-learning methodology and a fruitful business model, although it was aware that in order to continue in a leading position, it needed to continue moving forward and establish a new sales and upselling strategy focused on converting "leads" into "loyal customers".
Design to service of the method
How does the design process help a teaching method?
Our approach to the project was to provide guidelines so that at the most delicate moments, mainly registration and upselling, the user experience would be satisfactory. The starting point had a clear advantage. ABA English's methodology focuses on natural learning, offering total immersion in the language through dialogue scenes from everyday life, of high quality in both script and production, thus making the difference with other companies based on more traditional methods. Our challenge was, on the one hand, to create an attractive, simple environment with gamification elements that would maintain the student's initial motivation over time, emphasising the way of solving practical exercises for the different skills being worked on. On the other hand, it was to work on the most delicate moments of the process, especially the registration and upselling formulas to move from the freemium model to the payment model.
A proprietary framework to reinforce the brand. Nothing more, nothing less.
Data, data, data...
The strengths of the research
How much time do learners spend studying a new language? How do they do it? What other tools do they use? When do they do it? What is the frequency of access? What level of concentration do they achieve? What accessibility conditions may exist? And above all... What usage scenarios are behind it? Waiting for the bus, on the metro, on the sofa when they get home or the minutes before going to sleep were revealed as ideal moments for the learner. With this data and a working strategy based on constant measurement and evaluation, we incrementally built the product. Analyse - Build - Validate was the premise of the team we formed together with Moddity (technical development) and eMMA (App Intelligence).
