Increasing conversion in Foxford's elementary education segment
Increasing conversion in Foxford's elementary education segment
INDUSTRY:
EDTECH · KIDS
YEAR:
2022
EXPERIENCE:
PRODUCT DESIGN
Turning manual sales into self-service for Alfa Bank's enterprise clients
INDUSTRY:
EDTECH · KIDS
YEAR:
2022
EXPERIENCE:
PRODUCT DESIGN
01. about
01. about
Foxford is an online school for preschoolers and students, offering both supplementary education and a full alternative to traditional schooling. It is one of the top 3 largest EdTech companies in Russia’s children’s segment, with over 7.5 million users and more than 2.5 million unique monthly visitors.
Foxford is an online school for preschoolers and students, offering both supplementary education and a full alternative to traditional schooling. It is one of the top 3 largest EdTech companies in Russia’s children’s segment, with over 7.5 million users and more than 2.5 million unique monthly visitors.
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02. The challenge
02. The challenge
The main goals of the segment are to increase conversion to activation, disclosure to purchase, increase the marginality of the product line, and save ARPPU users for the year
The main goals of the segment are to increase conversion to activation, disclosure to purchase, increase the marginality of the product line, and save ARPPU users for the year
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03. Business Goals
03. Business Goals
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04. Discovery
04. Discovery
To begin with, it was crucial for me to analyze the entire student learning experience, identify touchpoints, and design a Customer Journey Map (CJM) for three segments to understand substantial differences among them. I scrutinized how students perceive the online learning process, covering aspects such as registration, course selection, access to materials, interaction with instructors, and task completion. Additionally, I identified issues students encounter based on interviews and feedback provided.
To begin with, it was crucial for me to analyze the entire student learning experience, identify touchpoints, and design a Customer Journey Map (CJM) for three segments to understand substantial differences among them. I scrutinized how students perceive the online learning process, covering aspects such as registration, course selection, access to materials, interaction with instructors, and task completion. Additionally, I identified issues students encounter based on interviews and feedback provided.
05. Research Insights:
Defining User Needs and Challenges
05. Research Insights:
Defining User Needs
and Challenges
I began by analyzing the available data on the primary education segment. In addition to this, I conducted several interviews to gain a deeper understanding of user pain points, their current solutions, and emotional challenges related to children's education. These efforts provided us with a more complete picture of our audience's needs. Here are a few interesting insights we uncovered:
I began by analyzing the available data on the primary education segment. In addition to this, I conducted several interviews to gain a deeper understanding of user pain points, their current solutions, and emotional challenges related to children's education. These efforts provided us with a more complete picture of our audience's needs. Here are a few interesting insights we uncovered:
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Parents distract children with gadgets but try to compensate for the lack of attention with educational activities
[02]
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Children mainly lose interest in studying due to boring and monotonous materials
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A parent’s (mostly a mother’s) desire is to have free time without feeling guilty
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About 60% of parents sometimes do their children’s homework for them
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The main disadvantage of online education is the lack of socialization
06. Problem
06. JTBD
and Developing
Solutions
06. JTBD and Developing
Solutions
The problem is extremely low conversion. After registering and completing the activity on the landing page, people get into the catalog, from where they safely leave. The catalog also has a large list of courses that are divided by goals, classes and formats: There is no pronounced pain in elementary school (to pass exams, improve grades at school), people leave and do not understand what they need
Initially, the funnel looked like this:
The problem is extremely low conversion. After registering and completing the activity on the landing page, people get into the catalog, from where they safely leave. The catalog also has a large list of courses that are divided by goals, classes and formats: There is no pronounced pain in elementary school (to pass exams, improve grades at school), people leave and do not understand what they need
Initially, the funnel looked like this:
07. Ideation:
Free Educational Courses to Engage Users
07. Mockups
and Testing
07. Ideation: Free Educational
Courses to Engage Users
Before the start of the season, we added a block of free classes of our flagship courses for kids. This is how we show that we have an educational game and other products for preparing for school for free. We also want to use it to understand the interests of usersLead some users to the home page, not to the catalog. Initially it looked like this:
Before the start of the season, we added a block of free classes of our flagship courses for kids. This is how we show that we have an educational game and other products for preparing for school for free. We also want to use it to understand the interests of usersLead some users to the home page, not to the catalog. Initially it looked like this:
After activating the free product, we will add paid products
After activating the free product, we will add paid products
08. Outcomes
08. Iterations
and Insights
The flow with the addition of free classes was tested only in the primary education segment. The conversion to purchase increased 7 times from the previous year and noticeably overtook other segments that led users to the catalog
The flow with the addition of free classes was tested only in the primary education segment. The conversion to purchase increased 7 times from the previous year and noticeably overtook other segments that led users to the catalog
09. Testing New Approaches:
Gamification to Boost Engagement
09. Testing New
Approaches:
Gamification to
Boost Engagement
09. Testing New Approaches:
Gamification to Boost Engagement
What else can we do? That's right: test other tools, for example, gamification 🙂 There is a character room on the platform where the child can create his character, choose clothes and accessories for him. This allows you to create an emotional connection with the child and involve him in education
What else can we do? That's right: test other tools, for example, gamification 🙂 There is a character room on the platform where the child can create his character, choose clothes and accessories for him. This allows you to create an emotional connection with the child and involve him in education
Hypothesis: If students are shown that completing educational tasks can earn coins, which can be spent on costumes for their character, then both course activation and the number of educational tasks completed will increase.
We added a gamified system where students earn coins by completing tasks. However, they wouldn't collect enough for a costume unless they activated a course, as most tasks were tied to it. Actions in the paid course earned double coins, incentivizing further engagement.
Hypothesis: If students are shown that completing educational tasks can earn coins, which can be spent on costumes for their character, then both course activation and the number of educational tasks completed will increase.
We added a gamified system where students earn coins by completing tasks. However, they wouldn't collect enough for a costume unless they activated a course, as most tasks were tied to it. Actions in the paid course earned double coins, incentivizing further engagement.
10. Outcomes
10. Outcomes
Users who saw the coins will be converted to activation by 13 percentage points better. Moreover, half of them turned into activation within 3 hours from the moment they saw the coins
Users who saw the coins will be converted to activation by 13 percentage points better. Moreover, half of them turned into activation within 3 hours from the moment they saw the coins
11. Gamification Summary
11. Gamification
Summary
11. Gamification Summary
I personally led the development of the gamification system– from the coin mechanics and costumes to adding pets students could care for and multiplayer games for group learning. Gamification became a core layer of the product, consistently driving engagement and improving metrics.
Although kids initially used the platform mostly on desktop, mobile usage kept growing every year. I adapted all flows for mobile and shifted to a mobile-first approach to make learning easy and accessible on any device.
I personally led the development of the gamification system– from the coin mechanics and costumes to adding pets students could care for and multiplayer games for group learning. Gamification became a core layer of the product, consistently driving engagement and improving metrics.
Although kids initially used the platform mostly on desktop, mobile usage kept growing every year. I adapted all flows for mobile and shifted to a mobile-first approach to make learning easy and accessible on any device.
[ Results ]
Key Results & Impact
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Activation Rate
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Purchase Conversion
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Faster inspection completion
Average time to log a defect
and route a ticket