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Case Study - UI Design Improves The Bottom Line


Background

We worked with a subscription based online classroom product, designed for teaching Mandarin and used in hundreds of schools around the world. Being a classroom product, there was a separate section on the site for teachers’ class administration. Here they could check and score children’s class work, give out assignments and review student performance over time with school, class and individual student reports.

Issue

Unfortunately, the original teacher’s section was in practice so cumbersome and confusing to navigate, that most teachers ignored the section. This resulted in teachers contacting the company directly to request help.
These constant client requests placed far too much strain on available company resources, reduced the profitability of running the classroom and resulted in a poor renewal rate of subscriptions.

Solution

After reviewing the company customer services feedback, we designed and programmed a new teacher’s section entirely focused on the needs of the school teachers. To improve the UX design we set out specific rules:
  • All key teacher functions were to be executed in 3 mouse clicks or less
  • Every task had the same user interface process, dialogue boxes and confirmation procedure.
  • A landing page was introduced where teachers can see all their to do tasks at a glance.
  • The 4 key tasks:
    • scoring
    • reports
    • classwork assignments
    • classroom administration
    were given a single web page from where the teacher could complete the whole process.
  • The design was kept very simple and where possible the look and feel was kept uniform throughout the section.

Result

Teacher’s bought into using the section across board:

  • 90% of teachers tried the new section within a month of launch and almost all of them continued to use it
  • Customer service requests dropped by 86% overnight
  • Subscription renewal rates grew to 98% substantially increasing profit margins
  • 60% of schools who had dropped the online classroom returned

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