NILDA KIPI

concludio

UX CASE STUDY

A case study on low trial conversion rates

Project: concludio Math Educational Platform Startup

Team size: 3

Year: 2019 - 2021

A brief introduction to concludio

BACKGROUND

‣ Interactive web editor

‣ Collection of math exercises

‣ User inputs step-by-step solution

‣ Each step is automatically corrected

‣ Instant feedback at every step

ROLE‣ UX researcher

‣ UX/UI designer

‣ Frontend developer

PROBLEM DEFINITION

RESEARCH

TOUCHPOINTS DEFINITION

RAPID PROTOTYPING

IMPLEMENTATION

TESTING

‣ Students that are learning math

USERS

THE PROCESS

Understand why trial conversion rate is low

Ask users about the reasons why they cancel in trial

#1React quickly to customer feedback

Create fast solutions that solve the customer problems

#2TH

E CHA

LLENG

ES

Challenge #1: Understand why trial conversion rate is low

‣ Researched what questions we would ask to users

‣ Identified the point on the interface when to ask the user

Solution

Around 92% of the users filled the survey Fig. 1: Questions on cancellation reasons during trial

Challenge #1: Understand why trial conversion rate is low

‣ Analysed data and counted which reason is the most frequent

‣ Observed video recordings of user interactions and extracted more data

Solution

Top reasons were lack of relevant content and difficulty in inputting solutions

Fig. 2: Data analysis on cancellation reasons

Challenge #2: React quickly to customer feedback

‣ Added onboarding step to get data from the customer on what content they would like to practice

Solution

Easy to prioritise which content to work on next

Fig. 3: Onboarding content selection

Challenge #2: React quickly to customer feedback

‣ Provided handwriting option to make inputting of the math formulas much easier

Solution

Faster to add complex math formulas and expressions

Fig. 4: Handwriting option for step-by-step input

Let the data guide the next steps

Learning on why users didn’t convert, helped us focus on what to do next

#1Ask the questions at the right time & place

Asking our customers about content on the onboarding and about cancellation reasons when cancelling gave us 85% and 92% response rate respectively

#2TO

P INSIG

HTS