Case Study is being written and not fully complete yet. You can read the latest version below.
The Challenge
The Infinity Learn mobile and web apps have been in the market for over 2 years and more than 7 lakh learners have used it to access classes, practice, and self learning content.
The app is divided into modules that allows users to access content by its category - Classes (includes live and recorded classes with teachers), Self Learn (includes self paced videos, reading material, and practice tests), and Assessments (full length mock exams and test series).
When a user lands on the app, based on their goal, they proceed to a specific module and go through a structured data (often as filterable lists) to find the content to consume.
As a result of above processes, there were some major pain points for the user:
- The user has to put an effort to find the right content to consume, as a result the user spends considerable amount of valuable time into non-learning tasks
- Users who are not able to find the right content churn and due to the experience are not able to maximise the benefits of their subscription
My team took this challenge - the Search feature came out as the best solution post discussions. In the rest of the case study, I will highlight the whys and hows of this challenge.
My Role
I was assigned the Product Manager for this challenge.
My job was to ensure leadership alignments on the challenge, success metrics, and the solution. Prototype the solution with a designer, collect feedback with the prototype and finalise the product requirements. Then, connect with our developer team, reiterate and prioritise requirements based on the go to market plan. And finally test, track, and measure the success for each release.
Finalising the Solution
Search came out as the best solution mainly through the discussions with product, technology, and customer success leadership. Secondary research on the existing products in the markets validated those discussions.
For this particular challenge only a small portion of useful inputs came through direct customer reviews and interviews.
Search turned out to be a no-brainer without heavy primary research mainly because:
- Search was already etched as a core consumer behaviour for every digital application - EdTech or otherwise. Specifically since we are catering to young students, who are extremely proficient with applications, Search is one of those features that our user persona would involuntarily look for it.