Immersive Worlds | L Masters Design

Transforming the Grown-Up Area for a Multi-Subject Platform

The Team

01.

Product Manager

01.

Product Designer

(me)

01.

Engineer

The Challenge

Transform the grown-up area to support Lingumi's transition from a single subject app to a multi-subject platform, making it intuitive to discover new subjects and enhance the purchase flow.

"After the free trial ended, I felt like I was wandering aimlessly trying to find my way to make a purchase. I accidentally closed the payment pop-up and then spent what felt like ages trying to figure out how to buy it."

"I found it difficult gathering useful information about the course - if it would be suitable for my son. I felt a bit lost and overwhelmed. I ended up contacting the team to help me make a purchase."

Lingumi users told us...

1. Optimising Navigation for Purchasing

In our pursuit of improving the Lingumi app for grown-ups, we prioritised ease of exploration and streamlined the purchasing process by examining the app's navigation structure.

The current menu includes Home, Curriculum, Community, and Settings sections. We identified the lack of a direct purchasing pathway and introduced a "Store" option.

Testing through low-fidelity prototypes and A/B testing showed improved user clarity and engagement with the new navigation menu.

The positive results confirmed that updating the navigation was a low-risk, highly beneficial step, paving the way for a more seamless user experience.

2. Enhancing User Confidence

In response to users' primary concern of navigating the purchasing process, we prioritised clarity and intuitiveness in our design approach. Drawing insights from user interviews, feedback, and research, we identified key decision-making factors such as age appropriateness, subject relevance, and recommendations from other families.

Through iterative prototyping and user testing, we refined our approach to feature a feed-style layout for showcasing purchasable packs, which users found intuitive and trustworthy. To further enhance confidence in purchasing decisions, we introduced a "recommended for you" feature based on a child's learning history and age.

This personalised approach not only facilitated quicker decision-making but also garnered positive feedback for its role in guiding users to suitable educational content within the Lingumi app.

3. Boosting Assurance: Integrating Social Proof for Informed Decisions

In refining the Lingumi app, our focus shifted from validating the 'Store' feature layout to designing informative pages aimed at empowering users to make informed subject purchase decisions. User feedback emphasised the need for clear, accessible information detailing learning expectations and examples.

Following validation of a minimum viable product (NVP) for these information screens, resource constraints led us to prioritise their implementation with plans for further refinement.

Outside the app, A/B testing of social proof—highlighting "10,000+ students currently learning"—proved effective in reassuring potential users, reducing purchase hesitancy. Positive feedback underscored its value, prompting its inclusion in the NVP version of the informative screens to enhance user confidence and ensure a positive purchasing experience.

"Knowing that so many other children are using this app made me feel more confident in my decision to purchase it for my child."

The Process: Understanding User Perspectives & Improving Experiences

We gathered user insights and detailed analysis to drive improvements to the Lingumi App. By listening closely to parents and caregivers through interviews and studying competitor offerings, we're enhancing and refining the user experience to be more intuitive and informative.

Insights into User Needs

In our research journey, we engaged in extensive user interviews with parents and caregivers, both familiar and new to the Lingumi app.

Key insights highlighted the universal desire among grown-ups to track and celebrate their child's educational milestones easily. Clear and accessible progress tracking emerged as essential for fostering engagement and parental involvement.

Unveiling Pain Points

Through rigorous research, we identified significant pain points among parents and caregivers.

Challenges included the difficulty in finding suitable educational apps aligned with a child's needs, concerns about maintaining long-term engagement, and frustrations with vague app descriptions.

Addressing these pain points is crucial for enhancing user satisfaction and app adoption.

Competitor Analysis

Our competitor analysis focused on evaluating features, user experience, pricing models, and market positioning of children's educational apps.

This exploration uncovered valuable insights into industry trends and consumer preferences, informing our strategy to differentiate and innovate within the market.

Evaluating the Experience

A comprehensive evaluation of Lingumi's grown-up area revealed several opportunities for improvement.

These include enhancing visibility of essential information, integrating multiple subjects seamlessly, and providing clearer guidance on navigating the educational journey.

By addressing these areas, we aim to create a more cohesive and user-friendly experience for our diverse user base.

The Outcome

Following extensive feedback and iterative design, we finalised a feature-rich design ready for launch, including:

A simplified navigation system for easy exploration and purchasing.
Streamlined store functionality with clear recommendations and purchase indicators.
New subject and pack information pages with social proof elements.