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itgenio
Increasing Trial Lesson Conversion & Revenue Through Informed Decisions
Company
Itgenio, Online education for kids and teenagers
B2C, Global markets
Role
Product designer
Timeframe
Nov 2022 — Oct 2023
TL;DR
As the company was struggling with acquiring clients on new markets, I’ve identified and fixed key issues with the course catalogue and product pages, working together with product, marketing and sales. Result: improved trial lesson conversion, ARPPU and revenue growth.
Contents
1. Company & Product
→ ITGENIO, online education for kids and teenagers
→ Courses in coding, game design, math, languages
→ English-speaking clients from all over the world
→ Over 250,000 lessons per year
A complex, expensive product that requires human contact and explanation.
Company on the market for 6 years, low profitability of the ENG-language department.
2. Struggling with expansion onto new markets
As the company aimed to expand and actively acquire clients on new markets (South-, Southeast Asia), we faced challenges with the trial lesson conversion
Too much manual work was needed from the sales team — 4 calls per user on average before a purchase
Work was piling up and the backlog of uncontacted leads was growing (~10% weekly in Nov-Dec) → new leads were contacted too late
🧐
Main problems: our hypotheses
Users are struggling with understanding the product, limitations and benefits, how to use it
It's unclear how to pick courses, what are the requirements and prices, which key skills are developed on which course
Not convinced with the product quality and ease of use after the trial lesson
🚧
Possible reasons
Uncatalogued courses, complicated pricing and scheduling options, webpages overloaded with information
Unstructured and messy onboarding on the e-learning platform: signup for the trial lesson difficult to complete
Issues with the trial lesson: technical problems, platform difficult to use, dissatisfaction with the tutors
Outdated UI design
Online education for kids is complex and expensive, but can we make our product more self-explanatory and reduce the clarification and convincing that is now done by the sales?
3. Talking to customers and setting up proper data collection
01
Looked into existing data from sales & customer care (tickets, call recordings)
02
Organized data collection on the website & learning platform (GA4, Hotjar)
03
Conducted in-depth interviews with active users and non-users from the target demographic;
Usability studies on our website;
UX audit of the platform onboarding flow.
Questions we tried to answer
What is important for making a decision with regards to child’s education? What is expected from an educational product? What are most common problems and pain points in the process?
Research findings: most hypotheses confirmed
🤯
The product is difficult to understand, educational tracks and requirements are unclear
👀
Users struggle to find answers to their questions and concerns on the website and the platform and seek human support (sales & customer care)
👩🏻🏫
Feedback about different tutors did vary, but overall we didn’t hear many complaints about the quality or technical organization of the trial lessons themselves
Summary of the User Discovery phase findings
JOB FOR ITGENIO
«I want my child to choose their own future»
NEEDS AND PAINS
Give the child an opportunity to try new things and different courses
Give the child “something to do” without much involvement of the (busy) parents
Save time thanks to the convenience and flexibility of online education
QUESTIONS AND CONCERNS
Which courses do you have for which age groups? What are the prerequisites?
Can my child try different courses in one package?
How is the study process organized?
When will there be any study results?
4. Defining the Tasks
🎯
Ultimate goal: improve the trial lesson conversion rate
01
Reduce the number of follow-up contacts and time spent on a sale per user
02
Equip the clients with key information before the lesson, making their choices easier:
organize the course catalogue
simplify product pages and ensure clarity
develop pricing and scheduling options
03
Reflect these changes in a rebranding
5. Cleaning the Mess
Prioritizing courses based on data
This was important for two reasons: firstly, we wanted to highlight the top courses based on popularity and expected interest. Secondly, our small team couldn’t update all course pages at once.
To do this, we used data on lessons from the past 12 months to date (that wasn’t systematically analyzed before!), search engine data and our web analytics data collected with GA4 and Hotjar.
Python, Scratch, Roblox, Computer literacy ended up on top of the list.
Updating the course catalogue
Before the redesign, all courses were only available on the homepage and via a complicated website navigation.
I’ve created a separate course catalogue page, prioritized it in the site navigation, and experimented with its structure and contents.
Then we tested different approaches to the “course card” component, used in the catalogue and a number of other pages.
After some a/b and usability tests, we kept 5 key elements on each card:
Course name
Short description
3 skills developed on the course
Minimum age
Complexity rating new feature
Last key update on the course catalogue was introducing and explaining course categories.
We knew from the sales team that choosing a course based on interests and hobbies of the child was a common pattern, so we simply supported it via the UI of our product.
6. Updating the product pages
When I started working on the the course pages, there were several types of UI styles, content structures, and no design system or reusable components that would allow a quick adaptation.
Which practically meant that the new Product Page template had to be created from scratch.
Cover: age, complexity, skills developed
3 reasons to take this course
Perfect for → Your child after the course
Modules, curriculum
Our tutors
Prices
Sign up
Other courses
Further info about the course
FAQ
Creating the new course page template, I’ve followed the standard framework: gathering stakeholder input, researching competitors’ best practices, wireframing and then creating lo- and hi-fi prototypes.
Then we conducted usability studies, custdev sessions and A/B tests again, agreeing on a number of principles for the final result:
01
Page sections were divided into 3 categories in terms of importance for choosing a course:
key,
secondary
and
details.
02
Key data was displayed on the cover and the 2nd section, secondary data moved lower and details either hidden under tabs / pop-ups or placed at the end of the page;
03
A pricing module was added onto all redesigned product pages;
04
Suggested 3 similar courses under the signup form — for users who didn’t feel convinced by this product.
7. Simplifying Pricing and Planning
Developing a new pricing module
Pricing was a friction point in the user journey: parents couldn’t tell how much courses cost and what was included in each package.
The existing pricing module didn’t help, as the user had to compare 24 prices and multiple package options on one page.
To address this, I’ve developed a new pricing module:
01 Reduced the # of packages shown by default: 4 instead of 12;
02 Placed private and 2-hour classes under a secondary tab, as they amounted to <5% revenue;
03 Thus the user saw only 8 prices for comparison (price per lesson + total cost) — still a lot, but 3x less than 24;
04 Addressed the key concern “Can my child try different classes in one package?” in the subheading.
Before
After
Making planning more transparent
Another update was breaking down each course into 3-4 modules (elementary, basic, advanced) and indicating on the course page how many lessons were needed for completing each module.
The goal was to help parents and students manage expectations and commitments before choosing a course or purchasing a package.
Implementation of the pricing and planning updates was based on a validation phase — A/B tests and usability studies, just like the course catalogue and product pages' overhaul.
Overview of deliverables
🛠
The actions presented here were key in helping us to achieve our goal — but providing a full overview of everything I did for this project would be beyond the scope of this case study
Website
New homepage
Updated website navigation
Course catalogue page
5 updated product pages
Templates and components
UI kit (fonts, grids, buttons, badges)
Product page template
Components: course card, pricing, scheduling, CTA section
Illustration library, guidelines on using and creating new assets
8. Problem Solved?
🎯
We saw positive effects of our redesign just a few months into the project, but the final results were assessed after 9 months, when most work had been completed
ARPPU
+70%
Revenue
+150%
15%
33%
Average website CR1 across paid ad campaigns
+15%
💪🏼
Empowering the sales team
Aside from improvements in key metrics, we've also made life easier for the sales team, helping reduce average time spent on each client.
This was an opportunity to deal with the backlog and reach out to new leads faster, and they seized it.
Average pre-sale calls / client
4
2
Fewer simple and repetitive requests like “what courses do you have for my X year old child with no programming skills”;
More time and energy to revise and improve internal processes and onboard new team members better;
Last but not least, more interesting tasks also meant less burnout.
