Introduction
In the realm of Continuous Discovery within Babbel's dynamic Growth team, our mission was to forge a deeper connection with our users, decipher their desires and needs, and ultimately refine the Visit-2-Sales (onboarding) flow to minimize drop-offs.
Duration
Nov 2022 - Mar 2023 Continuous Discovery. Jan 2023 - Feb 2023 Funnel Personalization.
My Role
Designer in the Growth team, responsible for V-2-S flow. Product Design, Interviews, Continuous Discovery, Feedback Analysis
The Team
2 Product Designers, 1 Product Owner, 1 Engineering Lead, and 5 Engineers.
Continuous Discovery
About
Teresa Torres' continuous discovery process revolves around asking vital questions, consistently gathering and analyzing data from user research, and adapting the product strategy iteratively based on ongoing insights. It's a user-centric, adaptive approach to product development.
goal
To gain a deep understanding of users' needs and behaviors in the Visit-2-sales flow. This insight aimed to enhance the user onboarding experience, ultimately driving higher subscription rates.
discovery
15+ Interviews
As part of our Continuous Discovery process, our cross-functional team, including designers, product owners, and developers, prioritized direct engagement with recently onboarded Babbel users. This allowed us to gain profound insights into their journey, encompassing their initial discovery of Babbel, the decision-making process, and their actual usage experiences.SA
identified opportunities
Funnel Personalization
"Travel Personalization" Experiment
Throughout our continuous discovery efforts, a significant revelation emerged: users expressed a strong desire for a more personalized language learning experience. They seek tailored approaches that align with their unique preferences and desired learning pace.
regular onboarding flow
user profiles
What insights does this funnel yield?
The funnel data, though useful, lacks the depth needed for effective personalization. Additional details on user motivations and learning styles are crucial for a tailored experience.
brainstorming
Defining "Travel"
Is it sipping cocktails on a beach or hitchhiking with a backpack?
Understanding our users' travel perspective helps tailor our language learning approach to their unique experiences.
process
Our journey involved daily meetings, lasting 2-3 hours, where we, as a team, enthusiastically navigated through the Continuous Discovery workshops. This immersive process included brainstorming, meticulous note-taking, testing, robust questioning, and repeated cycles of workshopping.
more interviews...
Insights
New Questions for personalization!
Our user interviews revealed that travelers often mentioned specific activities and their upcoming travel dates when discussing their language learning needs. For instance, users traveling in a few weeks desired more intense learning experiences.
Moreover, in pursuit of personalization, we've eliminated the need to ask users about their engagement time with the app. Instead, this data is now dynamically generated based on their preferences.
Additionally, we've included a question about their preferred learning method (app-only, live teacher, or a combination) to customize their learning journey.
implemented solution
user profiles
User profile has improved, hasn't it?
By defining specific needs and desires, our system can now tailor the learning path for each user within the app.
This personalized approach ensures their unique requirements are met, resulting in a more satisfying experience compared to regular users.
It guarantees a personalized and optimal learning journey for each user, enhancing their overall experience with the app.
A month later
outcomes
Analytics Results
During the month-long experiment, we meticulously analyzed the results while concurrently exploring other experiments. Here are the successful outcomes of the Travel Personalization experiment.
Pixel-Perfect Design Creation
thank you
