Domestika Plus
Domestika is an e-learning platform for creative disciplines. Based on a buy-a-course business model and to enhance learning accessibility, we sought ways to expand course access and adapt our catalogue into a user-friendly system.
Responsibilities
UX/UI
Design System
Product Strategy
Role
Product Designer
Problem
Unlocking greater course consumption and elevating learner engagement on a comprehensive scale are pivotal goals for optimizing the learning experience. Our strongest hypothesis is that Domestika will foster a supportive learning environment by creating a new subscription business model. Employing data-driven insights to tailor content delivery would allow us to improve the user experience.
Design perspective
01.
To design this experience, I was part of a product team including backend/frontend engineers, a product manager and two designers.
We plan to adhere to the following process based on a user-centred design approach, firstly, based on the available data and talking with real users (through the customer support team).
It is crucial to remember that Domestika has millions of users interacting with the platform daily, and we aim to integrate the PLUS experience into the regular user flow. It was correct before proceeding swiftly to create possible prototypes of the most beneficial functions for users. Lastly, we will test the solutions with real users, shortcomings corrected, and an MVP will be launched to be tested in a real environment.
Research
02.
In the latter part of 2019, Domestika introduced a novel subscription tier known as Domestika PRO. This tier offered a diverse range of benefits, serving as our initial benchmark. Upon analyzing the data, we uncovered some disheartening realities. These findings, coupled with valuable feedback from our Community Support, enabled us to identify user pain points and enhance our overall margin.
Upon examine carefully our direct competitors, we become aware of the need to streamline the upgraded user experience and genuinely deliver the product's inherent value. This realization prompted me to adopt a fresh perspective in competitive research, focusing on leaders within the realm of learning experience. Notable platforms like Netflix and Spotify had elegantly resolved analogous challenges in user satisfaction. This exploration guided me towards an impactful strategy for simplifying the user journey.
Opportunity
One of the most significant hurdles I encountered in my role as a designer was seamlessly incorporating the PLUS experience into the standard user journey. This task was especially complex given the extensive scope of the project and various factors such as the imperative MVP launch, ongoing iterative processes, substantial technical demands, and more.
Exploration / Use cases
03.
Our journey revolved around exploring potential use cases for Domestika Plus. We examined different scenarios or use cases and how this subscription could fit into the user learning routine.
We wanted to ensure we covered all user personas, from beginners excited to learn new skills to pros wanting fresh techniques. All this had to live together with the existing interface.
Exploration / User journey
04.
We took a deep dive into understanding how individuals interact with Domestika Plus. Our mission was to uncover the steps, emotions, and touchpoints users encounter along the way.
Also, find and fix any edge cases or pain points, making the user journey more friendly.
Exploration / Design Solutions
05.
Through the experimentation with content blocks and other elements, I explored various ways to integrate important parts of the Domestika interface. It was also crucial to include Plus entry points as well as course landing experience, promotional banners, and more. The aim was to find a clean and not very disruptive look&feel that worked well with the regular experience.
I explored various ways to display important parts of the Domestika interface: trying out new blocks, including Plus entry points, course landing experience, promotional banners, and more. I was looking for a clean and not very disruptive look&feel that worked well with the regular experience.
Results
06.
After working closely with engineering to bring the designs to life, we launched the test and first iteration. At the project’s inception, we documented two primary indicators of success; higher engagement and improved learning experience satisfaction. Fortunately, our users found the product more interesting than previous subscription.
This remarkable achievement resulted in a 22% boost in renewal rates and attracted 17,000 unique users to our main landing page. Additionally, we witnessed an 8% increase in user satisfaction.
A win of this magnitude meant not only rolling the full product out to all of our web users, but also clearing the way for our team to take next step: expand the product to iOS and Android.