Case Study Produktywni.pl: an online course sales platform
We have been observing the development of educational technologies in recent years, but it was the last year that directed entrepreneurs’ attention to e-learning platforms and contributed to the rapid growth of online education. The benefits of online learning are enormous and while we can point to a few leaders (e.g. Udemy), there is still plenty of room on the market for innovative solutions in the field of education and online courses.
The starting point for the project with produktywni.pl was the question of how to build an online course sales platform that is effective, well-thought-out, and most importantly – supports sales. In this Case Study, you will learn how to design an e-learning platform based on the example of produktywni.pl
We knew right from the start that working with Piotr Nabielec would be an interesting challenge, especially since we had had the pleasure of working together in the past. Piotr is a perfectionist. He is also big on boosting productivity. He runs a blog and an online course on efficiency, so not only the design but also the coordination of the project had to be top-notch. You can find out more about our collaboration in the podcast with Piotr, where he discusses the challenges of creating digital educational products.
Kick Off Workshop. From the left: Beata Mosór-Szyszka, Piotr Nabielec, Joanna Ostafin
We started with the Kick Off workshop to define:
- roles in the project,
- rules of collaboration,
and summarize the action plan.
During the first workshop, we completed a Lean Canvas, which allowed us to better understand the project context. The workshop resulted in preliminary research hypotheses, which were prioritized according to the highest risk principle. This principle allows us to identify the factors that make it impossible to solve the problems and meet the needs indicated by the target group – which means the product is useless. Based on the information developed in the Lean Canvas tool and obtained in a preliminary interview with Piotr, we developed the first research hypotheses.
Sprint 2-3 – Research
The next stage of the project was the research, which was to provide in-depth knowledge of the market trends, competition, and consumer needs.
We conducted a competitive analysis of the existing websites in the field of education and branding. The analysis resulted in a list of specific functionalities that should be included in the website design. It also allowed us to indicate the direction and the patterns in educational platform branding. Most websites focused on a simple structure of information and presentation of training options, and highlighted the educational benefits of a given course.
The data collected in the analysis process provided the team with additional information about:
- the communication style of the online course audience,
- the preferences of the target group,
- the needs and problems of the target group.
The analysis let us learn a lot about the previous activities of produktywni.pl, gain insight into the characteristics of the market and understand the context of the project.
The research process allowed us to:
- work out a persona – i.e., a description of a model customer and recipient of the training offer. Based on the research, the team was able to identify the so-called early adopters who are more likely to purchase a new product and to whom the first marketing activities should be directed.
- map the user paths – i.e., to develop a Customer Journey Map which structures the information about the problems and touchpoints with a customer and allows to present them in a visual form as a user path in the purchase process.
Materials developed in the research process
Sprint 4-5 – logo design
The work on the logo for produktywni.pl platform started with a workshop with the client, which allowed us to get to know Piotr’s preferences regarding the design. We used the mind map method to establish a common direction. If you haven’t heard of mind-mapping, it’s a great tool that makes it easier to start a project by organizing information visually. It’s a kind of a “map of thoughts” and associations, which helps to learn about the characteristics and emotions associated with a brand.
The workshop with the client and the research process aim to answer the questions regarding the elements of branding, such as:
- what emotions and associations does the brand evoke?
- what is the communication style of the brand?
- who is in the target group of the brand?
- what colors and shapes identify the brand?
- what is the personality and archetype of the brand?
- how will the logo be used?
The brief was a synthesis of these activities. It’s a document that ensures that graphic designers know what to design. Based on the information gathered in the brief, our design team worked out some options in terms of:
- color scheme,
- symbol in the logo,
Finally, we were able to choose one design that fits the produktywni.pl brand best.
Simultaneously to the process of designing the logotype, the design team was conducting the UX (User Experience) research. The user experience research is the systematic analysis of the target users’ requirements in order to address real problems, collect hints, and get insights in the design process. This allows for the best functionalities as the design is based on the predefined needs of the target audience. To conduct proper UX research, when collecting the data from users, it is essential to apply the methods that are appropriate to the purpose of the research and provide the clearest information.
Our team decided on:
- exploratory surveys – designing a quantitative research in the form of a survey, in order to collect as much data as possible,
- in-depth interviews – conducting in-depth interviews in a predefined target group to validate research hypotheses,
- usability tests – going through the MVP of the website with the users in order to define the problems in the website construction.
Based on data analysis and research, we were able to create a clear, usable, and aesthetically attractive platform with online courses that ensures effective sales!
Project in numbers
steps mapped in the user's path
Tools used in the project
- Lean Canvas
- Customer Journey Map
- Quantitative research
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