HUKE APP - User learning experience optimization
HUKE App is the largest online self-learning education platform for designers in China. It primarily helps users learn different content through video courses. The usage process includes finding courses, learning the courses, completing them, and reviewing them.
My Role
My Team
Time period
Jul. 2019 to Oct.2019
Developers, Project Manager
Background
Competitor analysis, user interviews, personas, scenario descriptions, experience maps, task analysis, information architecture, use case flow, low/high fidelity design
UX/UI
Skills
Based on the process of Double Diamond, and combine to specific steps which used in this project
Process
Problem
Research
Design
Solution
Problem
In data analysis, it was found that the learned course-finding conversion rate for one path is lower than that of other course-finding paths.
3.Experience goal
Reduce redundant operation paths for users and improve course search efficiency
2.Business goal
Improve the conversion rate of video learning recharge. Cultivate loyal users while improving user experience
1.Challenge
Find the reasons why the data is low, and the pain points in user learning
Step 1: Page Data Analysis
The methods and approaches used to identify problems are key aspects of design, as they can serve as a foundation for validating the design solutions later.
Analyze the click heatmap from user journey pages and create a conversion funnel based on the findings.
Step 2.Conversion rate comparison
In the comparison, it is found that the average conversion rate of other paths is higher than that of the current learning conversion funnel, with a difference of 29.6%. The guess is that there are many paths for finding courses, and the conversion rate is lower than that of other click videos.
At present, it is necessary to solve the low conversion rate and improve the efficiency of finding courses.
Tips:
All data are based on the ios version, the average of a random week one month before the release, and holidays have been excluded.
User click-through rate is calculated as: unique clicks /unique views of the product details page.
Research
User Interview: Collect user data to understand their current learning process through qualitative research and interviews.
The following four users were selected from the user feedback system, as they all raised concerns about difficulties encountered during the learning process. To protect their privacy, their names and avatars have been anonymized and simulated for display.
Based on the problem, it is necessary to understand how users search for courses they have already studied and how they engage in learning. This led to the following main interview questions:
How do you use learning records and find lessons?
Do you pay attention to your learning progress?
The factors to distinguish users were established, and the factors were used to divide different user groups.
Summary and answers:
1. Most users tend to organize their learning progress by recording courses through features like history logs, collections, or creating albums. They often revisit previously watched courses and closely monitor their learning progress.
2.This indicates a clear reliance on accessing and reviewing courses or series they have already studied. Simplifying the navigation process for these actions could significantly improve efficiency and enhance the user experience.
Cheng Jie
Wang Pang
Li Du
Cai Ai‘ai
1. I often get used to reviewing the tutorial. I will forget the specific operation when encountering the actual operation, and I need to go back to the content taught by the teacher. I will also take notes to understand what I don’t understand, and if I don’t understand, I will go to Google first.
2. Pay attention to the learning progress The degree of concern about the learning progress is more focused on the remaining learning progress, rather than how much you have learned.
3. Finding Difficulties In the process of finding operations, fast-forward will be used to jump to the case that needs to be seen.
Professionals
1. Arranged learning will be conducted in the form of albums.
2. Pay attention to the learning progress Usually because of the difficulties encountered in the homework, there are certain requirements for the learning progress of the course to carry out this aspect of learning.
Student group
1. Arranged learning You will collect your favorite classes, and arrange learning through your favorite classes.
2. No systematic study is required. It is rare to check the progress of the study.
Student group
Users value their learning progress, and simplifying the operation path may improve efficiency. Therefore, their browsing paths were analyzed.
Here, four different visitors are simulated, each with their own unique path. They first enter from the homepage, then navigate through different page flows, ultimately achieving the goal of watching a video. The diagram illustrates the cross-visitation between different content groups.
It can be seen from the below path that the user churn rate of the page is related to the content and the operation path of the user. For example, when the churn rate of the home page is high, it does not only mean that the content group of the home page does not have the content that the user matches, but that the user is in the Leave the entire product when the other pages don't have much to gain.
Research
Solution
Analyze the general process, experience map, and the user experience issues it causes
The general process is divided into three stages: Before, Learning, and After. Based on the problem being addressed, the primary focus is on the After Study stage, aiming to solve the pain points and identify opportunities users encounter when reviewing the courses they have completed
Analyze the specific steps and processes in the After Study stage
Simulate the user reopening the software and analyze the current steps and process for finding previously studied courses. Identify the key steps with low conversion rates from data analysis, such as clicking on the "Learned Channel" in the Learning Center.
The analysis on the right revealed that multiple steps were required to access a course. Therefore, optimization was implemented, allowing users to directly click on the course within the Learning Center, reducing path complexity.
The final display format will logically sort and integrate the information forms of different learning contents.
After simplifying the path, reconsider the impact and changes on the information architecture.
First, it is necessary to analyze and understand the current information architecture of the learning center, as well as the logic of the information architecture that needs to be changed. Therefore, it was found that the current course attribute display logic problem: all courses are displayed as single lessons.
Design
As a key conversion page, the display and analysis of the original page:
more steps were required to click into the course. Therefore, optimization was made to simplify the process, and the design was optimized on the key page of the learning center to allow direct clicking into the course, reducing the complexity of the path.
Selection of the wireframe solution for the learning center page
The general process is divided into three stages: before, learning, and after. Based on the problem being addressed, the main focus is the "after study" stage. Solve the pain points and opportunities that users will encounter when watching the courses they have learned
Option 1
Advantages:
1. Prioritize the task of finding the courses you have learned, and the new learning function is highly extensible.
2. Considering the technical implementation, it is easy to implement and requires less work.
Disadvantages:
Few course details are displayed, and more operations are required to complete
Option 2
Advantages:
The main task of finding courses that have been learned has been strengthened, and the course content list is displayed externally, making it easier for users to browse and find courses that have been learned without having to enter the details page.
Disadvantages:
1. Weak scalability
2. Changes to the overall layout increase user cognitive costs and change operating habits
3. After scrolling down to browse the tutorials you have learned, switching to other functions becomes complicated
4. More interfering information elements
5. When there are more courses you have learned, the technical burden is heavier, or the user loads more slowly or freezes
The final choice was option 1
Reasons:
1. The overall changes are not big, the technical implementation cost is low, and it can be launched quickly
2. It reduces the changes in user operation habits and should allow users to get started and operate more quickly
3. The components are highly reusable, and the page of Prototype 2 needs to be re-layouted
The wireframe display of all page flows
By comparing the data two weeks after the launch with the data two weeks before the launch, the conversion rate of clicked videos increased by 11.1% month-on-month
Tips: User click-through rate is calculated as: unique clicks /unique views of the product details page.
Importance of Solving the Problem: Analyze the overall goals and sub-goals of the product.
By analyzing the overall goals of the product, we can better understand each behavioral objective, distinguish primary from secondary goals, and explore methods for data validation and improvement. This process provides a clearer framework for the product’s overall objectives and content, helping us identify which goal the current issue relates to and determine appropriate optimizations and actions.
Based on this, the primary target is to encourage users to watch videos and search for courses, with related measures focusing on improving the viewing experience, streamlining the entry flow, and simplifying the operation path, while excluding content quality considerations.
High-fidelity solution display
